And that brings us to chapter six: Open Source and Community. Now you might be thinking to yourself what company doesn't run on open source and it's true. The web, the internet, is all made of open source, but probably much of that is not related to your product. And so when you think of this chapter, think of how your own product relates to open source projects.

It might be in some cases, a company is a commercial version or some commercialization of an open source project. If that's the case, for sure, you want to go deep into that project, build a community around it, look for the signs of a community and feed that.

But for most people listening, your product itself is likely not open source, but there is a huge open source ecosystem around your product and the problems that your product solves also.

Much like the Developer Content Mind Trick (https://www.heavybit.com/library/blog/the-developer-content-mind-trick-for-signature-content/), you want to think about how will a developer use open source instead of your product. So thinking of open source then, as a competitor, essentially to using your product paying, being a paying customer of your product.

Then in addition, the chapter goes on to talk about how there are some open source projects that might be complementary. In fact, there's probably more open-source projects that are complementary than are competitive. So how can you tap into those to be able to help show how your product works alongside a popular open source project.

Really, anytime you're dealing with community, which is a huge piece of working with developers, you want to be thinking about developer currency. And the developer currency is, knowledge and really altruistic knowledge sharing.

And so when you're working with source and open source communities, you can show that that is on your mind and that you are sharing your own knowledge and not using those promotional tactics, not trying to kind of take advantage of open source.

Including this chapter was to be able to explicitly call that piece out. And there's more in that chapter, on Open Source and Community in Developer. Marketing Does Not Exist.