pimpin' ain't easy
software product marketi—GAHHH
but i don't sell
   anything
ideas

               tools
projects


           practices
                       philosophy
reknown


              clients
 respect

           influence
                        opportunity
purpose



community
friends.
so i have this thing...
and nobody loves it
       like i do
nobody even uses it
        :(
you couldn't
even sell a dog
   a bone.
NEWSFLASH!

you're doin' it wrong
FEATURES
   vs


BENEFITS
FEATURES
•   class-driven development
•   cross-browser support
•   ajax
BENEFITS
•   "ease development"
•   "unique"
•   "easy-to-use toolkit"
•   "nicest Ajax library"
BZZZZZZZZT!

THEY'RE doin' it wrong
BENEFITS
•   "ease development"
•   "unique"
•   "easy-to-use toolkit"
•   "nicest Ajax library"

        these are actual...
feature
noun
1 a distinctive attribute or aspect
of something : safety features like dual
air bags.



features describe t...
"ease development"


          think again
"ease development"
that's a
benefit
             think again




 isn't it?
"ease development"
that's a
benefit
             think again




 isn't it?
OMFGZ
 WOULDN'T IT BE
  AWESOME IF...




the "BENEFIT" litmus test
OMFGZ I WANT
   EASED
DEVELOPMENT
OMFGZ I WANT
   EASED
DEVELOPMENT
omfg wouldn't it be awesome if...


            this took half the
                   time
omfg wouldn't it be awesome if...


           I could enjoy doing
                   this
omfg wouldn't it be awesome if...


        I felt like an
      ass-kicking ninja
ideas      FEATURES
               tools
projects


           practices
                       philosophy
Level 1
reknown
           BENEFITS
              clients
 respect

           influence
                        opportuni...
friends
          Level 2
          BENEFITS
community
purpose.

  Level 26
  BENEFITS
BENEFITS
always boil down to

    I want to feel
      good about
        myself
Be the "I Rule! " product,
not the "This thing I
bought does everything,
but I suck!" product.




      kathy sierra
guilt   insecurity anxiety



loneliness feeling stupid   helplessness




      Anti-Benefits
powerless-
overwhelm       ness




 confusion   feeling clueless



  Caused by Software
Use me, and you will kick ass at...
merely OK, but
        better than
         Prototype



Use me, and you will kick ass at...
BENEFITS
•   "ease development"
•   "unique"
•   "easy-to-use toolkit"
•   "nicest Ajax library"
BENEFITS
•   "ease development"
•   "unique"
•   "easy-to-use toolkit"
•   "nicest Ajax library"


    mushy, meaningless ...
My date last
 night... He was
nice! And unique!
BENEFITS
"ease development"




     Get a lot of shit done
     Learn to love JavaScript
     Not hate client-side stuff
BENEFITS
"ease development"




     Use the skills you already
     know (like Ruby Enumerables)
     Get more done, with...
BENEFITS
"ease development"




 Y can kick ass at JavaScript
  ou
BENEFITS
"ease development"




 Y can kick ass at JavaScript
  ou
  And if it doesn't make you feel so stupid
  and/or ou...
BENEFITS
"easy-to-use
           "




       Total bullshit
And he was so
 easy-to-use!
BENEFITS
"nicest Ajax library"




      Master the whole enchilada
      Don't bother to learn numeric
      success/fail...
BENEFITS
"nicest Ajax library"




      Feel like an Ajax god
BENEFITS
•   Learn to love JavaScript

•Achieve    fancy Ajax shit without
bullshit

•Do cooler shit, faster with less
   ...
Hey, I did something
  awesome with
     Prototype.
Hey, I did something
  awesome with
     Prototype.
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
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Pimpin' [Software Projects] Ain't Easy

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Even if you don't agree with evil marketing, you want people to use your stuff. Right? Right. That's why you shared it with the world in the first place. Whether it's open source or commercial, you should do right by your project by pimping it effectively.

Compares the marketing copy of Prototype.js vs JQuery as a case study. (Prototype is losing marketshare to JQuery and really needs an overhaul.)

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Pimpin' [Software Projects] Ain't Easy

  1. pimpin' ain't easy software product marketi—GAHHH
  2. but i don't sell anything
  3. ideas tools projects practices philosophy
  4. reknown clients respect influence opportunity
  5. purpose community
  6. friends.
  7. so i have this thing... and nobody loves it like i do
  8. nobody even uses it :(
  9. you couldn't even sell a dog a bone.
  10. NEWSFLASH! you're doin' it wrong
  11. FEATURES vs BENEFITS
  12. FEATURES • class-driven development • cross-browser support • ajax
  13. BENEFITS • "ease development" • "unique" • "easy-to-use toolkit" • "nicest Ajax library"
  14. BZZZZZZZZT! THEY'RE doin' it wrong
  15. BENEFITS • "ease development" • "unique" • "easy-to-use toolkit" • "nicest Ajax library" these are actually FEATURES in disguise
  16. feature noun 1 a distinctive attribute or aspect of something : safety features like dual air bags. features describe the THING
  17. "ease development" think again
  18. "ease development" that's a benefit think again isn't it?
  19. "ease development" that's a benefit think again isn't it?
  20. OMFGZ WOULDN'T IT BE AWESOME IF... the "BENEFIT" litmus test
  21. OMFGZ I WANT EASED DEVELOPMENT
  22. OMFGZ I WANT EASED DEVELOPMENT
  23. omfg wouldn't it be awesome if... this took half the time
  24. omfg wouldn't it be awesome if... I could enjoy doing this
  25. omfg wouldn't it be awesome if... I felt like an ass-kicking ninja
  26. ideas FEATURES tools projects practices philosophy
  27. Level 1 reknown BENEFITS clients respect influence opportunity
  28. friends Level 2 BENEFITS community
  29. purpose. Level 26 BENEFITS
  30. BENEFITS always boil down to I want to feel good about myself
  31. Be the "I Rule! " product, not the "This thing I bought does everything, but I suck!" product. kathy sierra
  32. guilt insecurity anxiety loneliness feeling stupid helplessness Anti-Benefits
  33. powerless- overwhelm ness confusion feeling clueless Caused by Software
  34. Use me, and you will kick ass at...
  35. merely OK, but better than Prototype Use me, and you will kick ass at...
  36. BENEFITS • "ease development" • "unique" • "easy-to-use toolkit" • "nicest Ajax library"
  37. BENEFITS • "ease development" • "unique" • "easy-to-use toolkit" • "nicest Ajax library" mushy, meaningless words
  38. My date last night... He was nice! And unique!
  39. BENEFITS "ease development" Get a lot of shit done Learn to love JavaScript Not hate client-side stuff
  40. BENEFITS "ease development" Use the skills you already know (like Ruby Enumerables) Get more done, with less learning & wafflings
  41. BENEFITS "ease development" Y can kick ass at JavaScript ou
  42. BENEFITS "ease development" Y can kick ass at JavaScript ou And if it doesn't make you feel so stupid and/or out of your element, you'll stop bitching about it. Which means you'll be happier And so will we. .
  43. BENEFITS "easy-to-use " Total bullshit
  44. And he was so easy-to-use!
  45. BENEFITS "nicest Ajax library" Master the whole enchilada Don't bother to learn numeric success/fail codes Gee, it's like a real language.
  46. BENEFITS "nicest Ajax library" Feel like an Ajax god
  47. BENEFITS • Learn to love JavaScript •Achieve fancy Ajax shit without bullshit •Do cooler shit, faster with less , bull •Level up—using your prior programming skillz
  48. Hey, I did something awesome with Prototype.
  49. Hey, I did something awesome with Prototype.
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