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Revenue is outside your control and costs are inside it, which is why cutting a recurring expense is the lever a business owner should love.

Drawn from what David Heinemeier Hansson said

the cloud

What David Heinemeier Hansson actually said

  1. David Heinemeier Hansson Creator of Ruby on Rails, CTO of 37signals
    But ultimately, I don't get to choose whether they put in their credit card or not. They do. I do get to choose how much money we spend on servers. I do get to choose whether we squander that revenue on needless cloud services rather than just owning our own hardware, right?

    Watch from 1:23:54 plays here

    ↗DHH: How to Build a Profitable Company Without Losing Controlyoutube.com

    26 Jul 2026 · video · 1h 41m · spoken · machine transcript

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