Buy Michele's book! Paperback and Kindle: https://www.amazon.com/dp/173744660X (or search Deploy Empathy on Amazon)PDF/ePub: deployempathy.com/pdfMichele Hansen  0:00  This episode of Software Social is sponsored by Orbit. Orbit is mission control for your community, grow and measure your community across any platform with Orbit. Find out more at orbit.love.Colleen Schnettler  0:14  Good morning, Michele. Hey,Michele Hansen  0:17  Hey, how are you?Colleen Schnettler  0:19  Great. So I hear that you have some new book updates.Michele Hansen  0:24  Yeah. So we finalized the cover this week. And I just saw, like just today just submitted it to Amazon Kindle Direct Publishing and Ingram Spark, which is another self publishing print on demand platform and filed for the copyright. So things are happening.Colleen Schnettler  0:47  That's exciting.Michele Hansen  0:51  Yeah, you know, I was thinking about our conversation last week, and how you were talking about how you felt like you weren't getting anything getting anything done? And I was like, man, I feel the same way.Colleen Schnettler  1:03  Really? Has it just felt like for weeks,Michele Hansen  1:07  yeah, like, I feel it? Well, you know, it's kind of it's like this weird in between liminal space where like, the copy has basically been final for a month now. And it's just sort of been kind of waiting on other things. And, and then there's also the, there's sort of the fact that it's summer here. And like summer camps aren't really as much of a thing here as they are in the US. Which, you know, I guess if like, most people who work for other people get four weeks of vacation, and they have kids, it's not really a big deal. But if you're self employed, it kind of is sure. Um, and so I, you know, I'm just sort of working at night and whatever. Or maybe I wake up early and get a couple hours in and like, man, I don't I don't know how parents in Europe who are self employed, do it. Like, I really, I really don't know. And like, just for weeks now I've been I mean, like, yeah, like, today's the day, I'm going to start recording the audio book, private podcast, I'm super excited about doing that. Now that the copy is finalized, I'm, like, ready to go. And it just like that time just keeps not happening. And I feel like I'm not making any progress. Um, but this morning, I did submit it and then not now it has to be reviewed. And I wanted to get a proof copy. But I think I might have done something wrong when I configured that option. And it just says your book might be published in 72 hours.Colleen Schnettler  2:44  That's fast. Okay.Michele Hansen  2:45  I haven't even like I wanted to, like, look at it and make sure the, you know, the cover looked right. And like, you know, the pages aren't upside down and whatnot. So okay, so I'm alone? I don't know. So maybe if you search on Amazon next week, you'll actually find it even though I'm not gonna tell anybody.Colleen Schnettler  3:01  But it won't be a physical copy yet. That's justMichele Hansen  3:04  so that'll be that the physical copy? Yeah, who would be a physical copy on Amazon, Amazon printed like, book to Amazon. I know, they could upload a book to Amazon. And then they print it whenever somebody buys it. Really? I know I was going, I was like, they let just anybody do this, like this? Wait, this is soColleen Schnettler  3:25  easy. This is crazy. I had no idea. So so you submit to them your cover art and your book. And then when someone buys it, they print it on demand?Michele Hansen  3:34  There's some other stuff that happens. But basically, yes, that's cool. So I don't have to like go out and you know, buy, like, basically pay for a printer to print 500 copies or whatever, then mail them out myself, which I think is what you had to do before. Things like kind of KDP or Kindle on demand or Kindle on it was what they call it? Or, you know, sort of like Do you remember like cafe press in the 90s? Like, yes, people could make t shirts and then printed it whenever you bought one. It's basically like that for books. And then there's also in Ingram Spark, which is also print on demand. But I guess there's a lot of countries that Amazon doesn't serve. And also, I guess bookstores are more willing to work with Ingram spark than they are with Amazon because they can return books to Ingram spark because Ingram spark distributes a lot of non self published books to I'm learning all about this. So So yeah, so I uploaded it to them, and then they have to review it and like, I guess, make sure it looks good. Before it'll actually, I don't know, I don't know what's gonna happen next. So we're just, we're all going to find out together. I didn't really publish the ebook. I like, you know, Barnes and Noble and whatnot, like ebook platforms. I don't know. We will find out.Colleen Schnettler  4:58  That's exciting. So you are telling me in a matter of maybe five days, maybe less people will be able to purchase a physical copy of your book. I don't know, theoretically, probably, maybe we're gonna find out cheaper than this before. SoMichele Hansen  5:15  I, originally I was like trying to give people estimates. And I was like, Yeah, it looks to me, like end of June. And then I just realized, I have no idea what I'm doing. Well, I knew that all along. But I realized that I have no idea what I'm doing. And therefore I should not try to predict what is going to happen next. Because that is just an exercise in folly to try to predict a process that I have no past experience with.Colleen Schnettler  5:41  Sure. So does that mean from you will come out when it comes out? Does that mean from your perspective that it's finished? Like you're done?Unknown Speaker  5:51  Ah,Michele Hansen  5:52  I mean, yeah, like, like yesterday Mateus looks at me, he goes, you know, this is just the beginning. Right? What does that mean? It's like Kunkle in his IColleen Schnettler  6:01  started,Michele Hansen  6:02  because, I mean, after the book is like officially out, then there's there's the, the audio book to record, right. Like, I'm super excited about doing that as a podcast and recording it myself. You know, because then I can really make sure that the, the tone of voice is coming through and everything. And I just, you know, right. Yeah.Colleen Schnettler  6:25  Can I just say I'm super disappointed when authors don't read their own books.Unknown Speaker  6:30  Yeah,Colleen Schnettler  6:30  yeah. Like, that makes me sad. Like, there's a prominent bootstrapping book, which was great. But it was not read by the author. And I was sad. I don't know why. Like, I understand why people don't want to read their own books. Maybe they don't like to talk that much. Maybe they have an accent. And then yeah, me with it. I don't know.Michele Hansen  6:45  Yeah, exactly. I think people have different reasons for not recording their own book. But I am personally really excited to do it. And to do it as a podcast, too. Because, again, I feel like I never would have gotten the book out had I not written it as a newsletter, because for me, writing an email is a lot lower pressure and stress and just mentally, like cognitively easier than like si...

Michele Hansen  0:00  This episode of Software Social is sponsored by Orbit. Orbit is mission control for your community, grow and measure your community across any platform with Orbit. Find out more at Orbit.love. Michele Hansen Hey, Colleen.Colleen Schnettler  0:15  Hey, Michele. Good morning.Michele Hansen  0:18  It's been a while.Colleen Schnettler  0:19  Oh, I know. I've missed your face.Michele Hansen  0:22  I've missed your face and your voice too.Colleen Schnettler  0:26  Yeah, I think we haven't recorded in almost a month now.Michele Hansen  0:29  Yeah.Colleen Schnettler  0:31  Crazy.Michele Hansen  0:32  It's been it's an every year in California now.Colleen Schnettler  0:35  Yes.Michele Hansen  0:37  And I guess we should catch people up. So the other day we were emailing about what time we should be recording since there is now a nine hour time difference between us. And it occurred to me as we were sort of trying to figure out scheduling and whatnot. I had this sort of thought for a moment of You know what, we've done this for almost a year. That's a really solid run. Like apparently, like, I think most 90% of podcasts only make it to like, what, three episodes or something like that. Maybe, maybe we've maybe we're done. Maybe we did what we did what we set out to do, and maybe we should walk out on a high note.Colleen Schnettler  1:21  Yeah.Michele Hansen  1:23  And then I said that to Mateus. And he was like, No, you can't stop the podcast, it's your thing.Colleen Schnettler  1:29  By the way, thank you. saving the day. It's funny, you should mention that, Michelle, because a lot has changed in my life in the past month. And I had a similar thought, but not because of the time zones more because I'm like, sick of hearing my voice. I feel like I've been, I feel like I get on this podcast every week. And I just complain about how hard it is to start a business. And I'm not actually doing anything. Like, I feel like I've lost my bias to action. Like you aren't doing things, I guess I don't know, I just like colleagues, just do the thing. Stop talking about doing the thing and just do the thing.Michele Hansen  2:08  It's so interesting that you listen back to it and you hear that you're not doing anything. When I feel like if you were to you know, I like I imagine you listen to some audio books on your long road trip from Virginia to I did California rather than listening through our entire catalogue.Colleen Schnettler  2:30  That would have been funny, though.Michele Hansen  2:32  Yeah, I imagine you celebrate our entire catalog. But I feel like I hear you did not have a side project going last summer. Like you spent the late summer in fall. And I guess it wasn't really until the fall you like decided to go all in on this. And then by December, right, you had something launchable. And you got it out there. You got into the training wheels phase of the Heroku marketplace. And then you were finally led out into the world in February. And last we spoke you were at like right, right around 1000. Mr. That sounds like a lot to me.Colleen Schnettler  3:19  When you say it like that sounds really great. Go me. I just feel like for the past couple months. And to be fair, I have been single parenting three kids separated from my spouse, right in a pandemic. So it's been a little crazy. But for the past three months, I feel like I've just gotten on, and we've been recording, and I'm just like, Oh, I want to do this thing. And you'll say something brilliant. And I'm like, Yeah, I should totally do that. And then it takes me like, a month to do something.Michele Hansen  3:47  But I think so make sense, given all of that. And maybe we should clarify that you were away from your spouse not separated. Like, Oh, right. That utilitarians? Yeah,Colleen Schnettler  3:56  totally separate. Yeah.Michele Hansen  3:57  But like you I feel like you have gotten so much done. But also I think what you're saying of kind of, you know, when you're working on a product, especially in the early days, I feel like it's very normal to kind of look at everything that has to be done and be like, Oh, my God, there is so much to be done. This product sucks. Why is anyone paying for it? I have so much to do. Is this ever going to be like a real business Never mind something that I'm proud of? How am I possibly going to get all of the time to do all of these things and like beating yourself up for not having all of that time because you are a human being that not only needs to sleep and eat but has other other real life commitments like child rearing. Like I think what you're saying is totally normal.Colleen Schnettler  4:50  Okay. Like I've been doing a lot of whining, like, Oh, it's hard to do these things or just shut up and do theMichele Hansen  4:59  way like, you know, People ever do acquire us and then and then people like you, and then you can go start a business, another business and I'm like, Yeah, dude, that's hard. Like I have one that works. Like, I don't want to do that again. It is hard.Colleen Schnettler  5:13  Oh, it's good to hear you say that. I just feel like I'm moving slowly. I think that's a better way to put it. I feel like I'm moving at glacial speed here. And it's a little frustrating.Michele Hansen  5:23  Yeah, of course it is.Colleen Schnettler  5:25  So speaking of having calls with people who want to acquire you, someone reached out to me, a small company that acquire small sasses. And we had a call. Oh. So that was very flattering, I guess is the right word. Hmm. I mean, I know that happens to you all the time. But it does not happen to me all the time. And he did not find out. He did not find out about me from the podcast, or any of the heat, even though I had a podcast, which is always funny when someone is like, Oh, I didn't even know that. He's like, what made you want to start the business? I was like, Oh, well, if you have 52 hours, you can go listen to my podcast. I didn't say it like that I was much more professional.Michele Hansen  6:09  So you could put it on to x, and it would be half of that. ButColleen Schnettler  6:15  I was pretty cool. To have someone reached out about buying the business. And just to kind of start the dialogue. We had a very casual, we did not talk valuation. We didn't talk specifics, but we did have a very casual chat. So that was kind of cool, I guess.Michele Hansen  6:32  But you're you're, you didn't leave that like committing to sell it to them? Like, are you gonna go there call with them?Colleen Schnettler  6:39  Yeah, so the plan is, I mean, I'm not commit, I didn't commit to anything. Okay. I feel like I should say that. We kind of did the get to know the situation chat. And let's have another call if you're interested in a couple months deal.Michele Hansen  6:56  And a couple months. Okay. But it's not like right now.Colleen Schnettler  7:00  No, there it was. It was no pressure. Like we were just, we were just you know, he flattered me, of course, like you were saying he's like, Oh, you know, you started this thing. I'm sure you're gonna start a lot of things. And I thought of you when he said that.Michele Hansen  7:16  And you'd be lik...

Follow Derrick on Twitter: https://twitter.com/derrickreimer Check out SavvyCal (which Michele uses and loves, btw): https://savvycal.com/Colleen Schnettler  0:00  This episode of Software Social is sponsored by Orbit. Orbit is mission control for your community. Grow and measure your community across any platform with Orbit. Find out more at orbit.love. Hello everyone and welcome back to the Software Social Podcast. I'm your host today Colleen Schnettler. Today I'm very excited to host a special guest, Derrick Reimer. Derrick is a serial maker and has successfully built many products. He's now building SavvyCal. Hey, Derrick, thanks so much for being here. I'm really happy to have you on today. Derrick Reimer  0:34  Thanks for having me. Yeah, I've been a fan of your guys's podcast since it came out and have enjoyed following along with your respective journeys, and especially as you've been getting simple file upload off the ground. It's pretty exciting stuff.Colleen Schnettler  0:47  So in a little bit of a change of the traditional podcast guest format, I actually invited you here because I want to talk about me instead of your product. You know, I would really like to talk to you because you are a technical founder. And I feel like you've done this five times now. Derrick Reimer  1:12  Something like that. Yeah, Colleen Schnettler  1:13  something like that. Quite a few companies. So I just kind of wanted to get your opinion on, like my product and my growth trajectory. And if this thing is gonna work, and I have so many questions like when to bail, right? Yeah. Derrick Reimer  1:30  Yeah, no, it's, it's good. I'm happy to dive into this stuff. I love kind of strategizing. And, and, you know, talking shop with with other folks. So yeah, happy to have to dive in on some of those questions. Colleen Schnettler  1:41  Awesome. So one of the things when I started simple file upload is I kind of made a lot of the mistakes, I think traditional or first time founders make in that I just built something I wanted to build. And I just wanted to ship a product, right? Like my first goal was literally make something that people could buy. And so that was like a really exciting time just learning how to create a piece of software I could sell to more than one person. Derrick Reimer  2:08  Hmm, I think I remember when you were kind of just getting started on this and kind of talking about it. And, you know, Michelle would grill you a little bit on like, well, you talk to customers. But if I recall, like you do have, like some this intuition for the need for this came out of your own experience a bit, right, which is like, yes, that can be a dangerous place to start. But it's also I feel like one of the more like, it kind of sets you off on a good foot. In one sense, if you have a really good understanding of kind of the the problem like you've felt the problem deeply yourself. And so I feel like you were starting, maybe you didn't do all the customer interviews right out of the gate, but like you sort of had this intuitive sense, like as a as a consultant, and you've built this stuff many times before that, like, Oh, this is kind of I'm spending repeated effort on this problem. And I'm seeing other people doing that, too. Is that is that kind of characterize? Like, how the genesis of it came about? Colleen Schnettler  3:07  Yes, definitely. Yeah.That's Yeah, that's really why I built it. And there's a lot of excitement in the beginning, right, just like getting your first product to market. And I think I made a really good choice to put it in the Heroku marketplace. And it seems to be meeting a need, I think I kind of Accidentally on Purpose found a hole, right? Because Heroku has the ephemeral file storage. So this is a problem. Literally, everyone who uses her Roku has, right. I don't really know, though. I mean, it's just fancy file storage. I don't really know, if it's a product that can even replace my job. Like, I don't know, if the How do I like even determine if it can get there?Derrick Reimer  3:56  Mm hmm. Well, I think so part of that is, so you're kind of speaking to like market size, like how many, you know, how many dollars are flowing through this industry of people wanting to to solve this problem. And I did, I did a little bit of like, just scoping around before coming on here because I wanted to do do a little bit of my homework and it seems like there are quite a few, like, companies that there are kind of big name players like cloud Neri right that have sort of been around a while people use them for image storage like image manipulation or like optimization, right. But also like in looking at kind of their their marketing it seems like they're they've gone a little bit up market like they're they seem a little enterprise II to me from the looks of them, you know, like it's, I look at it as an as an independent software builder and I don't know if I'm perfectly in the target market for your product, but like when I look at Cloud Neri To me, it's like this looks a little long in the tooth like they like it's not something I would want to jump into putting into my stack because it looks a little bit too Little bit to enterprise. And like, like, I would want a fresher take on that. But it seems like it seems like there is there's a pretty decent sized market for, you know, file storage, image storage, image manipulation, CDN, like putting things on CD ends, and like making that whole side of things smoother. So I guess like my initial take is like, I think there is something here. Now the question is, which we can kind of talk through more like, is there? Is it something you're interested in? Like, really going after, you know, and like, and? Yeah, but I think there's, I think there is something there.Colleen Schnettler  5:40  So what do you mean? Is it something I'm interested in really going after?Derrick Reimer  5:45  I guess, like, it's gonna take, I think you're at that point right now where like, you've got some initial traction, you're in the Heroku marketplace. And actually, it's, it's really cool. I looked, I just searched upload in the marketplace. And you're like, ranked number one or number two, which is pretty amazing. Right? Yeah, that's a really good. That's a really good spot to be in. I was I was shocked that there was not more options there. Right? Yeah. Yeah, me too. And honestly, this is, this is a problem that I have, every time I build this app, I kind of go through this, this phase of like, relying on gravatar, only for avatars, because I don't want to build in the upload part. And then it's annoying. Yeah. And then like, gradually, I've gotten, I've actually pushed more and more towards just being on Heroku. And, like, I used to, like drip was on AWS and we just had like custom instances. So we already had s3 there. And it was sort of part of our tool chain already. But this time around, like I don't, I've been trying to stick to like a pure Heroku stack, keep things really simple. And it was definitely an awkward place when I needed to add this, like the ability for people to upload their own Avatar and like, Okay, so now I have to go like create an AWS account, like I ideally didn't want to do that. So I don't know. Yeah. all that to say like, it seems like there's a there's an interesting gap here. Now, it remains to be seen if there's a ton of people, you know, like me and like you who, who are like not wanting practically like not wanting to spin up a raw AWS account and start, like getting in there and manipulating buckets and doing all...

"Marie Poulin, Creator of Notion Mastery," and the hosts discuss shutting down their previous business, hyperfocus's impact on work-life balance, and the surprising effects of empathy. They also touch on rejection sensitive dysphoria and fear of criticism. A wide range of topics from personal experiences to launching projects are covered.

 Pre-order Michele's book! https://deployempathy.com/order Follow Nicole on Twitter: https://twitter.com/NicoleBaldinu Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by Recut. If you make videos or screencasts, Recut could help you cut your editing time by half or more. Recut removes the awkward pauses, the gaps and the silent parts so you can stop spending hours slicing and dicing with the razor tool. Recut makes a cut list that you can import into your favorite Mac-based editor, like Adobe Premiere, DaVinci Resolve, Final Cut, or ScreenFlow. You can get 10% off with the code SoftwareSocial, or download the free trial at GetRecut.com.  Michele Hansen  Hey, welcome back to Software Social. I am so excited about what we have going on today. We have Nicole Baldinu, Co-Founder and COO of WebinarNinja joining us. Welcome, Nicole.  Nicole Baldinu  00:51Hey, Michele. Thank you. I'm excited to be here.  Michele Hansen  00:54I'm so excited to have you on. First of all, I mean, you guys have built such an incredible company. Just to give a little bit of background. So, WebinarNinja was founded in 2014. You also produce the $100 MBA Show, which won Best of iTunes in 2014. 23 full-time team members, 100% customer-funded, an amazing business. I am so excited that you're joining us today. Nicole Baldinu  01:24Aw, thank you. That's, that's really nice. It's almost like sometimes you forget, you know, where you've been. You just keep going and charging forward. It's like, yeah, we've been around since 2014. Must be doing something right. Some days, it doesn't feel like you're doing anything right, you know. Michele Hansen  01:43When in 2014 did you guys launch? Because we were also 2014. Nicole Baldinu  01:47Oh, WebinarNinja, like, around April.  Michele Hansen  01:51Okay. Nicole Baldinu  01:52It was around April, yeah.  Michele Hansen  01:53Wow.  Nicole Baldinu  01:54I know. It's crazy. Michele Hansen  01:56It's kinda, so, we launched in January of 2014, and we are still just the two of us. And you guys have like, 23 people, and I mean, it's so interesting how many, like, different paths you can take. Nicole Baldinu  02:14Yeah, and the number of iterations, I think, like, yeah, I don't even remember version one, you know. It feels so long ago. But that's true. Like, I don't think we in, like, even intentionally set out to just grow, grow, grow. You just kind of take one, one step forward, and you just keep moving. It's like, yeah, we need help, like, you know. You're answering all your customer support queries in the beginning, and then it's like, no, you need some help. And then you hire your first teammate, and then it just, just keeps growing. Michele Hansen  02:47So, let's fast forward a little bit to, I guess, would be five years into it for both of us. We met at MicroCon in 2019 and were basically instant friends. Um, and I remember what, I think, I think you might have come up to me, and you were really interested in learning how to do customer interviews, which is, like, my jam. Nicole Baldinu  03:17Yeah, I loved that conference so much. It was, it was such a, I think for me, that was the first time, it was kind of the first SaaS-focused conference. I think a lot of the conferences I'd been to before were very, I don't know about you, if you've attended like, other conferences outside the SaaS space, but a lot of podcasting conferences, you know, I remember the first, do you remember NMX? New Media Expo? Michele Hansen  03:45The name sounds familiar, but I didn't, I've never been a huge conference attender, so I haven't been to a lot. Nicole Baldinu  03:52That was my first conference, and that was January of 2013. And that was literally when I, you know, that was my first kind of foray into entrepreneurship, and so meeting bloggers and podcasters, and it was all just such a new unknown, like world. But I remember like, MicroCon being just really special because I just felt like, that it was, it was kind of like, I felt people were really honest and vulnerable and authentic when it came to talking about, you know, the pitfalls and the challenges of SaaS. businesses. And yeah, and I remember I loved your talk because I just felt like, you did, what was it like a chat, like it was a 10 minute tactic or something, or?  Michele Hansen  04:41Yeah, it was an attendee talk.  Nicole Baldinu  04:43Yeah. Michele Hansen  04:44Yeah.  Nicole Baldinu  04:45And, and I still have your notes. I shared this with you last time we spoke. I still have your notes because I just thought it was so helpful, so practical, and the, the crazy thing is though, when was that? So that was MicroCon 2019, right?  Michele Hansen  04:59Yeah. Nicole Baldinu  05:00That's the first time I heard, I think that's the kind of the first time I really thought, oh, you can do, like, you can talk to your customers. You can do, like, this kind of user research. And I've only done my very first customer user research this year, three years on, but I still have your notes. And it was, yeah, it was just super inspiring. I just thought it just seems like such a cool thing to do. And, yeah, so I finally, finally took the plunge. Michele Hansen  05:28So, let's dive into that plunge a little bit because I think it's, I think it's totally normal that it would take you some time from from like having that moment of being oh wait, I can talk to customers, to then sort of, not just like, sort of working up the courage for it, but also the time and, like, fitting it into your schedule and thinking it really, really through and so, like, could you kind of take us back to earlier, I guess, earlier this year, when you really started to hit the ground on it? Nicole Baldinu  06:03Yeah, and I mean, I should, I should also say that we had done user research and customer interviews, but it wasn't me that had done it. So Omar, who's my Co-Founder, the CEO, also my husband, business and partner in life and business, he had done the first user interviews, and kind of, because he's more customer has been always more customer-facing. He had done user interviews, but it was s...

Pre-order Michele's book on talking to customers! https://deployempathy.com/order Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by Fathom Analytics. Fathom is trusted by thousands of businesses to power their privacy-first website analytics like GitHub, FastMail, Buffer, Tailwind, and so many amazing small businesses, too. For the longest time, website analytics offer was seriously bad.  It was hard to understand, time consuming to use, and worse, and exploited visitor data for big tech to profit. Fathom is website analytics without compromise, easy to use, respectful of digital privacy, and fully compliant with GDPR. Plus, Fathom's script loads faster than Google Analytics, meaning it's better for SEO. With Fathom, you can see all of your visitors, not just half, because they've pioneered the method to bypass ad blockers without invading privacy. Fathom also doesn't chase venture capital or need investors. Like my company, Geocodio, they are customer-funded, and customers are the only folks they answer to. Try a free seven day trial or check out Fathom at UseFathom.com/ssp.  Michele HansenSo, the other day, I totaled up how much I have made from my book so far, and all the expenses.  Colleen Schnettler  01:19Okay.  Michele Hansen  01:20So, as of that point, $1363 in presales, which is just, like, the number of copies times 29. That's not my actual payouts. It's just, like, the gross revenue.  Colleen Schnettler  01:34Okay.  Michele Hansen  01:34And then, so the expenses. So, first one, for the formatting, I have to use the software called Vellum, which is $250. I had to buy ISBNs, like, the little, like, numbers on the back of the book that identify it.  Colleen Schnettler  01:49Yeah. Michele Hansen  01:50So, and I had to, you can either buy one, or like 10, and since I'm going to do an audio book, you need an ISBN for that, and like, a hardcover needs zone ISBN. And so anyway, that was $295. A barcode is $25. Proofreading $800, which is a lot of money, but I feel like that's the price of like, not being embarrassed that it's full of typos and you know, I feel like if I want to, like, have a book that, like, a manager could buy for their team, or like, people would recommend to their clients, like, it has to be professional.  And so having, like, professional proofreading is the cost of that. Colleen Schnettler  02:24Yeah.  I didn't know that was something. I didn't know that was a thing. Michele Hansen  02:30Yeah. Yeah, I spent, I think last week I mentioned how I was fighting with Grammarly a lot, and,  Colleen Schnettler  02:35Yeah.  Michele Hansen  02:36I just, I was like, I have spent like, two days fighting with Grammarly, just trying to get it to work, and like, and I was like, this is just, my time is more expensive than this. Colleen Schnettler  02:47Yeah. Michele Hansen  02:47So, I'm just gonna hire a proofreader.  Colleen Schnettler  02:50Good choice. Michele Hansen  02:50And then, of course, you know, don't include hundreds of hours of my time over the last couple of months. But, so, the total for expenses so far is $1370. Colleen Schnettler  03:01That's wonderful. Michele Hansen  03:02So, when you deduct $1363 minus $1370.  Colleen Schnettler  03:11Oh. Michele Hansen  03:12You get negative seven. Colleen Schnettler  03:16Yeah, I see. I misunderstood what you were saying. Got it. So you're in the hole seven bucks and hundreds of hours of your time. Michele Hansen  03:25Yes. Yeah.  Colleen Schnettler  03:26Alright. Well, good thing it;s a labor of love. Michele Hansen  03:28So, I looked at that number, though, and I just had this moment where I was like, holy, forking shirtballs, like, I need to market this thing.  Colleen Schnettler  03:39Yeah.  Michele Hansen  03:40Umm, and actually, so like, I sold another two since then. So now, I am actually at positive $51.  Colleen Schnettler  03:51Whoo.  Michele Hansen  03:52Yeah, whoo. Umm, and of course, you know, we're only like, only in presale, and like, a ton of people have today said they want the hardcover or they want the audio book. So they haven't, they haven't purchased it yet, or they just simply want the finished version. Umm, But yeah, that was kind of a wake up call for me that, like, I've been, you know, we talked about with Sean like, I, like marketing a info product feels very different for me than marketing a SaaS.  Colleen Schnettler  04:19Yes. Michele Hansen  04:19And also requires a lot more self-promotion, which I'm not comfortable with. Like, it makes me like, deeply uncomfortable to like, reach out to people and be like, hey, like, would you consider, like, you know, reviewing my book like, or, you know, can I be on your podcast and, like, talk, like, it makes me super uncomfortable. Umm so, so but I got to do it because like, negative $7, man, for like, four months worth of work is, you know, basically half of my time the last four months, certainly, last two months, has been on this book. And so I feel like I owe it to myself just for that, like, time to like, sell the gosh darn thing. Colleen Schnettler  05:07Definitely. Michele Hansen  05:09Yeah. So I like spent, you know, this week I was kind of working on, you know, like, I went through all of the newsletter issues and I, like, put in a link at the top to, like, buy the book because I've noticed that people are sharing the scripts around. Like, I can see the analytics that they're getting shared in people's Slack channels, or, you know, Trello, or Asana, which is a good sign that those maybe have some staying power. So, and just kind of thinking through a little bit more, a little bit more of the marketing and trying to arrange, you kn...

Pre-order Michele's book! deployempathy.com/order/ Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by the website monitoring tool, Oh Dear. Oh Dear does everything they can to help you avoid downtime like scheduled task monitoring, SSL certificate expiration notifications and more. But downtime happens. When it does, it's how you communicate in times of crisis that make the difference. Oh Dear makes it easy to keep your customers up to date during critical times. You can sign up for a 10 day free trial with no credit card required at OhDear.app. Colleen Schnettler  00:35So Michele, do you have a,  Michele Hansen  00:38Hey,  Colleen Schnettler  00:38Good morning. Do you have a numbers update for us on your book? Michele Hansen  00:43I do. So my presale went live about a week and a half ago, when our episode with Sean went live. That was my deadline. And, I've sold 43 copies right now. Yeah, it's kind of exciting. Um, it's not all people I know, which is exciting. Colleen Schnettler  01:06That's very exciting. Michele Hansen  01:08I love how supportive people have been. And it also, it makes me, it's just reassuring that people I don't know are buying it. But yeah, so that puts it right now, just, and this is just the raw, you know, number of times $29, which is $1,247. Colleen Schnettler  01:30That's amazing. Congratulations. Michele Hansen  01:33Yeah. Thank you. And I got my first payout yesterday, which after, like, taxes, and everything else, was $912. Colleen Schnettler  01:41Wow. Michele Hansen  01:42Which was kind of exciting, and gives me a little bit of budget to work with, with, like, you know, hiring a proofreader, and using some, like, layout tools, but, you know, so I was pulling these numbers, and because, you know, everybody loves numbers and whatnot. And I was thinking about it. So, so I got this, this message from someone yesterday, who had started reading the book, and it was actually someone I don't know. And if I can just kind of read what they, what they said. Colleen Schnettler  02:25Yes, please.Michele Hansen  02:26And so I had a personal aha moment reading distinction between sympathetic, empathetic and solution based responses. My sympathetic conclusion based responses are leaving no space for empathetic, something I need to address. I'm an engineer and an architect by trade, and I'm looking to do a better job interviewing the humans attached to our work. But I'm also thinking about your book from the sense that a better balance of empathy will help me be a better teammate as well. And, like, getting that was so moving for me because it made me think about how, you know, I'm not writing this book for the money. Like, yes, the book needs to make money, because I've been working on it for four months now and have, you know, there's a lot of time I haven't spent working on Geocodio. Oh, like, I've been a pretty bad Geocodio employee the past couple of months, like, full honesty, right? So like, I have to, like, it has to have been, you know, worth my time. But like, I am not, I'm not motivated by that, like, I am motivated by this, by like, you know, like, I have this like, secret dream goal. Well, I mean, it's not a secret cuz I've, like, tweeted about it, but like, whatever. You know, Mathias sometimes says to me, he's like, I know you were thinking about something because you tweeted about it. And I’m like, oh, I forgot to, like, verbalize that. Anyway, um, I have this dream that through the process of learning this for interviewing, and, like, product development and marketing reasons, people will understand how to be more empathetic and use that in their daily lives. Like, everyone has a capacity for empathy. Everybody can learn it, not everybody is taught it or shown it so they don't really learn it. But everyone has a capacity for it. And, but also, like, very few people, you know, put like, be more empathetic, like, learn how to learn how to use empathy, like on their to do list every day. But they put write a landing page, get more customers, build a feature, like, reply to all of those customers and intercom like, those are the things that end up on a to do list. And so I have this like, kind of, I don't know, like, naive dream that like people will read this and apply these skills to the things they're already doing, but in doing so, learn how to be more empathetic in their daily life or you know, as a as a team member or whatnot. And just getting this message really, it was so motivating, but also so soul-nourishing because it really made me feel like, like the book has done what I wanted it to do. Like, this is what I set out to achieve and, like, this message makes me feel like the book is a success, regardless of how many copies it sells. Like, so it was just like, it was kind of a, it was kind of a, like a moment, like it was, it also sort of like if you're having this effect, like you can, like, stop rearranging it, like, you know, I feel like I've done a rewrite every week for, like, the past eight weeks. Yeah, time to time to ship the gosh darn thing. Colleen Schnettler  05:57That is wonderful. So what I just heard you say is, this book is secretly teaching us how to be better humans, wrapped up in a book about customer interviews. Michele Hansen  06:09Yes, wrapped up in a book about which features you should prioritize, and how to, you know, pick a pricing model based on what people's usage patterns are, and, like, how to understand what people want and write better landing pages. All that stuff they're already trying to do. But then yeah, there's, there's this kind of bigger message. Like, I feel like so much of good UX practice is good human being practice. Colleen Schnettler  06:35Yeah. Michele Hansen  06:36Um, and, I mean, I, I really learned about empathy by doing interviews myself. So this, I mean, it's, it's, it's very personal for me in a way that, like, the book is, I don't know, it is very, very personal for me. And it's not just about showing empathy to other people. It's also about showing empathy to yourself, too, which is just as important. Colleen Schnettler  07:06So I have not read the book yet, unfortunately. Can you tell me briefly, what the difference is between empathy and sympathy that that writer wrote into you? Because we talk about it a lot, but we've never defined it, really. Michele Hansen  07:22Yeah, that's true. So empathy is when you, basically when you, when you try to understand the other person's context without judgment, and it doesn't mean that you agree with what they're saying. You're just trying to find the context...

Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by the website monitoring tool, Oh Dear. If you've listened to this podcast for any amount of time, you know that I'm passionate about customer service and listening to customers. A few months ago, we noticed something wasn't working on the Oh Dear dashboard. We reported it to them, and they fixed it almost immediately. Everybody has bugs occasionally, but not every company is so responsive to their customers, and we really appreciate that. You can sign up for a 10 day free trial with no credit card required at OhDear.app. Colleen Schnettler  00:35So Michele, I'd love to hear about how things are going with the book.  Michele Hansen  00:40They're going. Um, so after our episode with Sean last week, I realized that I kind of, I have to launch this thing eventually, right?  Colleen Schnettler  00:54Yes.  Michele Hansen  00:55And, you know, for, you know, I mean, for months I've been hearing that advice of, you know, do a, do a presale and like, start selling it beforehand, And, and I was like, yeah, I mean, you know, I, that's the best practice. That makes sense. And then just kind of be like, but that doesn't apply to me, right? Like, I couldn't make, um. It's, you know, it's funny, because it's almost, I feel like the way people feel about when they hear about customer interviewing, they're like, that sounds really valuable and like the right thing to do, and I'm just gonna act like that doesn't apply to me.  Colleen Schnettler  01:29Yep.  Michele Hansen  01:30So that's kind of how I was, and talking to Sean really kind of got me to be like, okay, okay, fine. I should actually sit down and do this. So I got a very simple website together, and then I actually did end up launching the presale.  Colleen Schnettler  01:46Oh, congratulations.  Michele Hansen  01:48Yeah, that was super scary. Like, because the book  Colleen Schnettler  01:50I bet. Michele Hansen  01:53And, like, random places where it says like, insert graphic here. Colleen Schnettler  02:01So tell us how many books have you sold?  Michele Hansen  02:03Okay, yeah, so I guess I get to do, like, a numbers update for the first time. This is fun. Um, so I have sold 34 copies.  Colleen Schnettler  02:15Wow.  Michele Hansen  02:16Presale. Colleen Schnettler  02:17That's a lot.  Michele Hansen  02:18So, and that's not including for like, you know, platform fees and whatever. Just like, you know, $29 times 34, basically. $986.  Colleen Schnettler  02:32That's amazing. Congratulations!  Michele Hansen  02:35So close to that, like, 1000 mark, which, I was talking about this with Mathias earlier, and he's kind of like, I feel like that's like a, you know, that's like, the legit threshold, is 1000. Like, and I don't know why, but it's like, yeah, it's like that feels like, that feels like the, the, like, the first big hurdle.  Colleen Schnettler  02:55I totally agree. That's wonderful news. Congratulations.  Michele Hansen  03:00You know, I expected to feel excited, or relieved, or something positive after releasing it, or the presale, at least. And I gotta tell you, like, I just feel pressure. Like, I'm really glad I didn't do this sooner.  Colleen Schnettler  03:25Really?  Michele Hansen  03:27Yeah. Because now I have, you know, at least 34 people I can't disappoint. Colleen Schnettler  03:32Right.  Michele Hansen  03:32And I feel like, just like, the pressure to make something that is a quality product, like, I already had that pressure on myself to put something out there that I'm proud of.  Colleen Schnettler  03:44Yeah. Michele Hansen  03:46Now I have all these other people who are expecting that, and not that anyone has emailed me and said anything to that effect, but that's how I feel. And I was thinking about this earlier. And I was like, man, like, writing and selling this book has like, brought out all of these, like, vulnerabilities and, and self-doubt and everything, like all of this stuff that I like, thought I had dealt with and then it's, like, sort of like bursting out of the cabinet, being like, hey, I'm still here. So it's, you know, I mean, I have tools to, like, deal with that, but it's been like, oh my gosh, like, I thought I had dealt with, like, I never feel this way about anything about Geocodio, like, so.  Colleen Schnettler  04:33So, this is interesting, because I, when I was feeling a similar way, many months ago, I don't actually know if I talked about it on the podcast, but I had a very high value client that I had a great relationship with that needed a file uploader, and mine wasn't quite done, and I had this moment of terror, panic, I don't know, where I was like, I shouldn't use mine because, because if I put it on my client's site, like, it has to work, right? There's no get out of jail free card, Kind of like, you've now sold this book. Like, you have to finish it.  Michele Hansen  05:07Right. It's not just like, throwing it in a PDF and then like.  Colleen Schnettler  05:09Yeah.  Michele Hansen  05:10Oh, whatever, nobody paid for it. Like, it's not a big deal. Like, it's like, no, this is, like, this is serious now.  Colleen Schnettler  05:17Yeah. And I think something that, that I'm thinking of as you're talking about this, I remember at the time, Alex Hillman had a really great tweet thread about you're not scared of failure, maybe you're secretly scared of success.  Michele Hansen  05:32Mm hmm.  Colleen Schnettler  05:33It was really interesting. Like, just when you think about, like, the psychology and all of these new insecurities coming to light for you, like, maybe you're scared of success.  Michele Hansen  05:42

Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by the website monitoring tool, Oh Dear. We use Oh Dear to keep track of SSL certificates. If an SSL certificate is about to expire, we get an alert beforehand. We have automated processes to renew them, so we use Oh Dear as an extra level of peace of mind. You can sign up for a ten day free trial with no credit card required at OhDear.app. Michele Hansen  00:28Hey, welcome back to Software Social. So today we're doing something kind of fun. We're leaning on the social part of Software Social, and we have invited our friend, Sean Fioritto, to join us today.Sean Fioritto  00:44Hey guys. Thanks for having me.  Colleen Schnettler  00:47Hi Sean. Thanks for being here. Michele Hansen  00:48So, and the reason why we asked Sean, in addition to being a great person, is that Sean wrote a book called Sketching With CSS, and as you all know, I am writing a book and figuring it out. And there is a lot of stuff I haven't figured out, especially when it comes to, like, actually selling the book. Like, I feel like that, I feel like the, writing the book is, like, I feel like I kind of got a handle on that. The whole selling the book thing, like, not so much. Um, so we thought it would be kind of helpful to have Sean come on, since like, he's done this successfully. Colleen Schnettler  021:36So Sean, I would love to start with a little bit of your background with the book. What inspired you to write it? How did you get started? Where did that idea come from?  Sean Fioritto  01:50Yeah, so I wanted to quit my job.  Colleen Schnettler  01:53Don't we all? Michele Hansen  01:55Honest goal. Sean Fioritto  01:56I always wanted to go on my own, be independent, run my own business. That's been a goal for a very long time. So, I tried various things, you know, in my spare time, with limited to no success for years and years before that, and I was just getting sick of, the plan was, you know, I'm like, okay, I have this job. And in my spare time, I'm gonna get something going and then, and that just wasn't working. So I was getting impatient. Anyway, I ended up signing up with Amy Hoy's 30x500 class. This was seven or eight years ago. So, I signed up for that class. Actually, wait, I'm getting my timeline a little mixed up. So, I started reading stuff by Amy Hoy. It's funny, I'd actually bought another book that she wrote, and she used her sort of process for that book. And I bought that for my, for my job earlier. And I was like, oh, this Amy Hoy person is interesting. And so I started reading her blog, and then she has these things she writes called ebombs. You guys are probably familiar with that term. But they're basically content that, it's educational content directed at her target, you know, customer, which she would call her audience. So I was just, she, at that point, she had started 30x500. I think it was actually called a Year of Hustle at that point. And so she had all this content, and I was just devouring it, because I was like, she gets me. She knows my problem, and this is awesome. So I was just reading everything that she could write, that she wrote, and, you know, finding any resource that she'd ever written about, like, what's her process, because she was talking about this mysterious process that she has, she, she would talk about it. And I was able to sort of reverse engineer part of her course, the main thing called Sales Safari. So I'm not, I'm at my job, coasting, doing a half-assed job, spending a lot of time doing Sales Safari, trying to figure out what, what product I should do. Not product, but that's not the way to think about it with Sales Safari, but trying to figure out like, what, who, what audience should I focus on? And what problems do they have, and what's the juiciest problem that makes sense for me to tackle? And then, and she would call them pains, by the way, not, not problems. So what's the juiciest pain that they have, for me, that was like, be the easiest for me to peel off, and, and work on. So I started digging, and it was like, alright, well, what audience makes sense for me? This is kind of the process, and it was like, you know, like web designers, web developers, because I was a web developer. And so like, what are the, you know, audiences that are close to audiences that I'm in is kind of ideal. So I started there, and then I just read and read and read. I probably put like, 80 hours of research time into that process.  Colleen Schnettler  05:05Wow. Michele Hansen  05:06That's a lot. Sean Fioritto  05:06Of just reading and reading and reading and reading, and taking notes. And really understanding and whittling down and figuring out my audience, and figuring out, so the thinking, the benefit of that amount of time spent deliberately going through a process like that is that at some point, I became so in-tune with the audience that I could identify, and this is gonna pay off for you, Michele, this, this little story, because this feeds into like, how do you sell it. At some point, it meant that I could tell when a thing that I was, like a piece of content marketing that I was working on, was going to resonate very strongly with my audience and be worth the effort, if that makes sense. And it didn't really take much. Like, after I got done with that much amount of research, it was sort of, like, pretty trivial for me to come up with ideas for content that I could write that I knew people were gonna just eat up. And so that's, that's how I started building my, building my mailing list. And then that's how I eventually, Colleen, to your question, I came up with Sketching With CSS, which it was a solution to a pain point that I'd identified in my audience, which at that point was web designers. Colleen Schnettler  06:37How big did your mailing list grow? Sean Fioritto  06:39I have 20,000 people on my mail list. Colleen Schnettler  06:4120,000? Michele Hansen  06:42Holy guacamole.  Sean Fioritto  06:46Yeah. So like I said, I got really good. No, no, no. Michele Hansen  06:51I've got like, 200 people on my mailing list, or like, 220. And like, for context, that's like, 200 more people than I ever expected to have on the mailing list, and hearing, like, 20,000 feels very far from, from 200. Sean Fioritto  07:10Yeah, well, let me say something that will hopefully be more reassuring. The, Amy and Alex, for example, they've been running 30x500, for years, and I think their mailing list is just now approximating, like 20,000 or so. And like, the, they have been making so much money with that ...

Michele Hansen  00:00Welcome back to Software Social. This episode is sponsored by the website monitoring tool, Oh Dear. We recently refreshed the Geocodio website, and it was really helpful how Oh Dear alerted us to broken links and made it clear what we needed to fix. Broken links are bad for SEO, and so I really appreciate those alerts from Oh Dear. You can sign up for a 10 day free trial with no credit card required at OhDear.app. Colleen Schnettler  00:28Good morning, Michele. Michele Hansen  00:30Hey, how are you? Colleen Schnettler  00:32Good. How are things in Denmark today? Michele Hansen  00:36Well, this week was kind of a challenge, um, because on, I had a super productive writing day on Monday. So I read Kathy Sierra's Badass over the weekend. Colleen Schnettler  00:52Oh yeah, I've heard of that book. Michele Hansen  00:53I don't know, have you read that?  Colleen Schnettler  00:54I have not. Michele Hansen  00:54Okay, you've read that. Oh, you have not read that.  Colleen Schnettler  00:56I've not read that.  Michele Hansen  00:57It's really good. So in so many ways, it's, I think of it as, like, jobs to be done for people who don't know what Jobs To Be Done is and have never heard of that. Like, it's basically like figuring out like, you're not just building a thing for the sake of it. You're building it because somebody wants to do something, and they don't buy it for the sake of it. Like, they want to do something better. And so it's, it's kind of aligned with StoryBrand in that regard. It's like, you know, your user is the hero, not the product. But it's a little bit more, um, it's, I think it's just a different perspective than StoreBrand. It's very, very practical. And it, the whole thing is kind of written like a PowerPoint. There's like, lots of like pictures and comics. Actually my seven year old, like, while I was reading it, she came over and she was like, oh, what are you reading? Like, pictures. So, you know, she wants to learn how to make a product. I'll leave that one laying around. Um, it's really good. Um, but, so I was reading it because some people had mentioned it in the interviews I did as a book that they liked.  Colleen Schnettler  02:05Okay, great.  Michele Hansen  02:06And yeah, and, and so I read it just sort of as like, reference material. Um, but actually, it ended up like, helping me kind of have a breakthrough with the book on Monday. Um, and so I spent like, the whole day. Uh, yeah, no, all day Tuesday, actually. I spent the whole day Tuesday writing. I didn't get any writing time on Monday, really. And then Tuesday, at like, four o'clock, I was, um, like, signing on to a Zoom, and then my computer crashed.  Colleen Schnettler  02:35Oh, no. Michele Hansen  02:36Like, died, and crashed and like, gone to join the choir invisible like, is now an ex-laptop, like, just totally got like, it was just restarting itself for like, three days. And,  Colleen Schnettler  02:51Oh. Michele Hansen  02:51So, it is now embarking on a lovely journey to the Czech Republic to be repaired, um, and I did not get a lot done the rest of the week, because it was like, trying to figure stuff out with using the, like, the iPad. Like, it was just, yeah. So, you know, but that's real life, right? Colleen Schnettler  03:15Yes, that is real life. So true. Michele Hansen  03:19Oh, so how's it, how's it going for you? Colleen Schnettler  03:23So I got a lot of time, I blocked out a lot of time this week to work on Simple File Upload, and it gave me great joy. Like, I have to say, you know, it's funny because people are always talking about self-care, and in the mom space, like you always see things like go get a pedicure, and I'm like, my self care is like, six hours alone with my laptop with no one to bother me. Is that weird?  Michele Hansen  03:44Heck yes. Colleen Schnettler  03:45Like, I love that. So like, on Monday, such a weirdo.  Michele Hansen  03:50It's so true. Like, it's so true. Like, so much of self-care is like, people just wanting to sell you stuff, and like, reality is it's sometimes it's just leave me alone. Colleen Schnettler  04:01Right? Just leave me alone. So it was, I really had a great week. I got to spend a good chunk of time implementing this feature request, which was something that I thought would be easy, and ended up taking way longer than I thought. So basically, my uploader uses the default styling that comes with drop zone, DropzoneJS, and so I got a request to allow it to be smaller, like 50 pixels by 50 pixels, which I thought would be no big deal. But it turns out once I started digging into the source, the styles are all pinned to 120 pixels by 120 pixels. So it was like, a huge thing to change this because I basically had to rip out all of the static, you know, statically defined CSS and put in, um, flexible CSS, and it was fun. I mean, it was, it was so cool because it was something I enjoy doing, um, something I don't do a lot. I think one of the huge benefits to building your own product is you get exposed to things you wouldn't do in your day job. Like, every job I've had, I have a front end guy, and I have a CSS guy, and I don't really do that very much. Um, it's not a core skill set of mind. So it was kind of fun to get to dive into it and like, learn some new stuff and, and uh, and to ship it. So that made me happy. That brought me great joy. Michele Hansen  05:27It sounds like it did, despite the, the frustration. I'm curious, why did the person need it to be 50 by 50?  Colleen Schnettler  05:35Avatars. So, so many people are using it as avatars, and using it for avatars, and it's pinned to 140 by one, or 120 by 120, which is big. I mean, you look at it, and you're like uh, it's kind of big for a, um, um, a form factor. So, yeah, that's what that was for Michele Hansen  05:56So are we talking about when someone uploads a file, it's turned into that size, or the actual size of the upload, or when they put it on their site? Colleen Schnettler  06:05The actual size of the uploader to fit into, so he actually sent me his form, like, sent me a video of his form, which is really coo...