Can you recall what passion feels like? Of course you can, and everyone knows that people can become passionate about products instead of people? Wouldn't it be amazing if there was a way to influence someones' passion and use it to increase the popularity of your company and its' products? Well, Kathy Sierra has used the principles of how to "create passionate users" to produce top selling technical books and one of the most popular blogs.
In this session from the 2008 Change for Publishing Conference, Sierra and Tim O’Reilly discuss innovations in the publishing landscape from an author’s perspective. Little by little as you listen to this question and answer session, you'll begin to learn about what makes people passionate. Sierra shares how she and her associates used research on metacognition and learning theory to approach publishing in what is clearly a radical different way. However, not only is it radically different, but based on Sierra's results, it might even be a better way.
Sierra talks about how she would like to help everyone to engage their customers and create within them what she refers to as an "I rule" experience. By explaining some of the key ideas behind generating passion she provides a structure to format complex material in a brain friendly way. She also touches on how to use these same techniques to create passion around a product through community, exclusivity, and what she calls "cognitive seduction."
Tim O’Reilly is the founder and CEO of O’Reilly Media, Inc., thought by many to be the best computer book publisher in the world. O’Reilly Media also publishes online through the O’Reilly Network and hosts conferences on technology topics, including the O’Reilly Open Source Convention, the O’Reilly Emerging Technology Conference, and the Web 2.0 Conference. Tim’s blog, the O’Reilly Radar “watches the alpha geeks” to determine emerging technology trends, and serves as a platform for advocacy about issues of importance to the technical community. Tim is on the boards of MySQL, CollabNet, Safari Books Online, Wesabe, and ValuesOfN, and is a partner in O’Reilly AlphaTech Ventures.
Kathy Sierra worked as a game programmer, interaction designer, and learning specialist (Sun Microsystems, UCLA Extension) before creating the best-selling Head First series for O’Reilly. She was the original creator of one of the largest software developer communities, javaranch.com, and the author of a Technorati Top 100 blog, “Creating Passionate Users.”
This free podcast is from our Tools of Change Conference series.
Photo: Duncan Davidson. Robert Scoble