The bread paradox: why convenience always wins, and why SaaS isn’t doomed
JA Westenberg argues that convenience routinely beats the appeal of doing things yourself—a dynamic that undermines claims that users will replace SaaS products by coding their own tools. The essay uses the "bread paradox" to frame why SaaS is not doomed.
The bread paradox: why convenience always wins, and why SaaS isn’t doomed
Author: JA Westenberg | Published: 2026-07-12 | Generated: 2026-07-15 | Domain: joanwestenberg.com
Tags: ‘#saas’ ‘#convenience’ ‘#software’ ‘#productivity’ ‘#automation’
TLDR
The article challenges the idea that AI-enabled coding will cause customers to abandon SaaS and build their own replacements, such as a custom Jira. Its central claim is that convenience has enduring value: even when people can make something themselves, most prefer a reliable, ready-to-use product over the time, effort, and maintenance required to do it themselves.
Key Takeaways
- Convenience is the core argument: The “bread paradox” illustrates why the ability to make something does not mean people will choose to do so.
- DIY software has hidden costs: Building a custom alternative involves ongoing effort beyond initial implementation, including maintenance and operational responsibility.
- SaaS retains product value: Hosted software is valuable not merely because it can be coded, but because it packages functionality into a convenient, managed experience.
- AI does not automatically eliminate SaaS demand: Easier software creation may expand what users can build, but it does not negate demand for polished, dependable tools.
Images & Media
- Who Made That Sliced Bread? - The New York Times — Featured illustration accompanying the bread-and-convenience metaphor.
Referenced Links
- JA Westenberg — Author’s personal website.
- JA Westenberg’s Substack profile — Author profile on Substack.