It has to be about your readers, who will, it’s hoped, become your customers. It has to be about making them awesome. So, for example, if you’re selling a clever attachment to a camera that diffuses harsh flash light, don’t talk about the technical features or about your holiday sale (10 percent off!). Make a list of 10 tips for being a better photographer. If you’re opening a restaurant, don’t blog about your menu. Blog about great food. You’ll attract foodies who don’t care about your restaurant yet. If you make superior, single-source chocolate, don’t write about that great trip you took to the Dominican Republic to source cocoa beans. That’s all about you. Instead, write the definitive article about making chocolate-covered strawberries. For the next 10 years, whenever a gourmand or a baker searches Google for a recipe on how to make chocolate-covered strawberries, he or she will find… Read more →
March 2010
If It’s Them or Me, It’s Me
Authorities say a motorist has driven off a cliff, plunging about 200 feet down a steep canyon near Calabasas, after swerving to avoid an animal on the road. — Driver Avoids Animal, Careens Off Calabasas Cliff – cbs2.com Ouch — was he a PETA member? I like animals. I ran over a squirrel once and I felt terrible about it but the little critter just dashed right out in front of my car. However — in the event of having to make a split-second decision between clobbering an animal and driving off a cliff, well, the animal is going to get it. On a side note, kudos to the headline writer for the alliteration: “Careens Off Calabasas Cliff.” Who says a liberal arts education isn’t good for anything? Read more →
Signs That Things Aren’t Going Well
You watch Saw 1-8 for 36 hours straight. You think you are in the Saw movies. You buy a saw. — Eddie Pepitone Read more →
Only Variety Can Absorb Variety
The well-known law of cybernetics — “Only variety can absorb variety” — states that a system cannot meet increasing variety in its environment unless it increases the range of its response repertoire (Ashby’s law of requisite variety, 1956). In lay terms it means one has to be just as messy as the surrounding situation. — Ninety-Nine Rules for Managing “Faster, Better, Cheaper” Projects Read more →
Why Don’t We Do It in the Road?
Experts say the belief that sexual activities can lead to a second heart attack consists of a little bit of truth, but research suggests that it is largely exaggerated. People can have sex after their heart attacks. In fact, the more you exercise — including having sex — the better your odds. As a safety precaution, “You sort of have to test yourself on the sidewalk before you test yourself in the bedroom,” says Dr. Gerald W. Neuberg, cardiologist and director of the intensive care unit at New York-Presbyterian Hospital. — “Is Sex Safe After Heart Attack?” Read more →