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pimpin' ain't easy
software product marketi—GAHHH
but i don't sell
   anything
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
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
Pimpin' [Software Projects] Ain't Easy
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
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
Pimpin' [Software Projects] Ain't Easy
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.

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