Joel Spolsky - The Road to FogBugz 4.0: Part IV:

"Before we could launch FogBugz, even after the final shipping bits were perfect and ready to go, we had a list of things we wanted to have ready to make the product experience complete. For FogBugz 4.0 the big things were:

1. Professional-quality graphic design in the user interface 2. An online demo that included every feature of the product 3. An online movie that introduced the product for couch potatoes 4. A great marketing website 5. Getting at least one book about FogBugz into bookstores 6. Making a real physical product available on CD-ROM"