Name one industry other than software where the customer has to sit through three meetings before they are allowed to see the product. You cannot. Because no other industry operates this way. A car dealership lets you sit in the car. A furniture store lets you sit on the couch. A clothing store lets you try on the jacket. A restaurant lets you see the menu. Every consumer and B2B buying experience on the planet gives the buyer access to the thing they are evaluating before asking for a commitment, except SaaS.

SaaS built an entire commercial model around the opposite principle. You want to see the product? Fill out a form. Wait for a BDR to email you. Schedule a discovery call. Answer qualifying questions. Get approved. Schedule a second call. Then maybe, three weeks after you first showed up, someone shares their screen and walks you through a canned presentation of the thing you came to evaluate 21 days ago.

The category leaders stopped doing this. Ramp lets you click through their expense management platform on their homepage right now. No form. No call. You just …