For example, Dearing mentioned that Heroku, a platform service for developers building and deploying apps in the cloud, benefited by applying strategies and tactics to the developer market that they had observed in the consumer software market.

FORBES: Stanford Investor Loves the Underdog

FolioFN is also picking up some revenue by applying its software and trading systems to related tasks, such as automating the work of maintaining separately managed accounts at Brinker Capital.

FORBES: Innovators

Founded in 2010, Massive Health is comprised of world-class talent from leading consumer software companies and is focused on making the world a healthier place by applying technology and design to health.

ENGADGET: Jawbone buys Massive Health and Visere to boost app design for wearables