Part of why Vercel stays top of mind is that many employees consistently share what they are building on Twitter and engage with users and customers. We see the same pattern at Anomaly (behind OpenCode), which has hired engineers like Ryan Vogel, Kit Langton, and Rhys Sullivan who actively talk about their work, and even at larger companies like Cloudflare, where engineers such as Dillon Mulroy stream on Twitch and regularly post updates publicly on Twitter.
Helping shape a product or feature also creates a personal connection between the company and the product because people get to see the work happen. They learn the "why" behind decisions, follow the tradeoffs, and feel like they are part of the journey.
That does a few powerful things:
- It builds trust. When you share progress, you also share your process.
- It shortens feedback loops. Users reply with context, edge cases, and ideas while you are still building.
- It makes distribution feel natural. You are not "marketing". You are documenting.
Why this trend accelerates with AI
As iteration speed increases with the use of Artificial Intelligence, more and more companies will want to turn their internal shipping velocity into outward-facing distribution.
This is why engineers are such an underrated distribution channel.
If you are building a developer product, you already have the raw material for great marketing:
- PRs and shipped features
- interesting implementation details
- benchmarks and performance wins
- the small but real customer problems you solved
The challenge is that most teams do not have time to turn all that into content consistently.
That is the issue we are trying to solve with Notra: take the work you already do in GitHub or Linear and turn it into clear, on-brand updates that you can publish everywhere. We don’t want to fuel the dead internet theory; we want to help real humans talk about the work they or their agents do every day.
Because good communication is very important!
Disclaimer
- This is not a scientific claim, and it is not backed by formal research or a strict scientific standard.
- It is our belief based on what we have observed while building developer products.
- This belief is a big part of why we are building Notra: to help teams turn real shipping activity into consistent, authentic distribution.