• How would a software development company use this strategy

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    A software development company can effectively use the barnacle strategy by integrating its products with larger, established platforms that are not yet saturated. For instance, Andrew Wilkinson suggests that instead of targeting crowded ecosystems like Shopify, developers might focus on emerging platforms like Discord or Adipar. By creating complementary products that attach to the growth of these larger platforms, companies can ride the coattails of the platform's success, benefiting from the marketing reach and user base with minimal investment in advertising or customer acquisition 1.

    Another example of this strategy is seen in how Syed Balkhi built within the WordPress ecosystem. By developing products and services that support WordPress, which itself is a massive platform, his company was able to grow significantly alongside WordPress's success 2. This approach involves identifying platforms that are likely to grow and creating add-ons or tools that enhance their functionality, thereby gaining exposure and customers through the larger platform's growth and marketing efforts.

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