Archivos de la categoría Marketing

Los 12+2 libros leidos en 2.016 para emprendedores

Aquí os paso un listado de los libros que he leído durante 2.016. (ninguno son links de afiliación). La intención es hacer un post de opinión, he leído los 14 libros, os doy mi opinión con valoración del 1 al 5. Espero que os ayude a decidir qué libros comprar en 2.017 o priorizar el orden de compra 😉

Two Awesome Hours: Science-Based Strategies to Harness Your Best Time and Get Your Most Important Work Done Valoración: 2/5

Éste es el último que he terminado dentro de 2.016. A ver, estar está bien, en amazon tiene más estrellas de las que se merece. Es de fácil lectura, te ayuda a ser más productivo iniciando todo proceso de productividad, analizándose a uno mismo. Pero si quieres te lo resumo: ¿cuándo eres más productivo? cuando menos interrupciones tienes y sabes lo que tienes que hacer. resérvate un par de horas cada día para hacer “eso” que para ese día es lo más IMPORTANTE y no dejes que te interrumpan.

Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers Valoración: 3/5

Muy muy bueno, hay un momento que dar el salto y seguir creciendo es difícil. No me refiero pasar de 10 a 20 clientes. Me refiero a pasar de 200 a 400 clientes.

Aprendiendo de los mejores: Tu desarrollo personal es tu destino Valoración: 3/5

Este libro lo leí para descansar un poco de leer en inglés y sobre temas de startups y la verdad que está muy bien. Muy rápido de leer, consejos fáciles y directos de empresarios.

The Startup Owner’s Manual: The Step-by-Step Guide for Building a Great Company Valoración: 5/5

Simplemente hay que tenerlo, leerlo, releerlo.

Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com (English Edition) Valoración: 5/5

Otro libro muy bueno que hay leer y tenerlo a mano para consultas. Crear una máquina de vender, podría ser la base de tu negocio para crecer, escalar y tener éxito.

The Four Steps to the Epiphany Valoracion: 5/5

Todo lo que sea de Steve Blank hay que tenerlo, este sería la precuela del anterior.

ReWork: Change the Way You Work Forever Valoración: 5/5

Este libro lo he releido 3 veces este 2.016. Muy sencillo, práctico, directo. Una base de “perogrullo”: Las empresas cierran porque sus ingresos son menores que sus gastos. Sencillo verdad? pues no lo tiene que ser tanto cuando 9 de 10 empresas nuevas, mueren a las 24 meses. Replantéate como quieres trabajar, como quieres que sea la empresa que has fundado y simplemente hazlo. No dejarse llevar sobre “lo que otros hacen”, aunque esos otros hayan tenido éxito, simplemente porque tú no eres como ese “otro” CEO.

From Impossible To Inevitable: How Hyper-Growth Companies Create Predictable Revenue Valoración: 5/5

Muy bueno, para tenerlo junto con los otros que hemos dicho en la mesita de noche, en el despacho para ir haciendo consulta. Escalar, escalar, escalar, especialmente orientado a tu equipo de ventas.

The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you Valoración: 5/5

Una amiga me lo recomendó y es una de las mejores inversiones de 2.016. Releido 2 veces este año 2.016. Cómo obtener la verdadera opinión de otras personas sobre lo que quieras. Completamente necesario si tienes que testear tu idea/producto.

Perdiendo la virginidad: Cómo he sobrevivido, me he divertido y he ganado dinero haciendo negocios a mi manera Valoración: 2/5

Es que este hombre me gusta. Leí primero “Like a Virgin” que me gustó tanto, que me lancé directamente a leer su biografía. Sencilla, rápida de leer y alguna cosilla te puede aportar.

Like A Virgin: Secrets They Won’t Teach You at Business School Valoración: 3/5

Está divertido este libro. Lo recomendaría mucho más que “Perdiendo la Virginidad”. Aporta momentos, detalles, reacciones, decisiones que se tomaron y porqué. Interesante.

The Miracle Morning: The Not-So-Obvious Secret Guaranteed to Transform Your Life Valoración: 2/5

Lo mismo que el de “las 2 horas” del principio, pero esas dos horas son por la mañana 🙂

y los que me estoy leyendo, aún no terminados:

Traction: How Any Startup Can Achieve Explosive Customer Growth

Muy bueno si no vienes de marketing online, cualquier emprendedor debería leérselo, it’s a must! Si ya vienes del sector, tienes mucha experiencia, no solo en “tu profesion” si no habiendo tocado más palos, por ahora, aporta poco.

Reinventar las organizaciones

De más a menos, tengo fe en este libro, sólo llevo el 51%. Cómo se pueden las organizaciones auto-gestionar, parece interesante y lo es. Relata como varias empresas, de diferentes sectores y tamaños lo han conseguido. Te explica el cómo, pero todo es muy lógico; lo cual no es que lo haga “sencillo”, pero una vez que te lees dos capítulos, ya no necesitas más. Espero que en esta segunda mitad del libro se venga arriba.

7 Things Every Designer Needs to Know about Accessibility

Accessibility enables people with disabilities to perceive, understand, navigate, interact with, and contribute to the web. Imagine a world where developers know everything there is to know about accessibility. You design it and they build it… perfectly. In this world, only the design itself can cause people with disabilities to have trouble using a product.

These guidelines will cover the major things you need to know in order for your products to be “design-ready” to meet the minimum of standards in Section 508 and the Web Content Accessibility Guidelines 2.0. The rest will be up to development and quality testing.

1. Accessibility is not a barrier to innovation.

Accessibility will not force you to make a product that is ugly, boring, or cluttered. It will introduce a set of constraints to incorporate as you consider your design. These design constraints will give you new ideas to explore that will lead to better products for all of your users.

As you read through these guidelines, consider that we don’t want to design for our design peers.

Design for the diverse set of users who will interact with your products.

clear_and_sharp_eyes-wallpaper-1600x1200
Design for everyone.

Eager to escape the tech bubble for a weekend, Designer Dude and his circle of start-up friends went to Yosemite, where he spent most of his time dribbbling on a slackline near their basecamp

Design for everyone.

This can include people who are blind, color blind, or have low vision, those who are Deaf or have hearing difficulties, people with mobility impairments which may be temporary or permanent, or people with cognitive disabilities. Design for people who are young, old, power users, casual users, and those who just enjoy a quality experience.

Embrace these accessibility guidelines as you would any set of design constraints. They are part of the challenge of creating amazing products.

2. Don’t use color as the only visual means of conveying information.

This helps users who are unable to, or have difficulty with, distinguishing one color from another. This includes people who are color blind (1 in 12 men, 1 in 200 women), have low vision (1 in 30 people), or are blind (1 in 188 people).

Use color to highlight or complement what is already visible.

Fields in an error state
How many fields are in an error state?

Most who see this in grayscale say the answer is one, the “human verification” field. That is because the triangle with the exclamation mark inside indicates that something is amiss.

Now look at this same screen in color. How many fields are in an error state?

Turning on the color reveals a different story altogether.

With color the answer becomes, “all four”.

There are many acceptable ways to make this form visually accessible. You could put the red triangle icon in all of the error fields. You could use text to indicate and explain why a given field is in error. You could use tooltips, thick borders, bold text, underlines, italics, etc. The choices are infinite, but the only rule is to use more than color alone.

How would you design this signup form so that color isn’t the only visual means of showing a field with an error?

Update: It turns out that the accessibility issue described above in the PayPal example is caused by the LastPass plugin in my browser. Thanks to Tony Amidei (@subface) from PayPal for pointing this out to me. As designed, the triangle icons should always appear on fields in an error state.

3. Ensure sufficient contrast between text and its background.

According to the WCAG, the contrast ratio between text and a text’s background should be at least 4.5 to 1. If your font is at least 24 px or 19 px bold, the minimum drops to 3 to 1.

This means that when text is 24 px, 19 px bold, or larger, the lightest gray you can use on a white background is #959595.

#959595 text on a white background.

For smaller text, the lightest gray you can use on a white background is #767676. If you have a gray background, the text needs to be darker.

#767676 text on a white background.

There are some great tools that can help you find an accessible color palette for your designs including Color Safe. There is also WebAIM’s Color Contrast Checker, which will let you test colors you have already chosen.

4. Provide visual focus indication for keyboard focus.

Let’s take a moment to give thanks for the reset style sheet and all of the utility it has given the modern web designer. Without reset style sheets, it would be much more difficult to create a consistent experience across different devices and browsers.

:focus {outline: 0;}

This single line of CSS makes it nearly impossible for a sighted user to use a website with just a keyboard. Fortunately, since the initial CSS resets were released, many popular ones including Eric Meyer’s have been updated to remove un-styling of the :focus pseudo-class.

Continue reading on medium.com

How Technology is Tricking You Into Tipping More

My taxi pulled up to the hotel. I got out my credit card and prepared to pay for the ride. The journey was pleasant enough but little did I know I was about to encounter a bit of psychological trickery designed to get me to pay more for the lift. Chances are you’re paying more, too.

Digital payment systems use subtle tactics to increase tips, and while it’s certainly good for hard-working service workers, it may not be so good for your wallet.

A new report by the tech research firm Software Advice discovered that digital point-of-sale terminals, like the one in my cab, increase the frequency and amount of tips left by customers. What’s the secret behind how these manipulative machines get us to pony up?

The Power of Defaults

A recent Iowa State study cites a mobile payment company that effectively “nudges consumers” into tipping. Study author Kam Leung Yeung, writes, “Upon swiping their credit or debit card, consumers then need to choose among … preloaded tip amounts (e.g. 15 percent 20 percent, or 25 percent), or to enter their customized tip amount, or decide not to tip at all.” This simple interface “increased the proportion of tipping by 38 percent.”

How did tipping increase so dramatically? Clearly the service wasn’t 38 percent better. Patrons didn’t suddenly become more generous. Rather, the higher tipping is a result of a few intriguing design decisions by the payment processor.

For one, digital interfaces make it just as easy to tip as to not tip?—?a marked change from the way we used to pay in the past. When cash was king, anyone not wanting to give a tip could easily leave the money and dash. “Whoops, my bad!” However, with a digital payment system the transaction isn’t complete until the buyer makes an explicit tipping choice. Clicking on the “No Tip” button is suddenly its own decision. This additional step makes all the difference to those who may have previously avoided taking care of their server.

Making sure customers don’t forget to tip is certainly a good thing. But there is another subtle nudge that gets those who intend to tip to give even more than they otherwise would.

Tipping conventions say the appropriate amount to tip a taxi drive is in the range of 10 percent to 18 percent. However, making the default choices 15 percent, 20 percent or 25 percent bumps up the tip in two ways.

First, users tend to take the easiest route; they do whatever requires the least amount of physical and cognitive effort. In this case, you’re less likely to customize the tip because doing so necessitates more thinking and more clicking. Picking a preloaded amount is simply easier than changing the tip amount even if you know you’re overtipping.

Second, offering three choices utilizes the anchoring effect to nudge people into picking the middle tip option. The vendor knows you likely won’t pick the least expensive amount?—?only cheapskates would do that. So even though 15 percent is squarely within the normal tipping range, by making it the first option, you’re more likely to chose 20 percent. Picking the middle-of-the-road option is in-line with your self-image of not being a tightwad. Therefore, you tip more and you’re not alone. The New York City Taxi and Limousine Commission reported tips increased from 10 percent to 22 percent on average when the new payment screens were turned on.

Continue Reading at medium.com

At some point you learn that passion isn’t your bliss. Or your bitch.

At some point you learn that passion isn’t your bliss. Or your bitch.

Passion isn’t nice.

We forget that.

We try to find “our passion” like it’s some cute and feisty pet.

At some point you learn that your passion is not your bliss. (Or your bitch.) It’s not anything so tame as what you might like or enjoy. It might bring no enjoyment at all?—?which doesn’t make it less compelling.

Passion is subversive.

It is your willingness to suffer for something (or someone), to risk the sacrifice: stability, peace of mind, happiness itself.

The color of passion is the color of blood. It marks the lovers and the rebels. It steps out of culture, jumps class, overturns tradition. It puts your house at risk.

It might lean in —

— to burn it down.

It strips you in winter. It picks at your scars and leaves you to shiver.

Passion won’t listen to reason. It transforms. It is hellbent.

It alienates you from those who no longer know who you think you are or where the hell you think you’re going.

(Do you know where you’re going?)

It knocks you off the path. (It was the wrong path.)

It makes you start again: the friendless city, the salary cut.

Passion has an edge of war. It points to what we want so much that we’re afraid to want it. The ambiguity of hope. The fear of not getting. The fear of getting.

It requires us to change when we’re so far from ready.

It returns you to your wounded place, the trauma you try to deny. It is the injustice that calls you to crusade. It is the loved one you lost, and now must save through saving others: from cancer or violence or addiction or corruption.

Passion lifts you high and drops you. It strands you on a rocky coastline, in a country whose name you can never pronounce.

It breaks up the stories you pretended weren’t broken.

It doesn’t care that you’re unprepared.

Passion stands behind you with a mirror. It wants to show you who you are.

All you need to do is turn around.

How to Become a Rockstar Blogger and Monetize your Passion

Joseph Campbell, one of the world’s most respected methodologists, gave us a simple yet profound proposition for life:

Follow your bliss

The Internet and social media tools enabled anyone to follow her or his bliss and make money. For the first time in the history of humankind you can turn a hobby into an online business by bootstrapping from the comfort of your couch (or a village in Thailand).

Penn Jillette, an illusionist and actor famous for his Penn & Teller show, in a keynote at NMX (New Media Conference) in Las Vegas described success as being able to do what you love while supporting yourself. Following his bliss, Penn recenctly raised over a million dollars in crowdfunding to make a scary movie.

Penn delivered this powerful message to thousands of content creators, bloggers and podcasters, who chose to follow their bliss and came to Las Vegas to learn how to turn their passion into a business… while being able to support themselves.

Do you know how many blog posts are written today? Check out Worldometers’ counter that provides real-time data on total number of blog posts published every day in the world (powered by Technorati). In short, millions.

How to break through the clutter in a highly competitive blogosphere and turn your passion into passive income?

Continue reading on medium.com