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Why watching users beat asking them — and how it led to real traction.

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Stephen Llevano is the founder and CEO of Capabuild, a software platform designed for restoration contractors who work on insurance jobs. Capabuild helps these businesses manage compliance, streamline field documentation, and create accurate estimates — fast.

In this episode, Stephen shares the full story behind Capabuild: how it started, what he got wrong early on, and the key insights that helped turn it into a real business.

One of the biggest takeaways? The power of watching customers work in their real environment — instead of relying on what they say they need.

We dive into how observing contractors in the field led to unexpected product decisions, how Capabuild evolved its pricing model after early pushback, and what it takes to build trust in a traditional, change-resistant industry.

Stephen also shares his thoughts on building for overlooked markets, supporting local service businesses, and why long-term traction comes from delivering real operational value — not chasing trends or vanity metrics.

If you’re building software for non-obvious industries or trying to unlock early traction, this episode is packed with practical, hard-earned wisdom.

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Takeaways

1. Connecting directly with customers as a founder is crucial for product success
2. Observing customers in their actual work environment reveals true needs beyond feedback
3. Pricing strategies must evolve based on real customer insights and market dynamics
4. Building a startup requires more time and emotional investment than initially expected
5. The insurance industry is shifting, creating new opportunities for adaptive contractors
6. Personal relationships often drive initial customer acquisition and business development
7. Deep market understanding is essential for navigating industry complexities
8. Operational efficiency directly impacts a contractor's ability to serve clients effectively
9. Supporting local service businesses creates stronger community economic foundations
10. Every entrepreneurial experience offers valuable learning opportunities worth embracing

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Check out Capabuild:

• https://www.capabuild.app/
• https://apps.apple.com/us/app/capabuild/id1642228115
• https://play.google.com/store/apps/details?id=com.capabuild.app&pcampaignid=web_share
  

Where to find Stephen Llevano

• X: https://x.com/StephenLlevano
• LinkedIn: https://www.linkedin.com/in/stephen-llevano/

Where to Find David Phillips

• X: https://x.com/davj
• LinkedIn: https://www.linkedin.com/in/davjphillips/