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 actually
FEATURES in disguise

feature
noun
1 a distinctive attribute or aspect
of something : safety features like dual
air bags.
features describe the THING

"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
opportunity

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 words

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 less
learning & wafflings

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 out of your element, you'll stop
bitching about it. Which means you'll be
happier And so will we.
.

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 codes
Gee, it's like a real language.

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
,
bull
•Level up—using your prior
programming skillz

Hey, I did something
awesome with
Prototype.

Hey, I did something
awesome with
Prototype.