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I think the last bit about what didn't matter has a huge take away home value. It's ironic that so much crap we read today drives home these two things that we focus so much on:

1. Content Marketing

2. Sales Team

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I would argue that FogCreek's early success was the result of Joel's blog. Around that time he had said most of what he had to say and posting frequency declined. I haven't looked at his site more than a couple times in the past 10 years. So I think it did matter tremendously and momentum declined after that factor was removed

Joel on Software has 6 posts over the last 3 years. I'm not sure how long Jira has been winning (whatever that means), but it doesn't seem fair to say that Content Marketing doesn't work when the blog in question isn't actively updated.

They're actively marketing their blog on HN -

https://news.ycombinator.com/from?site=fogcreek.com

You're right, I hadn't even considered the Fog Creek blog, but the article specifically talks about Joel on Software.

And Atlassian's blog seems to be in the same ballpark as Fog Creek's: https://news.ycombinator.com/from?site=atlassian.com

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