More from Alex Baldwin
You’ve seen the same boilerplate emails come into your inbox which you immediately archive for being wrong, out-of-date, or simply forgetting the merge tag (F you people that leave $FNAME). When it came to my first time sending out a batch email, it was only to a dozen or so people about booking user research time. However, I had a major sticking point thinking I was sending out a spammy email. Luckily I had met the team behind Streak and knew the power of mail merge to make something a little more individual and helpful. We’re going to continue using my real life example email, a sponsorship request for Hack Design. Here’s the actual email template I sent out: Hey there $FNAME, Wanted to reach out about $COMPANY becoming a Hack Design partner. Since 2012, we've helped hundreds of thousands take their first steps in learning design. We're looking to partner with a handful of companies in order to offset server costs and support producing new lessons in 2018. Partnership perks: * Logo placement with link on the home page. * Text link in our footer, 30,000+ page views per month. * Text link in every email, 200,000+ which go out every month. * Free posting on our job board, set to release by the end of the year. As of right now, we have 245,000+ subscribers. It's likely that with new lessons going out next year, you'll see these numbers easily double. Because of that, our sponsorship tier costs $XXX per month. If you're able to commit to sponsoring before October 1st, I will grandfather you in to the super early bird pricing of $YYY per month through the end of 2018. If you have any questions or are ready to sponsor, please hit reply. $POSTSCRIPT Thank you so much, Alex Baldwin My emails aren’t very long, encourage replying as the primary action, and I hope use variables in a tasteful way. Make each email personal You may have noticed the odd $POSTSCRIPT variable in my template. The P.S. at the end of the message is super easy for readers to skip to and it’s almost guaranteed that it’ll be read. That’s the key to the whole thing. Almost every recipient I know personally or have done research on. It would be a huge missed opportunity to not acknowledge that personal connection. For speed purposes, it’s easiest to do this part in Google Sheets. Add another column called Postscript to your Google Sheet. For each recipient write a custom note that will go at the end of your email, i.e. “P.S. It was super nice meeting you at SXSW 2017, still waiting for you to come visit San Francisco.” If you don’t know them personally already, at least make the effort to do your research and make a connection. It’s easy enough to comment on some of their work you admire, I’m talking to you recruiters who never look at my portfolio. Export your Google Sheet to a CSV. Import your CSV into Streak Thankfully since we’ve been working in Google Sheets, we’ll be able to straight import into Streak without any fuss. Install Streak for your browser and open Gmail. Go through the authentication flow for Streak. From the Gmail sidebar, hit Pipelines +New. Pick any of the types, I usually do Business Development and then quickly rename it to my project name. Optionally, invite anyone else to collaborate on this pipeline. On your pipeline page, press the gray more icon. Click Import boxes from Google Sheets. Follow yet another authentication process. Go through the steps to finish your import by mapping your columns to Streak data. They have a lot of options, for those with more data feel free to connect it all up. You’ll see everything from Google Sheets, now nicely organized in your Streak pipeline as a Lead. You can now track as someone goes through your funnel to Closed - Won, it’s the big time sales process for the little guy. Send out that hand-crafted email with Streak After all that prep work, we’re finally ready to put the pieces together. Getting used to the interface and finding the small links or buttons can be quite a chore. Streak is a tool meant for sending much larger batches for sales professionals. We can lay low under the quotas with basic features and get a ton out of it. When I was doing marketing for commercial real estate, we used to use Excel and Microsoft Word to send out massive mailing campaigns. The mail merge feature for Streak works just like it’s offline Microsoft counterpart except with much better tracking and ability to follow up. Put it all together and get ready to hit send Hit Compose in Gmail. Click the link Mail merge. Select your Streak pipeline as the recipients. Write your beautiful email template and use the Customize with Template link at the bottom to sprinkle in customizations. When you’re subject line is perfect and your template customized hit Send, releasing your artisanal emails to their proper recipients. More coming soon Next up we’ll wrap by tracking and following up with our small batch of recipients. This article is part two of a three part series, released weekly. You can read part one here. Subscribe to get access first.
For press releases, advertiser requests, or similar sales campaigns you’re sending a small batch of, usually cold, emails out with a specific ask. Finding potential recipients, writing an email that’s helpful, and tracking the results doesn’t need to take all day or be painful. I’ve watched my fellow product people struggle with the pitfalls of outbound; spend all day trying to find emails, copy and pasting boring boilerplate copy, and then never following up. By stringing together Clearbit Connect, Google Sheets, and Streak, you can knock out these outbound projects super quickly, personalize them, and track progress through a funnel. I’ll walk you through exactly how it works using my most recent campaign, a sponsorship request for Hack Design. Researching for the right audience First up, you’re looking for the most likely people to be interested. For a press launch, that may be who frequently cover products in that space. In our example, Hack Design’s sponsor list, I was quickly able to look at who else was sponsoring comparable websites. For me, that meant researching the advertisers on Offscreen, Sidebar, Dribbble, recent design conferences and podcasts. It’s super simple to save your research and move on to finding the right people at those companies. Add companies to your list Start a Google Sheet with the column name Company. Research the companies most relevant to your outbound campaign. Great places to look are Angel List, Product Hunt, job boards (to see who is hiring in a space), Crunchbase, etc. Anywhere that let’s your group and filter through relevant companies. Add the company name to your list. Finding anyone’s email in seconds Now that you have a list of potential companies, let’s find the emails for the best people to talk to there. For my Hack Design list, I was lucky and had about a dozen sponsors from previous years. However, since we haven’t accepted sponsorship in over a year, a lot of my contacts at those companies were out of date. This process made it trivial to find the new people in those roles and be able to reach out. Get the right contacts from Clearbit Connect Add the column names Email and Full Name to your Google Sheet. Install Clearbit Connect if you haven’t already. This is the secret sauce that will allow you to find anyone’s email, for free. Connect does have a limit but for small batches, you shouldn’t have any problems. Disclosure: I’m a small-time investor in Clearbit. In Gmail, hit the Clearbit button in the top nav and then press Find email. Yep, it’s really that easy. You must start with the company and then narrow down by name or title. Copy and paste that into your Google Sheet. More coming soon Next up we’ll write our email and learn how to quickly customize every single one of them. This article is part one of a three part series, released weekly. Subscribe to get access first.
The hanging-punctuation property aims at giving web web designers a finer grained control over typography on the web. The idea behind hanging punctuation is to put some punctuation characters from start (or to a lesser extend at the end) of text elements “outside” of the box in order to preserve the reading flow. blockquote p { hanging-punctuation: first; } Since it only applies to quote marks, you can avoid single purpose classes and trust that your quotes will hang everywhere. Chrome hasn’t yet implemented the hanging-punctuation property, but it works perfectly in Safari. Typeset.js is an HTML pre-processor that adds a lot more functionality and will allow you to get cross browser compatibility.
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Five fictional interface concepts that could reshape how humans and machines interact. Every piece of technology is an interface. Though the word has come to be a shorthand for what we see and use on a screen, an interface is anything that connects two or more things together. While that technically means that a piece of tape could be considered an interface between a picture and a wall, or a pipe between water and a home, interfaces become truly exciting when they create both a physical connection and a conceptual one — when they create a unique space for thinking, communicating, creating, or experiencing. This is why, despite the flexibility and utility of multifunction devices like the smartphone, single-function computing devices still have the power to fascinate us all. The reason for this, I believe, is not just that single-function devices enable their users to fully focus on the experience they create, but because the device can be fully built for that experience. Every aspect of its physical interface can be customized to its functionality; it can have dedicated buttons, switches, knobs, and displays that directly connect our bodies to its features, rather than abstracting them through symbols under a pane of glass. A perfect example of this comes from the very company responsible for steering our culture away from single-function devices; before the iPhone, Apple’s most influential product was the iPod, which won user’s over with an innovative approach to a physical interface: the clickwheel. It took the hand’s ability for fine motor control and coupled it for the need for speed in navigating a suddenly longer list of digital files. With a subtle but feel-good gesture, you could skip through thousands of files fluidly. It was seductive and encouraged us all to make full use of the newfound capacity the iPod provided. It was good for users and good for the .mp3 business. I may be overly nostalgic about this, but no feature of the iPhone feels as good to use as the clickwheel did. Of course, that’s an example that sits right at the nexus between dedicated — old-fashioned — devices and the smartphonization of everything. Prior to the iPod, we had many single-focus devices and countless examples of physical interfaces that gave people unique ways of doing things. Whenever I use these kinds of devices — particularly physical media devices — I start to imagine alternate technological timelines. Ones where the iPhone didn’t determine two decades of interface consolidation. I go full sci-fi. Science fiction, by the way, hasn’t just predicted our technological future. We all know the classic examples, particularly those from Star Trek: the communicator and tricorder anticipated the smartphone; the PADD anticipated the tablet; the ship’s computer anticipated Siri, Alexa, Google, and AI voice interfaces; the entire interior anticipated the Jony Ive glass filter on reality. It’s enough to make a case that Trek didn’t anticipate these things so much as those who watched it as young people matured in careers in design and engineering. But science fiction has also been a fertile ground for imagining very different ways for how humans and machines interact. For me, the most compelling interface concepts from fiction are the ones that are built upon radically different approaches to human-computer interaction. Today, there’s a hunger to “get past” screen-based computer interaction, which I think is largely borne out of a preference for novelty and a desire for the riches that come from bringing an entirely new product category to market. With AI, the desire seems to be to redefine everything we’re used to using on a screen through a voice interface — something I think is a big mistake. And though I’ve written about the reasons why screens still make a lot of sense, what I want to focus on here are different interface paradigms that still make use of a physical connection between people and machine. I think we’ve just scratched the surface for the potential of physical interfaces. Here are a few examples that come to mind that represent untried or untested ideas that captivate my imagination. Multiple Dedicated Screens: 2001’s Discovery One Our current computing convention is to focus on a single screen, which we then often divide among a variety of applications. The computer workstations aboard the Discovery One in 2001: A Space Odyssey featured something we rarely see today: multiple, dedicated smaller screens. Each screen served a specific, stable purpose throughout a work session. A simple shift to physically isolating environments and distributing them makes it interesting as a choice to consider now, not just an arbitrary limitation defined by how large screens were at the time the film was produced. Placing physical boundaries between screen-based environments rather than the soft, constantly shifting divisions we manage on our widescreen displays might seem cumbersome and unnecessary at first. But I wonder what half a century of computing that way would have created differently from what we ended up with thanks to the PC. Instead of spending time repositioning and reprioritizing windows — a task that has somehow become a significant part of modern computer use — dedicated displays would allow us to assign specific screens for ambient monitoring and others for focused work. The psychological impact could be profound. Choosing which information deserves its own physical space creates a different relationship with that information. It becomes less about managing digital real estate and more about curating meaningful, persistent contexts for different types of thinking. The Sonic Screwdriver: Intent as Interface The Doctor’s sonic screwdriver from Doctor Who represents perhaps the most elegant interface concept ever imagined: a universal tool that somehow interfaces with any technology through harmonic resonance. But the really interesting aspect isn’t the pseudo-scientific explanation — it’s how the device responds to intent rather than requiring learned commands or specific inputs. The sonic screwdriver suggests technology that adapts to human purpose rather than forcing humans to adapt to machine constraints. Instead of memorizing syntax, keyboard shortcuts, or navigation hierarchies, the user simply needs to clearly understand what they want to accomplish. The interface becomes transparent, disappearing entirely in favor of direct intention-to-result interaction. This points toward computing that works more like natural tool use — the way a craftsperson uses a hammer or chisel — where the tool extends human capability without requiring conscious attention to the tool itself. The Doctor’s screwdriver may, at this point, be indistinguishable from magic, but in a future with increased miniaturization, nanotech, and quantum computing, a personal device shaped by intent could be possible. Al’s Handlink: The Mind-Object In Quantum Leap, Al’s handlink device looks like a smartphone-sized Mondrian painting: no screen, no discernible buttons, just blocky areas of color that illuminate as he uses it. As the show progressed, the device became increasingly abstract until it seemed impossible that any human could actually operate it. But perhaps that’s the point. The handlink might represent a complete paradigm shift toward iconic and symbolic visual computing, or it could be something even more radical: a mind-object, a projection within a projection coming entirely from Al’s consciousness. A totem that’s entirely imaginary yet functionally real. In the context of the show, that was an explanation that made sense to me — Al, after all, wasn’t physically there with his time-leaping friend Sam, he was a holographic projection from a stable time in the future. He could have looked like anything; so, too, his computer. But that handlink as a mind-object also suggests computing that exists at the intersection of technology and parapsychology — interfaces that respond to mental states, emotions, or subconscious patterns rather than explicit physical inputs. What kind of computing would exist in a world where telepathy was as commonly experienced as the five senses? Penny’s Multi-Page Computer: Hardware That Adapts Inspector Gadget’s niece Penny carried a computer disguised as a book, anticipating today’s foldable devices. But unlike our current two-screen foldables arranged in codex format, Penny’s book had multiple pages, each providing a unique interface tailored to specific tasks. This represents customization at both the software and hardware layers simultaneously. Rather than software conforming to hardware constraints, the physical device itself adapts to the needs of different applications. Each page could offer different input methods, display characteristics, or interaction paradigms optimized for specific types of work. This could be achieved similarly to the Doctor’s screwdriver, but it also could be more within reach if we imagine this kind of layered interface as composed of individual modules. Google’s Project Ara was an inspiring foray into modular computing that, I believe, still has promise today, if not moreso thanks to 3D printing. What if you could print your own interface? The Holodeck as Thinking Interface Star Trek’s Holodeck is usually discussed as virtual reality entertainment, but some episodes showed it functioning as a thinking interface — a tool for conceptual exploration rather than just immersive experience. When Data’s artificial offspring used the Holodeck to visualize possible physical appearances while exploring identity, it functioned much like we use Midjourney today: prompting a machine with descriptions to produce images representing something we’ve already begun to visualize mentally. In another episode, when crew members used it to reconstruct a shared suppressed memory, it became a collaborative medium for group introspection and collective problem-solving. In both cases, the interface disappeared entirely. There was no “using” or “inhabiting” the Holodeck in any traditional sense — it became a transparent extension of human thought processes, whether individual identity exploration or collective memory recovery. Beyond the Screen, but Not the Body Each of these examples suggests moving past our current obsession with maximizing screen real estate and window management. They point toward interfaces that work more like natural human activities: environmental awareness, tool use, conversation, and collaborative thinking. The best interfaces we never built aren’t just sleeker screens — they’re fundamentally different approaches to creating that unique space for thinking, communicating, creating, and experiencing that makes technology truly exciting. We’ve spent two decades consolidating everything into glass rectangles. Perhaps it’s time to build something different.
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Why compensation, edification, and recognition aren’t equally important—and getting the order wrong can derail your career. Success is subjective. It means many things to many different people. But I think there is a general model that anyone can use to build a design career. I believe that success in a design career should be evaluated against three criteria: compensation, edification, and recognition. But contrary to how the design industry operates — and the advice typically given to emerging designers — these aren’t equally important. They form a hierarchy, and getting the order wrong can derail a career before it even begins. Compensation Comes First Compensation is the most important first signal of a successful design career, because it is the thing that enables the continuation of work. If you’re not being paid adequately, your ability to keep working is directly limited. This is directly in opposition to the advice I got time and again at the start of my career, which essentially boiled down to: do what you love and the money and recognition will come. This is almost never true. There have been rare cases where it has been true for people who, ultimately, happened to be in the right place at the right time with the right relationships already in place. The post-hoc narrative of their lottery-like success leaves out all the luck and privilege and focuses entirely on the passion. These stories are intoxicating. They feel good, blur our vision, and result in a working hangover that can waylay someone for years if not the entirety of their increasingly despiriting career. What does adequate compensation look like? It’s not about getting rich — it’s about reaching a threshold where money anxiety doesn’t dominate your decision-making. Can you pay rent without stress? Buy groceries without calculating every purchase? Take a sick day without losing income? Have a modest emergency fund? If you can answer yes to these basics, you’ve achieved the compensation foundation that makes everything else possible. This might mean taking a corporate design job instead of the “cool” startup that pays in equity and promises. It might mean freelancing for boring clients instead of passion projects. It might mean saying no to unpaid opportunities, even when they seem prestigious. The key insight is that financial stability creates the mental space and time horizon necessary for meaningful career development. This is not glamorous. It sounds boring. It may even be boring, but it doesn’t need to last that long. It’s easier to make money once you’ve made money. Then Focus on Edification Once compensation has been taken care of, the majority of a designer’s effort should be put toward edification. I choose this word very intentionally. There is nothing wrong with passion, but passion is the fossil fuel of the soul. It’s not an intrinsic expression of humanity; it is inspired by experience, nurtured by love, commitment, and work, and focused by discipline, labor, and feedback. Passion gets all the credit for inspiration and none of the blame for pain, but it’s worth pointing out that the ancient application of this word had more to do with suffering than success. Edification, on the other hand, covers the full, necessary cycle that keeps us working as designers: interest, information, instruction, improvement. You couldn’t ask for a more profound measure of success than maintaining the cycle of edification for an entire career. If you feel intimidated by a project, it is an opportunity to learn. Focus your interest toward gathering new information. If you feel uncomfortable during a project, you are probably growing. Seek instruction from those who you know that make the kind of work you admire in a way you can respect. If you feel like the work could have been better, you’re probably right. You’re ready to work toward improvement. This process doesn’t just happen once; a successful career is the repetition of this cycle again and again. What does edification look like in practice? It’s choosing projects that teach you something new, even if they’re not the most glamorous. It’s working with people who challenge your thinking. It’s seeking feedback that makes you uncomfortable. It’s reading, experimenting, and building things outside of work requirements. It’s the difference between collecting paychecks and building expertise. Considering the cycle of edification should help you select the right opportunities. Does the problem space interest you intellectually? Will the project expand your skill set? Will you work with people from whom you can learn? These not only become more viable considerations once you’re not worried about making rent, but the essential path forward. The transition point between focusing on compensation and edification isn’t about reaching a specific salary number — it’s about achieving enough financial stability that you can think beyond survival. For some, this might happen quickly; for others, it may take several years. It might happen more than once in a career. The key is recognizing when you’ve moved from financial desperation to financial adequacy. Recognition Is Always Overrated Finally, recognition. This is probably the least valuable measure of success a designer could pursue and receive. It is subjective. It is fickle. It is fleeting. And yet, it is the bait used to lure inexperienced designers — to unpaid internships, low-paid jobs, free services and spec work of all kinds. The pitch is always the same: we can’t pay you, but we can offer you exposure. This is a lie. Attention is harder to come by than money these days, so when a person offers you one in lieu of another, know it’s an IOU that will never pay out. Most designers are better off bootstrapping their own recognition rather than hoping for a sliver of someone else’s limelight. I might not have understood or believed this at the start of my career; I take it as fact today, twenty years in. That said, I wouldn’t say that all recognition is worthless. Peer respect within your professional community has value — it can lead to better opportunities and collaborations. Having work you’re proud to show can open doors. But these forms of recognition should be byproducts of doing good work, not primary goals that drive decision-making. Design careers built upon recognition alone are indistinguishable from entertainment. The recognition trap is particularly dangerous early in a career because it exploits the natural desire for validation. Young designers are told that working for prestigious brands or winning awards will jumpstart their careers. Sometimes this works, but more often it leads to a cycle of undervalued work performed in hopes of future payoff that never materializes. Applying the Hierarchy Here’s how this hierarchy works in practice: Early career: Focus almost exclusively on compensation. Take the job that pays best, even if it’s not the most exciting. Learn what you can, but prioritize financial stability above all else. Mid-career:: Once you’ve achieved financial adequacy, shift focus to edification. Be more selective about projects and opportunities. Invest in skills and relationships that will compound over time. Established career:: Recognition may come naturally as a result of good work and years of experience. If it doesn’t, that’s fine too — you’ll have built something more valuable: expertise and financial security. Looking back, I can say that I put far more emphasis on external recognition and validation too early on in my career. I got a lot more of it – and let it distract me — ten years into my career than I do now, and it shows in my work. It’s better now than it was then, even if no one is talking about it. Every designer is better off putting whatever energy they’d expend on an attention fetch quest toward getting paid for their work, because it’s the money that will get you what you really need in the early days of your career: a roof over your head, food on the table, a good night’s sleep, and a way to get from here to there. If you have those things and are working in design, keep at it. Either external recognition will come or you’ll work long enough to realize that sometimes the most important recognition is self-bestowed. If you can be satisfied by work before anyone else sees it, you will need less of the very thing least capable of sustaining you. You will always get farther on your own steam than someone else’s.
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