Technical people seem particularly bad at marketing effectively. I think this is because we're fact-oriented, focused on the features and neat ideas our products include. We'll spend pages and pages talking about the cool things that our tool or application can do. And then we'll wonder why our client didn't buy it. Why do we do this? Because we forget that marketing isn't about features it's about meeting needs.

He points to the hierarchy of needs as an example of what really has to be considered when developing software. The further down the pyramid you and your software can go, the more effective your marketing can be. An application can do everything under the sun, but if it doesn't do what the customer wants, it'll be tossed aside.