One thing I've noticed about some (not all clearly) people who are very good at one thing (let's say back end programming) is they might not really want to do something totally different. Dealing with customers? Writing documentation? Writing front end javascript? Its a bit like pulling teeth.
I don't mind in the least. Documentation writing is great. Making beautiful products is great. Listening to customers (and investors) is great. And yea, I like coding too!
That knowing things is more important than knowing people
Hence (most good) programmers will find dealing with customers and doing phone support a tedious chore.
What you are looking for then is a programmer that doesn't passionately love programming. If you find them I am willing to bet that as far as their programming skills go they are not so good.
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Alternately, look for someone who used to be a hot-shot programmer, but then dialled it back, "got a life". Look for programmers in their 40s or 50s who are more into the social aspect of life. The problem is, they won't work 80 hours if you're only paying them for 32.
In a product, you'll deal with:
- Coding the product back-end
- Doing its front-end and UX
- Writing the documentation. (I like that too)
- Design the landing page (and may be the Interface, if it's too important/creative)
- Marketing, branding and copywriting
- Customer support
- And finally getting some gigs (and you can charge well for them) from time to time
So you get to try everything. There are lot of opportunities on the web, you just need time to grow the ideas and validate them.
I keep hearing about the demand, but I keep not seeing it. Unicorns looking for unicorns?
If you are waiting for somebody else to figure out your worth, you're trying to make them do your job, and it's not gonna work.
You have to tell them -- or better yet show them what your value is.
That's the only way to sell products, or sell yourself. The people in the seat on the other side of the desk see a lot of candidates. They don't have time to fully investigate every one. They trust that if a person doesn't have the confidence or self-knowledge to sell himself, or herself, that it's not worth their time to dig deep and find it.
I say this as a person who's kicked ass at job interviews, gotten every job I ever applied for -- 3/5 of which were not open positions, but made for me by my request -- and also done quite a bit of hiring.
Anyway, I'm pretty sure that's a quibble on my part because your post still gave me an adrenaline shot of motivation to GET OUT THERE and MAKE PEOPLE LOVE ME!