That was the key when PowerBuilder was first introduced. It is an even more important way of “marketing†a product now, particularly when your product is essentially “new†to the vast majority of the target market. Kathy Sierra notes:
Even the biggest ad budgets can't save you today. That's the bad news. The good news is that if what you make is totally f'n amazing, you won't need to advertise. The good folks on the net will take care of that for you, assuming you're keeping up the conversation.
Eric Lundquist (editorial director of eWeek) notes in a recent special supplement entitled "Innovations 2006" that users should be put in charge of innovation:
While listening to customers is a given, how about the idea of taking yourself out of the equation? Instead of listening to your customers, why not give those customers a basic framework, then stand back and let them design, market and fund your products? . . . Innovation in this technological spin of the wheel doesn't mean simply listening to your customers. It means putting the development tools in your customer's hands and letting them drive innovation.
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