Part ThreeMarketing

In most small ISVs, it's important for at least some of the developers to have an understanding of basic marketing. However, most geeks tend to shy away from marketing, citing their lack of creativity and graphic design skills. But these are typically not the differentiators that determine whether marketing is competent. Marketing efforts tend to succeed or fail on their strategy, not on their artwork. In fact, many teams can improve their marketing simply by realizing that marketing, like software development, has two distinct phases.

When we build software, we typically have a design phase followed by an implementation phase. In the design phase, we carefully figure out exactly what we want to do. In the implementation ...

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