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Marketing that doesn't feel like marketing

Startups try to do this. Companies wish they could do this. But it eludes almost everyone. When you get so good at marketing that it no longer feels like marketing. Seeing the recent successful launch of Hey, it is clear that the people at Basecamp, David Heinemeier Hansson (DHH) and Jason Fried mostly, are excellent at this. Sure, it is only popular among the people who follow tech. Yes, it may never get mass adoption. But that's not the goal for them. The fact that they