Joel Spolsky — Figuring out what your company is all about

What is your company about?

Recently I got inspired by Kathy Sierra, whose blog Creating Passionate Users and Head First series of books revolutionized developer education. She kept saying the same thing again and again: help your users be awesome.

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Kathy taught me that if you can't explain your mission in the form, "We help $TYPE_OF_PERSON be awesome at $THING," you are not going to have passionate users. What's _your_ tagline? Can you fit it into that template?

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