Luck. Word of mouth. Anyway, things you can't control (and can barely influence) as a developer/publisher. So, we face the notion that, perhaps, if we want people to take the risk of creating and sustaining a business for reasons other than simple profit (say, to provide a needed or pleasant service), the proposition might need to be better than, "Succeed or die (sometimes literally)." Because none of it's a sure thing, and it can't be, but sane people generally aren't going to bet their life or livelihood on a risky venture (assuming that irrational passion is a form of insanity).