Second of all, I mean for us our marketing secret is something we stole from Kathy Sierra. She writes a wonderful blog called Creating Passionate Users and a wonderful book series called Head First. The theory is: you can either out-spend your competition or you can out-teach your competition. Well, 37signals is not going to out-spend anybody. We are 10 people. We don’t have venture funding. There are a lot of people out there who can blow more money than we can on any number of things.
But what we can do—or at least try to do—is we can out-teach the competition. We can out-share the competition. Again, I keep coming back to this cooking world, who are the famous chefs out there? They are the ones who gave away their recipes. They are the people who wrote cookbooks, wrote recipe books, went on TV, showed how they did the things that they do. (DHH @ UX Magazine)
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