https://lucabarberis.com/writing/ Essays on growth, go-to-market, and software strategy by Luca Barberis. en hello@lucabarberis.com (Luca Barberis) hello@lucabarberis.com (Luca Barberis) Tue, 22 Sep 2026 00:00:00 +0000 https://lucabarberis.com/writing/double-down-or-venture/ https://lucabarberis.com/writing/double-down-or-venture/ Tue, 22 Sep 2026 00:00:00 +0000 Every growth machine carries its own plateau, and you can compute it: new accounts divided by churn. Whether the fix is more of the same or something new is an art, and it belongs to whoever holds the portfolio. Eatigo, JD.ID and ZALORA from the inside, tested against the research. https://lucabarberis.com/writing/the-sales-organization/ https://lucabarberis.com/writing/the-sales-organization/ Sun, 13 Sep 2026 00:00:00 +0000 Three layers have to be there to win: operations and structure, a performance culture, and sales incentives worth chasing. The framework, the tradeoffs inside each layer, and the salary, incentive and payback arithmetic that decides which version a company can afford. https://lucabarberis.com/writing/the-machine/ https://lucabarberis.com/writing/the-machine/ Thu, 10 Sep 2026 00:00:00 +0000 Roff-Marsh wants sales run like a factory. A decent manual for the plumbing, a weak theory of sales performance: incentives trump processes, and talent is heavy-tailed. https://lucabarberis.com/writing/live-shopping/ https://lucabarberis.com/writing/live-shopping/ Sat, 01 Aug 2026 00:00:00 +0000 In China a third of online shopping happens in a live room. In South East Asia a fifth. In the United States, under 1%. I went through twenty-one markets to find out why, and the answer is one number: median income. https://lucabarberis.com/writing/beyond-ux-ui/ https://lucabarberis.com/writing/beyond-ux-ui/ Wed, 01 Jul 2026 00:00:00 +0000 Software isn't going away. The way we operate it is. Every menu, form, toggle and dashboard turns into a sentence, and this matrix shows what each one sounds like. https://lucabarberis.com/writing/ai-killed-crm-data-entry/ https://lucabarberis.com/writing/ai-killed-crm-data-entry/ Wed, 17 Jun 2026 00:00:00 +0000 The invisible-CRM wave is hitting Salesforce and HubSpot at the right moment. But it automated only the chore reps hated, and left the two jobs that actually run a CRM in place. https://lucabarberis.com/writing/death-and-rebirth-of-the-crm/ https://lucabarberis.com/writing/death-and-rebirth-of-the-crm/ Sat, 13 Jun 2026 00:00:00 +0000 A dissection of the software every company pays for and nobody opens. What AI kills, what keeps it breathing, and what grows back in its place. https://lucabarberis.com/writing/only-habit-pays/ https://lucabarberis.com/writing/only-habit-pays/ Tue, 09 Jun 2026 00:00:00 +0000 A working theory of where software is going, from the farce we're living in now to a Tuesday eight years out. https://lucabarberis.com/writing/religion-vs-strategy-jd-indonesia/ https://lucabarberis.com/writing/religion-vs-strategy-jd-indonesia/ Wed, 20 Aug 2025 00:00:00 +0000 Seven years, more than $120M a year in losses, around $1B in annual GMV at its peak, 2-3% of the market. Why a company that had already won once lost, and what it says about how people decide.