PR, Marketing and the Business of CAD

Freakonomics

Steven D. Levitt, proclaimed as a 'Rogue Economist' who 'explores the hidden side of everything' recently released his first book - Freakonomics. It is a suprisingly easy read - well except for the first chapter that contains some statistics that even my MBA course doesn't cover. But after that, it is engaging, interesting and thought-provoking. And contains some conclusions that would not be obvious even to the normal person who think their IQ is a little above average.

Levitt takes the reader through a helter-skelter world of analysis and conclusions on every day things that concern us all - but whose results often seem to have little meaning. Using data as a map, and economic theory as a compass, he  ponders everything from baby names through to crime rates, with theories about parenting in between. He also destroys the myth that the 'Experts' that we often see on 24-hour news TV can never be wrong. That makes for an interesting moment.

Be warned, though, that any reader of this book needs to be prepared to be slightly, or somewhat, offended by some of his conclusions. As a liberal I found it easier to take than some, although I am sure the odd few will be highly offended.

Why is this interesting? Because he has waded through data, found correlations that no one has ever looked at before, and drawn new - and intersting - theories as a result.

And what does this have to do with CAD? Nothing. Except that using Levitt's example, maybe we should be looking beyond basic reasons as to why engineers are slow to take up 3D, go beyond some of the 'expert' opinions, and find ways to really understand the outcomes of technological changes on our market and environment.

Alan Cooper’s “The Inmates are Running the Asylum”.

In reference to this year’s COFES keynote, I decided to re-read Cooper’s book “The Inmates are Running the Asylum.”

First off, hands up all those whose VCRs still have “12:00” flashing up on the little screen on that darn thing? That would be me and probably more than a few million others. Next, hands up all those who sometimes still have to go to the ‘Help’ function in Microsoft Excel to remember that barely-used command. Even though I use Excel daily and regard it as probably the most important business tool in the office, I still end up on ‘Help’ every now and then.

According to Cooper’s entertaining and highly illuminating book, this kind of ongoing problem – experienced even after years of using products such as my VCR and Excel – is the result of Cognitive Friction. This is defined as “the resistance encountered by a human intellect when it engages with a complex system of rules that change as the problem changes.” He attaches this to many software programs as well as consumer products that leave you feeling dumb, humiliated and ineffective. Or sometimes feeling like you have battled a tiger to overcome the problems in front of you. Cooper says that this kind of reaction is unnecessary and that we have all become anesthetized over time to accepting difficult, unpleasant and not-easy-to-use products simply because the few benefits they do supply offer value.

Throughout the book Alan Cooper does not blame the programmers (or product designers) themselves, who are all talented and competitive individuals, but rather the lack of focus and understanding to how a product will be used, and by whom. Computer technology especially still has the awe inspiring abilities of a dancing bear.

“The bear is a really terrible dancer and the wonder isn’t that the bear dances well but that the bear dances at all.” He equates the same reaction to many products we use – consumer, software and more.

As I read this book, I found myself agreeing more and more. My husband is a great example: It took him 5 minutes to learn how to access the internet from a simple demonstration from me. It took him less than a day to discover, and start ordering books from, Amazon.com. After two years of using Excel he was still calling me asking how to sort data!

Cooper maintains that there are ways in approaching this problem that can solve it. However, to do so, we have to beak down barriers between the mystique of developers working their magic, and the needs of the users. Features often do not need to be added to a product to make it more attractive, but rather the way the existing features simply work and interact. “The use of a feature is inversely proportional to the amount of interaction needed to control it,” he states.

And in answer to that, after years of fighting with my VCR, microwave, Excel, Internet Router and incessantly stupid database systems, all I can say is: “Go look at an iPOD” to really understand how a product should work.

This is a superb book and well worth the few days it takes to read - although absorbing the messages takes an awful lot longer.

Book Review: Fundamental Developments of Computer-Aided Geometric Modeling

reviewed by Rachael Dalton-Taggart

Jan 18, 2005. This book, edited by Les Piegl, is an old book. Published in 1993, Fundamental Developments is a superb combination of anecdotal-style history of the CAD industry as well as an excellent reference to the mathematics for both surface and solid modeling. Our in-house engineers recall this book from degree courses in the past.

The editor, Les Peigl, did an excellent job of keeping the book informative by featuring papers individually written by such luminaries as Pierre Bezier, Richard Reisenfeld, Ian Braid, Malcolm Sabin and others. Each chapter starts with a look back at how each author rose into his position, followed by a 'lesson' on how their particular mathematical theory works. Most of the mathematics are entirely beyond me, but the book is valuable as an understanding of how many of these brilliant individuals related to others, and where their efforts led them. The history of CAD contained in this book is astounding for those interested in such things.

The book is available via Amazon with a used rate starting at $58.88.

Book Review: The Frog and Prince; Secrets of Positive Networking

Reviewed by Becky carter

Jan 18 2005. I just finished reading The Frog and Prince; Secrets of Positive Networking... to change your life, by Darcy Rezac. Rezac has two decades of experience as managing director of the most dynamic networking business organizations in North America, The Vancouver Board of Trade. Rezac also has an extensive background in corporate business, government and the military forms. Judy Thomas and Gayle Hallgreen-Rezac also contributed to the book.

I found the book to be extremely helpful. Rezac clearly lays out a simple plan to help improve even a self-proclaimed great net worker. He emphasizes the importance of asking not what someone can do for you, but what you can do for someone else. This helps to take the pressure off of networking and focuses it on helping others out. It is only by building quality relationships that a future opportunities arise.

He suggests getting out and involving yourself in the community with which your business resides. Attend networking events put on by local chambers of commerce, volunteer at a place of interest and become actively involved in meeting and growing your network. By continuing to nurture your network you will find that you begin to not only meet new people, but entire new networks.

Rezac emphasizes the importance of a business card and more importantly handing them out. He suggests handing them out when first meeting someone new suggesting that it takes the pressure off of guessing when the appropriate time is and also gives the new contact a point of reference.

Rezac focuses on 7 tips or skills to help improve networking. He writes in an easily read manner and great tone. He helps explain the tips through real life experiences of his own and of his contacts. I would suggest reading the book to anyone looking to improve their networking game or those simply looking to revive it.

You can buy this book new at Amazon.com for $16.95.