It’s really easy to reach 100 000 people who do not want to hear what you say. That’s called advertising. To actually reach people who are voluntarily coming back to what you have to say is an incredibly powerful thing and I recommend every company start doing that.
Whether you’re taking time to work on a project on the side or you’re launching a full-time business, it’s going to require peak personal investment. Not in terms of working crazy hours, but of dedication and perseverance.
Through this experience, I learned an important lesson: When in doubt, make your product more compelling. All of Fog Creek’s affiliate marketing ideas, coupons, discounts, direct-mail pieces, catalog ads, and everything else we spent time on — none of this was as good a use of our time as simply doing what we loved best anyway: creating useful software.