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How to break through...

Hierarchy

Inspired by Hugh at gapingvoid, we made this hierarchy to talk about with our other authors. But it applies to any product or service today. And the today part is important, because in the past, a big enough marketing/ad budget could win market share, even if your product was just like everyone else's.

Even the biggest ad budgets can't save you today.

That's the bad news.

The good news is that if what you make is totally f'n amazing, you won't need to advertise. The good folks on the net will take care of that for you, assuming you're keeping up the conversation.

The way we apply that hierarchy to technical learning books (not reference books), for example, is something like this:

Level 5: the book teaches people deeply enough for them to have an "I Rule!" experience, more quickly or dramatically than they imagined or expected.

Level 4: the book's look, feel, and storyline pulls people in and encourages them to keep turning the pages. The experience keeps them awake and encourages a flow state. (The assumption is that if they don't keep turning the pages, they can't learn, and if they don't learn, the book is a complete waste.)

Level 3: the book's order, flow and format make sense, and the language is readable (as opposed to overly academic, too advanced, obscure, or poorly translated).

Level 2: the technical content of the book is correct.

Level 1: the topics in the book are the right ones to meet the reader/learner's needs and goals for that subject.

Two important points:

1) You can't skip any of the lower levels!

Level 4 (Engaging), for example, could refer to the "cool factor" of a device. The thing begs you to touch it. But if what it actually does isn't exactly what you want, coolness can't save you. Or we tell authors that even if they achieve the top four levels--the book is fabulous at pulling people in and getting them to learn some amazing things quickly, if they're weak on level 1, they're still screwed. You'll get Amazon reviews that say, "Wow, what a great book. Unfortunately, it doesn't teach you the things you really need, so you're better off buying this other [insert less interesting book] one. Too bad, because this is such a compelling book."

2) If you stop at level 3, you're stuck in the trenches fighting with all the gazillion other products and services that offer the same, good quality.

So, it's such a simple formula : ) Just be Totally F'n Amazing.

Then all we need to figure out is... how?

Yeah, that one's tougher. But we try to take our lead from those who've managed to do this... and they share the following mantras:

* It's not about YOU.

* Break the rules.

* Talk to your users.

and most of all...

* Be Brave!

If you're Totally F'n Amazing, word will spread from the ground up.
You won't have to use "fake" word-of-mouth because you'll get The Real Thing. You won't have to scare up a huge promotional budget, because all those electrons flying around the net are free. You will have to accept, though, that whatever is Totally F'n Amazing today will be Totally Expected or Totally Outdated sonner than later. So learning to unlearn is another crucial skill, because the goal is to keep coming up with new ways to be T.F.A.

Keep reading Seth and Hugh for inspiration and ideas, but in the end... you just have to be willing to believe in your Big (or at least Unusual) Ideas, no matter who tries to shoot them down. Listen to what everyone has to say, then trust your passion. But our best advice? Care. Genuinely caring about improving the life of your users can't be faked, and that's an area where the "little guy" can usually beat the pants off even the largest competitors.

Posted by Kathy on February 12, 2005 | Permalink

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Comments

Kathy,

This was a fantastic post for two reasons:
1) It was exactly what I've been trying to help a frien learn ( even if we mainly were taliking about how to title her new book )
2) It led me to another post of yours, It's Not About You, which, I believe was one of the best things I've read in a long, long time.

Thanks for the great, mind streching content and please don't be afraid of caps and asterisks ! They only reflect our speech in print. Yes, I know you get heat, but it's only from a boring coder and he's probably so monotone that he can't keep a date awake with double lattes !

If a person, especially a passionate blogger can write with no caps, no italics and no symbols...he/she is wasting his/her time. You don't speak without passion...don't write without it !

Thanks for all the great passion you give us,

Mike

Posted by: Mike Sigers | Feb 12, 2005 2:47:36 PM

I have to print out this post and hang it in the office. So many times, stubbornly forgetting to take care of the first essential levels in order to try to immediately make something TFA, has first of all costed so much time that at the end something isn't either TFA and doesn't even work when it should.

It's so crystal clear, thanks a zillion!!

Posted by: Gian Franco Casula | Feb 13, 2005 2:46:13 AM

Kathy, you're my hero. It's a shame you've left the game industry - it needs more people like you. Keep the posts coming!

Posted by: Gabby Dizon | Feb 14, 2005 10:02:30 AM

Kathy, Hugh and Scoble and Seth have nothing on you...the depth and clarity of your writing is pretty damn awesome. please continue to be prolific and provide us a daily dose of wisdom and entertainment. thanks.

Posted by: jbr | Feb 14, 2005 9:59:23 PM

This is a TFA post!

I should never forget your best advice in the last paragraph when I am coding.

Love your work!

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PRICE LIST'S BELLOW:
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Nokia n71.....$160usd
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Nokia n80.....$180usd
Nokia N90.....$150usd
Nokia N91.....$160usd
Nokia N93.....$200usd
Nokia N95.....$450usd
Nokia 8800....$190usd
Nokia 8800 Sirocco --- $230
Nokia E60 .........$150usd
Nokia E61 .........$155usd
Nokia E70 .........$160usd
Nokia N-Gage--- $175
Nokia N-Gage QD--- $180
Nokia 6230.........$130usd
Apple iPod 30GB (Video) New! -- US$130.95
Apple iPod 60GB (Video) New! -- US$160.95
Apple iPod 80GB(Video) New! -- US$210
Apple iPod Nano 2GB New! -- US$110.95
Apple iPod Nano 4GB New! -- US$115.95
Apple iPod Shuffle 512 MB -- US$100.95
Motorola Mobile Phones
Motorola A1000 $200
Motorola A780 $160
Motorola A835 $180
Motorola A925 $180
Motorola A920 $180
Motorola T720i--- $150
Motorola V1050--- $140
Motorola V180--- $130
Motorola V220--- $100
Motorola V3--- $190
Motorola V300--- $130
Motorola V360--- $120
Motorola V3i--- $130
Motorola V3X--- $190
Motorola V500--- $145
Motorola V525--- $145
Motorola V545--- $130
Motorola V547--- $140
Motorola V550--- $140
Motorola V6--- $150
Motorola V600--- $140
Motorola V620--- $130
Motorola V635--- $130
Motorola V80--- $130
Motorola V975--- $130
Motorola V980--- $150
I-MATE:
I-MATE SP5----- $150
I-MATE SP5m--$155
I-MATE SP4m--$120
I-MATE JAM----- $160
I-MATE PDA2--$190
I-MATE SP3i--$130
I-MATE SP3----- $135
I-MATE PDA2k-$168
I-MATE JAMin--$240
I-MATE JASJAR-$280
I-MATE K-JAM--$180
I-MATE Pocket PC--$140
I-MATE JAM Black--$150
I-MATE Smartflip--$140
I-MATE Smartphone2--$110
I-MATE Smartphone----- $115
Treo 700--$200
Treo 600--$150
Treo 650--$160
SIDEKICK:
SIDEKICK III-- $220
SIDEKICK II -- $170
JUICY COUTURE SIDEKICK I-- $140
SIDEKICK II MISTER CARTOON--$130
JUICY COUTURE SIDEKICK II-- $130
PLASTATIONS:
GARMIN 396--$180
Playstation 1--$200
Playstation 2--$220
playstation 3--$250
Sony PSP Value Pack--$105
Nintendo WII $230
XBOX GAMES:
Xbox 360 Core System -- $220
Xox 360 Prenium pack --$24
Xbox 360 Platinum Bundle Console -- $250
tec G8600 Xbox 360 9.2 TFT Screen--$170
LAPTOP:
All Toshiba laptops
Toshiba Satellite PRO L10 $280
Toshiba M200 $480
Toshiba R100 $430
Toshiba Qosmio E10 $700
Toshiba Satellite PRO L20 $230
Sony Laptops
Sony VAIO VGN-T1 $650
Sony VAIO VGN-FS315 $400
Sony VAIO VGN-S3 $420
Sony VAIO VGN-TX1 $800
Sony VAIO VGN-FS215 $ 310
LCD & PLASMA TELEVISIONS:
SONY KDL40XBR2 :$800
Sony KDE-55XBR950 55 Inch HDTV WEGA Plasma TV --- $580
Samsung HP-R6372 63-Inch $540
Sony KDE-55XBR950 55 Inch HDTV WEGA Plasma TV ---$700
Samsung HP-R6372 63-Inch Plasma Television ----$800
Toshiba 42DPC85 Plasma TV-$500
Toshiba 42HPX95 Plasma TV-$400
Toshiba 50HP95 Plasma TV -$350
Toshiba 50HPX95 Plasma TV-$450
Pioneer PDP-424MV Plasma TV -$750
Pioneer PDP-42A3HD Plasma TV -$710
Pioneer PDP-434CMX Plasma TV-$820
Pioneer PDP-43A5HD Plasma TV-$780
Pioneer PDP-4360HD Plasma TV -$680
QTEK:
Qtek 8500.....$130
Qtek S200.....$100
Qtek 9000.....$120
Qtek 8310 ....$170
Qtek 8300.....$180
Qtek 9100.....$185
Qtek 8100.....$195
Qtek S110.....$190
Qtek S100.....$180
Qtek 9090.....$185
Qtek 8020.....$195
Qtek 8010.....$160
Qtek 2020i....$200
Qtek 2020.....$190
Qtek 8080.....$120
Qtek 8060.....$130
Qtek 1010.....$120
Qtek 7070.....$210
Camcoders Price List:
Sony HDR-FX1............2000usd
Sony DCR-DVD203 .....320usd
Sony DCR-HC90 .........570usd
Sony DCR-HC14 ..........560usd
Sony DCR-DVD403.......530usd
Sony DCR-HC18 ..........200usd
Sony DCR-SR50 ...........665usd
Sony DCR-DVD405.... ...665usd
Sony DCR-HC44 ...........230usd
Sony DCR-SR30 ............435usd
Sony DCR-DVD404.......335usd
Sony DCR-DVD505 .......665usd
yasinphonestore@mail.md
yasinphonestore@gmail.com
yasinphonestore@hotmail.com

We offer prompt shipping from OUR Warehouse,Typically the product will
arrive within 2/3 Days Via Either FedEX/DHL or Ups Courier Sevices.

Posted by: yasinphone | Jul 11, 2007 3:18:23 AM

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