Anil, I don't know you, and you certainly don't know me. But I have a word of advice.

When you join a company a few weeks before it releases a new software product, have the humility to admit that you had precious little to do with it. Don't write about yourself, at all! Write about the product, what it can do for me, and the amazing team who built it.

I'm going to go way out of line and do a bit of a hatchet job on your writing, because this is honestly how it came across to me when I read your post. Here are your exact words, with a few ellipses thrown in to emphasize the point.

> I'M AT FOG CREEK…I’m the new CEO of Fog Creek Software!

> If you know me…It’s no secret that I’ve become increasingly critical of the conventional tech world’s lack of focus on ethics, humanity, and inclusion.

> [Fog Creek's] brilliant and thoughtful founders Michael and Joel were willing to trust me to be the CEO of the company that have so carefully shepherded all these years. [sic]

> …after challenges like shutting down ThinkUp earlier this year, I started reckoning a bit with how to be most effective in pushing the tech industry to be a little more thoughtful. This personal inflection point became clearer as the team at Activate released this year's Activate Outlook — seven years after we'd set out to create the leading strategy consulting company, I realized we'd not just succeeded, but done so to the degree where the team could now run effectively without me being involved day-to-day. Between stepping back to an advisory role at Activate and sharpening the focus of my work for the organizations whose boards I serve on, I was able to bring some clarity to the work in front of me.

> I realized that I wanted to fully engage myself with a single, all-encompassing role that would use all my skills, and that Fog Creek's legacy of leading the industry made it the perfect place to try and push things forward again. So now, I have a simple answer if someone at a cocktail party asks what I do.

> What do I do? I'm the CEO of a small software company in downtown Manhattan that’s as influential in the tech world as companies 1000 times our size.

> For the past several years, I found that the overhead of provisioning servers, or trying to maintain a dev environment, or wrangling with version control took all the fun out of coding for me, to the point where I don’t just hack on things for fun anymore. I can’t imagine how much more intimidating it would be if I hadn’t spent many years coding.

Tell me, does any of this have anything to do with… What was the product called again? What does it do for me? And how can you helpfully communicate that value?

Now I realize this post was on your personal blog. So a bit of self-indulgence is understandable. But still… Is all of this about you, or about a great company and its new product that you were lucky enough to be asked to be involved with?

I should admit that I'm probably just jealous. How in the world do you get a publication like TechCrunch to give you personal credit for this product when you had so little to do with it? Their headline from 12/6: "Anil Dash, new CEO of Fog Creek, launches platform to remove barriers to app development"