Looker only satisfies LookML developers and ignores everyday business users
Rob Woollen · He went 7 years with no revenue— then grew to $100M ARR. | Rob Woollen, Co-Founder of Sigma · PMF Show · Jun 30, 2025 · at 22:33
Rob Woollen is the co-founder of Sigma Computing. He contrasts Sigma's spreadsheet-native BI interface against rival Looker's modeling language, LookML.
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“Looker is a very, very heavy in the other direction. It's very focused on you're going to have a very small number of people that write in this made up programming language, LookML, and essentially those are the only people that love that product. And then everyone else they could care less about. They just want them to download to Excel and essentially get out of there.”
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