The 4-Hour Workweek: A Review

Limulus-Systems-IconIn talking to the guys at Project Ricochet last week, they suggested reading two books, The Lean Startup by Eric Ries, which I had already read and mentioned in this blog, and The 4-Hour Workweek by Timothy Ferriss. The latter I had seen around, but never paid much attention to it, because it has the look of a cheesy get-rich-quick scheme and like most sensible people, I don’t give much credence to that sort of thing. But since it was recommended, I read it.

I have to say it was interesting, very interesting. I don’t think I like Timothy Ferriss very much and that may color my review, but still this book has many ideas to ponder. His basic premise is that we often don’t work very efficiently, checking email constantly when it would be better to check it more rarely, going to unproductive meetings, doing work that would be better farmed out to underlings or outsourced to inexpensive offshore companies, and putting our attention towards things that just aren’t particularly important. By making ourselves more efficient, we can work fewer hours and enjoy our lives more by following our dreams.

More than just advocating his idea, he shows how it can be done, right down to the URLs you need to start your new virtual life. The book includes the information on how to hire a virtual assistant to run your affairs, how to convince your boss that you should work at home, and how to maintain the illusion that you are working every minute when you are in fact lounging on the deck in Buenos Aires. If your current job doesn’t allow for flexibility, well, you should find one that does, or better yet, quit your job entirely and start your own business. In that case, Ferriss describes how to start an internet business, complete with the calculations you need to figure out profitability.

If – and this is a big if – one could come up with the right sort of income generation, it would certainly be worthwhile to simplify and outsource much of your life. Avoiding interruptions to work probably does make you more efficient, and his ideas of working only a few hours a week jibes with my thoughts on how nobody should have to work very hard in the virtual world. Why spend all that time filling out forms and doing drudge work when it’s not necessary? Why not live the way you want? His dreams of driving a Lamborghini, being a kickboxing champion, learning tango in Argentina, and shooting all the guns he’s ever wanted are juvenile, but some of this means of getting there are worth considering.

However, that brings me to my problems with Ferriss. There’s much in this book that I don’t agree with, like his prescription to read as little as possible (efficiency, you know), and then to never read the news. That’s not efficiency, that’s plain irresponsible. You can’t know what is going on in the world without reading the news. (I’m referring to real news, not the most recent celebrity gossip). In addition, he seems to have a wanderlust that, like all other types of lust, is at best unseemly and at worst harmful. I’m all for traveling but he seems to advocate a rootless existence, moving from place to place, being a traveling nomad in the world. That may be fine for him, but many people like their homes and their familiar worlds, because it helps them to feel grounded. In fact, his prescriptions for not reading the news and traveling on a whim are related – they point towards a selfish noninvolvement with the world and avoidance of the messy business of living a responsible life.

In all, I’m willing to give his methods a chance, if not his lifestyle. I like the idea of being able to follow one’s dream and believe that it should be possible to do it. I just refuse to be irresponsible about it.

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Testing Our Value Proposition

Limulus-Systems-IconI had a video conference yesterday with Project Ricochet, my web design team. I’m still really jazzed up about it. It was a great meeting, more like a team of helpful advisors than a bunch of hacks with billable hours to fill. The meeting made me feel like I chose the right group to work with and it reaffirmed my faith in my ability to do this project. Not that they agreed with everything I had planned or served as yes-men to my Executive Director title (such as it is). No, it was quite the opposite – they brought me down to earth and convinced me to start out by the cheapest, simplest route possible. I went in thinking that we would begin planning for a scrapbooking web app and came out of the meeting realizing that it was way too soon for that. Instead, what we decided to do first is to “test my unique value proposition”, as they say in the Lean Entrepreneur books. Basically what that means is that we are going to send my app idea up a flagpole and see if anyone salutes it.

For any product to be successful, there has to be a unique value proposition, something about the product that stands out and gets people excited. “You’re producing white widgets? Ours are better – they come in purple and blue!” Without this uniqueness, there is no reason to prefer your solution over the competitors’ and no reason to get excited about your product. The problem is, many times the eager entrepreneur has a product idea that looks great on paper, but just isn’t interesting enough for people to embrace. “Who cares about purple widgets? We’ve always had white and we prefer it because they’re easier to clean.” You can’t always know ahead of time what will catch people and what won’t. The only way to find out is to do the cheapest, simplest experiment you can to see if people will accept your idea.

For a web app, the cheapest way to test the idea is with a website. Not with the full web app, but with a test site to see if we can stimulate anybody’s interest with a teaser about the app. The way it works is this: we create a Google ad that will be visible to anyone who searches for the phrase “scrapbooking online” (for example). Our ad will contain a hook with our unique value proposition, in this case something about “mobile scrapbooking in the cloud”, and will contain a link to our test website. If the ad sparks any interest, people will go to the website, which will contain more information about the app and a chance to sign up for even more. If people are intrigued by what they see, they will sign up.

Every aspect of the interaction can be tracked, such as how people many see the ad, what percentage click on the ad, what percentage sign up after seeing your website, etc. By tracking this data, we can gauge the enthusiasm for our web app idea. Are we creating a unique value proposition that people respond to? If so, they will eagerly sign up. If nobody signs up, or worse yet, nobody clicks on the Google ad, it’s back to the drawing board. We either need a new and different value proposition or we need a whole new idea.

Had I insisted on it, I imagine that Project Ricochet would have let me go ahead and build my big web app without testing my value proposition properly. Maybe my idea would have held up, maybe not. But I have a lot more respect for them for standing up to me.

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Welcome Our New Colleagues

Limulus-Systems-IconAnnouncing two new collaborators for Limulus Systems! As you may know, I have been looking for both legal and web programming help. I’m here to say that the search for both has been completed.

The first person I would like to introduce is G.E. “Pete” Marshall, of Wilson Marshall & Taylor, legal counsel extraordinaire. He has a lot of experience in software startups, which is perfect for Limulus Systems, and he comes highly recommended. According to his references, he is very good at focusing on the most important issues without getting bogged down in less-important legal minutia, essential for keeping costs down. We’re lucky and pleased to have his help.

Next up is the programming team of Project Ricochet, experts in Drupal development, an open-source framework for websites. Drupal is a good choice for our project because it has a lot of already-written modules for all kinds of functions, eliminating the need to write code that re-invents the wheel, thus reducing development costs. I’ve been impressed with Project Ricochet’s responsiveness and openness during the review process and their references have been very positive about their work. They have a lot of experience in work relevant to producing our web app. You’ll be hearing more about them as we begin the process of programming.

In my last post, I talked about the need for increased speed. Well, things should start moving a little faster now. Without programming assistance, there hasn’t been much visible progress to show people, but now we can begin planning the programming, creating mockups, figuring out the best features for a minimum viable product. It’s going to be exciting.

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The Quick and the Dead

Limulus-Systems-IconI’ve been reading The Lean Entrepreneur by Brant Cooper and Patrick Vlaskovits. The book is based on the idea that by being experimental and rapid, startups can try different scenarios to find out what works for them. The important thing is learning who your customers are, how to market to them, what features do they most want, how much to charge. The book isn’t necessarily new and different, since I’ve read other books with overlapping information, but it’s still inspiring for me. It’s a great reminder of how to proceed.

“Be Quick Or Be Dead” – that’s how to be a Lean Entrepreneur. Don’t be afraid to experiment with your product, just do your experiment quickly and if it creates value for the company, go with it. If your experiment doesn’t create value, change it rapidly. Flexible and nimble, that’s the ticket. Another way of saying this is “Move Fast and Break Things”. It’s good advice for a startup and it’s how you can beat the Big Boys out there. In an new market, where there are too many unknowns to be sure of what will sell, you have to use trial and error to figure out what works. The emphasis is on learning what works as quickly as possible.

I realize from reading The Lean Entrepreneur that I am moving forward in the right direction, but not fast enough. Startups should be agile and flexible, able to change things around at a moment’s notice when presented with new data. I’m flexible, but not fast enough – I’m too deliberative, too cautious. I’m not doing enough multitasking, but instead am taking things one step at a time. Granted, I do have some limiting factors, such as lack of money, my natural caution, lack of information about how best to go forward. However, those are challenges, not reasons to delay.

Therefore, I resolve to try to risk more and move faster. I have to “Just Do It”. That’s not my natural inclination, since my tendency is to collect all the information I can get before I jump in. However, it’s possible to delay forever looking for perfect information. Unfortunately, perfect information doesn’t exist; there is no real certainty in the world, just better and worse odds. Sometimes you have to proceed without enough information or resources and expect that things will work out, if not to perfection, at least well enough. The perfect is the enemy of the good enough.

OK, perhaps that’s enough aphorisms for one day.

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Naming Names

2011 Blog AvatarAfter generating a long list of potential product names, it was time to get serious about picking one. My Creative Director, Tom Norton, and I each picked our favorite app names, shown below, from the brainstorming list. There were only two overlaps between us… not sure what that says about our different approach to names, but it’s mostly a good thing, since it means we’re considering a wide range of options.

Tom’s picks: My picks:
DigiScrap Momento
Scrapture Memory Lane
Amber Capture
Momento Tableau
Scrappy DigiScrap
Tabla Ellie

This was progress – I could live with several of these. I then checked all the picks for domain name availability and came up with… nothing. Nada, zip. Every one of the ten .com domain names on our list is unavailable for use. That might make sense for some of the dictionary words like Momento or Capture, but Scrapture? That isn’t even a word. How could it be taken? I don’t know, but it’s already in use, by a company that makes sculpture out of scrap metal. OK, this is going to be harder than I thought.

I suppose I could go with a .biz or other domain name suffix, but .com is really the gold standard for a serious product. It’s what customers expect, and it’s what they will use to search for our app. We need the .com name. I could also offer to buy a name from the owner, at least in some cases. DigiScrap.com, for example, is registered for use, but that web address does not have an active website associated with it, so the owner may be amenable to a purchase. However, we’re not exactly flush with money at this stage, as you may have noticed, and it’s not clear that buying a domain name is the best use of our funds.

So what now? I guess it’s back to the drawing board for names. A nonsense word  like Google or Pentium is probably the best way to go since it’s unlikely to be taken, but those names take some real creativity to generate. My strategy for names, as far as I have one at all, will be to find adjectives describing our app and see if any words fall out of that. We’ll come up with something, because this has to work. Without a memorable name and the accompanying .com domain name, we’re out of business before we start.

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Now Hear This!

2011 Blog AvatarLast post, I talked about the need for every company to have a story, so customers can get an idea of who a company is, what they represent, and what they offer to do for the customer. That started me thinking about Limulus Systems, and what story we would tell. Who are we? What compelling story do we tell our users about our product? I have also been thinking that it is time to initiate media contacts in the outside world, among newspaper and magazine writers, bloggers, etc., to get the word out about Limulus Systems. That will be crucial during our Kickstarter fundraising campaign, should we go that way, because we will need all the exposure we can get to raise the money. However, I have been a little hesitant to contact the media until I had our story straight.

Therefore, I decided to write a Limulus Systems press release. Note that I call our app “iDigiScrap” in the release; that has been our working name for some time, but is far from being finalized. As I mentioned in a previous post, we have some work to do in figuring out a name. In addition, we have not signed on the dotted line with our web developers and until we do, that would be deleted from the release. Otherwise, the release is accurate and usable as-is.

For Immediate Release:

Announcing the formation of Limulus Systems, a startup company dedicated to enhancing creativity through digital scrapbooking.

Kensington CA – 10 April 2013 – What happens when an ex-biotech scientist and at-home Dad with an interest in creativity partners with a professional graphic artist? They come up with a plan to form a company called Limulus Systems, dedicated to enhancing creativity. Limulus Systems’ main product will be iDigiScrap, a web application that provides a means of expressing your inner creativity with images and words in digital scrapbook pages. Limulus Systems is the combined efforts of partners Executive Director Winthrop Jackman, Ph.D., (Kensington CA) and Creative Director Thomas Norton (Holliston MA), in collaboration with the programming team at Project Ricochet (San Francisco CA). In true DIY style, Limulus Systems is currently self-funded by the partners but in the near future they will be seeking additional funding through a Kickstarter campaign.

Winthrop Jackman said, “It all began when I was thinking of what to do next with my life. I was an at-home Dad and enjoying it, but my son was growing up and didn’t depend on me full-time any more, so I had time to think about the next career step. I have always been interested in things mobile and technological, so I looked for a way to combine this with my interests in creativity and photography. That’s when I hit upon doing digital scrapbooking in the cloud.”

The virtue of a web application like iDigiScrap is that there’s no software to download or buy, just open any web browser and start working. “The beauty of it is that iDigiScrap will work on any device, whether laptop, desktop, or tablet computer. As a result, the scrapbook page you started on your Windows PC at home can be finished on an iPad at the dentists’ office or on your Apple laptop in a cafe. It frees the user from the type of device used.”, according to Winthrop Jackman.

Planned application features include:

  • Robust search engine: enabling users to find images easily by name, tag, or color.
  • Social networking: built into the app from the ground up, so people will be able to share their pages through Pinterest, Facebook, and Twitter.
  • Printing service: users can get hardcopies of their pages, either as individual pages or as bound books.
  • Cloud-based: you can work on your scrapbook pages anywhere you have an internet connection. Never risk losing work, it’s all saved in the cloud.
  • Mobility: The ability to work on any computer or tablet with an up-to-date browser.

Winthrop Jackman said, “We want people to have unlimited opportunity for creativity, so rather than the usual business model of selling digital scrapbooking kits, which can be limiting and expensive for users, we decided that our users should have all the kits they want and pay for them by monthly or yearly subscription. Of course, people are invited to try the fully functional app for free before subscribing.”

Digital scrapbooking, the hobby of placing photographs on digital decorative “paper” and decorating them with virtual design elements, is similar to paper scrapbooking, but performed on the computer with virtual images rather than paper. Scrapbooking is a hobby enjoyed by as many as one in three households in the United States and is a multi-billion dollar industry. With the rise in digital scrapbooking as more of the world goes digital, iDigiScrap is sure to find an enthusiastic audience.

Contact Information:

Winthrop Jackman

Limulus Systems, & etc.

ENDS

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Telling Stories

2011 Blog AvatarDid you hear the one about the two entrepreneurs who walked into a bar?

I haven’t heard that story either, but now I want to, don’t you? People are captivated by stories, in the form of jokes, gossip, short stories, novels, histories, news broadcasts, product ads, you name it, it’s got a story behind it. Telling stories is important. For some reason, people remember them better than a simple recitation of facts, perhaps because they can tap into our emotions as well as our rational side. The power of stories must go back to our ancient ancestors telling stories around the campfire, trying to make sense of the world. Thousands of years later, we’re still trying to make sense of the world, in religion, in science, and in our lives. The stories we use tell a lot about us and what makes us tick.

It’s not just individuals that tell stories either; companies and groups like political parties tell stories too. All the business books today, and books about getting ahead in politics, point to the need for getting the upper hand in the story wars. In the age of social media, when information can travel at lightning speed, it is especially important to take control of your story. If you don’t do it, your competitor will do it for you.

With this in mind, I’ve been working on the story of Limulus Systems. How can I talk about our scrapbooking app in a way that will make it irresistible? What will set us apart from the competition?

It was two wild and crazy guys…

Hmm, no, that may not be the best way to start our narrative.

Two poor deluded saps who…

Nope, that’s even worse.

An at-home Dad with an interest in creativity left his biotech career…

That’s a little better, but it would certainly need to be developed.

Free Scrapbooking!

I like it! If only I could figure out a way to make it true…

Once I’ve got the basic story to tell, I’ll start to refine it, working out the essence of the message to create first an extended narrative for a press release, then to a short “elevator pitch” that can be given at a moment’s notice, and finally reduce it to the tag line, a short phrase that perfectly describes our app. In the end, I will have a consistent message with the capacity to go viral. At least I hope.

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Legal Aid

2011 Blog Avatar

Do you know why New Jersey has so many hazardous waste sites and Washington, D.C, has so many lawyers?

New Jersey got first choice.

A current task has been to find and interview a lawyer for Limulus Systems. Now, I know what you’re thinking – UGH, that’s not a pleasant job. No, it’s alright, I don’t share that view of lawyers as sharks, because I know some very nice ones, really good people. Maybe the bad reputation lawyers hold comes from the fact that they tend to pop up in those difficult situations in life, like lawsuits, divorces, bankruptcies. Also, legal help can be terribly expensive. You spend all that money, and what do you have to show for it? Often nothing tangible, to be sure. Yes, legal bills can be expensive, but if you think life is expensive with a lawyer, try doing without one in a sticky situation.

I don’t want to spend money on lawyers any more than you do, but sometimes you can’t do without. Among my legal needs are:

  • contracts with web developers
  • licensing kits from designers
  • partnership agreements
  • software ownership
  • copyright and trademark
  • consulting and employment agreements
  • trade secret protection
  • funding agreements

Some of this can be done with the help of the right book from the Nolo Press, the source of all things legal. For example, a partnership agreement can be crafted without a lawyer by going through the Nolo book, Form a Partnership, as I wrote in an earlier post. Lately, I’ve been reading their Legal Guide to Web & Software Development, by Stephen Fishman, which is a good handbook for all the legal aspects of the web. It won’t enable me to be my own lawyer, but the more I know, the less time I can spend being educated by my lawyer, and time is money with them.

My most pressing need is for someone to review web design contracts, since we may soon be ready to sign one. I’ve been interviewing web design firms and have found somebody really good to create our web app. That will naturally require a contract, and it would be very useful to have a sharp legal eye look the contract over and make sure that I’m not giving away the farm.

The question is, how do I go about finding a lawyer? I suppose I could drive up and down Sand Hill Road in Palo Alto, where the first person I run over would probably be a high-tech Silicon Valley lawyer, but that might not be the best method. No, I’ll use the old tried and true – networking. Somebody I know must have connections to the legal profession… so if you have a good contact for a lawyer with expertise in web/software, let me know!

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It’s All In a Name

2011 Blog AvatarAs you may have noticed, I have been vague about the name of our digital scrapbooking application. There’s a good reason for that – it’s because we haven’t got a name yet. The working name for our application is iDigiScrap, a holdover from when I was thinking of producing an iOS application. We may yet end up using that name, but not without having put some thought into it. The name is important, in fact more important than the company name. We all remember the names of the software that we use every day, but in many cases it’s harder to remember the company that produced it. And why not? Who cares who Limulus Systems is, as long as the software works well?

Thus, the product name is important. Our ideal app name should be:

  • memorable.
  • distinct.
  • reminiscent of the app function.
  • available for use as a domain name.
  • searchable by Google, Bing, etc.
  • available for use in the software arena.
  • available for copyright.

What would be a good name for a digital scrapbooking web app? We did a brainstorming session with a family group some time ago and came up with a bunch of names, some silly, some serious, and a few really good. Our list was as follows:

Bob Remembers While
John Sue Remembers It’s happening
Scrappy Dot Spot YOSO (You Only Scrap Once)
MyLife TipTop YOLO (You Only Live Once)
Theresa Canvis ScrapApp
QuickCapture Tableau Scrapp
LifeScope Tabla Momento
LifeFest Tesla Amber
LifeShare Bullfrog (Toad) Sepia
PathShare Ellie (Elephant) Bronze
Pasture Pachydream Heidi
Yuzu OR YooZoo Bumblebee Funmaldehyde
Chemi (path) Buzzscrap (or Scrapbuzz) Sweet Pickles
Hola! ScrapHappy Heim (?)
Ole Blog = Slappy Magic Underwear
Daisy Scrapcostly (competitors) Amber Lane
Marigold Scrapexpensive (ditto) Memory Lane
Amigos ScrapFree Aarchie
Adios Events Archie (archival)
Adios Boop la Doo Scrap’N’App
ScrapSpot LifeStuff Tap’N’Scrap (taken)
Digiscrap Spot Last Night (younger crowd) Capture
HeartScape Now Scrapture
HeartSpot Tonight (Tonite)  

I know that a lot of them are unusable, but that’s OK, that’s the way brainstorming works – you come up with as many ideas as rapidly as possible and weed them out later. My problem with this list is that it’s not big enough. Have we got all the possibilities out there? What else should we be thinking of?

To that end, I ask you the reader, what names work for you? Have you got any good ideas for naming a digital scrapbooking web application? Let me know.

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