Getting Real

Getting Real: The Book by 37signals https://gettingreal.37signals.com/

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Getting Real by Mind Map: Getting Real

1. The smarter, faster, easier way to build a successful web application

2. starting

2.1. build less than others

2.1.1. Getting real is less

2.1.1.1. flowcharts

2.1.1.2. features

2.1.1.3. papers

2.1.1.4. abstractions

2.1.1.5. options

2.1.1.6. wirframes

2.1.1.7. people

2.1.2. non-essentiel features

2.1.3. forces you to deal with reality.

2.2. solve my problems

2.2.1. in software

2.2.2. => everybody's problem

2.3. fund yourself

2.3.1. external funds

2.3.1.1. you have to answers to them

2.3.2. constraints force creativity

2.4. fix time and budget

2.4.1. launch on time

2.4.1.1. less is better than crappy everything

2.4.1.2. flexibility

2.4.2. launch on budget

2.5. Have an Enemy

2.5.1. anti-project

2.5.2. on similar projects

2.5.2.1. fight what is wrong

2.5.3. could be

2.5.3.1. rigid rules

2.5.3.2. structure

2.5.4. marketing message

2.5.4.1. is a good

2.5.4.2. to compare your product

2.5.5. don't be obsessed

2.5.5.1. by the ennemy

3. stay lean

3.1. easier to change

3.1.1. and change

3.1.1.1. must be easy

3.1.1.2. and cheap

3.1.2. mass is increased by

3.1.2.1. long terms contracts

3.1.2.2. to much staff

3.1.2.3. permanent decisions

3.1.2.4. meetings

3.1.2.5. hardware, software

3.1.2.6. proprietary data formats

3.1.2.7. long term roadmaps

3.1.2.8. and reduced

3.1.2.8.1. jit thinking

3.1.2.8.2. multi tasking

3.1.2.8.3. embracing constraints, not trying to lift them

3.1.2.8.4. less software, less code

3.1.2.8.5. less features

3.1.2.8.6. small team

3.1.2.8.7. open data

3.1.2.8.8. open to admit mistakes

3.1.2.8.9. simplicity

3.1.2.9. better to implement cutting edge features

3.1.2.10. cheap and fast changes are small's secret weapon

3.2. tree musketteers

3.2.1. developper

3.2.2. designer

3.2.3. sweeper

3.3. Be yourself

3.3.1. familiar language

3.3.2. closer

3.3.3. communicate with me

3.4. embrace constaints

3.4.1. not enough

3.4.1.1. time

3.4.1.2. money

3.4.1.3. people

3.4.2. that's a good thing

3.4.3. constraints drive innovation

3.4.3.1. force focus

3.4.4. big tasks in

3.4.4.1. small bits

3.4.5. IM

3.4.5.1. email

3.4.6. work with what you have

4. priorities

4.1. be explicit

4.1.1. one-point vision for the app

4.1.2. what dows it stand for?

4.1.3. vision

4.1.3.1. ex

4.1.3.1.1. basecamp

4.1.3.1.2. campfire

4.2. ignore details early on

4.2.1. work from large to small

4.2.2. details reveal themselves as you use what you're building

4.3. It’s a Problem When It’s a Problem

4.4. Hire the Right Customers

4.4.1. know who your app

4.4.1.1. is intended for

4.4.1.2. to please them

4.4.1.3. they would evangelize the product

4.5. Scale Later

4.5.1. You don’t have a scaling problem yet

4.6. Make Opinionated Software

4.6.1. The best software has a vision.

4.6.2. have an attitude

5. feature

5.1. Half, Not Half-Assed

5.1.1. What you really want to do is build half a product that kicks ass.

5.1.1.1. not a half-ass product

5.1.2. start with the heart of the project

5.1.2.1. let s base future decision on real world usage

5.1.2.2. let it gain traction

5.2. eassential only

5.2.1. why didn’t you do this or why didn’t you do that?

5.2.2. Because it just doesn’t matter.

5.2.3. Figuring out what matters and leaving out the rest.

5.3. start with no

5.3.1. stuck with implemented features

5.3.2. like adopting a child

5.3.3. like "fight club"

5.3.3.1. not now

5.3.3.2. if it keeps coming back

5.3.3.3. considere it

5.3.4. we don't want 1000 features, we want the bests

5.4. hidden costs

5.4.1. simple ideas

5.4.1.1. might snowball

5.4.1.1.1. into major headache

5.4.2. For every new feature you need to...

5.4.2.1. 1. Say no.

5.4.2.2. 2. Force the feature to prove its value.

5.4.2.3. 3. If “no” again, end here. If “yes,” continue...

5.4.2.4. 4. Sketch the screen(s)/ui.

5.4.2.5. 5. Design the screen(s)/ui.

5.4.2.6. 6. Code it.

5.4.2.7. 7-15. Test, tweak, test, tweak, test, tweak, test, tweak...

5.4.2.8. 16. Check to see if help text needs to be modified.

5.4.2.9. 17. Update the product tour (if necessary).

5.4.2.10. 18. Update the marketing copy (if necessary).

5.4.2.11. 19. Update the terms of service (if necessary).

5.4.2.12. 20. Check to see if any promises were broken.

5.4.2.13. 21. Check to see if pricing structure is affected.

5.4.2.14. 22. Launch.

5.4.2.15. 23. Hold breath.

5.4.3. build what you can manage

5.4.3.1. sustain

5.5. forget feature requests

5.5.1. read them

5.5.2. throw them away

5.5.3. forget them

5.5.4. the important ones will keep bubbling up

5.6. hold the mayo

5.6.1. ask users what they don't want

5.6.2. what they'd remove

5.6.3. what they don't use

5.6.4. what bother them the most

5.7. human solutions

5.7.1. build for general concepts

5.7.2. encourage people to create their own solutions

5.7.3. build a framework

5.7.3.1. so people have guidelines

5.7.3.2. and build something they can customize, create their own way

6. Interface Design

6.1. Interface First

6.1.1. programming is the expensive part

6.1.2. interface is cheap, easy to change

6.1.3. the interface is your product

6.2. Epicenter Design

6.2.1. focus on the core

6.2.1.1. the prime content

6.2.1.2. the true essence

6.2.2. then build outward

6.2.2.1. second most critical element

6.2.2.2. and third

6.2.2.3. and menu

6.2.2.4. and etc

6.2.2.5. allow also to start the dialogue between designer and developper right away

6.2.3. Untitled

6.3. Three State Solution

6.3.1. regular

6.3.1.1. default screen when everything is ok

6.3.2. blank

6.3.2.1. first time sight where there is no data

6.3.3. error

6.3.3.1. when something goes wrong

6.4. The Blank State

6.4.1. at design time, the app is full with fake data

6.4.1.1. customer decides if an application is worthy at this blank stage

6.4.1.2. but it's empty for him

6.4.2. first look first impressions

6.4.2.1. you never get a second chance

6.4.3. helpful blank state

6.4.3.1. quick tutorial

6.4.3.2. sample screenshot

6.4.3.2.1. populated with data

6.4.3.3. how to get started

6.4.3.4. answer key questions

6.4.3.4.1. what is this page

6.4.3.4.2. what do I do know

6.4.3.4.3. How will it look once it's full

6.4.3.5. tell the story

6.5. Get Defensive

6.5.1. things will go wrong online

6.5.2. your app could work great 90% of the time

6.5.2.1. but nobody will forget if you abandon them

6.5.3. defensive design

6.5.3.1. make

6.5.3.2. or break

6.5.3.2.1. the user experience

6.5.4. strees on error messages

6.5.5. crisis points

6.6. Context Over Consistency

6.6.1. give people just what matters

6.6.1.1. it's ok to be inconsistent

6.6.2. give them what they need

6.6.3. it's better to be right than to be consistent

6.7. Copywriting is Interface Design

6.7.1. keep it short and sweet

6.7.2. no internal lingo

6.7.3. good writing is good design

6.8. One Interface

6.8.1. admin screens

6.8.1.1. often looks like crap

6.8.1.1.1. becaus time is spent on public-facing interface

6.8.1.2. build them into the regular interface

6.8.1.2.1. the fewer screens you have

6.8.1.2.2. to worry about

6.8.1.2.3. the better they'll turn out

6.9. see also

6.9.1. how to create wireframes

7. Code

7.1. Less software

7.1.1. KISS

7.1.1.1. keep it simple, stupid

7.1.1.2. less features

7.1.1.3. less code

7.1.1.4. less waste

7.1.2. restate any hard problem

7.1.2.1. into simple problem

7.1.2.1.1. easier to implement

7.1.2.1.2. easier to understand

7.1.2.2. maybe not exactly solve the same problem

7.1.2.2.1. is ok

7.1.3. deal with the problem of today

7.1.4. leave what's too hard

7.1.4.1. unless absolutely essential

7.1.4.2. search for alternate way to do it

7.2. Optimize for Happiness

7.2.1. a happy programmer is a productive programmer

7.2.1.1. who write simple

7.2.1.1.1. readable code

7.2.1.1.2. clean

7.2.2. don't just choose industry standards or performance metrics

7.2.3. would you be happy to work 8 hours a day with such environment

7.2.3.1. passion

7.2.3.2. pride

7.2.3.3. craftmanship

7.2.4. work with tools you love

7.3. Code speaks

7.3.1. listen when your code pushes back

7.3.2. listen to your code

7.3.2.1. good design will appear

7.3.2.2. listen to technical people

7.3.2.2.1. leave them time to fix things

7.4. Manage Debt

7.4.1. Pay off your code and design “bills”

7.4.2. hack some bad code

7.4.2.1. or design

7.4.2.1.1. and you're building up debt

7.4.2.2. ok to do this

7.4.2.2.1. often needed

7.4.2.2.2. but you need to recognize it as a debt

7.4.2.2.3. an pay it off at some point

7.4.2.2.4. by cleaning up the hairy code

7.5. Open Doors

7.5.1. get your data into the world

7.5.1.1. RSS

7.5.1.2. API

7.5.1.3. don't try to lock-in your customers

8. process

8.1. race to running software

8.1.1. up and running quickly

8.1.1.1. flush what don't work

8.1.1.2. skip details

8.1.1.3. approximations

8.1.1.3.1. wireframes

8.1.1.3.2. stories

8.1.1.3.3. mockups

8.2. rinse and repeat

8.2.1. let it

8.2.1.1. morph

8.2.1.1.1. and evolve

8.2.1.2. the app grow

8.2.1.2.1. speak to you

8.2.2. iterative

8.2.3. Get your story straight. Make sure the pieces work. Then launch and revise.

8.2.3.1. Seth Godin

8.3. idea to implementation

8.3.1. brainstorm

8.3.1.1. our own needs

8.3.1.2. big questions

8.3.2. paper sketches

8.3.2.1. rough interfaces

8.3.3. HTML screens

8.3.4. code

8.4. avoid preferences

8.4.1. decide the little details

8.4.1.1. eg

8.4.1.1.1. 25 items/page

8.4.1.1.2. reverse order

8.4.2. evil

8.4.2.1. <-

8.4.2.1.1. more software

8.4.3. busy work

8.4.3.1. for the people

8.5. "Done!"

8.5.1. magical word

8.5.2. mistakes will happen

8.5.2.1. ok

8.5.2.1.1. change quick

8.5.2.1.2. correct

8.5.2.2. don't

8.5.2.2.1. paralyis through analysis

8.5.2.3. move

8.5.2.3.1. move forward

8.6. test in the wild

8.6.1. test

8.6.1.1. real people

8.6.1.2. real data

8.6.1.3. real feedback

8.6.2. formal usability testing

8.6.2.1. <-

8.6.2.1.1. too stiff

8.6.2.1.2. people don't perform well in fornt of a camera

8.6.2.2. release beta

8.7. shrink your time

8.7.1. weeks, monthes

8.7.1.1. are

8.7.1.1.1. fantasies

8.7.1.2. you just don't know

8.7.1.2.1. what will happen so far

8.7.2. break down timeframes

8.7.2.1. 1 projet de 12 semaines

8.7.2.1.1. =

8.7.2.2. 30h

8.7.2.2.1. = 6-10 hour chunks

8.7.3. apply to other problems too

8.7.3.1. smaller pieces

8.7.4. Untitled

9. Words

9.1. Untitled

9.1.1. Untitled

9.1.1.1. why

9.1.1.1.1. fantasies

9.1.1.1.2. appeasement

9.1.1.1.3. illusion of agreement

9.1.1.1.4. force you to make important decision

9.1.1.1.5. lead to feature overload

9.1.1.1.6. don't let you evolve

9.1.1.2. alternative

9.1.1.2.1. one page story

9.1.1.2.2. build the interface

9.2. Don't do Dead Documents

9.2.1. don't stop here

9.2.1.1. don't produce docs

9.2.1.2. build don't write

9.2.1.2.1. but mock up

9.2.1.2.2. prototype

9.2.1.3. documents living outside the application are worthless

9.2.1.3.1. everything should evolve into the real thing

9.3. Tell me a quick story

9.3.1. Write stories, not details

9.3.1.1. don't be technical

9.3.1.1.1. don't design

9.3.1.2. the flow of what happens

9.3.1.2.1. if so

9.3.1.3. stick to the experience

9.3.1.3.1. not on the details

9.3.1.4. think strategy, not tactics

9.3.1.4.1. tactics will fall once you begin building

9.4. use real words

9.4.1. insert actual text instead of lorem ipsum

9.4.1.1. changes the way copy is viewed

9.4.1.2. won't see the little variations

9.4.1.3. is a veil between you and reality

9.4.1.4. type it

9.4.1.4.1. do not copy it

9.4.1.4.2. shows how long fields should be

9.4.1.4.3. tables will expand

9.4.1.4.4. what it truly looks like

9.5. personify your product

9.5.1. think of it as a person

9.5.2. what type of person do you want it to be

9.5.3. serious? loose? paranoid? trusting? modest?

9.5.4. once you decide

9.5.4.1. keep it in mind

9.5.4.1.1. as the product is built

9.5.4.1.2. when you change ask

9.5.5. your product has a voice

9.5.5.1. and is talking to your customer 24 hours a day

10. Pricing and Signup

10.1. Free Samples

10.1.1. give something for free

10.1.2. apple

10.1.2.1. itunes

10.1.2.1.1. sell iPod

10.1.2.1.2. music

10.2. Easy On, Easy Off

10.2.1. big button

10.2.2. announce 1 mn signup

10.2.3. let's try it for free

10.2.4. cancel my account

10.2.4.1. don't trap

10.2.4.1.1. your users

10.2.4.2. open data

10.2.4.2.1. people can get their data

10.3. Silly Rabbit, Tricks are for Kids

10.3.1. avoid long-term contract

10.3.2. 1 month contract

10.3.3. no setup fees

10.3.4. no contract, cancel anytime

10.4. A Softer Bullet

10.4.1. bad news?

10.4.1.1. price increase

10.4.2. make it painless

10.4.2.1. advance notice

10.4.3. grandfather perdio for customer

11. The Organization

11.1. Unity

11.1.1. don't split into silos

11.1.1.1. integrate

11.1.1.2. work together

11.1.2. multiple talents

11.1.2.1. different hats

11.2. Alone Time

11.2.1. get in the alone zone

11.2.1.1. takes time

11.2.1.2. interruption is the enemy

11.2.2. where the development magic happens

11.2.3. 4-5 h

11.2.3.1. working together

11.2.4. setup a rule

11.2.4.1. shut up and get to work

11.2.4.2. 4 hour without a word

11.2.4.3. no

11.2.4.3.1. im

11.2.4.3.2. phone

11.2.4.3.3. twitter

11.3. Meetings Are Toxic

11.3.1. don't have meetings

11.3.1.1. us quick email

11.3.1.2. im

11.3.1.3. why

11.3.1.3.1. break the day in small incoherent pieces

11.3.1.3.2. abstract not code

11.3.1.3.3. small amount of info

11.3.1.3.4. always a moron waste your time

11.3.1.3.5. drift-off subject

11.3.1.3.6. nobody prepare it

11.3.1.3.7. lousy or no agenda

11.3.2. if you must

11.3.2.1. 30 mn

11.3.2.2. as few people as possible

11.3.2.3. clear agenda

11.4. Seek and celebrate small victories

11.4.1. realease something today

11.4.1.1. long release kill the celebrations

11.4.1.1.1. find a 4 hour vixtory

11.4.1.2. quick wins

11.4.1.2.1. let you celebrate

11.4.1.2.2. and is a great motivator

11.4.2. motivation

11.4.2.1. is the most important thing

11.4.2.2. otherwise

11.4.2.2.1. its going to

12. Promotion

12.1. Hollywood Launch

12.1.1. teaser

12.1.1.1. preview

12.1.1.1.1. launch

12.1.1.1.2. beta

12.1.1.1.3. describe the product

12.1.1.1.4. tell people about the ideas

12.1.1.2. drop hints

12.1.1.3. let people know what you're working on

12.1.1.3.1. post a logo

12.1.1.3.2. blog

12.1.1.3.3. get a site up

12.1.1.3.4. try to get boing boing

12.2. A Powerful Promo Site

12.2.1. overview

12.2.1.1. explain

12.2.1.1.1. the app

12.2.1.1.2. the benefits

12.2.2. screen captures and video

12.2.2.1. show

12.2.2.1.1. what it looks like

12.2.3. manifesto

12.2.3.1. philosophy

12.2.3.2. ideas

12.2.4. case studies

12.2.4.1. real life example

12.2.4.2. what's possible

12.2.5. tour

12.2.5.1. guide to various featurs

12.2.6. buzz

12.2.6.1. testimonial

12.2.6.2. quotes

12.2.6.3. reviews

12.2.6.4. press

12.2.6.5. etc.

12.2.7. forum

12.2.7.1. help one another

12.2.8. pricing and sign-up

12.2.8.1. get people into your app

12.2.8.2. as quickly as possible

12.2.9. weblog

12.2.9.1. news

12.2.9.2. tips

12.3. Ride the Blog Wave

12.3.1. can be more effective than advertising

12.3.1.1. cheaper too

12.3.2. tips

12.3.2.1. tricks

12.3.2.2. link

12.3.3. anectodes

12.3.4. Backpack

12.3.4.1. 10'000

12.3.4.1.1. signed up

12.3.4.1.2. in 24hours

12.4. Promote Through Education

12.4.1. share your knowledge

12.4.1.1. with the world

12.4.2. promotional technique

12.4.3. education

12.4.3.1. teaching

12.4.4. get your name

12.4.4.1. and your product's name

12.4.4.2. in front of people

12.4.5. people you educate

12.4.5.1. your evangelist

12.4.6. forms

12.4.6.1. tricks

12.4.6.1.1. tips

12.4.6.2. speak

12.4.6.2.1. conferences

12.4.6.2.2. stay afterwards to meet and gret

12.4.6.3. workshops

12.4.6.4. give interviews

12.4.6.5. write articles

12.4.6.6. write books

12.4.6.7. the Yellow Fade Technique

12.4.6.7.1. the subtle spotlight on recently changed

12.4.6.7.2. post

12.4.6.8. open source

12.4.6.8.1. rails

12.4.7. is about karma

12.4.7.1. helping others

12.5. Feature Food

12.5.1. features

12.5.1.1. new

12.5.1.2. interesting

12.5.1.3. cheap and effective way to build your buzz

12.5.1.4. DON'T add the latest obscure tech

12.5.1.4.1. to gain some notice

12.5.2. rails

12.5.2.1. -> programmers

12.5.3. ajax

12.5.3.1. Business 2.0 magazine

12.5.3.2. naming 37signals a "key player in Ajax"

12.5.3.2.1. as Google

12.5.3.2.2. Yahoo!

12.5.3.2.3. Microsoft

12.5.4. RSS

12.5.4.1. -> Bloggers

12.5.5. iCal integration

12.5.5.1. minor feature

12.5.5.2. -> mac press

12.6. Track Your Logs

12.6.1. study your logs to track buzz

12.6.1.1. who's talking about you

12.6.1.2. who's linking to you

12.6.1.3. who's bitching about you

12.6.2. leave comments at

12.6.2.1. make your presence felt

12.6.2.2. Technorati

12.6.2.3. Blogdex

12.6.2.4. Delicious

12.6.2.5. Daypop

12.6.2.6. thank people

12.6.2.6.1. invite them

12.6.2.7. negative

12.6.2.7.1. pay attention

12.6.2.7.2. show you are listening

12.6.2.7.3. respond toughtfully

12.6.2.7.4. we apreciate your feedback but we did it this way because...

12.6.2.7.5. ok, you raise a good point ..

12.7. Inline Upsell

12.7.1. promote upgarde opportunities inside the app

12.7.2. free

12.7.2.1. -> paid

12.7.3. customers

12.7.3.1. -> upgrade

12.7.4. when someone tries to upload

12.7.4.1. we explain why

12.7.4.2. encourage them to the paid version

12.8. Name Hook

12.8.1. easy name

12.8.2. short

12.8.3. catchy

12.8.4. memmorable

12.8.5. don't bother for the exact domainname

12.8.5.1. get

12.8.5.1.1. backpackit.com

12.8.6. Post-Launch

12.8.6.1. One Month Tuneup

12.8.6.1.1. major update

12.8.6.1.2. knowing that

12.8.6.2. Keep the Posts Coming

12.8.6.2.1. go on blogging

12.8.6.3. Better, Not Beta

12.8.6.3.1. private betas are fine

12.8.6.3.2. public betas are bullshit

12.8.6.4. All Bugs Are Not Created Equal

12.8.6.4.1. prioritize your bugs

12.8.6.4.2. be honest with customers

12.8.6.5. Ride Out the Storm

12.8.6.5.1. new features

12.8.6.6. Keep Up With the Joneses

12.8.6.6.1. subscribe

12.8.6.6.2. technorati

12.8.6.7. Beware the Bloat Monster

12.8.6.7.1. resist to scaling up

12.8.6.7.2. desktop soft

12.8.6.7.3. web-based software

12.8.6.8. Go With The Flow

12.8.6.8.1. be open to new paths

12.8.6.8.2. part of the beauty

13. Support

13.1. Feel the Pain

13.1.1. traditionally

13.1.1.1. designers + developpers

13.1.1.1.1. in the kitchen

13.1.1.1.2. support

13.1.2. avoid building walls

13.1.2.1. don't outsource support to a third party

13.1.2.2. you need to be annoyed too

13.1.2.3. hear what they say

13.1.2.4. better support

13.1.3. The way to compete with the big guys is by

13.1.4. starting small and paying attention to every one of your customers.

13.2. Zero Training

13.2.1. inline help

13.2.1.1. faqs

13.2.1.2. a problem?

13.2.1.2.1. upload a logo which doesn't replacethe previous one?

13.2.1.2.2. link to a faq

13.2.2. build a tool that requires zero training

13.2.2.1. yahoo

13.2.2.2. google

13.2.2.3. amazon

13.3. Answer Quick

13.3.1. respond within 1/2 hour

13.3.1.1. 90mn

13.3.2. say something even if it's not perfect

13.4. Tough Love

13.4.1. be willing to say no

13.4.1.1. #1 request

13.4.1.1.1. is keep it simple

13.4.1.2. no IE5

13.4.1.2.1. 7% market

13.4.1.2.2. 93% other is better

13.4.1.3. you won't love your product

13.4.1.3.1. if it's full of bunch you don't agree with

13.4.2. consumer is not always right

13.4.2.1. sometime you just have to piss off some people

13.4.2.2. c'est la vie

13.5. In Fine Forum

13.5.1. forum

13.5.1.1. chat

13.5.2. let people help each others

13.5.3. eliminate the middle man - me -

13.5.4. customers post tricks, tips, features requests, stores and more

13.5.5. peoplo want to help one another

13.6. Publicize Your Screwups

13.6.1. get bad news out

13.6.1.1. and out of the way

13.6.2. tell people

13.6.2.1. be open

13.6.2.2. be honnest

13.6.2.3. before they know

13.6.3. fast for bad

13.6.4. slowly for good

13.6.4.1. prolong the vibes

14. Conclusion

14.1. execution

14.1.1. everyone can

14.1.1.1. have an idea

14.1.1.2. find a coder

14.1.1.3. write a blog

14.1.2. difference between you and everyone

14.1.2.1. is how well you execute

14.1.2.2. succes is all about great execution

14.1.2.3. doing lots of things right

14.1.2.3.1. key is balance

14.2. people

14.2.1. most important ingredient

14.2.2. passionates

14.2.3. pride in their work

14.2.4. sweat the details

14.3. more than just software

14.3.1. special ops forces

14.3.2. white stripes

14.3.3. ipod

14.3.4. eliminate bureaucracy

14.3.5. try applying them to different aspects of your life

14.4. keep in touch

14.4.1. did it work?

14.4.2. [email protected]

14.4.3. blog

14.4.3.1. Untitled

14.4.3.1.1. www.37signals.com/svn