Software developers and app dev firms fail spectacularly in this regard. We organize ourselves and sell labor on the basis of what tools we use while our customers tell us what to do. Think about how a moderately sized app dev consultancy might look for employees and advertise to clients. “We’re an agile Ruby shop that works with small and medium sized companies.” This is like an OB GYN practice saying, “We’re a practice that does epidurals and Cesarean sections for young to middle aged women” instead of “We help you give birth.” Current app dev shops also wash their hands of any real
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