From Writing Code to Managing AI: Chris Morbitzer on the New Role of Software Teams
Northbuilt CEO Chris Morbitzer on leading engineers through the shift to AI, why planning now matters more than coding, and how AI is changing agency margins.
Guest
Chris Morbitzer
CEO, Northbuilt
Chris Morbitzer is the CEO of Northbuilt, a Minnesota-based software firm that helps mid-market manufacturers fix the technology holding back their growth. A self-taught programmer since middle school, he led engineering and product development at a software startup before co-founding Northbuilt during the early months of COVID. The firm runs on three values: family, conscientiousness and craftsmanship.
Key Takeaways
- 1.Everyone is becoming a manager — engineers now direct AI the way a manager delegates to a team, a learnable skill with right and wrong ways to do it.
- 2.Put the time in up front — thoughtful requirements and context documents make the build faster and avoid the slow, frustrating last 20%.
- 3.AI is an accelerant, not a shortcut — it shortens delivery times, but the bigger gain is engineers spending more time on the problem.
- 4.Change management is the overlooked part — giving up writing code feels like an identity crisis for many engineers.
- 5.Make room to learn together — Northbuilt set guardrails, brought in experts, and ran group sessions on a real client deliverable.
- 6.Agency margins will compress — when knowledge and execution are commoditized, competitive pressure pushes prices down.
- 7.Move above execution — Northbuilt now leads with leadership and advice rather than software development.
- 8.Judgment is the lasting skill — telling truth from fiction matters more as AI makes information cheap.
Full Transcript
The work we do isn't going to last. The copy I write for a website or the mobile app I build will probably be obsolete within this decade. That means the things that do last, like family, matter more now, not less.
Using AI doesn't remove our responsibility to produce solutions that meet the customer's needs and last. Our rallying cry is built to last. That doesn't change just because I told a robot to build it.
If our engineers are spending more time thinking about the problem and less time writing boilerplate and doing tedious admin, that's value for the customer. That's the kind of work we were supposed to be doing as humans anyway.
These tools get you 80% of the way with a couple of hours of prompting. But you spend so much time on the last 20% that you don't end up saving much. Our engineers direct it properly from the start, so they aren't spinning cycles at the end.
One of the biggest ways work is changing is that everybody is becoming a manager, whether they realize it or not. You're managing robots instead of people.
The biggest overlooked piece is change management, and that's a leadership challenge. I had to see it for myself, cast the vision, and then walk alongside my team with empathy while they were a few steps behind.
Writing code was never the value I brought. The value is a real solution to a problem a customer actually has. Whether I write the code, lead a team of engineers, or lead a team of AI, that's the part that matters.
Most new technology gets adopted from the bottom up. AI went the other way: it started with the CEO. Managers already know how to get outcomes through delegation. Now they're delegating to a robot.
We made regular space for learning. We'd take a real client deliverable, put it on the big screen and work through it with AI as a group. What worked? What didn't?
In a world where knowledge and execution are commoditized, that work is going to see continual and severe margin compression over the next ten years. What doesn't go away is human judgment, discernment and wisdom.
We're changing our service mix. I'm not even leading with software development with prospective clients anymore. I lead with leadership. They just need someone to figure out the problem.
When a new AI tool comes across my desk, my filter is: does it solve a problem I've heard from one of my customers? If not, come back later.
Frequently asked questions
How is AI changing the role of software developers?
Does AI make software projects faster?
How do you lead a team through AI adoption?
How will AI affect agency margins and pricing?
How should agencies stay up to date with AI tools?
Related Resources
More Episodes
How to Make a Company AI-Native: Michael Batko on the Three Systems to Build First45 min
How Do Agencies Prove Their Value When Clients Have AI? Gary Magnone on Outcomes, Pricing and Burnout40 min
What Should an Agency Owner Delegate First? Karl Sakas on Stepping Back, Selling and Getting Paid What Your Agency Is Worth40 min