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I used to view myself as a tech-only person. I was a secret ninja who you hired to jump into a project and knock it out in blinding flurry of bytes, pixels, and algorithms. Although my expertise has served me well thus far, I failed to understand a crucial part of the software development process.

A person purchased everything I wrote and used by another.

I was developing tools for people, not building code.

This realization became clear as I first tried my hand at freelancing years ago. People who buy or use software, in general, don’t care how good you think it is.

  • They want the software to help their customers
  • They want the software to improve their ROI
  • They want the software to solve a problem.

Now when I’m pitching a potential client on a project, I veer away from code, infrastructure, and architecture whenever possible. Instead, I focus on the emotional impact of the software:

  • This software will make your users feel empowered
  • This software will give you peace of mind
  • This software will let you focus on scaling your business

I’m hardly a sales person, but learning to communicate better with people is a skill that I’ve been neglecting far too long.

My goal now is to focus far more on connecting with clients at an emotional level than selling them code and features.