This was a great interview about selling a very complex product to a very difficult customer base (programmers). Someday, I want to start a developer tools comp

This was a great interview about selling a very complex product to a very difficult customer base (programmers). Someday, I want to start a developer tools company so it was cool to hear about the challenges they faced in getting started. My key take points were: 1. Your tool must demonstrably solve a challenging problem right away. Programmers will ignore it if on first run it doesn't have a good result for them. 2. Marketing via finding bugs in FOSS software can help sell licenses. 3. Mindshare is difficult to build because your target is often big companies with big budgets, but the people you need to convince are everyday programmers. Hopefully, their new lower priced option will help them in this case. Anyway, very cool bootstrapped business. It is always nice to read about someone who has been able to make a business out of solving hard problems. Many businesses seem to solve easy problems which people haven't noticed before (which is likely a better business strategy but can sometimes lead to boring work).