Eric Sink's Marketing for Geeks (pdf), is an excellent commentary on the book 22 Immutable Laws of Marketing, from a software developer's perspective. Eric's wisdom is hard earned. He appears to have made every mistake inside and outside the book, and lived to tell about it.
When entrepreneurs ask me for advice, I usually ask them to explain their product in
25 words or less. Hardly anybody can do it. The software developer is in love with his
product and is unaware of the fact that nobody else is.
Ask him to talk about his
product and he will give you twenty minutes of rambling love poetry starting with a
feature set and ending with a description of some arcane aspect of the product's
underlying architecture. The customer has lost interest after the first ten seconds.
wire between your marketing efforts and your customer's mind is an extremely low
bandwidth connection. Less is more.
PS: I recommend skipping the introduction and read the commentary to the laws instead.
[PHP Everywhere – Thoughts on PHP and other programming technologies by John Lim]