“We just had to be interesting”

David Heinemeier Hansson on the 37signals blog:

We didn’t have to either convince journalists to write about us or buy expensive ads to get our name out. We “just” had to be interesting! It might not be easy, but it’s generally free.

Being interesting is, of course, easier when you’re being you. Making up a persona to be interesting is hard work, and generally not that interesting in the long run. But being you can be a real challenge. The challenge, in fact. So many people out there eager to tell us how to obtain that elusive success.