Back when I was studying psychology, it was eye-opening the quote from Ernst Cassirer from “An Essay on Man: An Introduction to a Philosophy of Human Culture.”

“In the world of a fly, says Uexkull, we find only “fly things”; in the world of a sea urchin, we find only “sea urchin things.”

And yet I’ve seen many founders trying to push non-developers things to their developers’ worlds.

A small group of developers (less than 5%) is interested in learning about your particular industry.

Most developers care about technical challenges. Which technologies can I learn? How hard is it to solve this problem?

Don’t discuss your industry’s problems if you want to engage them. Talk about how applying new technology will evolve your industry.


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Leo Celis