"The integrations you’ve built, the agencies that implement your product and the affiliates who already have your buyer’s attention all make your product harder to replace. A competitor can copy a feature. Copying years of relationships is a lot harder."

PartnerStack · AI Builds It, Partners Sell It: 4 Takeaways from Thrive 2026

I'm bullish on partner ecosystems being *the* distribution play that wins the next frontier of software. The challenge is in figuring out those partnerships and executing against it.