I was reminded today of the profound marketing influence of Kathy Sierra, who was a pretty prolific blogger and speaker back in the day. I would summarize her thesis as such: Your best marketing and communication should talk about how you make your users awesome, not how you’re awesome. If you’d like to check out some of her talks, she spoke at WordCamp in 2008, at Business of Software in 2013, and at Mind the Product in 2015.