In the previous pour-over part 3, I pointed out that the heating sub-process represents positioning and messaging. So what does the kettle of developer water represent?
Clearly, you cannot just take all the city's tap water to brew your coffee. You're taking a slice of the entire market and bringing them over to your community coffee maker.
You are literally reaching over to grab those developers.
![](https://kamranayub.com/content/images/2023/05/developer-pourover-water-reach.png)
The implications of this on developer marketing should be a bit more obvious now:
- You won't be able to reach every developer
- It's okay not to fill the kettle to the brim for every activity
- Positioning and messaging improve marketing results
- You can't do proper positioning and messaging without knowing your audience
- These are more than "nice to have" if you want a good pot of coffee
- This is not obvious when all you're measuring is how much coffee is in the pot
Have a lovely day,
Kamran
Reaching for the developer water (Pour-over, part 4)
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