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No, he's talking about programmers who want to sell software without spending time on marketing it to their potential customers. Unless you've got an incredible product you'll have to get off your ass at some point and actively try to sell it. That's where the procrastination part pops up and I've been guilty of this myself.

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But if it's procrastination because I'm trying to avoid it (because I'm not good at it), isn't that the perfect opportunity to bring in the "marketing guy/gal" cofounder to do that work for me? Ideally, you would then only have to actively "sell" it to one person who can pass it on to the rest.

What's being called procrastination here, I'd prefer to call specialization. But I'm probably being naive about this.

Sure, as long as you get off your ass and find a good marketing person. And then you work as hard as you can to support them.

I think many people at this point probably go "yes, marketing person, problem solved" but don't put the time into getting a decent co-founder to help them.

How can you tell if your marketing guy is any good if you don't spend some time at it yourself? You know your own product better than anyone else. If you're passionate about the problem you're solving then start telling people who are experiencing that problem.

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