What if your designers, PMs, and writers could safely ship changes to a codebase without waiting weeks for engineering backlog?

In this episode of Pick My Brain, Alan Jones is joined by Dan Borthwick, founder of NiceGit, a startup rethinking source control for the reality of modern product teams. Dan pitches NiceGit as a single button way to use Git, keeping the power of version control while stripping away the terminal commands, scary UI, and workflow friction that locks non engineers out of making changes.

Alan and Dan unpack why Git has become a productivity bottleneck as more of the world builds software, especially now that over half of GitHub’s users are not programmers. They explore the hidden cost of routing every small change through developers, from UX tweaks to copy updates, and why “good enough” often wins simply because teams cannot afford the delays.

They also go deep on go to market strategy for technical products, including why engineers resist traditional marketing, how Atlassian used meetups and peer conversations to grow early, and how to think about whether you are selling a headache pill or a vitamin pill. Dan shares why game studios may be the ideal beachhead, how inbound interest is already forming through LinkedIn, and why team leads are often the real buyer even when end users feel the pain.

Along the way, Alan offers practical guidance on positioning, taglines, multivariate testing messaging, and how to equip champions inside an organisation with the right “cheat sheet” to win internal buy in. They finish with sharp, Australia specific advice on fundraising timing, investor targeting, and why warm coffee conversations beat sending a deck too early.

If you are building B2B SaaS, developer tools, or selling into teams with multiple stakeholders, this episode is packed with practical insight you can use immediately.