Your end users are Product People. You need to toss out this stupid idea that making something usable by DHH fanbois means you’re not HARD CORE. You can still be hard core and make something they can use, hell something any programmer can use. By doing this you will reduce costs for the people who use your software which is what that kind of software is good at.

The shift in thinking is to focus on usability as if it ware a linguistic concern rather than a graphical concern. Product People focus on the design and interaction of their product through graphics because that’s how their customers have to interact with what they make.

Long Beards need to focus on the design and interaction of their product through linguistics because that’s how Product People interact with infrastructure software.

Zed Shaw - Products For People Who Make Products For People