#368 – How Alexander Sommer kept what others call economically unviable

A story about choosing the harder path—and why contrarian infrastructure decisions create unshakeable customer loyalty.

This episode is for SaaS founders tired of vendor dependency—and those questioning whether the "obvious" infrastructure choices are actually the smartest business decisions.

Most SaaS companies fail because they optimize for short-term convenience over long-term differentiation.

Alexander Sommer, CEO of DSwiss, took a different path. He's the first non-founder CEO to lead this 17-year-old Swiss company specializing in secure digital services. Rather than following industry defaults, DSwiss runs vertically integrated infrastructure—controlling their entire technology stack from hardware up.

This inspired me to invite Alexander to my podcast. We explore how contrarian infrastructure choices create unbreakable customer trust. Alexander shares insights about building fans through consistent execution, why compliance becomes a competitive moat, and how platform thinking solves the "custom request" dilemma. You'll discover why some customers now specifically seek vendors with zero ties to major cloud providers.

We also zoom in on two of the 10 traits that define remarkable software companies:

• They offer something valuable and desirable
• They aim to be different, not better

Alexander's story is proof that traction often starts by doing what most others avoid.

Here's one of Alexander's quotes that captures his contrarian philosophy:

"We have taken a slightly contrarian view and are running a vertically oriented business. From a hardware perspective, up the software stack, we actually control the entire infrastructure. That makes us definitely not going to be impacted by some of the ties to larger technology vendors."

By listening to this episode, you'll learn:

• What contrarian choice he made to create highly defensible differentiation
• What makes compliance a desirable outcome, not just a checkbox
• When saying "no" to custom requests leads to platform innovation
• Why trust-based businesses require different growth strategies

For more information about the guest from this week:

Guest: Alexander Sommer, CEO

Website: dswiss.com