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Designing for Emotion by Aarron Walter
We want people to have such a great experience that they feel the need to talk about it to everyone. We want what we make to be remarkable. Often those seeking remarkability get it for just a moment. Some have achieved their goal of joyful office watercooler discussions by creating a thiry-second Superbowl Spot with something as simple as a handful of slothful individuals answering their phone with an exaggerated “WHAAATS AAAWWP?” Others get it with a viral video of dogs on skateboards. But these are just quick flashes in the pan. The real payoff comes when we can make that remarkability last. When we can make people continually feel our work is worthy of discussion.
I'm Feeling Lucky: The Confessions of Google Employee Number 59 by Douglas Edwards
Albert Einstein, AltaVista, Any sufficiently advanced technology is indistinguishable from magic, barriers to entry, book scanning, Build a better mousetrap, Burning Man, business intelligence, call centre, crowdsourcing, don't be evil, Elon Musk, fault tolerance, Googley, gravity well, invisible hand, Jeff Bezos, job-hopping, Menlo Park, microcredit, music of the spheres, Network effects, P = NP, PageRank, performance metric, pets.com, Ralph Nader, risk tolerance, second-price auction, side project, Silicon Valley, Silicon Valley startup, slashdot, stem cell, Superbowl ad, Y2K
"How much do you think a company our size should spend on marketing?" Sergey asked me. From his earlier questions, it was easy to guess what he wanted to hear. "I don't think at this stage you should spend much at all," I said. "You can get good exposure with viral marketing and small budgets. Shooting gerbils out of a cannon in a Superbowl spot* is not a very effective strategy for building a brand." Sergey nodded his agreement, then asked about my six months in Siberia, casually switching to Russian to see how much I had picked up. Finally, he leaned forward and fired his best shot, what he came to call "the hard question." "I'm going to give you five minutes," he announced.
The Chron never called me back. I finally got hold of someone on the business desk at the Merc who told me they would not be covering Google because our Palo Alto office was 'too far north.'" Growing by word of mouth suited Larry and Sergey's animosity toward advertising. They scoffed at profligate startups and their Superbowl spots, because TV ads lacked accountability. You could dump millions and not know if you had converted a single viewer into a user. Engineers rebelled against such inefficient excess in the name of "brand building." "Brand is what's left over when you stop moving forward," was a sentiment engineer Matt Cutts heard expressed in a meeting with Larry and Sergey.
The founders weren't above bribing senior engineers to attend. Each December, Larry and Sergey "surprised" the staff by handing out a year-end thousand-dollar cash bonus at TGIF. Three days before the 2003 distribution was to take place, they asked me for ideas about how to do the presentation. I suggested a casting tape for a (fictional) Superbowl TV spot. Given how often we derided the profligacy of dot-com companies and their mass-market advertising, few staffers would fall for it, but it would give us a framework. I drafted a script and gave it to Delicia Heywood, a marketing staffer, to shoot and produce. She came back forty-eight hours later with the tape we would use the following day.
More Joel on Software by Joel Spolsky
barriers to entry, Black Swan, Build a better mousetrap, business process, call centre, Danny Hillis, failed state, Firefox, George Gilder, low cost carrier, Mars Rover, Network effects, Paul Graham, performance metric, place-making, price discrimination, prisoner's dilemma, Ray Oldenburg, Sand Hill Road, Silicon Valley, slashdot, social software, Steve Ballmer, Steve Jobs, Superbowl ad, The Great Good Place, type inference, unpaid internship, wage slave, web application, Y Combinator
In propagating the narrative of Ruby on Rails as Happiness, they’re practically guaranteeing that at least some developers out there will be looking for Ruby on Rails jobs. 32 More from Joel on Software But 37signals is still new at this identity management campaign thing. They don’t hold a candle to Apple Computer, which, with a single Superbowl ad in 1984, managed to cement their position to this day as the countercultural force of freedom against dictatorship, of liberty against oppression, of colors against black and white, of pretty women in bright red shorts against brainwashed men in suits. The implications of this, I’m afraid, are ironically Orwellian: giant corporations manipulating their public image in a way that doesn’t even make sense (like, uh, they’re a computer company—what the hell does that have to do with being against dictatorships?)
To follow the Identity Management Method, you have to summon all the social skills you have to make your employees identify with the goals of the organization so that they are highly motivated, and then you need to give them the information they need to steer in the right direction. How do you make people identify with the organization? It helps if the organizational goals are virtuous, or perceived as virtuous, in some way. Apple creates almost fanatic identification, almost entirely through a narrative that started with a single Superbowl ad in 1984: we are against totalitarianism. Doesn’t seem like a particularly bold position to take, but it worked. Here at Fog Creek, we stand bravely in opposition to killing kittens. Yaaaay! A method I’m pretty comfortable with is eating together. I’ve always made a point of eating lunch with my coworkers, and at Fog Creek we 48 More from Joel on Software serve catered lunches for the whole team every day and eat together at one big table.
Build a better mousetrap, knowledge worker, linear programming, nuclear winter, Sand Hill Road, Silicon Valley, sorting algorithm, Superbowl ad, the scientific method, type inference, unpaid internship
To be an Identity Method manager, you have to summon all the social skills you have to make your employees identify with the goals of the organization, so that they are highly motivated, then you need to give them the information they need to steer in the right direction. How do you make people identify with the organization? It helps if the organizational goals are virtuous, or perceived as virtuous, in some way. Apple creates almost fanatic identification, almost entirely through a narrative that started with a single Superbowl ad in 1984: we are against totalitarianism. Doesn’t seem like a 148 Smart and Gets Things Done particularly bold position to take, but it worked. At my company, Fog Creek Software, we stand bravely in opposition to killing kittens. Yaaaay! Seriously, though, a method I’m pretty comfortable with is eating together.
The Stack: On Software and Sovereignty by Benjamin H. Bratton
1960s counterculture, 3D printing, 4chan, Ada Lovelace, additive manufacturing, airport security, Alan Turing: On Computable Numbers, with an Application to the Entscheidungsproblem, algorithmic trading, Amazon Mechanical Turk, Amazon Web Services, augmented reality, autonomous vehicles, Berlin Wall, bioinformatics, bitcoin, blockchain, Buckminster Fuller, Burning Man, call centre, carbon footprint, carbon-based life, Cass Sunstein, Celebration, Florida, charter city, clean water, cloud computing, connected car, corporate governance, crowdsourcing, cryptocurrency, dark matter, David Graeber, deglobalization, dematerialisation, disintermediation, distributed generation, don't be evil, Douglas Engelbart, Edward Snowden, Elon Musk, en.wikipedia.org, Eratosthenes, ethereum blockchain, facts on the ground, Flash crash, Frank Gehry, Frederick Winslow Taylor, future of work, Georg Cantor, gig economy, global supply chain, Google Earth, Google Glasses, Guggenheim Bilbao, High speed trading, Hyperloop, illegal immigration, industrial robot, information retrieval, intermodal, Internet of things, invisible hand, Jacob Appelbaum, Jaron Lanier, Jony Ive, Julian Assange, Khan Academy, linked data, Mark Zuckerberg, market fundamentalism, Marshall McLuhan, Masdar, McMansion, means of production, megacity, megastructure, Menlo Park, Minecraft, Monroe Doctrine, Network effects, new economy, offshore financial centre, oil shale / tar sands, packet switching, PageRank, pattern recognition, peak oil, performance metric, personalized medicine, Peter Thiel, phenotype, place-making, planetary scale, RAND corporation, recommendation engine, reserve currency, RFID, Sand Hill Road, self-driving car, semantic web, sharing economy, Silicon Valley, Silicon Valley ideology, Slavoj Žižek, smart cities, smart grid, smart meter, social graph, software studies, South China Sea, sovereign wealth fund, special economic zone, spectrum auction, Startup school, statistical arbitrage, Steve Jobs, Steven Levy, Stewart Brand, Stuxnet, Superbowl ad, supply-chain management, supply-chain management software, TaskRabbit, the built environment, The Chicago School, the scientific method, Torches of Freedom, transaction costs, Turing complete, Turing machine, Turing test, universal basic income, urban planning, Vernor Vinge, Washington Consensus, web application, WikiLeaks, working poor, Y Combinator
Apple's origin story is now as deeply ingrained in the American myth of the prodigal hero-entrepreneur as that of Peter Parker bitten by a radioactive spider. While the company's roots extend back into mid-1970s Northern California hippie hacker culture, in important ways the Apple weltanschauung was not crystallized until the airing of Lee Clow and Ridley Scott's Superbowl TV ad in and of the year 1984.57 Here the driving theologic dichotomy of the brand is established, cleaving the line between Apple (individual, color, youth, cool, iconoclast) and IBM (mass, monochrome, old, awkward, hierarchical), a creed equally appealing to 1960s counterculture and its boomer aftermath, as it is to the John Wayne wing of the American Right.
Shipping Greatness by Chris Vander Mey
don't be evil, en.wikipedia.org, fudge factor, Google Chrome, Google Hangouts, Gordon Gekko, Jeff Bezos, Kickstarter, Lean Startup, minimum viable product, performance metric, recommendation engine, Skype, slashdot, sorting algorithm, Steve Jobs, Superbowl ad, web application
If you’ve ever noticed that things at the office go better than you’d expect when you take a long vacation, you’ll find that the same is true when you walk away from your old project. The team will probably slow down for a bit. They’ll probably do things that make you slap your forehead or make decisions that cause you to groan horribly as you pour your coffee—but it’s not your problem anymore. Worse than that, you may see your product, under its new leaders, in a Superbowl ad. This happened to me, and boy, did I second-guess my decision to leave! All of this drama will eventually disappear because you’re shipping something new. You shipped V1 of their software, and it’s not yours anymore. Wish your former team good luck and get back to work. Check in on your mission and your strategy, and start writing your next press release.
Social Life of Information by John Seely Brown, Paul Duguid
AltaVista, business process, Claude Shannon: information theory, computer age, cross-subsidies, disintermediation, double entry bookkeeping, Frank Gehry, frictionless, frictionless market, future of work, George Gilder, global village, Howard Rheingold, informal economy, information retrieval, invisible hand, Isaac Newton, Just-in-time delivery, Kevin Kelly, knowledge economy, knowledge worker, loose coupling, Marshall McLuhan, medical malpractice, moral hazard, Network effects, new economy, Productivity paradox, rolodex, Ronald Coase, shareholder value, Silicon Valley, Steve Jobs, Superbowl ad, Ted Nelson, telepresence, the medium is the message, The Nature of the Firm, The Wealth of Nations by Adam Smith, Thomas Malthus, transaction costs, Turing test, Vannevar Bush, Y2K
No Room of One's Own The Wired hot desking stories that we mentioned earlier covered the famous attempt by the advertising company Chiat/Day to reconceive work in a new way and a new building. The first story followed the firm into its new offices.18 The second, five years later, watched its retreat to a more conventional way of working.19 The agency is well known for producing Apple advertisements, including the famous 1984 Superbowl ad, which portrayed Apple as champions of individualism, and the later "Think Different" campaign. The new offices of the early nineties (in Los Angeles and New York) suggested that Chiat/Day, too, could both champion individualism and think differently. Page 71 The exterior design of the Los Angeles building (by the architect Frank Gehry) expressed the forward-looking approach directlyit resembled a pair of binoculars.
Microtrends: The Small Forces Behind Tomorrow's Big Changes by Mark Penn, E. Kinney Zalesne
affirmative action, Albert Einstein, Ayatollah Khomeini, Berlin Wall, big-box store, call centre, corporate governance, David Brooks, Donald Trump, extreme commuting, Exxon Valdez, feminist movement, glass ceiling, Gordon Gekko, haute couture, illegal immigration, immigration reform, index card, Isaac Newton, job satisfaction, labor-force participation, late fees, life extension, low skilled workers, mobile money, new economy, RAND corporation, Renaissance Technologies, Ronald Reagan, Rosa Parks, stem cell, Stephen Hawking, Steve Jobs, Superbowl ad, the payments system, Thomas L Friedman, upwardly mobile, uranium enrichment, urban renewal, War on Poverty, women in the workforce, Y2K
What women want in electronics comes from research done by Motorola, as reported in “On Cellphones, Girl Talk Comes with a Bling Tone,” cited above. Sharp’s efforts were reported at “Shopping for Electronics: Isn’t Just a Guy Thing,” Associated Press, January 22, 2004. Car-Buying Soccer Moms To see the Superbowl commercials, check out http://www.ifilm.com/superbowl/2005. The data on women’s experience in automobile showrooms come from numerous sources, including “Survey Finds 77 Percent of Women Car Buyers Continue to Bring Man Along to Dealership,” accessed June 2006, at http://www.theautochannel.com/news/2006/06/01/009311/html.
8-hour work day, en.wikipedia.org, inventory management, Lean Startup, Network effects, Paul Graham, rolodex, side project, Silicon Valley, software as a service, SpamAssassin, Superbowl ad, web application
Your Subject is Your Headline - Perhaps the only factor that determines if your mail gets opened is your subject line. You must hone and craft your ability to write engaging subject lines in 7 words or less. Here are some guidelines: The shorter the better. Ask a question in your subject and answer it in the emails. Example: A DotNetInvoice Super-Bowl Ad? Make a partial statement with “…” at the end and continue the sentence in your email. Example: A Free Copy of DotNetInvoice Every Day… Use the recipient’s first name in the subject line. Example: Rob, DotNetInvoice is Free for 24 hours… Include your product’s #1 benefit in the subject.