The article highlights the importance of prioritizing service in SaaS businesses, often overlooked in favor of product development. It emphasizes that hiring and investing in sales, support, and success teams is crucial for building a successful company, especially in B2B markets where complex buying processes require human interaction. The author argues that self-serve software alone is insufficient, as it misses the opportunity to build customer intimacy and create genuine connections with customers. Instead, a combination of self-serve and full-service SaaS models can be effective, allowing businesses to scale while providing exceptional service. The article also stresses the importance of understanding prospects and customers, hiring talented support team members, and sharing responsibilities to provide great service. Ultimately, prioritizing service is key to building a sustainable and profitable company in the SaaS world.