Because we filled the book with real info — product pitch comes at the end, after 150 pages — it genuinely helps people. When they think of code review, they automatically think of us. When they need to explain why they selected our tool over another, they can just wave the book around and say “We’re going with these guys; they’re the experts.”

Thanks for the insightful, well-supported article.

I remember when PB Wiki was getting off the ground, they offered free shirts & a free premium account to anyone who presented their product at an event, which seemed much less promotional at the time because it was right when wikis were getting their first small boom of mainstream attention.