Stated so clearly. Thanks to OP. The Redis example extends to where the "for hackers," or "for technologists" marketing is implied, since nobody else cares abou

Stated so clearly. Thanks to OP. The Redis example extends to where the "for hackers," or "for technologists" marketing is implied, since nobody else cares about the tech, but in working with all these things made for us (hackers), it never occurrs to us that we need to make something for someone who isn't us. (since if we didn't use it ourselves, it wouldn't be an honest service, the internal reasoning goes) I've certainly fallen into a trap of working with and making things nobody else sincerely cares about (security), which is why I make a living, but also the ceiling on how successful I've been at it. Security tools are also a unique flavour of marketing problem because they are governance and remdedial mechanisms, which means they aren't individually desirable, and they are mostly for mediating and managing others. You have to get positioned between the user and an antagonist. Security for everyone means security for no one, but security for yacht owners, that's a product. I'm marvelling at how few words the OP was able to express this in. It's as good as YC's "make something people want." Security products are bit like machine medicine, where you don't cure illness, you make a business of managing it. I'd suspect there is a direct 1:1 analogy between pharmaceutical marketing and security marketing problems. So much to think about.