San Francisco Bay Area
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About

I advise founders of early-stage developer-facing startups on increasing developer…

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Articles by Adam

  • For a dev tool, there's no such thing as too much social proof

    Devs want to know if their peers are using the product. So your website should show them that's the case.

  • No Puffery

    Rule 0 of marketing to developers: No Puffery. When I see a sign in a cafe that claims it has the best coffee in town…

    1 Comment
  • Marketing Magic Beans

    Every startup has a product, and most startups try to go out, and sell their product. It's logical.

  • When do you develop your launch message?

    I was able to go to several startup events this week, and I saw a common thought: The development tools are getting to…

    2 Comments
  • Thought Leadership, or not?

    Thought leadership remains the go-to PR strategy for technology startups. There's a great ego boost to being seen as a…

    1 Comment
  • Product and Company Names

    Naming products and companies is often a big issues at startups. Too big an issue.

  • Innovator? Is it you or your customer?

    A friend sent me a link to a great article on user research and design today. It reinforces something that is easy to…

  • Theory of Webinars

    Should you run webinars? Yes. Should you just present your sales or company presentation? No.

    1 Comment
  • Golden Age Part 2

    There's a great comments from today's WSJ: And even though powerful digital tools are now available to filmmakers, Mr…

  • If this is the Golden Age of Marketing, why does it suck?

    In many ways, 2014 is the Golden Age of Marketing. The tools now, from analytics to marketing automation, are the best…

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Experience & Education

  • The Developer Facing Startup

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Licenses & Certifications

Volunteer Experience

  • SF-Marin Food Bank Graphic

    Lead Safety Volunteer

    SF-Marin Food Bank

    - 3 years 5 months

    Disaster and Humanitarian Relief

    Since the pandemic began, I led the safety team at the Oracle Park drive-through pop-up food bank. We fed 1000+ families per day.

  • Congregation Beth Am Graphic

    Teacher

    Congregation Beth Am

    - 5 years 10 months

    Education

    I taught courses on Jewish History and Jewish Storytelling.

Publications

  • The Developer Facing Startup

    -

    Developers are different.

    Standard B2B growth marketing tactics for early-stage startups can backfire if you try them on developers. Marketing strategies for business executives do not work with developers. Developers think differently, often ignore typical marketing messages, and are deeply skeptical of vendor claims. So, how can you introduce your product to an audience that doesn’t believe they need it—and especially doesn’t need you to tell them they need it?

    The first step is…

    Developers are different.

    Standard B2B growth marketing tactics for early-stage startups can backfire if you try them on developers. Marketing strategies for business executives do not work with developers. Developers think differently, often ignore typical marketing messages, and are deeply skeptical of vendor claims. So, how can you introduce your product to an audience that doesn’t believe they need it—and especially doesn’t need you to tell them they need it?

    The first step is acknowledging the unique nature of developers as an audience. The second step is to read this book to learn:

    How developers make technology adoption decisions
    Why talking about the solution is not a usable sales strategy
    The elements of a good story and how to develop it
    A surprisingly simple way to get attention around your product
    The words you never want to use in your marketing campaigns
    What you need to do to build your developer adoption pipeline
    How to build your startup—and your funding potential
    And more…
    This book helps founders create widespread adoption, traction, and momentum among developers and position their startups for unicorn growth.

    It is explicitly written for early-stage startups like yours. There is no fluff—just straightforward, practical guidance for dev-facing business development born from years of successful startup front-line experience.

    See publication

Honors & Awards

  • National Defense Service Medal

    U.S. Army

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