I've never seen a software team that didn't need to improve the way it communicated it's ideas to other areas of the business.

I've never seen another area of business that didn't need to improve the way it communicated it's ideas to the software team.

Marketing isn't a dirty word. It isn't advertising. It's the art of persuasion.

So, it is true, and in actual fact software teams would be made up of developers who are highly effective communicators.

You're absolutely right. In an ideal world software developers could do their art for the shear appreciation of it. But for practical reasons, we need money and other resources to do that. It only makes sense to convince others how valuable the craft is to them so that we are empowered to do it.

If smart engineers would just look at it as simply another problem to be solved -- people hacking -- we'd be set.

By some accounts you have just described 37signals.