We treat our website as a product. With real investment. When we were just a couple of people, we realized that our website is our sales team – since our users would want to self-serve as much as possible.

This constraint has worked out pretty well for us. Distribution is pretty easy when the thing you're working on is good enough to generate word-of-mouth growth – and this helps build an enduring developer brand.

The way this pans out? As they got bigger, they gradually shifted from building for users toward building for buyers, hoping to optimize for revenue growth. Over time, that killed their word-of-mouth growth, which caused them to have to work harder for each sale. So they got more salesy, and so on. They became companies that focused on making a... See more

So when it comes to marketing and sales, we are optimizing for developer experience.