[Plone-com] Naming variations - "Communication steps" vs. "Feature points"

Armin Stroß-Radschinski developer at acsr.de
Fri Sep 7 09:23:05 UTC 2012

Hi Dylan,
excellent work!

Very good distilled to the points where the tools need to be set. Now  
we need transforming into target group communication. You are more  
focusing CTO audience and gatekeepers like we did with the german  
Plone brochure. But on the startpage we need to hit CEOs in the heart,  
that they tell at the golf green! And if we have no CEOs there, the  
message has to be easy told by gatekeepers and press staff by grabbing  
brain ready headlines.

Remember the Apple iPad intro line (by Jony Ive) that was catched  
overall the press: a “magical and revolutionary device”

What we have now is a good harvest. But distilling out the spirit is  
the next (as you described) hard step.
We need to keep taste and value, but get rid of fill ins and bad side  
effects. This is not one shot process, and (hopefully) some hard  
(short!) struggle with each other. Important is not being happy during  
the process but all happy with the result.

One important thing I discovered yesterday again in discussions:

People tend to use language like "That reminds me to that." , "I dont  
like this." That is not leading to the solution.

Keep in mind: We (Plonistas) are not the target! Always switch mode  
(hard!) and read from the other side of the desk. Catch them where  
they are, an take them to new frontiers and beyond!

The features mentioned are exactly the current USP (Unique Selling  
Points) of Plone. But we should not start with that in the first  
communication step!

Imagine: If you have no idea of the value behind these features (in $$ 
$!) you are much lesser open to follow the argumentation.

Change your wording from points to steps need to be created. And  
something gets clearer:

So I prefer 5 steps over 5 points:
So we need to drop our Information on the website in perfect timing.
1. Make the visitor feel that we know his objectives
2. Show with impact how valueful a solution is for him (Matt is not  
that far with some of his current slides)
3. And tell him the tiny secret: You can get it!
4. Tell your 5 points NOW!
5. Final message: you are in good company! Since 12 years and be sure  
in 5 years too!

Lets proceed (we soon need a chat together!)
I can tell how to manage a transfer into cool steps. But it is not my  
service, it needs quick exchange between people that are both: Plone  
connaisseurs AND entrepreneurs that know the other side: Ping Pong!


> You know Monty Python?
> You like them?
> Do you know why not every comedian matches the same quality?
> ...even when performing nonsense...
> It is matter of perfect timing!
> The result: You get the point and remember...

(from a chat with rpruyn: yesterday)

Am 07.09.2012 um 07:04 schrieb Dylan Jay:

> Hi,
> Perhaps rather than decide now what Plone "is" in 5 words we can  
> work up to that?
> In our recent effort creating a site for our service we had the aim  
> to describe our service using 5 simple points. These were single  
> line bullet points at the top which linked to 3-4 lines per point +  
> a diagram/image per point further down the page. This is very  
> similar to the brightbox.com front page.
> Brightbox distilled their message down to
> - High performance and flexible Cloud Servers.
> - Instantly mappable Cloud IP addresses.
> - Cloud Firewall service.
> - Geographically isolated datacentre "Zones".
> - Cloud Load Balancers.
> - No-fuss import/export of your Cloud Server images and snapshots.
> - Powerful API tools.
> - Instance metadata service compatible with Amazon EC2
> What I like about their list is together it tells a story of what  
> brightbox is but does so by giving reasonably concrete examples.
> To achieve the same thing we took all of the things we thought made  
> our product good or different from others and then prioritised and  
> grouped them down to 5 items. In some cases we realised that some  
> points we logical follow ons from other ideas so weren't needed as a  
> major point. It was a really hard process.
> I don't know if this has been done for the content work for  
> plone.com yet but I'd say it would be a good way to try to get an  
> agreed set of "features" or unique selling points.
> My personal opinion on what those could be. Well when we at pretaweb  
> sell plone we try to concentrate on the following points (off the  
> top of my head) that we think set it apart in the market
> - The technology that both cia and fbi use for their primary web  
> presence. There are more Plone sites in top 100,000 sites most  
> popular sites than Drupal, WP or Joomla yet it has a fraction of the  
> vulernability rate. (from w3techs)
> - revolutionary control over design. Front end designer friendly.  
> html mockups can be turned into site designs in hours not days. You  
> have final say over all html, not the CMS.  No other CMS has a  
> workflow that allows frontend and backend development to happen in  
> parallel meaning Plone helps you deliver sites faster.
> - Start designing your own site design in minutes with the built in  
> theme editor. No programming knowledge required.
> - Plone can be used in more different ways than any other software  
> in its class, designed to work as everything from a simple blogging  
> platform to a corporate intranet and document repository. The 2012  
> real story content technology map has Plone as the only single  
> technology vendor being in more than 2 feature catagories. http://www.realstorygroup.com/vendormap/
> - True multi-site out of the box. Sandboxed sites with self  
> contained themes, settings and users with one click site creation.  
> No deployment to modify your theme.
> In terms of ECM vs WCM vs CMS... I think "enterprise" is limiting as  
> it could mean plone is complicated. I see Plone now days, with  
> diazo, the theme editor, and soon deco, as being a "start small,  
> grow big" kind of content solution. It's now the quickest to get  
> started with, yet the most capable to meet all your content  
> management needs. I just don't know how you distil those two almost  
> opposite messages into a single label.
> I also realise that a lot of others don't see Plone in this way. One  
> year ago I would have said Plone should be branded enterprise but  
> now I think we should be using branding that emphasises how easy it  
> is to get started and theme, ie the wordpress market.
> Sorry for rambling. Hopefully there is stuff in there that's useful.
> ---
> Dylan Jay
> Technical Solutions Manager
> PretaWeb: Multisite Performance Support
> P: +612 80819071 | M: +61421477460 | twitter.com/djay75 |  
> linkedin.com/in/djay75
> On 07/09/2012, at 6:08 AM, Alex Clark wrote:
>> On Thu, Sep 6, 2012 at 1:02 PM, Wyn Williams <heywyn at gmail.com>  
>> wrote:
>> Hash: SHA1
>> I have made some comments around but will leave this here.
>> I really think we need to refer to Plone not as a CMS but as an  
>> ECMS -
>> that is what Plone is, that is that class it is in (although off
>> center we can of course point out its suitability for small  
>> businesses
>> / ngos etc)
>> Drupal is a crappy cms that gets used (and ends up causing major
>> headaches) as an ECMS but is outclassed by us by a mile.
>> We are not really competing at the lower levels so can we agree to
>> start using the naming convention ECMS in documents and content for
>> the most part please ?
>> Names are very important and form associations, small to mid levels
>> get to use Enterprise class systems for free YAY ! mid to high level
>> business don't want a CMS they want enterprise class systems.
>> +0 I don't think I'd ever protest a rebranding from Plone CMS to  
>> Plone ECMS, but I probably wouldn't like it because:
>> 	• "Enterprise" annoys me as a marketing term, though not quite as  
>> severely as "solution". In the following phrase: "Enterprise  
>> Solutions", the term  "solutions" annoys me more than  
>> "enterprise" :-)
>> 	• The term CMS is a bit dated these days. Just glancing at  
>> Sharepoint, they call their product "Collaboration software for the  
>> enterprise". I'd be happy just ripping that off.
>> Alex
>> Wyn

Armin Carl Stroß-Radschinski, Dipl. Designer
acsr industrialdesign, Landgrafenstraße 32, 53842 Troisdorf, Germany

Telefon +49 (0) 22 41 / 94 69 94, FAX +49 (0) 22 41 / 94 69 96
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