I highly recommend Getting Real, by 37 Signals. It’s a great book, it’s short and inspiring. Anyone interested in making their own way should read it.
The company behind this book develops internet software. They build software for themselves, products that help them do their jobs better; such as project management software, client management software, etc. The very software they sell is what they use to manage their projects and customers. They figured that if the software worked so well to fit their needs, it should help others too. Now, millions of dollars later, they were right.
If you are the one that built the software, and you use it on a daily basis for your own needs, who better to fix any problems that arise? You don’t need focus groups, user experience teams, etc. You are your own guinea pigs. Read the book, it’s inspiring.