1. www.rosenfeldmedia.com The version of this talk that Victor wants me to give Lou Rosenfeld, Publisher Rosenfeld Media IA Summit 2007 :: March 26, 2007

2. www.rosenfeldmedia.com What I’m Doing Rosenfeld Media (rosenfeldmedia.com): Publisher of short, practical UX books Eating our own dog food (using UX methods to develop UX products) About to sign book #5

3. www.rosenfeldmedia.com Why’d I start a new company? Personal reasons Help! I’m becoming a commodity! Rely on whom I know as much as what I know Other people’s problems aren’t as interesting as your own Better UX => better world Someone’s going to do it; why not me?

4. www.rosenfeldmedia.com Why’d I start a new company? Business reasons All of us weary consultants want to design and develop actual products Temptation of entering a broken industry with a potentially disruptive model Build a company of long term, lasting value (i.e., backlist) Build a company with an exit plan Capitalism can actually be a good idea

5. www.rosenfeldmedia.com Advice: Every problem is a design problem Be a consultant to yourself: ask stupid, naïve, incisive questions …Why do books have to be designed the way they are? We’re also pretty good at this, as well as doing research and finding answers …Hey, let’s user test book design!

6. www.rosenfeldmedia.com Advice: Use your network Don’t take your connections for granted …Why can’t I have a kick-ass board? …Why can’t I rely on my network to:  Determine books to publish?  Develop book content?  Market books?

7. www.rosenfeldmedia.com Advice: Define “risk” What worries you most? And what does security mean to you?

8. www.rosenfeldmedia.com Advice: Take at least one stupid risk UX Zeitgeist: UX library/editorial agenda “machine” Developed with community input Just launched! I’ll demo it at 2pm

9. www.rosenfeldmedia.com Talk to me Louis Rosenfeld, Publisher Rosenfeld Media 705 Carroll Street, #2L Brooklyn, NY 11215 USA +1.718.306.9396 voice +1.734.661.1655 fax lou@rosenfeldmedia.com www.rosenfeldmedia.com