Talking to developers

Andres Almiray: Yes, I do. I prefer to do that because being a developer myself, I can understand how developers think and how we react to certain news.

The marketing department of any company knows how to deal with and reach out to the decision-maker—the chief technology officer (CTO) or chief executive officer (CEO). They know how to speak to them in such a way that they can share the benefits of the particular solution they want to offer. But it's different when you need to do that with developers. If you come up with your standard marketing jargon for a developer, either the developer won't understand you or will simply say, "That's not for me and I just don't want to deal with this particular thing." You have to understand the person on the other side, and that's why I want to talk to developers.

Geertjan Wielenga: You travel the world to visit conferences and you speak everywhere, so how does that fit...