CSU MONTEREY BAY
JUNE 11, 2009
9:15A KATHY SIERRA KEYNOTE


ALL RIGHT, WE WILL START WITH A POP QUIZ.
AND SOME OF YOU MAY HAVE SEEN THIS POP QUIZ BEFORE.
FOR ME, IF YOU KNOW THE ANSWER, DON'T REVEAL IT, BECAUSE I WILL HAVE YOU DISCUSS IT WITH THE PERSON NEXT TO YOU.
I WILL ONLY ASK YOU IN THIS PRESENTATION TO INTERACT WITH EACH OTHER, MAYBE TWICE OR THREE TIMES.
THIS IS ONCE.
IF YOU WANT TO LOOK AT WHAT IS A PREDICTOR OF SUCCESS FOR A PRODUCT, WHEN PEOPLE DO REVIEWS OF THAT PRODUCT OR TESTIMONIALS, WHICH OF THESE WOULD BE BETTER?
THEY ARE TALKING ABOUT HOW GREAT THE COMPANY IS OR HOW GREAT THE PRODUCT IS?
OR IF IT'S SOMEONE  WHO WROTE A BOOK, AND LOOKING ON AMAZON REVIEWS, WOULD BETTER PREDICTOR OF SUCCESS IS IF THE REVIEWS ARE ON OF AUTHOR OR THE BOOK?
I WANT YOU TO THINK ABOUT THAT, AND I WANT YOU TO DISCUSS IT WITH THE PERSON NEXT TO YOU.
IF YOU KNOW THE ANSWER, DON'T REVEAL BUT DISCUSS IT.
I WILL GIVE YOU 60 SECONDS.
AND NO ONE LEAVES UNTIL YOU DISCUSS IT.
>> OK, I AM GOING TO STOP YOU.
AND IT WAS CHALLENGING TO STOP YOU.
I REALLY AM IMPRESSED.
I DON'T DO MORNING KEYNOTES, I TAKE ADVANTAGE THAT THE LATER IN THE DAY THE MORE PEOPLE ARE DRINKING.
AND I GET YOUR INTERACTION, SO I WASN'T IN YOUR BREAKFAST -- BUT THIS IS AWESOME.
IS IT A., B., OR C.?
AND SECRET ANSWER C., THAT I HAD ONE ISN'T BECAUSE OF MY STUDENTS.
AND THIS HAS BEEN PRETTY HEAVILY RESEARCHED IN AREAS THAT USERS OR REVIEWERS OF A BOOK, IN OUR CASE, SINCE MY HUSBAND AND I WRITE TECHNICAL REVIEWS FOR O' REILLY, AND THE USERS, I USE USER IN THE BEST POSSIBLE WAY, BECAUSE I CARE WITH USERNESS AND THAT KEEPS ME FOCUSED WHETHER I AM CREATING A GAME OR LEARNING MATERIALS, THEY ARE MY USERS.
SO THAT'S WHAT I USE, BUT YOU CAN DO SEARCH AND REPLACE FOR THEM.
BUT WE FOUND WHEN PEOPLE WERE TALKING ABOUT THEMSELVES AND WHAT THEY GOT OUT OF IT, THAT'S THE BEST PREDICTOR OF SUCCESS.
WHEN I GO TO A COMPANY'S WEBSITE AND LOOK AT THEIR TESTIMONIALS, I WILL LOOK AT IF IT'S HOW GREAT THE COMPANY IS OR THE PRODUCT IS.
AND I WILL THEM DEBATE THAT.
BUT WHERE ARE THE TESTIMONIALS OF THE USERS.
AND WE WANT TO HEAR, AS A RESULT OF THIS PRODUCT, OR RESULT OF THIS COMPANY.
AND HERE'S THE THINGS I CAN DO NOW, AND THAT IS WHAT MATTERS.
WE ARE TRYING TO GET COMPANIES GET WHAT THEY ARE PRODUCING, HOW THEY CAN ELICIT FIRST PERSON LANGUAGE.
AND, OF COURSE, THEY HAVE TO CREATE EXPERIENCES TO CAUSE THAT TO HAPPEN.
WE DEAL WITH TECHNICAL COMPANIES THAT IT'S ALL ABOUT HOW COOL THE PRODUCT IS OR TECHNOLOGY IS.
AND THAT DOESN'T MATTER, IT MATTERS HOW COOL THE USER IS BECAUSE OF WHAT YOU GAME THEM TO DO.
AND WE WILL TALK ABOUT HOW YOU MAKE THAT HAPPEN.
SO ONE OF THE THINGS I WANT YOU TO THINK ABOUT, THIS IS THE SECOND, WE WILL GET TWO OF THE THREE OUT.
I WANT YOU TO THINK OF HOW TO GET PEOPLE TO THINK OF SOMETHING, WHAT DID YOU REALLY WANT TO BE GOOD AT.
AT SOME POINT IN YOUR LIFE, BUT MAYBE IT DIDN'T HAPPEN.
YOU DIDN'T PURSUE IT OR DIDN'T GET GREAT.
BUT THOUGHT, IT WAS WONDERFUL IF I WAS AN EXPERT AT THIS.
AND FOR SOME PEOPLE IT'S MUSIC OR ACTIVITY OR SPORT.
YOU THINK ABOUT SOMETHING THAT WOULD HAVE BEEN REALISTIC AND COULD HAVE HAPPENED BUT YOU DIDN'T PURSUE IT.
THINK OF THAT AND SHARE THAT WITH THE NEXT PERSON.
SOMETHING YOU WANTED TO KICK ASS WITH AND IT DIDN'T HAPPEN.
YOU ARE STRUGGLING --
OK, I WILL STOP YOU.
SO I WANT YOU TO THINK ABOUT THAT.
DID ANYONE HERE REALLY STRANGE ONE FROM THE PERSON NEXT TO THEM?
OK, YOU HAVE TO SHARE IT.
DID YOU SAY MIME?
I DIDN'T THINK THERE WAS ANYTHING I HADN'T HEARD BUT TRULY -- I WILL HAVE TO GET THAT OUT OF MY HEAD OR I CAN'T GET GOING.
THINK OF THAT FEELING AND HOW ARE YOU DOING THAT, FOR A LOT OF PEOPLE THAT'S WHAT YOU ARE DOING.
WE WILL THINK ABOUT THAT.
WHY IS IT THAT THE EXPERIENCE OF BEING REALLY GOOD AT SOMETHING IS SO POWERFUL FOR PEOPLE?
AGAIN THAT'S SOMETHING THAT MY HUSBAND AND I -- OUR WORK IS ABOUT HELPING PEOPLE CREATE PASSIONATE LEARNERS.
AND WHAT WE SAY, IT'S NOT THAT POPULAR, BUT TO DUMP THE MARKETING DEPARTMENT AND HAVE EDUCATORS.
AND IT'S ABOUT HAVING A HIGH RESOLUTION FOR PEOPLE, AND THEY WANT TO GET BETTER BECAUSE OF THE DEEP, EXPERIENCE.
BECAUSE OF GETTING TO APPRECIATE AND LEARN MORE ABOUT JAZZ, THEY HEAR MORE NOTES AND IT'S A HIGH RESOLUTION, THEY HEAR NOTES OTHERS DON'T HEAR.
MY HUSBAND IS A ROCK CLIMBER, HE SEES PATHWAYS AND I SEE DUST.
AND WE MOVED TO WINE COUNTRY RECENTLY.
AND THIS IS FROM THE MOVIE "SIDEWAYS."
AND I DON'T DRINK WINE OR APPRECIATE WINE AND BELIEVE THAT THIS IS SOMETHING MORE THAN B.S.
BUT PEOPLE DO EXPERIENCE WINE IN A DIFFERENT WAY, THIS IS MORE LIKE MY EXPERIENCE.
IT'S LOWER RESOLUTION.
OR IN PROGRAMMING TERMS, MY WINE EXPERIENCE IS ONE BIT, RED OR WHITE.
BEING BETTER IS BETTER, IT'S AS THOUGH THE MORE YOU LEARN ABOUT SOMETHING, THE MORE IT APPEARS TO CHANGE AND EVOLVE.
NO ONE IS PASSIONATE ABOUT THINGS THEY SUCK AT.
AND FOR SOFTWARE DEVELOPERS IN PARTICULAR, IT'S LIKE OUR JOB IS TO CREATE THINGS THAT PEOPLE FEEL THEY CAN SUCK AT.
AND THAT'S NOT ENOUGH, THEN WE RELEASE AN UPGRADE SO THEY CAN FEEL THAT OVER AGAIN.
THIS IS THE MOST IMPORTANT CURVE AND CHART AND GRAPH THAT WE TALK ABOUT.
AND FOR A LOT OF PRODUCERS OF ANY KIND OF CONTENT OR PRODUCT, THIS IS REALLY WHAT IS MOST IMPORTANT.
IF THEY REALLY, DEEPLY FELT THAT, I THINK THEY WOULD PRODUCE THINGS THAT WERE MUCH MORE SUCCESSFUL FOR THEIR USERS.
I HAVE LOOKED AT THIS RECENTLY, AND THIS IS RIDICULOUS, THIS CURVE IS NOT BAD.
LOOK AT FAR THE PERSON GOES.
THE CURVE IS AWESOME THAT'S MARKED BAD.
IT'S BAD RELATIVE TO THE PERSON, COMPANY OR GROUP OF THE ORGANIZATION THAT GETS SOMEONE UP THAT CURVE MORE QUICKLY.
ALL THINGS BEING EQUAL, HE OR SHE THAT GETS THEIR USERS UP THE CURVE MORE QUICKLY, PROBABLY WINS.
BECAUSE MORE QUICKLY THEY ARE GETTING TO THOSE DEEPER, RICHER EXPERIENCES.
AND FOR SOFTWARE DEVELOPERS AND OTHER FOLKS, WE THINK OF THAT CURVE AS WE ARE GETTING THEM UP THE CURVE ON OUR PRODUCT OR TOOL.
AND THAT'S ALSO NOT MEANINGFUL, MOTIVATING OR RELEVANT.
THAT'S NOT GOING TO KEEP PEOPLE PUSHING THROUGH WHEN IT'S TOUGH OR PAINFUL.
PEOPLE DON'T WANT TO BE TOOL EXPERTS.
THEY DON'T WANT TO HAVE A DEEPER, RICHER EXPERIENCE AT THE TOOL.
BUT AT WHAT THE TOOL ENABLES THEM TO DO.
AND NOT UNDERSTANDING THAT IS REFLECTIVE IN THINGS LIKE TECHNICAL MANUALS.
AND THIS PICTURE, THIS IS THE ONE THING THAT REALLY IS SO UPSETTING TO ME.
THIS IS HOW WE TREAT PEOPLE BEFORE THEY SPEND THE $2,000 THAT THIS CAMERA COSTS.
AND THIS IS HOW THEY TREAT THEM AFTER THEY GIVE US THEIR MONEY.
SO THERE IS SO MANY THINGS WRONG WITH THAT.
AND I AM THE PERSON THAT BOUGHT THAT CAMERA.
SO -- BUT EVEN IF, IT'S A LITTLE DISTRACTING BECAUSE THIS IS ALL COLOR AND GLOSSY AND BETTER PRODUCTION VALUES THAN THAT ONE.
AND THAT'S NOT WHAT IS IMPORTANT.
IT WOULD BE MORE MEANINGFUL IF YOU MADE THIS ONE JUST AS BLACK AND WHITE.
THERE IS RELEVANCE IN HAVING IT BEING RICHER AND BEAUTIFUL COLORS AND SEXIER AND MORE STIMULATING.
BUT THIS IS ABOUT TAKING KILLER PHOTOS.
THIS IS ABOUT THE CAMERA.
THIS IS WHAT PEOPLE WANT TO DO.
SO THE MANUAL, IF THEY WANTED US TO GET INSPIRED ABOUT TAKING PICTURES, THEY WOULD FOCUS ON THE FACT IT'S ABOUT THE PICTURES AND NOT THE CAMERA.
ALLEN, YOU SAID YOU TOOK THE PHOTOGRAPHY WORKSHOP YESTERDAY, AND APPARENTLY IT WAS AWESOME.
AND YOU SAID THAT A LOT OF PEOPLE CAME OUT WANTING TO BUY A CAMERA.
AND THAT'S THE POINT.
AND THAT'S WHAT NIKON COULD CONVINCE PEOPLE BY TELLING THEM OF THE COOL PICTURES TO TAKE IF THEY HAD A BETTER CAMERA.
AND WE HAVE THIS ONE BLOCK, YOUR BRAIN.
BECAUSE YOUR BRAIN HAS NO IDEA THAT YOU ARE NOT STILL LIVING IN A CAVE.
YOU KNOW, YOUR MIND, YOUR CONSCIOUS MIND THINKS, I WOULD LIKE TO LEARN "X" AND YOUR BRAIN THINKS "X" IS NOT IMPORTANT.
THAT FOOD, TIGERS AND SEX IS IMPORTANT.
THEY ARE IN THIS BATTLE, AND WE HAVE TO FIGURE OUT AS WE HELP PEOPLE LEARN, AND MY HUSBAND AND I HELP PEOPLE LEARN THE DRIEST, MOST DIFFICULT, CHALLENGING CONTENT.
AND WE REALLY KNOW HOW TO FACE THIS.
WHEN I SEE PEOPLE TEACH PHOTOGRAPHY, GOSH, THAT'S BEING HANDED TO YOU.
AND WE HAVE TO DO IT WITH ENTERPRISE, REMOTE PARTICLES.
AND THE BRAIN IS FILTERING EVERYTHING THAT'S COMING AT IT.
AND TRYING TO DECIDE WHAT IT SHOULD LET THROUGH.
AND SOME THINGS THAT HAVE COME OUT OF RECENT MEMORY RESEARCH, THAT A LOT OF EFFORT AND ENERGY GOING IN YOUR BRAIN IS NOT SO MUCH DEVOTED TO WRITING THINGS TO LONG-TERM MEMORY.
IT'S MAKING SURE THAT YOU DON'T WRITE THINGS TO LONG-TERM MEMORY OR PAY ATTENTION.
WE HAVE TO WORK AGAINST THAT.
IF YOU ARE A BRAIN AND IN A CAVE, WHAT DOES THE BRAIN DECIDE SHOULD GET THROUGH THAT FILTER?
IT'S NOT WHAT YOU DECIDE, BECAUSE YOU KNOW THE FEELING.
AND YOUR STUDENTS KNOW THE FEELING.
THOSE WHO ARE TEACHERS, THEY ARE READING THE TEXTBOOK.
AND YOU ARE IN COLLEGE AND YOUR LIFE DEPENDS ON PASSING THE TEST THE NEXT MORNING.
AND YOU ARE READING THE PAGES, AND YOU CAN'T STAY WITH IT.
EVEN THOUGH YOUR MINE IS MOTIVATED, YOU WILL LOSE YOUR SCHOLARSHIP AND YOUR PARENTS WILL KILL YOU.
SO HOW DO WE GET THROUGH TO THE BRAIN?
IT'S NOT LISTENING TO WHAT WE WANT.
IT PAYS ATTENTION TO CHEMISTRY.
THAT WHICH IT FEELS.
SO IF WE EVOKE FEELINGS, THE BRAIN GOES, IT MUST BE IMPORTANT.
WHEN WE READ DRY, TECHNICAL BOOKS, IT'S A FLAT LINE.
THE BRAIN IS NOT FEELING CHEMISTRY.
THE BRAIN PAYS ATTENTION TO WEIRD THINGS, EVEN IF IT'S A LITTLE OFF.
SEE THAT REACTION YOU HAD THERE, THAT'S A TINY WAKE-UP FOR YOUR BRAIN.
ANYTHING THAT IS NOT QUITE RIGHT.
ANYTHING THAT IS DIFFERENT.
SCARY THINGS.
OUR BRAINS ARE TUNED FOR GOOD REASONS TO NOT FIND THAT APPEALING.
SO THERE A REACTION.
WE LOOK AT FACES, AND I DON'T KNOW WHAT HE'S LOOKING AT, BUT IT'S NOT GOOD.
THIS FEELING OF THRILL AND EXCITEMENT.
WHICH IS WHY PEOPLE WATCH SPORTS.
THESE ARE THE OBVIOUS ONES.
OUR BRAINS ARE TUNED TO PAY ATTENTION AND CARE AND HAVE A FEELING FOR INNOCENT, YOUNG THINGS.
SEE --
I WANT YOU TO THINK ABOUT THAT.
LIKE NOT ONE PERSON WENT -- OH, THE BABY.
AND YOU ALL DID IT FOR THE PUPPY.
THINK ABOUT THAT.
FEELINGS OF JOY AND LAUGHTER.
SO ANYTHING -- SO THAT FEELING RIGHT THERE.
A MICROWAKE-UP.
SOME OF YOU WILL ORDER THIS BOOK ON AMAZON TODAY.
IT'S AN ENTIRE BOOK AND THAT WASN'T ENOUGH AND HE MADE A SECOND VOLUME.
BUNNY SUICIDES, THEY ARE GOOD.
AND WE PAID ATTENTION TO FACES, IT WAS USEFUL TO KNOW WHAT THOSE FACES LOOKED LIKE.
IF YOU DIDN'T RECOGNIZE THIS FACE, YOU PROBABLY DIDN'T SURVIVE.
IT DOESN'T HAVE TO BE HUMAN OR ALIVE.
AND OUR BRAINS ARE TUNED TO LOOK AT THINGS, WAIT THAT'S NOT RESOLVED.
THERE ARE THINGS THAT SUCK US IN BECAUSE WE WANT TO KNOW WHAT IS BEHIND THAT HAND.
SO THERE ARE CHEAP TRICKS FOR THE STORY.
AND  THERE ARE THINGS THAT THE BRAIN DOESN'T CARE ABOUT.
IT DOESN'T CARE ABOUT CAVEAT PC, AND IT DOESN'T CARE ABOUT THE PICTURE THAT'S A CLICHE.
I LOOKED AT SUN-ED AND THEY HAD A PHOTO SHOOT.
AND THEY ASKED FOR IDEAS, AND I SAID, WHAT EVER YOU DON'T, DON'T SHOW A SMILING, HAPPY PERSON LOOK AT THE SCREEN.
AND THAT'S WHAT THEY HAVE.
THE MIND CARES ABOUT CODE, BUT THE BRAIN IS SAYING, IT'S SO NOT LIFE-THREATENING.
AND THIS IS WHAT THE BRAIN SEES.
THESE ARE THE CHALLENGES WE HAVE.
WHAT WE USED TO SAY, WHICH WAS A CHEAP TRICK AND NOT ALTOGETHER ACCURATE.
BUT WHAT WE USED TO SAY, AND MY HUSBAND AND I WRITE THE "HEAD FIRST."
SO THAT FACE WITH THE CODE.
AND THE BRAIN WILL SAY, I DON'T KNOW WHAT THE CODE IS ABOUT, BUT SHE CARES.
AND I AM SURE A LOT OF YOU KNOW, THAT'S NOT NECESSARILY THE BEST TRICK.
YES, YOU WAKE UP THE BRAIN.
AND YOU INCREASE ATTENTION AND MEMORY, EXCEPT YOU RISK IT FOR THE WRONG THING.
BECAUSE THE PERSON GOES, THAT LOOKS JUST LIKE MY EXGIRLFRIEND.
AND A BETTER CHEAP TRICK IS FOR A CHEMICAL EMOTIONAL REACTION.
AND FOR EXAMPLE, THE BRAIN DOESN'T CARE ABOUT [INAUDIBLE] DIAGRAMS.
HOWEVER, ANY PROGRAMMER THAT SEES A CHART LIKE THIS IS GOING TO HAVE A VISCERAL REACTION THAT SOMETHING HAS GONE HORRIBLY WRONG.
WHEN THEY SEE A DESIGN THAT ENDS IN THIS, THAT'S A PHYSICAL, PAINFUL, NAUSEATING FEELING, AND THAT'S CHEMISTRY AND DIRECTLY RELATED TO THE CONTENT.
WE LOOK FOR WAYS TO EVOKE THOSE FEELINGS.
THE PROBLEM WITH ONE, I THINK YOU UNDERSTAND THIS, THERE HAVE BEEN STUDIES THAT SHOW THAT CONVERSATIONAL LANGUAGE BEATS A FORMAL, LECTURE TONE.
SO THERE ARE A LOT OF STUDIES ABOUT THIS.
AND SOME OF THEM HAVE BEEN SUCH SUBTLE CHANGES TO THE LANGUAGE.
NOT LIKE GOING FROM LAWYER SPEECH TO STREET SLANG.
BUT TO CHANGE A FEW WORDS TO MAKE IT FEEL MORE LIKE A CONVERSATION.
AND THE INTERESTING THING IS WHY IS THIS HAPPENING?
WHY IS CONVERSATIONAL LANGUAGE IN THE BOOK SUDDENLY MAKE PEOPLE REMEMBER THE SAME PIECE OF CONTENT BETTER?
AND SAME WITH LISTENING TO A PRESENTATION.
AND THEY DON'T KNOW FOR SURE BUT A SPECULATION, WHEN YOUR BRAIN READS THINGS THAT SAY "YOU" AND "I."
YOUR BRAIN IS READING THAT, I AM A CONVERSATION, I HAVE TO PAY ATTENTION BECAUSE I HAVE TO HOLD UP MY END OF THE CONVERSATION.
IT'S JUST ENOUGH OF A HOOK, WE USE ALL OF THOSE TRICKS TO HELP PEOPLE PAY ATTENTION SO THEY CAN LEARN MORE SO THEY CAN HAVE BETTER, DEEPER, HIGH-RESOLUTION EXPERIENCES.
AND SOME OF THESE WILL BE BIGGER THAN OTHERS.
THIS SOUNDS REALLY OBVIOUS.
YEAH, THESE ARE NOT WHAT YOU DO.
BUT WE SEE SO MANY AREAS WHERE PEOPLE DON'T TAKE THAT SERIOUSLY ENOUGH AND DON'T ACT ON IT.
THE SERIOUS  EXAMPLE THAT WE SEE IN OUR WORK, THAT TECHNICAL WRITERS WILL FOCUS, I NEED THIS TO BE A GREAT BOOK, I CARE ABOUT THE QUALITY AND WANT IT AMAZING AND AWESOME.
AND THAT'S A REALLY GREAT GOAL TO MAKE AN AMAZING BOOK.
BUT TO MAKE A GREAT TECHNICAL BOOK OR ANY BRAIN BOOK MAY MEAN PUTTING IN A LOT OF TOPICS THAT ARE NOT SERVING THE USER.
ONE OF THE EASIEST SOLUTION IS IF YOU FOCUS ON WHAT THE USER IS GOING TO DO, AND NOT YOUR THING.
YOU AUTOMATICALLY CUT THE FEATURE-ITIS.
BUT THAT SOMEONE NEEDS TO KICK ASS RESULT OF THIS.
AND THIS IS AN EXERCISE WE PUT PEOPLE THROUGH.
TO THINK WHAT WOULD HAPPEN IF EVERYTHING WE DID WAS BASED AROUND THIS QUESTION.
NOT HOW CAN WE BUILD A BETTER "X".
HOW CAN WE BUILD A BETTER USER OF "X".
AND THAT'S A VERY DIFFERENT QUESTION.
NOT HOW DO WE BUILD A BETTER CAMERA, HOW DO WE BUILD A BETTER PHOTOGRAPHER.
AND THIS IS THE BIG PROBLEM WE GET INTO.
AS SOON AS WE TRY TO MAKE AN AWESOME PRODUCT, WE END UP WITH FEATURE-ITIS.
AND HOW DO YOU GET PEOPLE UP TO SPEED, IT TAKES A LONG TIME TO GET UP THAT CURVE.
AND GETTING PAST THE THRESHOLD IS A LONG PERIOD OF TIME.
BUT GIVE THEM SOMETHING THAT THEY CAN USE.
THERE IS A COMPANY, CALLED ELECTRIC RAIN, AND THEY USE THIS, USER MUST DO SOMETHING COOL IN 30 MINUTES.
THEY DON'T HAVE TO MASTER THE PROGRAM, OR KNOW EVERYTHING IN THE INTERFACE, THEY JUST SAY THAT WE CARE THAT THE USER DOES SOMETHING COOL IN 30 MINUTES.
AND EVERYTHING SUPPORTS THAT.
FROM TECH SUPPORT TO MANUAL.
AND PEOPLE WERE WRITING TO US, THEY HAD SUCH AN AWESOME USER MANUAL, PEOPLE WERE CHANGING CAREERS TO WRITE MANUALS.
AND I SAID, DON'T USE THAT AS AN EXAMPLE.
BUT IT'S BECAUSE THEIR USERS DO SOMETHING COOL IN 30 MINUTES.
ANYTHING WE CAN DO TO HELP PEOPLE BE SMARTER.
WHAT HELPS PEOPLE BECOME SMARTER?
IN THE TECHNICAL FIELD WE WOULD LIKE TO TELL OURSELVES IT'S BRAIN GAMES.
OR USING TWITTER.
THE ARTICLES THAT ARE COMING OUT, THE THINGS THAT PEOPLE DO TO JUSTIFY NOT HAVING ANY ATTENTION SPAN IS REALLY INTERESTING.
NO, IT'S IMPROVING MY CREATIVITY.
BUT IT TURNS OUT THAT THE BRAIN TRAINING AND THE BRAIN GAMES AND PUZZLES, WHILE THEY HELP A LITTLE, IT'S ALMOST MEANINGLESS THAT AEROBIC EXERCISE IS THE THING THAT IMPROVES YOUR BRAIN'S THINKING ABILITY.
IF THERE IS  ANYTHING WE CAN DO TO HELP PEOPLE DO ANYTHING PHYSICAL.
YOU MAY NOT HAVE ANYTHING TO DO WITH THAT YOUR STUDENTS, BUT FOR YOURSELF, THINK ABOUT IT.
AND WE HAVE GADGETS AND TOOLS, THE NIKE PLUS AND APPLE, AND WE CAN BUILD EXERCISE INTO OUR THINGS.
I WON'T ASK YOU TO EXERCISE, BUT I ASK YOU TO STAND UP, AND YOU CAN TAKE YOUR LAPTOP WITH ME.
AND THIS WARMS MY HEART, I SEE A SEA OF GLOWING APPLES, I AM SO HAPPY.
I THINK THIS MAY BE THE LAST THING I WILL ASK YOU TO DO.
AND THIS IS USEFUL NOT TO BE DRINKING.
LIFT ONE FOOT AND TRY TO STAND ON ONE LEG.
IT'S NOT THAT EASY.
SHOULD HAVE WORN THE OTHER SHOES.
SO --
OK, YOU HAVE A CAST.
YOU HAVE AN EXCUSE.
OK.
I WILL LET YOU OFF.
OK, SIT DOWN.
YOU JUST GOT SMARTER.
AND IF YOU DID THIS BECAUSE YOU -- NO, YOU GOT SMARTER, NOT JUST THE STANDING UP.
BUT BALANCE, JUST IMPROVING YOUR BALANCE IS A BIG FACTOR IN GETTING SMARTER.
BECAUSE YOUR BRAIN IS WASTING CYCLES TRYING TO KEEP YOU UPRIGHT.
SO YOUR BRAIN IS JUST LEAKING BRAIN CYCLES TRYING TO KEEP YOU BALANCED.
SO IF PEOPLE IMPROVE BALANCE, THEY ARE SMARTER BECAUSE THE BRAIN CAN LET THAT ONE GO.
AND WE THINK OF COGNITIVE BRAINS AND OVERHEAD.
THOSE ARE THE THINGS WE SHOULD BE THINKING ABOUT WITH PRODUCTS AND LEARNING EXPERIENCES, CAN WE REDUCE AS MANY COGNITIVE LEAKS AS POSSIBLE, SO OUR USERS/LEARNERS CAN HAVE EVERY BIT OF THEIR BRAIN POWER THEY SHOULD BE LEARNING.
WE PAY ATTENTION TO THOSE COGNITIVE LEAKS.
IF THE BRAIN IS IN A BATTLE, THE MORE WE CAN DO TO MAKE THE BRAIN FEEL THIS IS RELEVANT.
THAT'S A BIG TOPIC.
BUT HOW DO WE FIND RELEVANCE WHEN WE HELP PEOPLE LEARN SOMETHING OR WRITING USER DOCUMENTATION.
THIS IS ONE OF THE EASIEST WAYS, LOOK AT WHAT IS THE BIGGER THING THAT YOUR THING, YOUR TOOL, YOUR TOPIC IS A PART OF.
IN THIS CASE IT MAY BE YOU HAVE A COMPETITOR.
AND INSTEAD OF GOING AFTER THE COMPETITOR AND WANT TO TAKE THAT ON.
WHAT IS THE BIGGER THING YOU ARE BOTH A PART OF?
AND FOCUS ON THAT.
IN SOCIAL MEDIA, DON'T BLOG ABOUT YOUR PRODUCT.
BLOG ABOUT THE THING THAT YOUR PRODUCT EXISTS TO HELP PEOPLE TO DO.
IF YOU MAKE KITCHEN APPLIANCES, DON'T BLOG AND TWIT ABOUT APPLIANCES, BUT ABOUT COOKING.
FIND OUT WHAT PEOPLE ARE MOST INVOLVED TO KEEP THEIR BRAIN ENGAGED.
HOW MANY OF YOU HAVE READ OUTLIERS, AND BEFORE THAT BOOK, THE 10,000 HOURS, THE REALLY DEPRESSING AS YOU GET OLDER, THE 10,000 HOURS, IT TAKES 10,000 HOURS TO REALLY MASTER SOMETHING.
BUT THERE ARE WAYS TO ACTUALLY SHRINK THAT.
AND EVEN IF YOU CAN'T SHRINK THE 10,000 HOURS PER SE, YOU CAN HELP YOURSELF AND YOUR USERS BY HELPING THEM FIGURE OUT WHAT THE PATTERNS ARE SINCE EXPERTS WORK IN PATTERNS.
THE PATTERNS FOR KICKING ASS.
AND HOW CAN YOU SHORTEN THE DURATION OF THE 10,000 HOURS.
BY HELPING THEM DO THE 10,000 HOURS IN A SHORTER PERIOD OF TIME.
DO EXPERTS KNOW MORE?
ANY CHESS PLAYERS IN HERE?
A FEW.
SO THIS IS A CHESS BOARD.
THIS IS A CHESS BOARD.
ONE OF THESE CHESS EXPERTS CAN ABSOLUTELY RECALL.
AND ONE OF THEM THEY CANNOT.
SO ONE OF THEM THEY CAN RECALL, AND ONE THEY CANNOT.
WITHOUT KNOWING CHESS, I AM SURE MOST OF YOU KNOW WHY ONE IS MORE MEMORABLE THAN THE OTHER.
IT TURNS OUT THIS ONE IS FAR EASILY RECALLED BY EXPERTS, BECAUSE IT'S REAL.
IT MAKES SENSE AS OPPOSED TO A RANDOM SCATTERING OF THE PIECES.
SO CHUNKING PATTERNS AND THINKING IN PATTERNS.
HOW CAN WE CAPTURE FROM THOSE OTHER USERS TO HELP NEW USERS.
AND LEARNING THIS KNOWLEDGE ACQUISITION.
THERE IS A MAN NAMED BRUCE WILCOX, YOU MAY HAVE HEARD OF HIM, HE WAS A SUBSTANTIAL PLAYER IN ARTIFICIAL INTELLIGENCE WORLD.
HE DID NOT KNOW HOW TO PLAY THE GAME OF "GO."
IT'S A COMPUTER SCIENCE -- WE HAVE COMPUTER PROGRAMS THAT CAN BEAT THE BEST CHESS PLAYERS, WE DON'T HAVE SOFTWARE THAT CAN BEAT A MARGINALLY DECENT "GO" PLAYER.
IT'S A PROBLEM, BUT BRUCE WILCOX, HE SAID I AM GOING TO MAKE A SOFTWARE PROGRAM FOR "GO."
EVEN THOUGH I DON'T KNOW "GO."
AND HE FOUND OUT IN THE COURSE OF THAT, HE WAS FIFTH OR SIXTH "GO" PLAYER, AND HE BECAME GOOD TRYING TO FIND THE RULES HE COULD REPRESENT IN SOFTWARE.
AND BY DOING THAT, HE BECAME A MASTER-PLAYER.
HOW CAN WE EXTRACT THOSE BITS OF KNOWLEDGE REPRESENTATION SO WE CAN HELP OTHER USERS GET GOOD.
AND THE NEXT, ALWAYS BE PRACTICING.
AND FOR THE REASON I DON'T UNDERSTAND AT THE AGE OF 48, IT WOULD BE A GREAT IDEA HORSEBACK RIDING, AND AT THE AGE OF 50, IT WOULD BE GREAT TO COMPETE.
AND THAT'S THE INSANITY I AM IN NOW, AND I WAS ICELAND AT THE SAME TIME ELLEN WAS.
AND THOSE 10,000 HOURS, THAT WOULD KILL ME TO SPEND THAT MUCH TIME IN THE SADDLE AND MY HORSES WOULD HATE ME.
I NEED TO DISCOVER HOW TO SPEND TIME WITHOUT THE 10,000 HOURS.
AND THERE IS A CHAIR CALLED A SADDLE CHAIR.
AND I AM THINKING -- SO I BUILT -- THIS IS MY DESK.
AND ONCE YOU ARE UP LIKE THAT, THEN YOUR DESK IS TOO SHORT.
AND I NEEDED AN ADJUSTABLE HEIGHT DESK AND THEY ARE NOT EASY TO FIND.
AND I WENT TO HOME DEPOT AND THIS IS ME ON MY SADDLE CHAIR.
AND IT'S WORKING, ONE OF MY HORSES HAD TO GO TO REHAB, AND I DIDN'T RIDE A HORSE FOR THREE MONTHS, AND I SPENT A LOT OF TIME ON THE CHAIR.
AND I WAS BETTER WHEN I GOT MY HORSEBACK.
BUT MY SADDLE CHAIR DOESN'T HAVE AN ATTITUDE.
FOR PEOPLE LIKE SOFTWARE DEVELOPERS, WE EXPECT MUSICIANS TO PRACTICE.
WE EXPECT DANCERS TO PRACTICE.
WE EXPECT ATHLETES TO PRACTICE.
WE EXPECT PEOPLE, CERTAIN PEOPLE IN CERTAIN DOMAINS, THEY WILL PRACTICE.
MEANING TO GO INTO A ROOM AND DO SOMETHING THAT'S NOT MEANT FOR ANYTHING OTHER THAN PRACTICE.
AND SOFTWARE DEVELOPERS, WE DON'T HAVE A CONCEPT OR CULTURE OF JUST PRACTICING.
MAYBE WHEN WE ARE IN A LEARNING MODE.
BUT AFTER THAT, YOU TAKE A CLASS -- NO, YOU ARE JUST DOING  STUFF.
AND PRACTICE IS WHAT WE CALL BETA TO OUR USERS.
AND WE DON'T HAVE THIS PRACTICE IN THIS CULTURE, AND WE NEED IT.
AND IT MATTERS WHAT WE DO IN THOSE 10,000 HOURS.
AND ONLY 1,000 IS NEEDED TO BE EFFECTIVE TO BE REALLY GOOD.
AND WE KNOW THIS, IF SOMEONE WORKED FOR 10 YEARS, AND YOU ASK, WHAT DID YOU DO FOR THOSE 10 YEARS OR JUST REPEAT THE FIRST TWO YEARS OVER AND OVER AGAIN.
IN STUDIES OF EXPERTISE THE AMOUNT OF TIME SOMEONE HAS BEEN DOING SOMETHING AFTER THE FIRST COUPLE OF YEARS, IS NOT A GOOD PREDICTOR OF WHETHER THEY ARE SHOWING EXPERTISE.
I WILL DO A POP  QUIZ BUT I WON'T ASK YOU TO SAY OUTLOAD.
TIGER WOODS, HOW MUCH DOES HE SPEND ON STRENGTHS VERSUS WEAKNESSES.
YOU KNOW THE ANSWER.
THIS IS ONE EXAMPLE OF HELPING PEOPLE FIND USEFUL, HIGH-QUALITY PRODUCTIVE WAYS TO BUILD THEIR SKILL AND NOT JUST DO THE SAME THING OVER AND OVER.
AND MY PASSION WITH THE HORSES, IF YOU WANT TO IMPROVE THEIR GAIT, TO IMPROVE THEIR CANTER.
YOU DON'T IMPROVE BY DOING A LOT OF IT.
BECAUSE IF THEY ARE DOING ANYTHING WRONG, THEY DO THAT WRONG MORE, AND BUILD MUSCLE MEMORY.
AND TO IMPROVE THE CANTER, YOU DO IN AND OUT OF THE CANTER.
YOU DO TRANSITION AND THE PRACTICE.
AND THE THING YOU WANT TO BE BETTER IS BETTER.
SO WE HAVE TO CONSTRUCT THOSE OPPORTUNITIES FOR PRACTICE.
WHICH SERVES NO PURPOSE THAN TO JUST GO --
OK. 
I USED TO DO PUPPIES ALL THE TIME AND PEOPLE CALLED ME ON IT.
SO MAKE, ANOTHER WAY TO HELP PEOPLE IS TO MAKE YOUR PRODUCT OR  DOCUMENTATION OR HELP SYSTEM ACTUALLY REFLECT THE WAY PEOPLE ARE USING IT.
SO HERE'S THE EXAMPLE THAT YOU HAVE ALL EXPERIENCED.
AND SOME OF YOU MAY BE GUILTY OF.
I KNOW I HAVE.
IF WE WANT PEOPLE TO RFM, WE HAVE TO GIVE THEM A BETTER FM.
THIS IS THE UPGRADE CURVE I TALKED ABOUT.
I WENT TO A TECH CONFERENCE WITH WORD PRESS FOLKS.
AND A LOT OF THEIR TOPICS AND SESSIONS AIMED AT THEIR DEVELOPERS WERE JUST LAMENTING HOW THEIR USERS WOULDN'T UPGRADE.
AND IT WOULD HELP THEM SO MUCH, IF THEY DON'T UPGRADE THEY ARE STUCK HERE FOREVER.
AND THAT'S NOT GOOD, WE WANT THEM TO MOVE FORWARD.
BUT THIS IS SO SCARY.
NO ONE WANTS TO SUCK AGAIN.
IF YOU WANT PEOPLE TO UPGRADE, YOU HAVE TO ASSUME THEY WILL GO THROUGH A LOSS AND MOURN THE LOSS THE WAY THEY DID IT.
AND IF WE ACKNOWLEDGE THAT AND IF THEY FELT WE WOULD WRITE GOOD DOCUMENTATION FOR THE UPGRADE, THEY WILL UPGRADE MORE.
THE PEOPLE WHO WRITE THE HELP AND FAQ'S AND THE DOCUMENTATION, ACTUALLY ONLINE HELP, WE WRITE IT FOR THIS GUY.
AT THE TIME HE ACCESSES HELP AND FAQ'S HE CURIOUS.
THAT'S WHAT HE IS DOING, WE WRITE IT FOR HIM.
AND HE'S GOT A GOOD IDEA OF WHAT HE IS LOOKING FOR AND THE PROBLEM.
BUT HE FEELS LIKE THIS AT THE TIME HE'S ACCESSING IT.
IT'S SUCH A MISMATCH.
AND YOU WOULD INDICATE IF YOU WERE WRITING FOR THAT GUY AND NOT THAT GUY, YOU WOULD CONSTRUCT THINGS DIFFERENTLY.
THE FIRST SENTENCE IS "DON'T PANIC".
THIS WILL BE OK.
AND ASSUME THE PERSON  DOESN'T KNOW WHAT THEY ARE LOOKING FOR OR THEY WOULDN'T BE GOING THROUGH THE HELP FILE.
SO LETTING PEOPLE OFF THE HOOK, PEOPLE FEEL SO GUILTY.
WE GOT AN E-MAIL FROM A GUY, TRYING TO LEARN A PROGRAM LANGUAGE.
AND SAYING, I AM SO STUPID, I HAVE TWO PHD'S FROM MIT AND I STILL FEEL STUPID.
YOU HAVE TO THINK ABOUT THAT.
ON THE BACK OF THAT ONE.
AND I KNOW WE ALL KNOW THIS, AND OF COURSE NO ONE HERE WOULD DO.  THIS BUT SO MANY TIMES YOU LOOK AT PEOPLE AND THEY ARE RAVING ABOUT HOW GREAT THEIR OWN PRODUCT IS.
THEY WANT YOU TO FEEL GOOD ABOUT THEIR PRODUCT.
AND THAT DOESN'T MATTER.
THEY NEED TO FEEL GOOD ABOUT THEIR OWN EXPERIENCE AND WHAT THEY CAN DO.
SO BUILD A CULTURE OF SUPPORT.
HERE'S THE CLASSIC BUT MODIFIED HERO JOURNEY.
IT'S NORMAL AND SOMETHING HAPPENS AND ENTER SIDE KICKS AND MENTORS.
WE LOOK AT THIS AND SAY IT'S A LEARNER'S JOURNEY OR USER'S JOURNEY COMING UP TO SPEED ON SOMETHING.
AND WHO PLAYS THE ROLE OF SIDE KICKS AND MENTORS, AND IN "LORD OF RINGS" IT'S THE PERSON WHO WROTE THE TECH SUPPORT, ARE THEY PLAYING THE ROLE?
WHO ARE THEY?
AND HOW DO PEOPLE FEEL ABOUT THAT.
AND IN THAT JOURNEY, WE WANT TO LOOK AT USER COMMUNITY.
THIS IS ONE I AM FAMILIAR WITH, I STARTED THIS GROUP AND GOT MORE SUCCESSFUL AFTER I LEFT.
I MEAN QUADRUPLED.
THOUGH I AM NOT BITTER.
THIS IS THEIR TERMS OF SERVICE, THE LARGEST SOFTWARE DEVELOPER ONLINE, JUST AROUND JAVA, AND IT'S DISCUSSION FORMS.
THIS IS THEIR TERMS OF SERVICE.
JUST ONE THING ON THEIR TERMS OF SERVICE.
BUT IT'S MILITANTLY ENFORCED.
YOU HAVE TO BE NICE.
AND IT'S ABSOLUTE SHE MILITANTLY ENFORCED.
BECAUSE THIS IS THE PROBLEM WITH COMMUNITIES, AND IF YOU HAVE A COMMUNITY WHERE YOU WANT PEOPLE TO BE HELPFUL.
I WILL THINK OF COMMUNITY AS HELP AND SUPPORT, AND NOT JUST AN EXCUSE FOR PEOPLE TO GET TOGETHER AND PARTY.
AND IT'S LIKE NO.
NO, NO.
CAUSE Y'ALL WOULDN'T BE HERE AT 9 A.M. IF THAT WERE TRUE.
HOW DO YOU GET USERS TO ANSWER AND ASK QUESTIONS?
THERE ARE A COUPLE OF SIMPLE WAYS TO DO IT, BUT THEY HAVE TO BE PART OF THE CULTURE.
AND THERE IS NO DUMB QUESTION, PEOPLE HAVE TO FEEL COMFORTABLE ASKING QUESTIONS.
AND HELLO, SEARCH THE ARCHIVE, THAT'S DONE BEFORE.
AND TO HAVE A FEW POLICIES ABOUT THAT MAKES PEOPLE FEEL COMFORTABLE.
AND 90% OF THE COMMUNITY IS LET THE  LURKERS AND THEY WON'T FEEL GOOD TO BE ASKERS.
THE REASON I STARTED JAVA IN 1997, AND THEY WERE USE NOT NEW USERS.
AND WE ARE FULL OF PEOPLE ASKING QUESTIONS THAT NEED HELP.
WHAT IS MISSING IS PEOPLE ANSWERING THE QUESTIONS.
WE HAVE TO ALLOW PEOPLE TO FEEL IT'S OK TO ANSWER A QUESTION WRONG.
SOMEONE WILL CORRECT YOU.
TAKE A CHANCE.
MY HUSBAND IS ON JAVARANCH CONSTANTLY, TAKE A STAB AT THAT.
ANSWER THAT AND THAT'S HOW YOU LEARN.
WE SPIN IT AS A LEARNING EXPERIENCE BECAUSE WE DON'T HAVE TO DO THE WORK, JUST GET THE COMMUNITY TO DO IT.
THIS IS IMPORTANT, IT COULD BE JUST A COUPLE OF DOCUMENTS, VISIBLE, HERE'S HOW YOU ANSWER A QUESTION.
AND GET PEOPLE TO START HAVING A HIGHER-RESOLUTION EXPERIENCE THEMSELVES IN WHAT IT MEANS TO ANSWER A QUESTION.
AND WE HAVE LOADS OF PEOPLE THAT ARE CONVERTED TO PEOPLE ASKING QUESTIONS ON THE FORUMS, TO PEOPLE WHO ANSWER THE QUESTIONS ON FORUMS, UNTIL THEY FEEL THEY CAN WRITE A BOOK.
BUT NO DUMB ANSWERS.
IN A COMMUNITY THE FASTER YOU CONVERT PEOPLE FROM ASKERS TO ANSWERERS, THEN THE MORE SUCCESSFUL AND FASTER THAT COMMUNITY WILL GROW.
AND AT END THEY ARE EXPERTS AND THEY COME BACK AND HELP.
BUT YOU KNOW, THE EXPERTS ARE THE WORSE PEOPLE TO HELP THE BEGINNINGERS.
THE PERSON WHO IS THE EXPERT OF BEING A NEWBEE IS THE PERSON  THAT WAS THERE LAST WEEK.
THE FASTER WE CAN GET THOSE PEOPLE TO BE ANSWERERS.
AND HELP THE COMMUNITY.
AND WE WANT THE COMMUNITY TO BE LOVING AND HELPFUL AND SUPPORTIVE.
AND THAT'S FINE FOR THE NEWBY'S AND DOESN'T MAKE A GOOD ENVIRONMENT FOR THE ADVANCED PEOPLE.
PART OF WHAT COOL OF BEING ADVANCED, YOU CAN USE JARGON THAT PEOPLE DON'T UNDERSTAND.
AND THINGS I WAS TALKING ABOUT WITH ELLEN, THAT HAS THE PHRASE NEW MEDIA FROM THE OLD DAYS, AND IT'S COOL I CAN TALK ABOUT THIS IN WAYS PEOPLE UNDERSTAND.
I DON'T HAVE TO EXPLAIN IT.
AND WE CAN HAVE A DEEPER, RICHER CONVERSATION BECAUSE OF THE JARGON.
AND I SEE THE FORUMS TO ELIMINATE THAT BUT SEPARATE AND PUT THE ADVANCED PEOPLE TO REAP THE AWARDS OF BEING GOOD.
MEASURING COMMUNITY SUCCESS.
THIS IS HOW WE LOOK AT IT, WHAT IS THE EXPERTISE LEVEL OF THE PEOPLE IN THAT COMMUNITY AND HOW FAST IS THAT GROWING.
THIS THE HORSE TRAINER'S ADVICE AND APPLIES TO EVERYTHING, AND THE CONCEPT, WHAT CAN YOU DO TO SUPPORT THE RIGHT THINGS AND MAKE IT HARD TO MESS UP.
FOR EXAMPLE, GETTING FIT.
PEOPLE HAVE TREADMILLS AND EXERCISE EQUIPMENT IN THE CORNER DUSTY WITH COBWEBS.
AND REALLY THIS IS THE ANSWER, IT'S NOT GATHERING COBWEBS BECAUSE YOU DON'T  USE BUT BECAUSE IT'S IN THE CORNER.
YOU MOVE THE FURNITURE, AND THEN THEY WILL SIT ON THE FLOOR, AND THEN SIT THE BIKE, AND THEN IT WILL COME ON AND THEN THEY FIND THEMSELVES WALKING ON THE TREADMILL.
IT'S NOT THAT HARD, AND MAKE IT EASIER FOR PEOPLE TO HAVE A BREAK-THROUGH THAN TO STAY WHERE THEY ARE.
THIS IS THE LAST ONE, TOTAL EMERSION JAM. 
I THINK A LOT OF YOU ARE LEARNING PROFESSIONALS AND YOU KNOW THIS, BUT THE FREQUENCY MATTERS.
SO AND IF YOU DO SOMETHING ONCE A WEEK, FOR A LONG PERIOD OF TIME, AND COMING BACK TO SPEED, IF YOU CAN DO THAT OVER SOME COMPRESSED PERIOD OF TIME, THINGS WILL HAPPEN.
AND THIS IS TRUE FOR CREATIVITY BREAK-THROUGHS.
THERE ARE A GROUP OF GAME DEVELOPERS, THESE ARE HARD CORE GAME DEVELOPERS THAT WORK FOR HUGE CUMS.
-- HUGE COMPANIES.
WE WORK FOR YEARS ON A GAME, AND DON'T HAVE A SENSE OF WHAT BROUGHT US TO GAMING.
WE USED TO WRITE GAMES OVER THE WEEKEND.
AND NOW WE ARE DEVELOPERS AND WE GOT TOGETHER AND HAVE JAMS ONCE A MONTH.
SO THE  AVID GAME DEVELOPING SOCIETY, THEY GET PEOPLE TOGETHER AND THIS IS THEIR PHILOSOPHY.
ALWAYS BE CLOSING.
THE ONLY THING THAT MATTERS AT THE END OF 24 HOURS, YOU HAVE TO HAVE FINISHED THE GAME.
AND IT DOESN'T MATTER HOW CRAPPY THE GAME IS.
IT FREES THEM FROM EVERYTHING.
THEY JUST SIMPLY HAVE TO HAVE THE THING DONE.
AND THEY DO THAT WITH MUSIC.
AND PEOPLE GET TOGETHER, AND AT THE END THE 24 HOURS, YOU HAVE TO COME OUT WITH A CD OF YOUR MUSIC.
AND IT DOESN'T MATTER IF IT'S CRAPPY.
THEY SAID THEY LEARNED FAR MORE FROM THAT.
AND THE GAMES THAT COME OUT OF THE WEEKENDS, THEY ARE SELLING.
AND THE FILM MAKING FESTIVAL, WHEN YOU SHOW UP, THEY GIVE YOU A LIST OF THINGS THAT HAVE TO APPEAR IN YOUR FILM.
ONE WITHIN THE FIRST 30 SECONDS.
YOU CAN'T PRE-SCRIPT.
YOU HAVE TO MAKE THESE FILMS.
AND THEY SAY AMAZING THINGS COME OUT OF THE FILMS.
THEY HAVE THESE FILM PROJECTS.
I DON'T KNOW WHOSE QUOTE THIS IS, BUT IT'S A PAGE OF THE FILM JAM.
AND I LOVE THAT.
ONE OF THESE I THOUGHT WAS MOST INTERESTING, I HEARD ABOUT THE AVID GAME SOCIETY, THERE IS THIS SESSION OF SIX GAMERS IN THE ROOM TO HEAR THIS PERSON.
AND THE PERSON IN THE ROOM THAT WAS INTERESTED AND LISTENING WAS JEFF BAZOS.
AND BE BRAVE.
YOU KNOW, I AM GRATEFUL EVERYDAY THAT I GET THE CHANCE TO WORK ON STUFF THAT HELPS PEOPLE GET BETTER.
HAVE RICHER EXPERIENCES.
AND HAVE A LITTLE BIT MORE JOY.
AND THAT'S WHAT YOU ALL ARE DOING TOO.
AND I AM HAPPY TO BE A PART OF IT.
THANK YOU.
[APPLAUSE]
>> WOW.
HOW ABOUT A LITTLE MORE THAT HAVE.
[APPLAUSE]
WE HAVE HAD SOME PRETTY PHENOMENAL SPEAKERS OVER THE YEARS, BUT I THINK WE HAVE SET A NEW HIGH MARK.
ON BEHALF OF ALL OF US, A TOKEN OF OUR ESTEEM.
THANK YOU VERY MUCH.
[APPLAUSE]
KATHY SIERRA.
HOW DO I FOLLOW THAT?
SHORTLY I THINK IS THE KEY HERE.
THANKS AGAIN, KATHY, THAT WAS FANTASTIC.
A COUPLE OF THINGS I NEED TO DO BEFORE WE BREAK.
AND KICKOFF THE SESSIONS.
FIRST OFF, I HOPED YOU ENJOYED THE OPENING RECESSION LAST NIGHT.
I WANT TO THANK CSU FOLKS FOR EVERYTHING THEY DID FOR THAT.
I WANT TO RECOGNIZE SOME FOLKS THAT ARE VERY, VERY IMPORTANT TO THIS ORGANIZATION.
THE NMC BOARD OF DIRECTORS, IF THE BOARD MEMBERS COULD STAND UP AND WE COULD RECOGNIZE EVERYBODY.
[APPLAUSE]
THESE FOLKS WORK TIRELESSLY ALL THROUGH THE YEAR.
THINKING ABOUT WHERE THIS ORGANIZATION IS GOING.
AND THEY ALL HAVE A BLUE TAG ON THEIR NAME BADGE.
IF YOU SEE ONE, PLEASE TAKE TIME TO THANK THEM FOR THEIR DEDICATION AND VISION.
WE ALSO HAVE A GROUP OF PEOPLE HERE IN THE EMERITUS BOARD, I WOULD LIKE TO RECOGNIZE, OUR EMERITUS BOARD, PLEASE STAND.
[APPLAUSE]
SERVICE ON THE NMC BOARD IS SORT OF LIKE THE ROACH MOTEL.
WE JUST DON'T LET THEM GET AWAY.
I HAD THE CHANCE TO INTRODUCE SOME OF THE NMC STAFF LAST NIGHT.
BUT I WOULD LIKE TO RECOGNIZE NANCY REEVES.
[APPLAUSE]
ALLEN LAVENE AND RACHEL SMITH.
ALLEN AND RACHEL WERE AT SOUTH BY SOUTHWEST AND HEARD KATHY, IT'S TO THEIR CREDIT THAT WE HAD KATHY HERE.
THANK YOU GUYS, THAT WAS A GOOD CATCH.
AND WE HAVE FOUR OTHER STAFF, ANN TREADWAY OUR CONTROLLER, AND LISA -- ARE THEY HERE?
HELLO FOLKS.
AND OUR VIRTUAL WORLDS TEAM, CHRISTINE HOLDEN AND BETH HATCHEN.
I WILL GET TO EVERYONE IN THE ROOM EVENTUALLY.
OUR BLOGGERS TABLE.
NEW THIS YEAR, WE HAVE THE SESSIONS BEING LIVE-BLOGED, THE PLENARY SESSIONS, AND THANK YOU ALL. 
NEW MEMBERS.
IF YOU ARE NEW, IF THIS IS YOUR FIRST NMC CONFERENCE, PLEASE STAND UP.
[APPLAUSE]
WE ARE REALLY GLAD YOU ARE HERE.
AND WE HOPE THAT THE CONFERENCE IS EVERYTHING YOU HOPE FOR AND EXPECT.
THE NEW MEMBER INSTITUTIONS ARE IN YOUR PROGRAM AND THE STAR BY THE INDIVIDUALS HAVE A SPECIAL NEW MEMBER RIBBON ON THEIR BADGE.
A LOT OF NEW STUFF FOR THE CONFERENCE, I WAS PLEASED AROUND THE ROOM THAT EVERYONE FIGURED THIS OUT.
WE DIDN'T NEED AN FM FOR THIS, OUR NEW PROGRAM MEANT TO REPLACE A LOT OF THINGS WE USED TO GIVE AWAY.
I HOPE YOU FIND IT OF USE, THERE IS A NOTES PAGE AND PICTURES OF PRESENTERS SO YOU CAN RECOGNIZE THEM.
AND WE HAVE ADDED A LOT OF SOCIAL NETWORKING ASPECTS.
YOU CAN MAKE THE CONFERENCE BE TOTALLY PERSONAL AND CARRY ON YOUR POCKET DEVICE.
WE ARE DOING A LOT OF TWITTERING AND POSTING OF FLICKR IS THAT AND IN TWITTER, IT'S THE HASH MARK  2009.
WE HOPE THAT YOU PLACE THE THINGS ON YOUR MAP OR HAVE A CAMERA THAT DOES THAT.
WE WILL DO SOMETHING SPECIAL WITH WHERE WE ALL HAVE BEEN IN MONTEREY.
AND WE ARE INTERESTED IN THE FOOTPRINT WE ARE LEAVING AS WE ARE HERE.
AND WE WILL COMBINE THAT WITH A NOTION OF STORY WITH SOME THINGS.
AND WE ARE INTERESTED IN VIDEO CLIPS AND ALL KINDS OF STUFF.
IF YOU ARE INTERESTED IN BEING A PART OF THAT, ALLEN HAS THAT INFORMATION.
AND ON BACK OF THE PROGRAM, PAGE 86 THERE ARE LINKS TO ALL OF THAT.
AND ONE MORE THING, WE HAVE BEEN RECOGNIZING A LOT OF FOLKS.
BUT THIS IS THE FIRST TIME THAT WE HAVE BEEN BACK TO A LOCATION, EVER.
AND IN 2001 THE NMC WAS HERE IN MONTEREY BAY AS WELL.
AND THE CONNECTION BETWEEN THE TWO EVENTS IS JOHN IDELSEN.
[APPLAUSE]
JOHN'S RETIRED NOW.
BUT HE HAS BEEN STILL WORKING BEHIND-THE-SCENES ON ALL SORTS OF THINGS.
AND IS A LONG-STANDING FRIEND OF THE NMC.
AND THANK YOU JOHN AND TO HIS WIFE, BOBBY.
AND NANCY, SOME HOUSEKEEPING, AND THEN WE ARE OFF CONFERENCING.
AND THANKS AGAIN, KATHY, WOW, THAT WAS REALLY GOOD.
>> I HAVE A COUPLE OF ANNOUNCEMENTS THIS MORNING.
AS YOU PROBABLY KNOW BY NOW, ONE OF THE NICE THINGS ABOUT THIS CONFERENCE IS THAT WE WILL BE HERE AT THE HOTEL FOR THE CONFERENCE CENTER ALL THE DAYS.
NO BUSES AND NO SHUTLE.
AND THE REGISTRATION DESK IS IN THE FOYER.
IF YOU HAVE QUESTIONS OR NEED ANYTHING, STOP BY THERE.
LUNCH TODAY IS ON YOUR OWN.
WE HAVE PROVIDED FOR AN HOUR-AND-A-HALF AND AS ARLENE MENTIONED THERE ARE A LOT OF RESTAURANTS LOCALLY THAT ARE OFFERING DISCOUNTS.
EITHER VISIT THE NMC WEBSITE AND YOU CAN GET TO THE TRAVEL INFORMATION.
OR THERE ARE BROCHURES ON THE MATERIAL TABLE IN THE FOYER.
THIS AFTERNOON AT 4:00 WE WILL HAVE POSTERS AND THE INTERACT SESSIONS AND WE HAVE OVER 30 PRESENTERS.
AND THEN A BREAK.
AND ONE CHANGE IN THE PROGRAM, KO-KO FROM AUSTIN WASN'T BE HERE BUT ROB WILL BE TAKING HER PLACE.
AND TONIGHT IS DINNER AND DANCING UNDER THE STARS.
THIS IS A FULL BUFFET DINNER AND WE HAVE A N REGGAE BAND WITH TICKETS TO BE PURCHASED AT THE REGISTRATION DESK.
AND AFTER THE DINNER IS OVER, THE DINNER IS THE PRIVATE PART.
AND IT WILL START PROMPTLY AT 7.
AND IF YOU WANT TO COME AFTER 8:00 AND JOIN US FOR THE CASH BAR, AND HAVE SNACKS AND BAND AND DANCING, YOU ARE MORE THAN WELCOME TO.
THERE ARE NO MORE TICKETS LEFT FOR THE SESSIONS, SOMETIMES PEOPLE RETURN THEM TO THE FRONT DESK, AND YOU MAY CHECK THERE AND SEE IF THERE IS A SESSION IN THE LAB YOU WANTED TO SEE.
AND A LOT OF TIMES PEOPLE DON'T RETURN THEIR TICKETS AND DON'T GR TO THE SESSION.
IF YOU  CAN WAIT UNTIL THE SESSION STARTS AND CHECK IF THERE IS SEATING.
THAT'S IT FOR NOW.
HAVE A GREAT DAY!