Customers prioritize usability over contributions
Customers don’t care about your open source contributions as much as you think. What they really want is software that works flawlessly and is ridiculously easy to deploy. AWS nailed this early on, and their success proves it. They’ve built an empire on simplifying open source deployment, even though their contributions to these projects have been, let’s say, minimal.
And you know what? It doesn’t matter to the end user. For enterprises, the name of the game is speed and efficiency. They want solutions that cut through the noise and get the job done without breaking the bank.
Developers explicitly tell us this. In an AWS survey, they ranked “ease of deployment” as the number one factor in choosing open source platforms. Contributions? They barely made the list. What this tells us is that enterprises don’t have time to admire a vendor’s altruism—they’re focused on results. Deploying open source software should feel seamless, and if you can deliver that, you’ve won their loyalty.
This focus on usability makes sense. Businesses operate under immense pressure to streamline operations and reduce costs. A vendor who eliminates the hassle of managing open source software meets a need, and creates a competitive edge for their clients.
“Don’t aim to make a splash in the open source community, aim to make life easier for your customers.”
Contributions improve product quality and support, not customer perception
While customers might not care who’s writing the code, having top contributors on your team still matters—a lot. Why? Because these contributors know the software inside and out. They can fix bugs faster, weave custom solutions into the project without creating technical headaches, and even guide the project’s evolution in ways that benefit your customers. It’s the ultimate insurance policy for your product’s quality.
Take AWS again as an example. They’ve employed Madelyn Olson, one of the core maintainers of Redis. Her expertise gives AWS a major leg up when managing Redis forks like Valkey. Forks might not happen often, but when they do, having someone with deep knowledge of the project’s architecture is a game-changer.
Here’s the thing, though: customers rarely connect these contributions with the product they’re buying. They’re not impressed by the “we give back” marketing spin. What they do notice is when their software performs flawlessly and support issues are resolved in record time. That’s where contributors quietly shine, keeping the product sharp and the customer happy without anyone outside the company even realizing it.
Contributions provide strategic advantages but rarely influence purchasing decisions
Contributing to open source projects isn’t a selling point. It’s a strategic play. When your team is actively involved in a project, you gain insight into its development, influence its roadmap, and create better integrations for your customers. But here’s the rub—none of this directly impacts purchasing decisions. Customers are laser-focused on outcomes: usability, cost savings, and speed. They don’t care who’s contributing; they care that the product works and fits their needs perfectly.
Think about AWS’s Redis initiatives. Their contributions don’t appear on glossy brochures, but they’re critical to shaping solutions like Valkey. This behind-the-scenes work builds a better product, but it doesn’t make waves with customers. Instead, it quietly makes sure that what they deliver is more aligned with long-term customer goals.
So, while contributions might not sway a client during the sales pitch, they’re part of the unseen scaffolding holding everything together. The truth is, customers buy outcomes, not ideals. If you focus on delivering exactly what they need—whether it’s through internal expertise or strategic contributions—you’ll stay ahead of the game.
Final thoughts
Are you making things easier, faster, and more effective for your customers, or are you just patting yourself on the back for things they don’t care about? Focus on what truly moves the needle—usability, time savings, and outcomes that matter. The hard truth is, customers don’t buy your story; they buy solutions that work. So, what’s your next move to cut through the noise and deliver real value? Because in a world where attention spans are short and expectations are sky-high, the brands that lead are the ones that solve problems—not the ones that just look busy.
