Let’s make identity fun again (whether we build it or buy it)

The author argues that identity has become boring and that companies are defaulting to buying pre-built solutions instead of building their own. This is due to the misconception that building software from scratch is wasteful or over-indulgent, and that buying a product is a complete solution. However, this framework ignores the complexity of real-world problems and the importance of customization and execution. The author suggests that companies should reconsider their approach to identity and build custom solutions or build on top of products that will grow with them, rather than defaulting to industry leaders. This requires a deeper understanding of the problem and its context, as well as a willingness to question assumptions and explore alternative approaches. By making identity "fun again," companies can find more rewarding and user-centric solutions that differentiate themselves from others in their market.

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