In the API economy, tech leaders from top marketplaces, such as Grailed and Madeira Madeira, discuss factors and pitfalls when making software decisions. Understanding their business and core domain is crucial, as it changes over time. Staying focused on core competency as a business is critical to respond to competition and take a prominent position on the market. Talent acquisition and feasibility of building or buying are also key considerations. The decision to build or buy software depends on various factors, including competitive advantage, customer experience, flexibility, and total cost of ownership. Ultimately, tech leaders prioritize owning the experience, keeping control over what's important, and ensuring the product evolves with their team.