For a public API, adoption is key. Finding the right developers can be resource-intensive. Few companies can afford to blanket the web and every conference in advertising. Even if you could, the results might not be nearly as good as the time-tested methods covered in this presentation. From grassroots to traditional, to be successful most providers will likely want to take multiple approaches to growing their APIs. A community approach can pay dividends if you have the resources. Yet some may take a sales- or partnership-based approach. Almost everyone should be creating the right kind of content that speaks to developers. And the open source approach is highly scalable when done authentically.