Build authority by teaching the problem space, not announcing features. Use when the user finds "marketing" distasteful and does none, publishes only product updates, or wants a sustainable content and GitHub-README strategy that developers actually respect.
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You don't have to "do marketing." You have to become the person developers trust on the problem. Sell the category, not the product, and let the authority pull people in.
Use this when: content feels slimy so you avoid it, your "blog" is a changelog, or a competitor is quietly becoming the go-to voice while you ship in silence.
Developers reward technical depth, honesty, and a real point of view, and punish polished fluff. The move isn't promotion; it's education. Be the trusted expert on the problem, take a stance on where the space is heading, and the product sells itself as the obvious answer.
Before product-market fit, only the founder can do this. It's the #2 hire (DevRel) later, not now.
The "O'Reilly book" content plan (Frankl): imagine the definitive book on your problem, ~10 chapters, ~10 sections each. That's ~100 genuinely useful pieces mapped out. Publish against the outline consistently. You're writing the book that makes you the authority.
Do you have a real, contrarian-but-true opinion about your problem space?
├─ YES → write that. POV posts build authority fastest.
└─ NO → write the tutorial you wish existed when you hit this problem.
(Useful-to-a-stranger is the bar. If it only helps someone who already bought, rewrite it.)
Built from real dev-tool GTM experience, with frameworks from Adam Frankl (The Developer-Facing Startup) and Jakub Czakon (markepear.dev). If you want help finding your angle and a cadence you'll actually keep, reach out to me on LinkedIn.
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概要と使いどころ
Position an AI product when everyone claims AI and skeptics call it "just a wrapper." Find the real wedge (data, workflow, trust, domain), make reliability the differentiator, answer "won't the big labs just build this," and stop leading with "AI-powered." Use when your AI or dev tool blends into a sea of similar demos, buyers doubt the accuracy, or you can't say why you win when the model is a commodity.
日本語の概要は準備中です。原文の説明を表示しています。
Get the first 50 real users through channels the user's ICP already uses. Use when the product shipped and nobody came, the user is "posting more" with no result, or is reaching for paid ads before product-market fit.
日本語の概要は準備中です。原文の説明を表示しています。
Coach the user through actually selling: finding the champion and the buyer, running the first sales conversations, demoing their use case, handling "let me think about it," and closing the first paying customers yourself. Use when developers love it but nobody pays, you've never sold anything and freeze on the conversation, or deals keep stalling on "we'll think about it."
日本語の概要は準備中です。原文の説明を表示しています。
Turn hand-made first-50 traction into self-reinforcing acquisition loops, so the next 5,000 users come from usage, not founder hours. Use when growth stalls the moment the user stops pushing, every signup traces back to a DM or one launch spike, or they're reaching for "more channels" when the real gap is that using the product creates no new users.
日本語の概要は準備中です。原文の説明を表示しています。
Measure GTM with the metrics that matter (net developer retention, DREAM funnel) instead of vanity numbers. Use when the user has dashboards full of stars and pageviews but can't tell if go-to-market is working, or is optimizing acquisition over a leaky bucket.
日本語の概要は準備中です。原文の説明を表示しています。
Plan a developer launch (Show HN, Reddit, Product Hunt) that earns goodwill instead of a flaming. Use when the user is sitting on a launch out of fear, wants to "go viral," or is about to post a press-release-style announcement to a developer community.
日本語の概要は準備中です。原文の説明を表示しています。