Tags: talk



Material 2017

I’m in Iceland. Everything you’ve heard is true. It’s a beautiful fascinating place, and I had a wonderful day of exploration yesterday.

But I didn’t just come to the land of ice and snow—of the midnight sun where the hot springs blow—just to take in the scenery. I’m also here for the Material conference, which just wrapped up. It was very small, and very, very good.

Reading the description of the event, it would definitely be a tough sell trying to get your boss to send you to this. And yet I found it to be one of the most stimulating conferences I’ve attended in a while. It featured talks about wool, about art, about psychology, about sound, about meditation, about photography, about storytelling, and yes, about the web.

That sounds like a crazy mix of topics, but what was really crazy was the way it all slotted together. Brian weaved together a narrative throughout the day, drawing together strands from all of the talks and injecting his own little provocations into the mix too. Is the web like sound? Is the web like litmus paper? Is the web like the nervous system of a blue whale? (you kinda had to be there)

I know it’s a cliché to talk about a conference as being inspirational, but I found myself genuinely inspired by what I heard today. I don’t mean inspired in the self-help feel-good kind of way; I mean the talks inspired thoughts, ideas, and questions.

I think the small-scale intimacy of the event really added something. There were about fifty of us in attendance, and we all ate lunch together, which added to the coziness. I felt some of the same vibe that Brooklyn Beta and Reboot used to generate—a place for people to come together that isn’t directly connected to day-to-day work, but not entirely disconnected either; an adjacent space where seemingly unconnected disciplines get threaded together.

If this event happens again next year, I’ll be back.

Patterns Day

Patterns Day is over. It was all I hoped it would be and more.

I’ve got that weird post-conference feeling now, where that all-consuming thing that was ahead of you is now behind you, and you’re not quite sure what to do. Although, comparatively speaking, Patterns Day came together pretty quickly. I announced it less than three months ago. It sold out just over a month later. Now it’s over and done with, it feels like a whirlwind.

The day itself was also somewhat whirlwind-like. It was simultaneously packed to the brim with great talks, and yet over in the blink of an eye. Everyone who attended seemed to have a good time, which makes me very happy indeed. Although, as I said on the day, while it’s nice that everyone came along, I put the line-up together for purely selfish reasons—it was my dream line-up of people I wanted to see speak.

Boy, oh boy, did they deliver the goods! Every talk was great. And I must admit, I was pleased with how I had structured the event. The day started and finished with high-level, almost philosophical talks; the mid section was packed with hands-on nitty-gritty practical examples.

Thanks to sponsorship from Amazon UK, Craig was videoing all the talks. I’ll get them online as soon as I can. But in the meantime, Drew got hold of the audio and made mp3s of each talk. They are all available in handy podcast form for your listening and huffduffing pleasure:

  1. Laura Elizabeth
  2. Ellen de Vries
  3. Sareh Heidari
  4. Rachel Andrew
  5. Alice Bartlett
  6. Jina Anne
  7. Paul Lloyd
  8. Alla Kholmatova

If you’re feeling adventurous, you can play the Patterns Day drinking game while you listen to the talks:

  • Any time someone says “Lego”, take a drink,
  • Any time someone references Chrisopher Alexander, take a drink,
  • Any time someone says that naming things is hard, take a drink,
  • Any time says “atomic design”, take a drink, and
  • Any time says “Bootstrap”, puke the drink back up.

In between the talks, the music was provided courtesy of some Brighton-based artists

Hidde de Vries has written up an account of the day. Stu Robson has also published his notes from each talk. Sarah Drummond wrote down her thoughts on Ev’s blog.

I began the day by predicting that Patterns Day would leave us with more questions than answers …but that they would be the right questions. I think that’s pretty much what happened. Quite a few people compared it to the first Responsive Day Out in tone. I remember a wave of relief flowing across the audience when Sarah opened the show by saying:

I think if we were all to be a little more honest when we talk to each other than we are at the moment, the phrase “winging it” would be something that would come up a lot more often. If you actually speak to people, not very many people have a process for this at the moment. Most of us are kind of winging it.

  • This is hard.
  • No one knows exactly what they’re doing.
  • Nobody has figured this out yet.

Those sentiments were true of responsive design in 2013, and they’re certainly true of design systems in 2017. That’s why I think it’s so important that we share our experiences—good and bad—as we struggle to come to grips with these challenges. That’s why I put Patterns Day together. That’s also why, at the end of the day, I thanked everyone who has ever written about, spoken about, or otherwise shared their experience with design systems, pattern libraries, style guides, and components. And of course I made sure that everyone gave Anna a great big round of applause for her years of dedicated service—I wish she could’ve been there.

There were a few more “thank you”s at the end of the day, and all of them were heartfelt. Thank you to Felicity and everyone else at the Duke of York’s for the fantastic venue and making sure everything went so smoothly. Thank you to AVT for all the audio/visual wrangling. Thanks to Amazon for sponsoring the video recordings, and thanks to Deliveroo for sponsoring the tea, coffee, pastries, and popcorn (they’re hiring, by the way). Huge thanks to Alison and everyone from Clearleft who helped out on the day—Hana, James, Rowena, Chris, Benjamin, Seb, Jerlyn, and most especially Alis who worked behind the scenes to make everything go so smoothly. Thanks to Kai for providing copies of Offscreen Magazine for the taking. Thanks to Marc and Drew for taking lots of pictures. Thanks to everyone who came to Patterns Day, especially the students and organisers from Codebar Brighton—you are my heroes.

Most of all thank you, thank you, thank you, to the eight fantastic speakers who made Patterns Day so, so great—I love you all.

Laura Ellen Sareh Rachel Alice Jina Paul Alla

Resilience retires

I spoke at the GOTO conference in Berlin this week. It was the final outing of a talk I’ve been giving for about a year now called Resilience.

Looking back over my speaking engagements, I reckon I must have given this talk—in one form or another—about sixteen times. If by some statistical fluke or through skilled avoidance strategies you managed not to see the talk, you can still have it rammed down your throat by reading a transcript of the presentation.

That particular outing is from Beyond Tellerrand earlier this year in Düsseldorf. That’s one of the events that recorded a video of the talk. Here are all the videos of it I could find:

Or, if you prefer, here’s an audio file. And here are the slides but they won’t make much sense by themselves.

Resilience is a mixture of history lesson and design strategy. The history lesson is about the origins of the internet and the World Wide Web. The design strategy is a three-pronged approach:

  1. Identify core functionality.
  2. Make that functionality available using the simplest technology.
  3. Enhance!

And if you like that tweet-sized strategy, you can get it on a poster. Oh, and check this out: Belgian student Sébastian Seghers published a school project on the talk.

Now, you might be thinking that the three-headed strategy sounds an awful lot like progressive enhancement, and you’d be right. I think every talk I’ve ever given has been about progressive enhancement to some degree. But with this presentation I set myself a challenge: to talk about progressive enhancement without ever using the phrase “progressive enhancement”. This is something I wrote about last year—if the term “progressive enhancement” is commonly misunderstood by the very people who would benefit from hearing this message, maybe it’s best to not mention that term and talk about the benefits of progressive enhancement instead: robustness, resilience, and technical credit. I think that little semantic experiment was pretty successful.

While the time has definitely come to retire the presentation, I’m pretty pleased with it, and I feel like it got better with time as I adjusted the material. The most common format for the talk was 40 to 45 minutes long, but there was an extended hour-long “director’s cut” that only appeared at An Event Apart. That included an entire subplot about Arthur C. Clarke and the invention of the telegraph (I’m still pretty pleased with the segue I found to weave those particular threads together).

Anyway, with the Resilience talk behind me, my mind is now occupied with the sequel: Evaluating Technology. I recently shared my research material for this one and, as you may have gathered, it takes me a loooong time to put a presentation like this together (which, by the same token, is one of the reasons why I end up giving the same talk multiple times within a year).

This new talk had its debut at An Event Apart in San Francisco two weeks ago. Jeffrey wrote about it and I’m happy to say he liked it. This bodes well—I’m already booked in for An Event Apart Seattle in April. I’ll also be giving an abridged version of this new talk at next year’s Render conference.

But that’s it for my speaking schedule for now. 2016 is all done and dusted, and 2017 is looking wide open. I hope I’ll get some more opportunities to refine and adjust the Evaluating Technology talk at some more events. If you’re a conference organiser and it sounds like something you’d be interested in, get in touch.

In the meantime, it’s time for me to pack away the Resilience talk, and wheel down into the archives, just like the closing scene of Raiders Of The Lost Ark. The music swells. The credits roll. The image fades to black.

Research on evaluating technology

I’ve spent the past few months preparing a new talk for An Event Apart San Francisco (and hopefully some more AEAs after that). As always happens, I spent the whole time vacillating between thinking “this is good!” and thinking “this is awful!” I’m still bouncing between those poles. I won’t really know whether the talk is up to snuff until I actually give it to a live audience.

Over the past few years, my presentations have built upon one another. Two years ago, my talk was called Enhance! and it set the groundwork for using a layered approach to web design and development. My 2016 talk, Resilience, follows on with a process and examples for that approach (I also set myself the challenge of delivering a talk about progressive enhancement without ever using the phrase “progressive enhancement”).

My new talk goes a bit meta, but in my mind, it’s very much building on the previous talks. The talk is all about evaluating technology. I haven’t settled on a final title, but I was thinking about something obtuse, like …Evaluating Technology.

Here’s my hastily scribbled description:

We work with technology every day. And every day it seems like there’s more and more technology to understand: graphic design tools, build tools, frameworks and libraries, not to mention new HTML, CSS and JavaScript features landing in browsers. How should we best choose which technologies to invest our time in? When we decide to weigh up the technology choices that confront us, what are the best criteria for doing that? This talk will help you evaluate tools and technologies in a way that best benefits the people who use the websites that we are designing and developing. Let’s take a look at some of the hottest new web technologies like service workers and web components. Together we will dig beneath the hype to find out whether they will really change life on the web for the better.

As ever, I’ll begin and end with a long-zoom pretentious arc of history, but I’ll dive into practical stuff in the middle. That’s become a bit of a cliché for my presentations, but the formula works as a sort of microcosm of a good conference—a mixture of the inspirational and the practical, trying to keep a good balance of both.

For this new talk, the practical focus will be on some web technologies that are riding high on the hype cycle right now: service workers, web components, progressive web apps. I’ll use them as a lens for applying broader questions about how we make decisions about the technologies we embrace, and the technologies we reject.

Technology. Now there’s a big subject. It’s literally the entirety of human history. I had to be careful not to go down too many rabbit holes. I’m still not sure if I’ve succeeded, but I’ve already had to ruthlessly cull some darlings.

One of the nice things that the An Event Apart crew started doing was to provide link lists for each talk to attendees. That gives me an opportunity to touch briefly on a topic in the talk itself, but allow any interested attendees to dive deeper at their leisure.

For this talk on evaluating technology, I’ve put together this list of hyperlinks for further reading, watching, listening, and researching…





Talking about hypertext

#CSSday starts off with a great history lesson of our industry by @adactio

I’ve just published a transcript of the talk I gave at the HTML Special that preceded CSS Day a couple of weeks back. I’ve also recorded an audio version for your huffduffing pleasure.

It’s not like the usual talks I give. The subject matter was assigned to me, Mission Impossible style. PPK wanted each speaker to give an entire talk on just one HTML element. He offered me the best element of them all: the A element.

There were a few different directions I could’ve taken it. I could’ve tried to make it practical, but I quickly dismissed that idea. Instead I went in the completely opposite direction, making it as pretentious as possible. I figured a talk about hypertext could afford to be winding and circuitous, building on some of the ideas I wrote about in my piece for The Manual a few years back. It’s quite self-indulgent of me, but I used it as an opportunity to geek out about some of my favourite things; from Borges, Babbage, and Bletchley to Leibniz, Lovelace, and Licklider.

I wouldn’t usually write out an entire talk word-for-word in advance, but somehow it felt right for this one. In fact, my talk preparation this time ‘round was very similar to the process Charlotte recently wrote about:

  1. Get everything out of my head and onto a mind map.
  2. Write chunks of content in short bursts—this was when I was buddying up with Paul.
  3. Put together a slide deck of visuals to support the narrative.
  4. Practice delivering the talk so I don’t look I’m just reading off a screen.

It takes me a long time to prepare talks. As the deadline for this one approached, I was getting quite panicked. It was touch and go there for a while, but I managed to get it done in time.

I’m pleased with how it turned out. On the day, I had fun delivering it. People seemed to like it too, which was gratifying.

Although with this kind of talk, it was inevitable that I wouldn’t be able to please everyone.

I guess this talk was a one-off affair. That said, if you’re putting on an event and you think this subject matter would be appropriate, let me know. I’d be more than happy to deliver it again.


Rosa and Charlotte will both be speaking at Bytes Conf here in Brighton next week (don’t bother trying to get a ticket—it’s all sold out).

I’ve been helping them in their preparation, listening to them run through their talks, and offering bits of advice on the content and delivery. Charlotte said she was really nervous presenting to just the two of us. I said “I know what you mean.”

In the past I’ve tried giving practice run-throughs of upcoming conference talks to some of my co-workers at Clearleft. I always found that far more intimidating than giving the talk to room filled with hundreds of strangers.

In fact, just last night I did a practice run of my latest talk at Brighton’s excellent Async gathering, and seeing both Charlotte and Graham in attendance increased my nervousness.

Why is that?

I’ve been thinking about it, and I think it comes down to self-presentation.

We like to think that we have one single personality, but the truth is that we adjust our behaviour constantly to suit the situation. I behave differently when I’m interacting with a shopkeeper than when I’m interacting with my co-workers than when I’m interacting with my family. We adjust how we present ourselves, in subtle and not-so-subtle ways.

If you’re presenting a talk at a conference, it helps to present yourself differently than how you’d present yourself when you’re hanging out with your friends. There’s an element of theatricality—however subtle—in speaking in front of a room full of people. It can really help to slip into a more confident persona.

But if you’re presenting that same talk in a small room to a group of friends, it feels really, really strange to slip into that persona. It feels as strange as interacting with your family as though you were interacting with a shopkeeper.

I think that’s what’s at the root of the discomfort I feel when I try testing a talk on my co-workers. If I present myself in the informal mode I’d usually take with these people, the talk feels all wrong. But if I present myself in my stage persona, it feels weird to do that with these people. So either way, it’s going to feel really strange. Hence the nervousness.

Thing is …I’m not sure if being aware of this helps in any way.

Whatever works for you

I was one of the panelists on the most recent episode of the Shop Talk Show along with Nicole, Colin Megill, and Jed Schmidt. The topic was inline styles. Well, not quite. That’s not a great term to describe the concept. The idea is that you apply styling directly to DOM nodes using JavaScript, instead of using CSS selectors to match up styles to DOM nodes.

It’s an interesting idea that I could certainly imagine being useful in certain situations such as dynamically updating an interface in real time (it feels a bit more “close to the metal” to reflect the state updates directly rather than doing it via class swapping). But there are many, many other situations where the cascade is very useful indeed.

I expressed concern that styling via JavaScript raises the barrier to styling from a declarative language like CSS to a programming language (although, as they pointed out, it’s more like moving from CSS to JSON). I asked whether it might not be possible to add just one more layer of abstraction so that people could continue to write in CSS—which they’re familiar with—and then do JavaScript magic to match those selectors, extract those styles, and apply them directly to the DOM nodes. Since recording the podcast, I came across Glen Maddern’s proposal to do exactly that. It makes sense to me try to solve the perceived problems with CSS—issues of scope and specificity—without asking everyone to change the way they write.

In short, my response was “hey, like, whatever, it’s cool, each to their own.” There are many, many different kinds of websites and many, many different ways to make them. I like that.

So I was kind of surprised by the bullishness of those who seem to honestly believe that this is the way to build on the web, and that CSS will become a relic. At one point I even asked directly, “Do you really believe that CSS is over? That all styles will be managed through JavaScript from here on?” and received an emphatic “Yes!” in response.

I find that a little disheartening. Chris has written about the confidence of youth:

Discussions are always worth having. Weighing options is always interesting. Demonstrating what has worked (and what hasn’t) for you is always useful. There are ways to communicate that don’t resort to dogmatism.

There are big differences between saying:

  • You can do this,
  • You should do this, and
  • You must do this.

My take on the inline styles discussion was that it fits firmly in the “you can do this” slot. It could be a very handy tool to have in your toolbox for certain situations. But ideally your toolbox should have many other tools. When all you have is a hammer, yadda, yadda, yadda, nail.

I don’t think you do your cause any favours by jumping straight to the “you must do this” stage. I think that people are more amenable to hearing “hey, here’s something that worked for me; maybe it will work for you” rather than “everything you know is wrong and this is the future.” I certainly don’t think that it’s helpful to compare CSS to Neanderthals co-existing with JavaScript Homo Sapiens.

Like I said on the podcast, it’s a big web out there. The idea that there is “one true way” that would work on all possible projects seems unlikely—and undesirable.

“A ha!”, you may be thinking, “But you yourself talk about progressive enhancement as if it’s the one try way to build on the web—hoisted by your own petard.” Actually, I don’t. There are certainly situations where progressive enhancement isn’t workable—although I believe those cases are rarer than you might think. But my over-riding attitude towards any questions of web design and development is:

It depends.

100 words 060

I spent the day in Greenwich, where there were two different web conferences happening simultaneously—Clearleft’s own UX London, and the annual Talk Web Design conference for web students at the University of Greenwich.

I was bouncing between both events, which meant I never really got immersed in either one. But that’s okay. I managed to meet up with plenty of people at both.

There was one unmissable talk today: Charlotte’s public speaking debut, opening up Talk Web Design with a presentation about her transition from student life to working at Clearleft. It was great. I knew it would be.

Microsoft in London

Microsoft threw an invite-only gathering at its London offices: something about start-ups and Web 2.0. For some reason, I was asked along. Myself, Andy and Simon got on an early-morning train from Brighton to Victoria from whence we shuffled our way down the street to the glass lair of the Redmond giant. Once there, we were ushered into a room to listen to a series of talks.

For me, the whole day was like an anthropological exercise. I was getting a glimpse into a strange alien world of business plans and venture capital—the kind of stuff that I normally have no contact with. Here are the notes I took…

Lars Lindstedt, Microsoft

Here’s a bunch of Arial-filled slides.

Microsoft research labs, like the one in Cambridge, produce swathes of intellectual property that gets licensed to selected partners in the UK. Whoop-de-doo.

There’s a disparity between developed and developing worlds. Technology should be able to help (not if you’re demanding money for IP, it won’t).

Those crazy kids on Bebo who aren’t watching TV should be out kicking a ball around. Point is, it’s not just about a web browser on a PC: it’s about multiple channels.

And now, a graph. It slopes downwards from left to right therefore it must be showing something bad. It’s the UK labour productivity rate. Software increases labour productivity apparently.

All this Arial is making my eyes hurt.

Brent Hoberman, lastminute.com

What made lastminute.com successful? A great original idea. Outrageous ambition. ‘Cause this is meant to be fun and exciting.

Go after a huge market (so much for the long tail). The Web is a market where technology can really help.

When you get a good idea it seems so blindingly obvious that your first reaction is “surely somebody has done this already?” The second reaction you want is when you describe it to people and they say that they would want to use your service.

Then you’ve got to execute your idea. It’s really hard. Each individual slice of what you do is fairly easy to replicate but putting it all together is like a puzzle. You’ve got to balance supply and demand and marketing.

Speaking of marketing, how do you create buzz? Look at people like Facebook and Bebo (Bebo again?) who haven’t spent a penny on marketing. How do you distill that? Sure, luck is a big part of that but there are things you can do. For example, user interface is so important. The new marketing is just to make your product so good that you don’t have to shout about it. Cut the marketing budget in half and put that back into differentiating the product. Invest in tools that customers can use that are better and easier to use than anyone elses.

Brent’s new startup was born out of personal experience of frustration with interior decorating or something like that. Forget about market research. It’s just justification for somebody’s job. Your business should have a culture where failing is okay. Fail quick and fast so that you learn from your mistakes. Big companies have cultures of fear and consensus.

The hardest bit is the interface between business and technology, getting those people to talk to each other. You can’t just write down an idea and hand it over to the tech guys and get them to give you an estimate. Break it down and find out where the bottlenecks are and take them out. In small companies, you can have that dialogue. But big companies have so many layers that it’s hard to communicate.

Beware of data. As an ex-consultant, Brent knows how data is used to justify what the boss wants to hear. But do harvest as much data as you can about what your customers are doing. His biggest fear with his new project is that he’s sure he won’t get it right the first time. But the key thing is that his team is excited to react to what customers are doing so it will get better quickly.

There’s time for some questions.

Question: What are the differences between US and UK business attitudes?

The UK is actually a great place to do business even though there is something in the British psyche that is more cautious and less gung-ho. The media, who are quite important, are kind of schizophrenic—they promote stuff but at the same time, they love to see people fail.

Question: What are the problems associated with growth?

Innovation can go out the window. You get stuck in marketing (wasting money on TV) and fixing things rather than adding new features. Before launch, write down all those great ideas you’ve all got so that you can revisit them later because you won’t have time to think about this stuff after you launch.

Question: How did you survive the bust?

It made things less fun. Focus on the business even when everyone is telling you it won’t work. Stick to your guns. And don’t forget, outragous ambition will keep everyone on your team excited.

Question: What current trends to you see?

Customers are using better, quicker, more advanced tools; like uploading video to the Web, for example. Mobile was overestimated in the past but in the long term, it is very important. Social networks are powerful. You don’t want to launch a business that’s just a social network but it can be a prominent part of your service. Getting customers to do your work for you is exciting.

Question: Is content still king?

Building great tools so that customers can create content is great. Blending professional content with user-generated content is also great.

Question: Hire superstars or mold them?

Hire primadonnas. Put together a great team and then keep them. Molding them is very hard.

Question: How do you incubate innovation at a big company?

Stop obsessing about return on investment. Have some people who are allowed follow their instincts. The tricky thing is marrying that up with your market. Have a nutcase CEO like Jeff Bezos.

Steve Balmer, Microsoft CEO

Let’s talk about the evolution of software.

The first question that’s often asked is “What do you mean?”

Oh, the sentence continues, “…when you say software plus services.”

Well, here are some more Arial-rich slides.

There’s desktop, servers, online and devices. Each of these models has its advantages:

  • The desktop PC allows most control for the user.
  • Server (or “enterprise”) computing is good for security.
  • People love the internet; just click and run with no intallations.
  • Devices… um.

Ooh, Brent’s phone is ringing now, as if on cue. Glare, Steve, glare.

There’s a bunch of different user interfaces from the richness of the desktop to the reach of web apps, and there’s handwriting and voice recognition on devices. Not everything needs to be a web app or a Silverlight app. Office has some new online capabilities but that doesn’t make it a web app.

Then there’s enterprise stuff (I’m going to have to take a break from note-taking to tick off a bunch of squares on the Buzzword Bingo I’ve got open in my browser window).It’s all about cloud services apparently. It sounds like the stuff that Amazon are already doing. Ooh, he just said that! It’s like he knows what I’m thinking.

Mashups live at this REST level which is simple and easy and great. But we want sophistication and security apparently so forget that stuff—Microsoft have got a great model for talking to Windows-based clients, browsers and Silverlight. Let’s have a product demo from Mark.

Mark (didn’t catch his last name)

Let’s look at some tools with cool-sounding names. Here’s a Sliverlight flight-planning app. Having a plane whizz around a page is more compelling than text it seems.

Steve interrupts to say something about richness.

Back to Mark. This has reach; Windows, Mac, DRM (he snuck that last one in there quite cleverly).

Popfly is a mashup for consumers with a Silverlight UI. Here’s a Flickr component (of course! what mashup demo would be complete without an example that uses the Flickr API?). Mash it up with Virtual Earth. Page-turning animations are also an option. Ahem. Anyway, it’s about lowering the barriers to entry for people to make mashups.

Now what’s this? Looks like a barcode. Zoom in and it’s actually the complete works of Charles Dickens. Zooooom right in on one word. Applause! It’s a monstrous amount of data. This is Seadragon. No matter how big your data and objects are, you should be able to seamlessly flow into it.

There’s another zooming tool: Photosynth. Here’s the Venice example; a 3D model created from people’s photos. Zoom right in. Look, it’s Stephen Hawking on holiday.

Back to Balmer

The emphaisis is on seamlessness.

Uh-oh. Slide problems. Lars comes to the rescue and starts closing a bunch of windows ‘till we’re back to Powerpoint plus Arial.

Here’s a list of “services” and “partner opportunities.” The titles are so unsnappy I’ve forgotten them already. Most of them end with the word “Live” (like advertising a good seedy strip club). I think he’s starting to bore himself now.

There’s a bunch of partner programs. The startup accelerator program begins in the UK as of today. Talk to Lars for more.

Here’s the key point before questions from the audience: there’s been an incredible evolution in software. The model of what we do in creating software is morphing in incredible ways. We have to keep pace with that.

Question: What’s the future of consumer software? Ads?

A lot of things will be ad-funded. People don’t like paying for things. But some things are too expensive to be delivered through advertising and others where advertising is too invasive and painful. For example, basic internet connectivity won’t be ad-funded. Online publications, on the other hand, probably will. There’ll be a mix of things.

Question: want to talk about open source?

Microsoft believes in a commerical model; that’s how they can rent out this space we’re sitting in. But there’s room for different models. Microsoft’s strategy is to compete when they have open-source competitors. It would be great to see open-source innovations happening on top of Windows. The battle isn’t business model to business model: it’s product to product. Microsoft also pays a bunch of lawyers to buy IP and sue the ass off people. Open source people should play along and pay Microsoft money. That would be an IP framework (man, that’s some flavour of bullshit he’s spinning).

Simon Willison: This event is about startups but these days you can’t build anything without patents but you can’t buy patents unless you’re one of the big boys. Should there be a reform?

The patent system is pretty good but it needs overhauling. It’s unclear who benefits more from the current patent regime; the small company or the big company. Probably the small company (huh?). The bigger issue is how unpredictable the current system is. Who qualifies? How do you know about this stuff? The system was designed for mechanical things but now it needs to be reformed for software in the same way it was for the pharma industry (yikes! that’s some precedent to mention).

Question: Does Microsoft have any plans to support startups with revenue-linked licensing plans?

Microsoft have looked at that like the big guys have done (like Sun) but Microsoft’s stuff tends to be a lot cheaper.

The questioner interrupts to talk about SQL quad processing stuff, yadda yadda.

Any other questions, write to steveb@microsoft.com.

And with that, he exits stage right and out the door.

Panel discussion with Saul Klein , Ben Way and Cary Marsh , moderated by Ryan Carson

Ryan: Cary, you’re in a crowded market—online video—how do you compete?

Cary: We made a lot of mistakes. We should have provided a free trial and subscription services. We burned through a lot but we learned from that.

Ryan: Saul, you also run Seedcamp. How do the companies that get €50K use that money?

Saul: We ended up funding six business. The first six months are critical. You probably won’t be paying people, you’ll be motivating them through stock (Bwah-ha-ha!… Oh. He’s serious). You can use Amazon’s services to save money. It’s all about conserving capital and managing cost. You’ll always need more money than you’ve got. Do you need an office? Can you work in your living room?

Ryan: Ben, what tips can you give Web startups?

Ben: Don’t be afraid of making mistakes. Here in the UK, we are quite risk-averse. I failed when I was younger and I was scared of telling people but now I use it to my advantage. The other important factor is people, the people you choose to work with. Key people in key roles is… key.

Question: An article in The Guardian says that startups should act like mega-corporations. Is that at odds with what you guys are saying?

Ben: There’s a balance to be had. You’ve got to be innovative and fast on your feet but you’ve also got to keep an eye on your cashflow.

Saul: There’s nothing wrong with thinking big. You should think that you can be as big as Google or Microsoft. But that doesn’t mean you should spend money like them. That article sounds crazy to me.

Ryan: Anything good that’s happened to our business is because of relationships with people, not how big or small we are or appear.

Ryan: Saul, how are Seedcamp companies generating publicity?

Saul: Publicity is the beginning of a wider conversation you can have with your customers. Start blogging. Reach out to other people in your community like influental bloggers. The blogosphere is your first PR tool. There are blogs like Techcrunch and Read/Write Web that cover startups. But the most important thing is to start having conversations with the people who are relevant to your community.

Ryan: Ben, what’s been your biggest mistake in spending money on marketing?

Ben: The biggest mistakes come when you get a lot of money in the bank and you feel you must spend it. You get so used to not having money that when you get some, you go crazy. That can be an issue with VC funding. A cashflow situation would be better.

Ryan: Cary, can you share with us how much you spend on marketing?

Cary: Nothing apart from some ad words. Getting rid of the “business development” person and just getting a PA for myself, so that I can talk about this stuff passionately, was a great move.

Question: Cary, how do partnerships work out?

Cary: We’ve got a big partnership with Microsoft Windows Movie Maker. That made us global. Microsoft can introduce you to a lot of people. It’s difficult as a startup to knock on doors but if you have a big partner, they can help you.

Question: Saul, when is the right time for a company to raise finance?

Saul: People focus on the money aspect of financing but the people side of things is also important. You’ve got to get along with the investors. Early on, you can identify those people. They can give you advice and credibility when it comes to raising venture money. Raising venture is an important watershed moment for every company and it’s not necessarily right for every company. Try to find the right people first and they will find the right kind of money for you.

Ryan: I see a lot of people starting Web apps that aren’t skyrocketing but they’re doing okay. How do you know when you’ve failed or when you’re succeeding?

Ben: For me, I’m so passionate about an idea that I’d have to hit rock-bottom to give up on it. Honestly, a true entrepeneur keeps going until they can’t go on any more.

Cary: I agree. The one thing that all sucessful companies have is that they never gave up. You’ve got to be so focused but also flexible—be prepared to change and adapt.

Question: How do you maximize your shares when you go and get VC money?

Much mumbling from the audience; this is clearly a contraversial point. But I don’t understand any of it.

Saul: If you want ownership, you’re going to want the best people working with you and the best people investing in you. There’s no magic answer but I’d prefer to have a small share in Google than a very large share in a small company. I think the first fifty people in companies are co-founders, whether they’re called co-founders or not. Be generous with them.

And with that, the event wraps up and we all shuffle out for some sandwiches, sushi, coffee and water (from Microsoft branded bottles). There are a lot of people in suits but like water finding its own level, I end up chatting with Mike Stenhouse and Matt Webb.

Apropos of Mike’s pale skin, Matt looks out at the miserable London weather and comes up with a great idea: umbrellas that have UV lamps built in so that every time it rains, you get a tan.

Now that’s a startup worth funding.

When mashups attack

In all the many mashups out there, Google Maps is probably the most used API (version 2 is out now).

One of the latest in the long line of map mixes is Galker Stalker. It takes user-submitted celebrity sightings and displays them on a map of Manhattan.

Has Nick Denton gone too far this time? George Clooney certainly thinks so. Of course, for a site like Gawker, any publicity is good publicity. Jessica and Jesse are just so excited that George Clooney has noticed their existence.