Capability-based 'pick-axe' search for software tools

@samuelcook_ I think the psych principle applies to people not looking for a product/tool and you have to convince them they need it. IE traditional advertising. What we're talking about is different, as your target is actively looking for a tool that does <x>. So talking about what they can do with it is frustrating, as it doesn't answer the question. "Are you or are you not the pick-axe I'm looking for"