Rippling runs a transit ad at 59 St-Columbus Circle in New York. The ad asks Running all that IT software and still feeling insecure? That's SaaD.
Rippling coins the word SaaD for running piles of IT software. Riders get one short name for a problem they already feel. A short name is easy to repeat to a coworker later.
Write down the messy setup your buyer lives with today. Give that setup a short name of one or two words. Put the name at the end of a question your buyer would answer yes to.
