David Barnes at work http://davidbarneswork.posterous.com Building elearning and online training products for Packt. posterous.com Fri, 16 Dec 2011 04:21:18 -0800 Lean back, lean forward, lean over http://davidbarneswork.posterous.com/lean-back-lean-forward-lean-over http://davidbarneswork.posterous.com/lean-back-lean-forward-lean-over On Twitter yesterday I was raving about a fantastic Economist slideshow that sets out a credible and satisfying vision for the future of publishing:

The slide show misses an important third mode of reading. For the Economist it makes sense to ignore it. Technical and "how to" publishers can't afford to. The three modes are:

  1. Lean forward: rapid browsing, search, instant gratification.
  2. Lean back: deep, reflective, minimum distraction.
  3. NEW! Lean over: instructions that you refer to while you carry out the task.

Here's some lean over reading:

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My guess is that most Packt and other "how to" tech books are really lean over. Mainly people have them on their desk (or a PDF in a separate window) at the same time as they're doing the work. What's your experience?

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Mon, 12 Dec 2011 04:56:00 -0800 50,000 blog subscribers was the Domino Project's salvation http://davidbarneswork.posterous.com/50000-blog-subscribers-was-the-domino-project http://davidbarneswork.posterous.com/50000-blog-subscribers-was-the-domino-project

Paid Content documents Amazon Publishing's haphazard start. Sales have not been stellar, but 3 of the 5 best sellers were from Seth Godin's Domino Project:

After The Hangman’s Daughter, the most successful print titles I tracked were both from Seth Godin’s imprint, The Domino Project: Poke the Box, by Godin himself, which has sold 23,436 copies in print, according to BookScan, and Stephen Pressfield’s Do the Work (publication date: 4/2011), which sold 8,288 copies in print. Another Domino Project book, Anything You Want by Derek Sivers (6/2011) was Amazon’s fifth bestselling print title, with 5,702 copies sold. Sales of 5,000 to 10,000 copies is hardly spectacular in the traditional publishing world, but it’s not bad either.

Why The Domino Project Works…

Seth Godin is clearly doing well with Amazon Publishing—but he was also doing pretty well before he signed up with them. He operates his imprint “99.7 percent independently,” he told me. “Sometimes I ask [Amazon] for their insight, but then I make my own insights about what I want to do with the info I got.” For example, Amazon was able to tell Godin that people often bought his books in bulk, which gave him the idea of selling Domino Project titles in multi-packs.

I asked Godin if Amazon has helped him with the marketing of the Domino Project books. “Most of what people think of as marketing has been done by us, The Domino Project,” he said. “By far the biggest tool we’ve had in selling the books is our blog, which has 50,000 subscribers.” The Domino Project also sends copies of its books to word-of-mouth marketing company BzzAgent .


Godin's approach was to treat Amazon as a fulfillment platform, not a marketing channel. He marketed direct to customers, using Amazon's back end to handle all the fulfillment. The Domino Project's logo says it all:

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Once his direct marketing had pushed books onto Amazon's best seller list, he also benefited from Amazon's huge existing user base. But the marketing ooomph came from Domino, not Amazon.

A lesson for publishers and self publishers: the big platforms (Amazon, Apple, Google) can make your life easier, but they don't do the hardest part of your job for you.

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Tue, 29 Nov 2011 06:49:37 -0800 Anatomy of a Training Video. First draft plan for each 3-5 minute Packt training video. I crave your feedback. http://davidbarneswork.posterous.com/anatomy-of-a-training-video-first-draft-plan http://davidbarneswork.posterous.com/anatomy-of-a-training-video-first-draft-plan
anatomy of training video.pdf Download this file

This is my plan for how to structure a 3-5 minute "how to" training video. Each video will form part of a series of videos that makes up a course.

The structure ensures that:

  1. The reader gets a clear idea of what they're going to achieve and why in the first 20 seconds.
  2. The instructional steps are clustered into logical groups, to make the steps more meaningful and memorable. And you have no more than 20 seconds before the steps begin.
  3. The video ends by reminding the viewer what they did and why it was worthwhile, and then encourages them to keep learning. Again this is just a 10-20 second wrap up.


I'm hoping this will make the videos more accessible and useful than a straight, unstructured "do this, then this" screencast. We'll see...

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Tue, 30 Aug 2011 06:15:00 -0700 Developing your book in public -- Jesse Freeman shares his TOC on Google+ http://davidbarneswork.posterous.com/developing-your-book-in-public-jesse-freeman http://davidbarneswork.posterous.com/developing-your-book-in-public-jesse-freeman
This Flash game book is getting serious now, already up to 70 pages! Still need to flesh out the section on Blitting as well as Game UI sections. Blitting will probably be the largest part of the book. I already have a feeling like I am going to need to cut back or see if O'Reilly is ok if I go a few pages over my 100 page estimate. I would really love to add in a few pages of interviews. How do you summarize an introduction to Flash Game Dev in 100 pages?

I also added some screen shots of my tabel of contents. I'm interested in feedback on it.

Finally, I put in a B&N Nook Color Market deployment section based on +Terry Paton post yesterday (https://plus.google.com/114101814013862230773/posts/NgNXtCSMBHL) and some chats I have been having with Ted Patrick.

Good idea to share your outline early and get feedback. Too bad he's doing it for O'Reilly. (Why am I helping him then?)

One problem with his approach is that you get feedback from educated people about what they think should be covered, but not much from the target reader: people who don't know exactly what they need but ultimately will decide whether or not to buy and read the book.

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Sun, 28 Aug 2011 15:57:00 -0700 Latest Kindle format introduces ebook rentals http://davidbarneswork.posterous.com/latest-kindle-format-introduces-ebook-rentals http://davidbarneswork.posterous.com/latest-kindle-format-introduces-ebook-rentals

Another innovation introduced with this new format is the ability to rent ebooks rather than buying them. Books can typically be rented for between 30 to 360 days, although the exact limits will vary from book to book. And rented book can be bought with full credit given for the rental fee, if bought before then end of the rental period.

Had to happen really.

Also new in the latest Kindle software: fixed layout ebooks (like PDFs) for books with complex formatting.

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Thu, 18 Aug 2011 04:37:00 -0700 Giving the three things clients and customers want to our readers http://davidbarneswork.posterous.com/giving-the-three-things-clients-and-customers http://davidbarneswork.posterous.com/giving-the-three-things-clients-and-customers

Not just the first one.

And not all three.

But you really need at least one.

1. Results. If you can offer a return on investment, an engineering solution, more sales, no tax audits, a cute haircut, the fastest rollercoaster, a pristine beach, reliable insurance payouts at the best price, peace of mind, productive consulting or any other measurable result, this is a great place to start.

2. Thrills. More difficult to quantify but often as important, partners and customers respond to heroism. We are amazed and drawn to over the top effort, incredible risk taking on our behalf, the blood, sweat and tears that (rarely) comes from a great partner. A smart person working harder on your behalf than you'd be willing to work--that's pretty compelling.

3. Ego. Is it nice to feel important? You bet. When you greet us at the door with a glass of white wine, put our name in the lobby of the hotel, actually treat us better than anyone else does (not just promise it, but do it)... This can get old really fast if you industrialize and systemize it, though.

This explains why the local branch of the big insurance company has trouble growing. It's hard for them to outdeliver the other guys when it comes to the cost effectiveness of their policy (#1). They are unsuited from a personality and organizational point of view to do #2. And they just can't scale the third.

Put just about any business with partners into this matrix and you see how it works. Book publishing, for sure. Hairdressers. Spas. Even real estate.

The Ritz Carlton is all about #3, ego, right? And on a good day, there's a perception that the guys at Apple are hellbent on amazing us yet again, delivering on #2, taking huge career and corporate risks on our behalf. As soon as they stop doing that, the tribe will get bored.

(There's a variation of ego, #3, that comes from being in good company. This is what gets people to sign up for Davos, or to choose ICM as their agent. Your ego is stroked by knowing that only people as cool as you are part of this gig. Sort of the anti-Groucho opportunity. Nice position, if you can get it, because it scales.).

It's tempting, particularly for a small business, to obsess about the first—results—to spend all its time trying to prove that the ROI is higher, the brownies are tastier and the coaching is more effective. You'd be amazed at how far you can go with the other two, if you commit to doing it, not merely talking about it.

Can tech writers and publishers offer more than results to readers?

1. Results: shows readers how to do the things they needed/wanted to do.
2. Thrills: shows surprising tricks, features witty and attention-holding examples and stories.
3. Ego: makes the reader feel like they're doing a great job, making loads of progress, and are really clever.

Is it possible to do all three? Sometimes it's hard to massage the reader's ego -- making them feel clever -- and at the same time be thrilling, which means doing things outside the reader's expectations. Which is most important?

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Thu, 18 Aug 2011 02:24:26 -0700 Unbound funds second book. ONLY THE SECOND? http://davidbarneswork.posterous.com/unbound-funds-second-book-only-the-second http://davidbarneswork.posterous.com/unbound-funds-second-book-only-the-second
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Considering the amount of press Unbound has got, I'm amazed it's only managed to get two books funded so far. Without the benefit of launch PR how can their model prove sustainable?

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Tue, 16 Aug 2011 05:16:00 -0700 Porous Paywall Means Big Revenues for New York Times http://davidbarneswork.posterous.com/porous-paywall-means-big-revenues-for-new-yor http://davidbarneswork.posterous.com/porous-paywall-means-big-revenues-for-new-yor

Felix Salmon has a couple great posts on the New York Times' paywall. He notes that it has been successful and explains why. Felix says:

Yes, the NYT paywall is porous — but that’s a feature, not a bug. It allows anybody, anywhere, to read any NYT article they like. That makes the NYT open and inviting — and means that I continue to be very happy to link to NYT stories.

I've been a fan and a proponent of porous paywalls since studying the FT's model a few years back and was very pleased to see the NY Times go with the FT's model. 

NYT enables visitors to read any story they land on, and even to hack their way around and read all content for free. But elegant navigation between stories requires the customer to pay... and many do.

The genius of the NYTs approach is to enable sharing of any piece of content, while making the full and convenient experience of the product available only to people who pay.

This is similar to freemium games where the game can be played for free, but in a more intense and fun fashion if you buy in game items.

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Wed, 10 Aug 2011 09:21:43 -0700 Amazon's Kindle Web App Will Make E-Book Purchases Truly Immediate http://davidbarneswork.posterous.com/amazons-kindle-web-app-will-make-e-book-purch http://davidbarneswork.posterous.com/amazons-kindle-web-app-will-make-e-book-purch
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Amazon is set to launch a web-based Kindle reader that will work on PC, iPad and presumably smartphones too. You'll be able to read your Kindle stuff from any device without downloading any software. And you should also be able to read books while offline.

In the short term this is being discussed as a way of working around Apple's restrictive terms. However as an ecommerce platform on the web this is also powerful: readers will be able to buy Kindle books on Amazon.com and start reading them right there in the web browser without downloading anything or switching device.

http://techcrunch.com/2011/08/09/kindle-cloud-reader

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Thu, 21 Jul 2011 16:05:00 -0700 When will it stop being moronic to declare physical books dead? http://davidbarneswork.posterous.com/when-will-it-stop-being-moronic-to-declare-ph http://davidbarneswork.posterous.com/when-will-it-stop-being-moronic-to-declare-ph

As ebook sales continue to trounce those of print books, and now with the demise of Borders, surely it’s only a matter of days until someone — probably a guest poster on this very blog — declares the death of the physical book.

(They’d be wrong, of course — moronically so — to the point where you might ask who on earth is responsible for approving guest posters on TechCrunch, and whether they have so much as a microgram of shame or professional pride. But it’d certainly make for a pseudo-controversial, traffic-grabbing post.)

Techcrunch isn't calling the death of the physical book just yet. But we all know it's just a matter of time... What will you accept as evidence of fatality?

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Thu, 21 Jul 2011 13:45:00 -0700 Paperback novels were born on the railway platform. Now they're dying there too. http://davidbarneswork.posterous.com/paperback-novels-were-born-on-the-railway-pla http://davidbarneswork.posterous.com/paperback-novels-were-born-on-the-railway-pla

Penguin paperbacks were the brainchild of Allen Lane, then a director of The Bodley Head. After a weekend visiting Agatha Christie in Devon, he found himself on a platform at Exeter station searching its bookstall for something to read on his journey back to London, but discovered only popular magazines and reprints of Victorian novels.

Appalled by the selection on offer, Lane decided that good quality contemporary fiction should be made available at an attractive price and sold not just in traditional bookshops, but also in railway stations, tobacconists and chain stores.

While waiting for a train yesterday I noticed that nearly every poster along the platform edge was advertising paperback novels and yet only one person was reading a book. At least 20 of the 50 or so people there were fiddling with a mobile phone.

When will these posters focus on driving bored commuters to try mobile apps, or at least make the ebook the primary offer?

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Thu, 21 Jul 2011 13:08:00 -0700 These days we all need to be generalists. Seth Godin flies the flag for the old fashioned expert. http://davidbarneswork.posterous.com/these-days-we-all-need-to-be-generalists-seth http://davidbarneswork.posterous.com/these-days-we-all-need-to-be-generalists-seth

As the deluge of information grows and choices continue to widen (there's no way I could even attempt to cover science fiction from scratch today, for example), it's easy to forget the benefits of acquiring this sort of (mostly) complete understanding in a field. I'm not even sure it matters which field you pick.

Expertise is a posture as much as it is a volume of knowledge.

With so many tools available to techies now, most of us need a shallow and ever changing understanding of a wide range of tools. Seth Godin reminds us that sometimes it's worth putting in the hard work to become an expert.

Doing the work required to become an expert pays off even if you choose a redundant field.

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Mon, 18 Jul 2011 09:12:14 -0700 Amazon launches Kindle Textbook Rental http://davidbarneswork.posterous.com/amazon-launches-kindle-textbook-rental http://davidbarneswork.posterous.com/amazon-launches-kindle-textbook-rental Big news from Amazon. Soon some textbooks will be available for rent as well as purchase:

How Renting Works

Kindle Textbook Rental is a flexible and affordable way to read textbooks. You can rent for the minimum length, typically 30 days, and save up to 80% off the print list price. If you find you need your textbook longer, you can extend your rental by as little as 1 day as many times as you want and just pay for the added days.

• Download one of our free Kindle reading apps for your PC, Mac, iPad, iPhone, Android device, Windows Phone 7, Blackberry, or Kindle – wherever you'd like to read your textbook.

• Search for your textbook in the Textbooks Store or from the search bar. If a Kindle edition is available for rent, you'll see an option in the Formats section on the textbook page. Select this option.


The renting model could be a big deal for tech book publishers. A lot of tech books are useful for one project, or while the reader gets familiar with the basics, and then sit unused on shelves.

For publishers, a little scary.

Full details on Amazon.com.

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Thu, 14 Jul 2011 07:43:18 -0700 How have good book ideas http://davidbarneswork.posterous.com/how-have-good-book-ideas http://davidbarneswork.posterous.com/how-have-good-book-ideas
Here’s a three stage process to having good tech book ideas.


1) Brainstom lots of ideas
This is very important. Do NOT commit yourself to one idea until you’ve considered several. You’re going to be putting a lot of work into your book. Take a few minutes to consider several options.

Even if you have a clear idea what you want to write about, consider:
  1. Audiences -- how much should your audience know before they start?
  2. Does your topic consist of several sub topics that might work best alone?
  3. How broad or narrow do you want to be? Consider focusing on specific tools, platforms, languages, and game genres. OR look for a way to cover a variety.
  4. What exact goal are you going to help your reader acheive? How SMART is it?
These choices can make a big difference to how much you enjoy writing your book, and how many readers want to buy it.

2) Test your ideas in front of customers
I’ve been developing book ideas for 10 years. Even now when my ideas get in front of customers they break down like this:

60% do less well than I expected
30% do about as well as I expected
10% do better than I expected

Too often ideas don’t get in front of customers until you’ve already committed loads of work. Try to find quick ways to market test your ideas before you commit yourself.

It is important to test lots of ideas in front of customers. If you ask most people whether an idea is good they will say “yes” just to be polite. If you present them with lots of ideas you’re more likely to get an honest answer.

At Packt Explorer we’re using Google Moderator to test game development book ideas.

3) Focus on what customers want to do and the fastest way to help them do it
Tech books are not like most books: nobody buys them because they like to read. Tech book readers buy because they like to do new techy things, or because they are stuck and need help.

Your book’s goal is critical. What is the reader hoping to do as a result of having this book? Then after the right goal the most important thing is finding the best, most direct path to get your reader to that goal.

Summary: Have lots of ideas, take a view on what readers want, do as much as you can to test that your view is correct, and then give it to them.

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Wed, 13 Jul 2011 08:46:54 -0700 Action-Driven Tech Books http://davidbarneswork.posterous.com/action-driven-tech-books http://davidbarneswork.posterous.com/action-driven-tech-books Too many tech books are full of boring exposition, detailed background, and mind numbing explanation.

Anyone would think you were learning about some dull period of history, not discovering a new, powerful, and life changing tool.

What is wrong with tech books?

We learn best by doing not by reading

Very few people can learn a skill just by reading a book. We learn best by experimentation: trying things and seeing what happens, otherwise known as trial and error. By observing the relationship between cause and effect, and continually tinkering to see what else we can do, our brains quickly absorb new skills.

So do we need tech books?

Yes because pure experimenting randomly with a complex tool can quickly become frustrating or even destructive. Tech books don't exist to tell us all about a technology. Instead they encourage us to tinker in worthwhile ways -- to focus and guide our experimentation so that we discover for ourselves, faster. They lead us through our own learning process, guiding our actions and sharpening our observations.

What makes an action driven tech book?

Action driven tech books:

  1. Are light on exposition but full of worked examples
  2. Encourage readers to try things out, even if they won't work
  3. Focus on demonstrating causes and effects
  4. Show readers what happens when the examples are run, so that the reader can follow even if they're not at a computer
  5. Make the reader THINK and DISCOVER not just ABSORB INFORMATION

... and that's what we're going to make.

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Tue, 12 Jul 2011 17:03:46 -0700 How much will people pay for technical ebooks? http://davidbarneswork.posterous.com/how-much-will-people-pay-for-technical-ebooks http://davidbarneswork.posterous.com/how-much-will-people-pay-for-technical-ebooks ... this is inspiring http://createyourproglang.com/

54 pages, $39.99 for the ebook!

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Sun, 16 Jan 2011 14:24:30 -0800 Pacman Cake (with bonus Rubik's Cube) http://davidbarneswork.posterous.com/pacman-cake-with-bonus-rubiks-cube http://davidbarneswork.posterous.com/pacman-cake-with-bonus-rubiks-cube
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Yum.

Want your own? Check out Yes Please Louise for all the fancy cakes you could ever wish for.

I got a Pacman mug for Christmas. That retro pixel art is beautiful. I doubt we'll be eating Call of Duty: Modern Warfare cakes and drinking from Grand Theft Auto mugs in 30 years time.

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Thu, 09 Dec 2010 08:25:03 -0800 Blogging Vs writing a book - Emanuele Feronato http://davidbarneswork.posterous.com/blogging-vs-writing-a-book-emanuele-feronato http://davidbarneswork.posterous.com/blogging-vs-writing-a-book-emanuele-feronato One of my authors and popular Flash blogger Emanuele Feronato posts the 5 big differences he's found between blogging and writing a book. Take a look.

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Thu, 09 Sep 2010 09:35:33 -0700 6 Writing Tips that Work for Apple http://davidbarneswork.posterous.com/6-writing-tips-that-work-for-apple http://davidbarneswork.posterous.com/6-writing-tips-that-work-for-apple Apple's new App Store Guidelines are already receiving praise for being unusually direct, candid and clear. Some speculate that Jobs wrote the introduction to the guidelines himself.

The guidelines do a great job of establishing a policy that doesn't sound like a policy -- it sounds like a direct email from one person to another. How does it do that? Here's 6 ways.

You and yours. Consider how different the introduction would sound if it replaced every occurrence of "your app" with "an app". It would be just as correct, just as concise, but a bunch less direct and a bunch less readable. The words "you" and "your" put you inside the text. They make it about YOU. Use them as much as possible.

We. These are human beings writing. How would it sound if they always used "Apple" instead of "We"? Not as good.

Know you're right. Part of being direct is being arrogant. Have a view. State it without hesitancy.

If. Every time the intro uses "if", it could have avoided it. Most writers would say, "apps that look like there were cobbled together in a few days... will be rejected". Apple says "if your app looks like it was cobbled together". If you write in this way, your writing will seem more vivid -- because there's one object under discussion at a time, rather than a limitless set.

Feel. Apple uses feeling and human words about itself. We're thrilled. We want to help. We're looking out. We love. And honor. These are not the words of corporations. Corporate alternatives might be: "we value", "we are committed to helping", "we have a policy". Microsoft would use those words. Apple doesn't.

Vivid examples. "We have over 250,000 apps in the App Store. We don't need any more Fart apps." It's so clear, so self evidently true. And yet this kind of clarity is so rare in corp-speak that it's already become a Twitter meme.

These 6 tools are tremendously powerful for technical writers. If you use them in your writing, you'll be a load closer to keeping your writing clear and readable.

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Mon, 07 Jun 2010 07:44:36 -0700 Drupal -- The Card Game http://davidbarneswork.posterous.com/drupal-the-card-game http://davidbarneswork.posterous.com/drupal-the-card-game
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There's a Drupal card game. Who knew?

the "winner" is the "developer" who contributes most to Drupal by providing patches to modules, and/or builds lots of high-profile sites using Drupal. Winning by prestige in the community, in essence.

Read all about it, and get a link so you can download and play it yourself, at Play This Thing!.

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