Is any small ISV a better salesman than Joel Spolsky? I think not. Act one was his fantastic articles which are required reading for any software developer. Sure he likes to write, but of course this notoriety in the developer community has certainly been a major if not the major factor in the success of his FogBugz bug tracking software.

Now he's launched Project Aardvark. A fantastic idea to let his summer interns build a fully functionally software product in just a few months. Hey and why not have a professional videographer document the process?

You have to admire the guy. He's doing a great job of creating content which helps his business, but doesn't hit you over the head doing it. It's real content that has great value to the developer community and with this project, I would guess value even outside that community.

I still have so much to learn.