Marketing "boring" products, such as DevTools or infrastructure software, presents unique challenges due to their functional and non-visual nature, which makes them harder to discover and promotes a narrow, specific customer base. These products, like Lago, are typically bought when needed rather than stumbled upon casually, contrasting sharply with "sexy" products that are visually appealing and easily demoed, attracting a broad audience through viral marketing. Despite the challenges, effective marketing strategies for boring products include orchestrating launch weeks, where multiple features are unveiled over several days, creating excitement and maintaining brand visibility, drawing inspiration from successful examples like Supabase. These events help build momentum and keep the brand top of mind for when customers are ready to purchase, demonstrating that even non-visual products can achieve substantial marketing engagement through strategic initiatives.