Whether or not I've used macs, I've always been a big Guy Kawasaki fanboy. Getting someone with such integrity and seemingly boundless enthusiasm to evangelize for them was one of the best things Apple ever did.

Since I am going to be "evangelizing" quite a bit while in Austin, I am thrilled to see that recently Mr. Kawasaki started blogging, sharing his wisdom about evangelizing, and he's saying things that I already agree with.

He's a big fan of top ten lists, and everything I've read so far I agree with. One thing stuck out for me in particular though, because I just said something similar about open source project descriptions:

Apply the opposite test. How many times have you read a product description like this? “Our software is scalable, secure, easy-to-use, and fast?” Companies use these adjectives as if no other company claims its product is scalable, secure, easy-to-use, and fast. See if your competition uses the antonyms of the adjectives that you use to describe your product. If it doesn't, your description is useless. For example, I've never seen a company say that its product was limited, full of leaks, hard-to-use, and slow.

I wouldn't mind so much if people wrote such descriptions and then moved to substantiate them. Sometimes it's really important to have software that is scalable, easy-to-use, and fast. Sometimes you really do want a fast, clean, dark theme.

Presumably, in such a situation, your users know how fast, or how clean, or how dark they want the theme to be - how many users it has to scale to or what their training costs are going to be. Talk about that. Measure it, and write your advertising like a thesis you are going to have to defend. If you're writing such literature, even if sales isn't your job, you are in the role of a salesman and your readers know it, even if you don't. That means they are going to assume that every single word you say is a lie. Provide examples, show screenshots, compare to other things that they might be familiar with. Try to avoid graphs without meaningful numbers and units - for example, don't do this. Apple's Intel Core Duo site includes an "application performance" graph that has bars that say "4.1x faster", but don't explain the benchmarking very well, and while there are 4 tests there is only one "baseline" bar. (Also, they do say that they used a beta of the Cinebench software, which means that the results aren't even going to be comparable to something that customers looking at this site will have access to to run themselves on their own hardware, even if they were available, which they aren't. But I digress.)

I'm picking on apple because I'm considering maybe buying a MacBook this year, but the open source world has even more to learn about this than corporate marketroids. Every open source database project claims to be efficient, but how efficient? At least Oracle provides benchmarks during sales pitches. Let's say that I am going to build a system where database efficiency is really important - what is the most efficient open source database? Even the Open Source Database Benchmark site doesn't list results - their Project Status page (which is admittedly ancient, but they are still the first google hit for "open source database benchmarks") is only detailed enough to show that certain databases work with the benchmark, if you want to run it yourself.

When you're describing your open source project, think about your users, not about you. I think that the temptation to say software is "efficient" or "scalable" comes from the fact that programmers have to spend time doing optimizations and thinking about scalability. Even if it takes the bulk of your time, that's a base-level requirement, not something that's going to make your project better than its competition. Sure, if you walk up to a database user and ask them, "What would influence your choice of a database on future projects?" they might say something about efficiency, but if you think about what a database user is going to do with it, how they are going to experience the utility of the database both during development and on a running service, they are not going to be benchmarking and tuning constantly. They are going to be debugging problems with the database, when they inevitably get something wrong. People don't like to think about themselves making mistakes, or the database failing, but I think you will find people responding more positively to a database that provides gobs of useful information about what's going on than a database that is 8% faster than its nearest competitor.

While it's not perfect, I am a big fan of SQLite, and I think that (in addition to having an excellent technology) the "marketing message" on the website is very good. It begins by describing the database as "small, zero-configuration, self-contained", which is more interesting than the performance characteristics - to most users. I happened to be concerned about both issues, and despite being out of date, they provide a long, detailed page on database performance which clearly indicates that it is not slow.

Since I have been thinking about these sorts of issues, I am starting to formulate a plan for Twisted's marketing and future directions, too, but that's enough blogging for one night. Watch this space...

Best valentine's day present ever:

Twisted / Divmod development on Microsoft Windows: environment configuration HOWTO.

If you want to work with Divmod's code on Windows, Ying's recent blog entry on the topic is probably the best thing you can read on the 'net right now. I don't know if she's going to keep it updated, so maybe someone should copy it onto the wiki...

Over the weekend, I discovered that there are drivers for my keyboard for linux. My keyboard has a small programmable LCD, which I had, until now, been unable to hack in Linux.

Unfortunately this will only be interesting to you if you buy one of these keyboards, but this morning, it only took me an hour or two to put together a Python Logitech G15 keyboard daemon, which replicates most of the functionality from the included Windows drivers. It also provides a really simple Python API for hacking the display.

 % cd g15lcd-1.2-pre0
 % tar xvjf .../pyg15.tar.bz2
 % python run.py

To try it, you will need both Python and Twisted.

If you can't have the Python syntax you love, love the Python syntax you have

So, apparently, someone proposed this in #twisted yesterday:

def foo():
    @x.doSomethingDeferred().addCallback
    def something(result):
        return result.stuff()
    @something.addErrback
    def somethingElse(f):
        err = f.trap(FooError)
        handle(err)
        return retry()
    return something

I wasn't there to hear it, and I am told that they were shouted down because it is so obviously a horrible idea.

I don't think that it's a horrible idea. I think it is awesome.

It had never before occurred to me that decorators could be used to implement what is almost (but not quite) block syntax for Python. Since block syntax is my all-time highest priority for Python syntax, the fact that this moves things one step closer makes me happy.

In fact, I'd go so far as to say that I'd like to propose that Deferreds gain a few extra features so that you can spell it in a slightly more expressive way:

def foo():
    @x.doSomethingDeferred()
    def something(result):
        return result.stuff()
    @something.Except(FooError)
    def somethingElse(err):
        handle(err)
        return retry()
    return something

This idiom effectively turns @-at-function-scope into a symbol meaning "do something asynchronous". Hooray! The only reaction I've heard to this so far is JP and Itamar, both calling for my immediate assassination. I'm sure that will be a popular sentiment among Twisted developers. Anyone else who doesn't think I should be killed for echoing this proposal, though?

---

Update: The first example I posted is a syntax error - due to a misfeature of decorators that, ironically enough, another Twisted developer objected to when it was introduced. As this is a horrible language abuse to improve readability rather than to some other end, I'm not sure I could seriously argue that the idiom should be @apply(lambda: x.doSomethingDeferred().addCallback). I suppose I'll have to go back to getting some real work done today instead...

Divmod won't be going to PyCon this year.

Unfortunately, even a small conference like PyCon can cost too much when you are an un-funded startup. When we evaluated whether or not it was a worthwhile idea to go, we just couldn't make it add up - by the time PyCon rolls around, we are going to need to be doing a lot of deployment, marketing, and sales work, and PyCon is more like a vacation than a sales venue for us. In previous years we've been able to rationalize the cost because we were mostly on the east coast, and all in the US, so it was generally a cheap trip. This year we have an overseas developer and the conference is on average farther away from all of us.

I also wanted to say something publicly because this isn't a comment on the conference - I'm definitely going to miss going, and I am sure it will be a lot of fun. I apologize to anyone who thought they were going to see us there. We were planning to go before we re-evaluated our priorities. I hope we will be there again next year.

Ironically I will be on a business trip to Texas anyway at around the same time as PyCon - in Austin, which is to say, the part of Texas that isn't totally awful. (Seriously, I know the conference had to move because it was outgrowing the venue, but Dallas? I'm still confused about that.) I hope to post something about the super secret projects I am going there to discuss, but don't hold your breath - they are super secret after all.