It’s strange- we used to think we were in the business of creating web apps.

What we sell isn’t bundled up javascript, and glossy buttons… We sell a process. We sell conceptual ways to work and organize. 

The thing to keep in mind is that people are actually buying into something completely different when you think they’re buying nothing more than your product. They’re buying…

... the attitude of your company.

... the belief that the process you preach is better than the alternatives.

... the experience of participating in your brand.

So we’ve been thinking and talking about what Paste is. What might make people interested in us? Why are we cool? It’s an awkward conversation, to be honest… How often do you sit back and think “Why might I be interesting to those around me, and what can I do to increase my personal brand worth?” It reminds us of the guy at the party we don’t want to hang out with… ugh.

But it’s an important question. This whole branding thing happens whether you want it to or not. A well written blog brands your company in a certain light- but so does a neglected blog. The lack of effort has effects just like concentrated effort. People need to like you and trust you in order to buy from you. It’s sales 101.

We’d like to think we’re generally like-able. Or at least -we like us! We realize that doesn’t buy us much street cred. So there’s this “the people behind the products” philosophy we’ve sort of landed on. We’ve been thinking about why someone picks our product vs. another, along with all the reasons that go into the decision aside from the bullet point features. We’ve been thinking of ways to allow people to know us. To trust us. 

It’s a tough question, and we’re not saying we’ve wrapped our heads around it. But we think it might be one of the great neglected questions. You have to give customers a reason to care. It’s not good enough to be better. It’s not good enough to have clean code. People don’t line up for that. They’re looking for a way to fulfill their need to work differently. If you think you have an answer for them- you need to first convince them that you’re worth listening to.