Changing the game

Inspired by a recent blog post, Startup Lessons from 17 Hard-Hitting Quotes in "Moneyball", I just watched the movie for the first time.

Now, I'm not a sports person.  This isn't the type of film I typically watch.  But, at least in my mind, "Moneyball" wasn't about sports. It was about changing the game.

In the movie, the general manager of the Oakland As, Billy Beane, finds himself with limited resources to build a team.  But rather than accepting that he'll have to build a sub-par team and lose, he sets his sights high and finds a way to create a different type of team than anyone's created before.

This is an enormously important message for technical communicators.  Because of the internet, we are literally drowning in content.  By the same token, technology is moving much faster than it ever has.  We can't possibly keep up with the pace of new technological developments, and new things to learn about.

Technical writing teams currently try to solve this problem by asking for more and more resources, and hiring as quickly as they can.  The problem with that approach is twofold.  One, it would impossible to keep up with the pace of content demands, even if we did have unlimited resources.  Two, as the democracy of the internet lends a voice to everyone who wants one, the skills we offer as technical writers are no longer unique, and they're certainly not as valuable as they once were.  Which means, in a nutshell, that our companies are not willing to give us unlimited resources.

So, we have to change the game.  We have to find a way to meet the content demands of the world as it is today.  And we have to do it given the resources we have.

There were a couple of speeches in Moneyball that really hit home for me, in this context.

In one scene, Billy is talking about what he wants to achieve with the team he's built.  He says, "I've been doing this game for a long time.  I'm not in it for a record...I want it to mean something."

That's how I feel about helping move the industry towards a collaborative model of content creation.  I'm not in it to win, or get rich.  I'm in it to change the game.  I'm in it to help the job that I love and the people that I care about continue to hold their value in the context of a new reality.

In another scene, someone who sees what Billy has accomplished tells Billy that whenever you try to make a change, you meet resistance from people who are entrenched in the way things are currently done because "it's threatening their livelihood, their jobs.  It's threatening the way that they do things.  And every time that happens, the people who are holding the reigns, with their hands on the switch, they go batshit crazy.  But anybody that's not tearing their team down and rebuilding it the way you did, they're dinosaurs."

That's the harsh reality of the tech writing industry.  There are a lot of technical writers who have been doing the exact same job for decades.  It's worked so far, so why should they change things up?  Especially when change requires learning new skills, and reaching out in uncomfortable ways.  Well, folks, I've got news for you.  Our jobs, as they are now, are going away.  So we can either adapt now, or find ourselves with increasingly less interesting and less lucrative jobs as the world around us changes.

I think the future of content is in collaboration.  That's where I'm going, and I intend to take as many people there with me as I can.  Who wants to come along for the ride?

How to build a website in ten easy steps

I recently stumbled through the process of creating a website for my new company.  I thought I'd consolidate my learnings into a blog post in case they're helpful to any of you.

1. Write down what you want to say.  Before you start designing anything, sit down with a Google doc and write down your marketing message.  Imagine you're telling your ideal customer what you can do to help her.  To cover your bases, answer the basic "who, what, when, where, why, and how" questions and let your story unfold from there.
2. Organize what you've written down into a logical collection of web pages.  Sort out what you want to say into a set of pages that makes sense.  
3. Purchase a template that basically gives you the architecture your content requires.  Alternately, if you are an uber-designer, you can design your own site. Or you can find a design for free somewhere on the internet.  I am not a designer, by any stretch of the imagination, but realize that a good design goes a long way towards an effective first impression, and wanted to minimize the time I spent hacking my content into a site that someone else designed.  That's easier with a template that's designed to be flexible and extensible.  Therefore, I purchased a template.
   Regardless of where your design comes from, make sure that the site is mobile-friendly.  (In other words, Flash is out.)  If you can find a good HTML5 design, that's your best bet.
   I did a lot of searching before I stumbled across ThemeForest, which is ultimately where I found the design for my site.  The templates they offer are well designed and competitively priced.
4. Add your content to the template; adding, subtracting, and moving things around as needed.  
5. Customize the site design using custom graphics and fonts.  This is not actually as difficult or expensive as it might sound. iStock Photo is a great resource for graphic art. Google WebFonts let you do amazing things with fonts. (You might notice that after this step, you've drastically departed from the template you originally purchased.  That's how you get a custom website out of a template someone else designed.)
6. Set up tracking so you can evaluate and optimize traffic to your site. Generate Google Webmaster Tools and Google Analytics tracking codes and include them on your pages, as explained on the linked sites.
7. Think of, and reserve, a reasonable domain name.  Good luck.  Finding a good domain name that hasn't already been reserved is next to impossible.
8. Find a web hosting provider and upload your site.  I chose Bluehost and have been happy with them.  Their customer service was helpful when I was having an FTP problem.
9. Set up domain-specific email and calendar accounts.  A domain-specific account is much more professional than a generic web account. Google Apps gives you the convenience of Gmail and Google Calendar for domain-specific accounts.  
10. Drive traffic to your site.  Use Search Engine Optimization best practices to drive organic traffic to your site, and paid advertisements to include your site in targeted ads.

Here's what I ended up with: DevComm: Engage Your Developers.  Comments and feedback welcome!

What other great website development resources do you know of?

Corporate Identity 101

A corporate identity has a few basic required components:

• Company name
  Don Dodge recently gave a good interview on choosing a company name.  I'll be the first to admit that the name I chose for my company, DevComm, is terrible.  In this case, my writer's mind is working against me.  I'm used to coming up with the perfect word out of an existing dictionary, not the perfect set of harmonious, meaningless characters.  I'm still working on it.
• Logo
  You can buy a generic logo from various websites and print companies, or you can have one custom designed.  I commissioned Rusa Vuong, a San Francisco-based designer, to create a custom logo for me.
• Business card
  Rusa also created my business card design.  I chose to electronically embed my contact information on the back of the card using a QR Code. Rusa generated the code using QRStuff.  If you want to go the simple route, you can get a standard business card design from many printers.
• Website
  This one's complex enough to merit its own post, which is coming soon.

Resources for starting a new company

As I set off down the path towards starting a new company, I realize that there are a lot of things that I don't yet know how to do.  I have lots of questions:

• Should I structure my company as a consulting company, or a product company?  Or both?
• Is it just me, or do I involve others?  If I involve others, in what capacity?
• What kind of business do I set up: Sole proprietorship? LLC? S-Corp?  C-Corp?  Anything in between?   When do I file the paperwork?
• What legal considerations do I need to be aware of?
• Do I need funding?  If so, what for?
• Should I fund this myself (what's known as "bootstrapping", I've come to find out) or seek venture capital?
• What's the difference between angel investors and and venture capitalists, and why would I seek out one over the other?
• How do I find a designer to help me set up a marketing presence, like a logo, website, business cards, etc?

I've run my own consulting company before, but it seems different this time; bigger, more real. I've also worked in several startups, but never at the beginning of the venture when all of these decisions are being made.  So this is essentially all new to me.

Although I certainly don't have all the answers yet, here are a couple of the resources I've found that have been helpful so far:

• YCombinator: A micro-financing / mentoring organization that helps a select group of startups develop a business model and seek funding.
• SCORE: An entrepreneurial support organization with local chapters around the US.  They give  useful classes on topics related to starting a business.  I've taken "Be a Successful Consultant" and "Legal Issues for Small Business.  They also offer free consulting services that give you the opportunity to get feedback from seasoned entrepreneurs.  I intend to take them up on that as soon as I've narrowed down my list of questions. SCORE tends to be pretty generic in terms of the types of business it consults on, so it's not so great for questions specific to creating a technology-related startup.
• SVForum: A more tech-focused advisory network, local to the Silicon Valley.  They sponsor panel-style discussions related to startup topics.  The panel is usually composed of seasoned tech entrepreneurs and VC investors.  I attended " New Venture Launch Fundamentals for 2012" and got a lot out of it.  This is also a great venue for networking and meeting people who are working on similar things.
• The Founder Institute: A tech startup support organization that offers a complete curriculum for creating a startup.  They have chapters around the world.  I haven't started reviewing their curriculum yet but the topics look promising.

What other resources do you know of that help entrepreneurs?  What advice would you give to someone just in the midst of starting a new venture?

Being deliberate about career choices

Hello!  Long time no talk.

As you may have noticed, I've been taking an extended break from, well, everything, including this blog.  It's been kind of fun to be suspended in time, and get a break from the day to day frenzy of commute - work - commute - hanging out with the kids - sleep - and repeat, punctuated by a flurry of errands and kid entertainment on the weekend.  To paraphrase a saying, when I was at Google, the days were long, but the years flew by.  Taking a breather from all of that has been wonderful.

It's been so precious to sit on the floor and play a game with my kids, and be fully present; not distracted by the latest crisis at work.  And to go out to dinner and a movie with my husband and talk about something other than how we'll juggle this week's busy schedule.  And to have the time to tackle my never-ending to-do list, which is finally starting to diminish.

The word seems to have gotten out that I'm no longer with Google, and I'm getting job offers on a regular basis. Most of the opportunities have been for roles that I've done in the past; tech writing, and leading doc teams.  It would be so easy to fall into another job like that.  And yet, I've resisted, because I want the next step in my career to be different.  If I wanted to do the same thing, I would have stayed at Google.

I put myself through college by cleaning houses and working the cosmetics counter at Walgreens.  I have a healthy appreciation for the luxury of having plentiful food on the table and good health insurance.  So every time I turn down a job opportunity I sort of mentally recoil in horror and ask myself what I'm thinking.

And yet... and yet.  What keeps me going is the sparkle in peoples' eyes when I tell them that I want to help companies do collaborative documentation and support.  The excitement in their voices, when they say "Yes, that's a great idea, and have you considered... "  Their hope, when they say "Wow, my company could really use something like that.  When will you have a solution in place?"

These opportunities are much less tangible than a funded headcount for a documentation manager, or a vetted need for a tech writer.  But they're surrounded by passion and opportunity and excitement, and by the potential of a new way of looking at the world.

No, I don't have all the answers yet.  I don't even have a guarantee that an answer exists, or that I'll be the person to figure it out.  But I do see the value of collaborative documentation, and I want to try to move the industry forward in a way that realizes that value.  I do know that every advancement I make, however little, might drastically change the way companies and customers interact with one another.  So it is that my plan remains to, deliberately, refocus my career towards building collaborative documentation solutions.