"Marketing is pretty simple when you get down to the facts." You're right. Taking a somewhat more literal approach to your statement, I tend to boil my marketi

"Marketing is pretty simple when you get down to the facts." You're right. Taking a somewhat more literal approach to your statement, I tend to boil my marketing down to facts and only facts. I have a hard time with what I'd call hyperbole. Apple's people say "magical" an awful lot. And from a user's perspective, it may seem that way and such marketing might be a good thing. I have a hard time seeing such things from the POV of a customer and then creating marketing copy to explain the product to them. Don't get me totally wrong on the customer POV thing: I like my software to be "magical" as much as the next guy and I tend to do UI and UX work to make things feel like that. But I know what's happening behind the scenes. I can use your Fancy New UI Widget once and know how you did it. I cannot bring myself to write copy about how magical that is. I'm an engineer, not a marketeer. Can I do the work? Sure. But it takes time away from engineering. I should work with marketing people, not try to be one.