Presenter: Kathy Sierra, Creating Passionate Users
started off by playing a music video … I should probably know these guys … I’m hearing the sound guy say “she just wanted to play this video for walk-in music.” cool.
There’s a huge wall between you and your goal. This is for times when incremental changes don’t work.
Incremental can = an arms race – quality race or features race.
What’s stopping us from kicking ass?
– are your users stuck in P mode (like an SLR camera)?
People don’t want to upgrade …
Anyone can compete.
How to know someone:
– ipod playlist
– flight vs invisibility – which one? We had to choose one and chat about it with the person beside us
Ask: what superpower do we give our users?
– hugely important question
– ie., auto-correct spelling man – not a superpower
Productivity man – it’s a superpower, but looks about as exciting as broccholi “because it’s good for you”
14 more ways to make breakthroughs:
– superset game. ask “what is the bigger thing are these things a part of” when you want to go after something. Can be a lot more interesting and helps you make the bigger jump
– or what cooler thing is my thing a part of. ie – blogging about your company – not cool.
– Outliers thing – 10,000 hours. That’s not acceptable for Kathy, because she’s older. How do you shrink this?
– there are patterns and shortcuts – so learn the patterns. Also shorten the duration.
– Example – how does she get 10,000 hours in with horse riding? She has a work desk with a horse-shaped saddle seat. It’s better for her back, and she’s getting in more hours when she’s not really riding. Nice. (looked sorta funny though)
Kicking ass – 1000 hours of practice.
After 1-2 years, experience is a poor predictor of success – some people do that 1st year for 10 years.
To get better, work on your strengths instead of their weaknesses.
Do deliberate practice of the right things.
5. Make the right things easy and the wrong things hard.
make it easier for users to have a breakthrough than to stay where they are
treadmill gathering cobwebs? It’s not in the corner because you don’t use it … you don’t use it because it’s in the corner. Remove all your chairs in front of the TV, and replace it with that excersize machine.
6. Get better gear (and offer it).
She’s showing a pricey saddle she bought. Her ability made a huge jump – the saddle probably helped.
You sometimes have to convince others of this though… ie., you think you need more monitors and they will make you a better hacker. Your boss thinks – it will make you be a better gamer.
So find, make, and offer higher-end gear that bumps users to a new level.
7. ignore standard limitations
– think clueless. Kathy and her husband were fired from their tech jobs, so they decided to write a book – and make it print-ready. People were saying “you can’t do this” with their headstart books – and they were successful … and stupid. Because they didn’t know what they were doing.
8. total immersion jams.
16 hours over two days vs 16 hours over two months. If you stretch it out, you might not improve.
ABC – Always Be Closing. Gave some examples of groups that get together with a challenge, like writing songs – the main goal? By the end of the time-limit, you HAVE to have a song done, no matter how it is.
(me – this is like the nanowrimo thing or the videoblogger’s weeks and months I’ve participated in – practice makes perfect (or at least improved))
Less Camp, More Jam. Don’t just talk – actually go do stuff.
9. change your perspective.
don’t make a better x, make a better user of x – ie., don’t make a better software developer book. Make a better programmer instead. Nice.
10. ? Missed it …
Who are your users, who’s your tech support (Aragorn or Jabba the Hut)
Your company is to your user as blank is to Frodo
What movie are your users in? (this was an exercise). What movie do they want to be in? … and don’t forget the soundtack.
11. don’t ask your users.
If you want to make breakthroughs, don’t ask your users.
Hugh Macleod’s new book – Ignore Everybody.
Listening to users – what they way vs what they really want
asking users gets you to consensus – you’ll get incremental change – not a breakthrough
Breakthrough – ask other people’s users.
12. Be Brave.
She stopped giving talks at microsoft because there was no bravery there.
13? Death by risk aversion – you got scared, and lost your big idea.
Ease-of-use police stop in, and we end up giving our users less than the big idea.
14. Rethink deadness. Henry Ford said – his users wanted faster horses … so he didn’t ask his users.
Re-examine stuff you sent to the deadpool. ie., $40 billion horse industry (even though the horse is obsolete)
So look at those things and see if they can have a new life.
14. (yes, 14 again). Change the EQ.
Move the slider.
With the headfirst books, they didn’t push around incremental sliders Instead, they added new sliders.
She’s inviting Gary Vaynerchuk on stage again … she did the same thing last year.
She’s asking – what did Gary do?
What did Gary add to the sliders? Gary says he talks about wine from the heart – no other people do that. Gary made wine fun. Gary was confident enough to talk about what HE thought wine tasted like, and shared that.
So – figure out what new labels and sliders you want…
passiveaggressivenotes.com – silly website.
A blog about people who mis-use the word “literally”
The blog of “unessessary” quote marks
16. Be Amazed.
Played a funny clip of a Conan interview of a guy who was giving a different perspective on flying (ie., it’s amazing!). So switch that outlook!