The Aftermath

Everyone wants to predict the future. Nobody wants to do the harder work of preparing for it. In this finale, Catalin Rata and Emanuel Martonca close the loop on four episodes and four patterns — and answer the question that connects them all. The companies thriving in Year 3 aren't the ones who predicted perfectly. They're the ones who prepared intelligently. This episode makes that concrete: wha...

"We can serve anyone." It sounds like ambition. In AI-priced markets, it might be the most expensive decision you never made. In this episode, Catalin Rata and Emanuel Martonca simulate what happens to generalist firms as AI accelerates market bifurcation. The short answer is yes — generalists survive. But there's a meaningful difference between surviving and thriving. And that gap is about to get...

Software companies price what they deliver: hours, features, outputs. Customers pay for something else entirely. In this episode, Catalin Rata and Emanuel Martonca explore the gap between what AI can optimize and what customers actually decide on. It's a gap most vendors don't notice — until they start losing deals they thought they should have won. The question isn't just what AI misses. It's wha...

Most companies lose deals before they ever quote a price. Not because the price is wrong — because they never discovered what the customer actually values. Now imagine AI handles that conversation. In this episode, Catalin Rata and Emanuel Martonca simulate what happens when AI takes over customer discovery in B2B sales. The efficiency case is compelling. The aftermath is more complicated. Some co...

Right now, a handful of software companies are letting AI set their prices. Most think they're optimizing. They're actually amplifying. But amplifying what, exactly? In this opening episode, host Cătălin Raâă sits down with Emanuel Martoncă — pricing practitioner and founder of SoftFight — to simulate what markets look like when AI pricing becomes the norm. Not what's happening in 2026. What's dif...