You make some very powerful points. As engineers we know how the magic works, so the effect is lost on us. Customers that see computers as black boxes are amaz

You make some very powerful points. As engineers we know how the magic works, so the effect is lost on us. Customers that see computers as black boxes are amazed when their facebook feed is re-freshed automatically, and think "magic". You and me know its AJAX. 404 - Magic not found. And thats the greatest hurdle to get over. How can I disconnect myself from the product enough to see it through the eyes of a customer. Do I find it mind blowing? Is it useful? Does the UI make it seem luxurious? You last paragraph is very important. Should an engineer learn marketing? Depends. Does the engineer want to start a business? Then, yes. If not, then the engineer should focus on developing his engineering skills.