Hercules Founder Brendan Falk on the AI Opportunity

Brendan Falk, who co-founded the developer tools startup Fig and sold it to AWS in 2023, now runs Hercules, a seven-person company he says is doing tens of millions in revenue by letting non-technical people build production-grade business software such as ERPs and CRMs. He describes Hercules's bottoms-up, milestone-based approach, its use of low-CAC Google Ads in emerging markets for product feedback, and his view that custom software is a revenue-maximizing strategy rather than a cost-saving one.