The previous four articles were about topics that geeks need to learn in order to do marketing. The next two are about topics that geeks need to unlearn. You see, as geeks, we are bad at marketing not merely because of our ignorance of classical marketing concepts such as positioning but also because of a natural tendency to do things wrong. We like technology far too much to make objective decisions without conscious effort.


When we talk about marketing for geeks,1 we obviously talk a lot about marketing. But we also need to talk about geeks. After all, we chose software as our primary career field, and that choice says something about the way we are wired inside. When we do coding or design, ...

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