We know that devs don’t care about what traditional business executives care about: increasing revenue and decreasing costs. But what do they care about?

Devs hate waste. 

And the worst type of waste is wasted time. Wasted time can never be recovered. And the whole world has a shortage of developer time right now.

So a compelling value proposition is to save time. But don’t just say, “I save you time.” Be specific. How much time do you save, and how often do you save it? The only acceptable answer here is a quote from a user--your assertions are not believable without proof, and a demo is the weakest form of proof.

Not all time is equal. Time saved to keep a dev in flow is the best. Time saved restoring service is excellent, as downtime is expensive.

The ancient Greeks had two words for time: Chronos and Kairos. The former refers to chronological or sequential time, while the latter signifies a proper or opportune time for action. While Chronos is quantitative, Kairos has a qualitative, permanent nature.

For devs, Chronos is clock time. How many hours can I save, and how often?

But for CTOs and VPEs, Kairos is calendar time. How much faster can I release features to create more customers and competitive advantage? At JFrog, we launched with the slogan "Release Fast Or Die," which conveyed those 2 meanings to their respective audiences.