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Codex Audentia

Codex: An ancient manuscript text in book form.
Audentia: Latin for “audacity”.

This is my codex — a working notebook with my notes, experiments, and rambles in their full glory. It is raw, unpolished and unfiltered.

This is not a blog.

I’m building a 1,000 year company, and writing about the process.

The Cure for Impatience

By Reflections 2 Comments
https://static01.nyt.com/images/2016/07/28/sports/28-Y-AROD/28-Y-AROD-superJumbo.jpg
(This is not a blog. It’s a codexraw, unpolished and brutally frank)

I try hard to resist comparing my business with others and feeling ashamed of my accomplishments. It still sometimes gets me whenever I’m reminded of someone younger than me doing 100x better – or whatever “doing better” means nowadays.

As you can see, this impatience comes tightly packed in a box that also includes envy, low self-esteem and other assorted chocolates.

So, how do you deal with it? How do you truly internalize the idea that “it’s about the journey, not the destination”?

As human beings, we are sticklers for PERFECTION. We’re used to Googling “how long does it take to get six pack abs”, “how long does it take to become fluent in Chinese”, “how long to get a black belt in Judo”.

For the small percentage of people able to get over that, the next trap is PROGRESS. “I’ve been working out for 3 weeks, don’t think I’m any closer to abs.” “I’ve written 5 articles, but my follower count hasn’t increased.” “I’m supposed to be 1% better every day, but today’s practice session feels worse than last week!”

Well, calm the fuck down. It’s next to impossible for the human body and brain to get better or stronger in a linear manner, and it’s very unlikely that you can manipulate the universe into giving you steadily improving results. It’s not completely in your control. You are clinging to an outcome that may not exist in reality – a false hope.

So am I saying that we shouldn’t use progress as a metric?! To a large extent, YES. Using progress as the key metric builds frustration over time, exhausting our willpower and destroying motivation. Sooner or later, you break. You give up because you didn’t see enough progress.

So what’s the solution? Enter the first missing piece: PROCESS.

‘Process’ is the daily reps. The actual work you have to put in day after day. If you’re a baseball player, it may be swinging the bat 100 times at the nets every day. If you’re a sales guy, it may be making 50 calls every day. Practicing calligraphy for 30 minutes every day.

You get the idea – whatever your undertaking may be, you know that there’s a process – if only you followed it day after day after day and just did the best you could, you know it in your heart that progress will come – and in future, it may grow into perfection. Of course, getting feedback and pivoting is part of the process, and it also depends on how much grit there is in you. But you can tell when you’re addicted to progress.

We’re not done yet. There’s a second critical missing piece, and it’s CELEBRATION. You have to celebrate the small wins you stack up every day. Every time you show up to the field and swing the bat 100 times as best as you can, or finish making those 50 phone calls, or writing those 200 words – lift your hands in the air and be proud of yourself. You did the work, now give yourself the credit you’re due. Far too many people neglect this step – I know I used to.

When you celebrate something and compliment yourself for doing it, you prod your brain to do it again. And as you get more and more comfortable putting in the work, the progress will come faster.

Celebrate the daily small wins, and stack them up – the stacks will grow into big wins before you know it. But this is why it’s important to have a routine. If you have to decide your way into working every day, you’ll again be relying on willpower. It has to be an automatic habit, or you won’t do it for very long.

By the way, this is not just something I say. This is the same thing I heard from Alex Rodriguez, a baseball player with 3 Guiness World Records: the most grand slams in MLB history (25), the youngest person to hit 500 career homers (32 years, 8 days), and most home runs in a season by a third baseman (54).

He says that his proudest accomplishment is not his world records and success, but that he never once missed a pre-game practice session in his entire career.

I hope to develop the same respect for my work ethic as he did, and I wish the same for you.

PROCESS over PROGRESS over PERFECTION.

– Aman

Underrated: Getting Into a Routine as a Solo Entrepreneur

By Reflections No Comments
https://lh3.googleusercontent.com/proxy/fz9H5DjX5c9COQzUTwHcS_eU6DgfjO51m3mw1sg6yhELxoJb1LvPSJI7u2HJO4Ogkc-d6RvKbFu7OCDqQd_bWsnGmiKA5sb7y683PDFB6o4a97Qzaesol-euLRcDRW9hfi_3
(This is not a blog. It’s a codexraw, unpolished and brutally frank)

I’m a new, full-time business owner trying to create something that has never existed before. So I get to deal with uncertainty every single day. There is no clearly defined path, no obvious answers and no safety net (I’m all in).

It has now been over 45 days since I’ve been working on my business full-time, and my main struggle so far has been developing a routine, which is the fundamental “infrastructure” on top of which any profession is built (‘The Great Work Of Your Life‘ by Stephen Cope).

Investigating the “routine” reveals the deeper problems a business is currently suffering from. Moreover, building a routine is a massive step towards fixing the problems.

What gets measured, gets improved. But when you’re in the very beginning trying to “build an airplane on the way down after jumping from a cliff”, you have a lot going on. It’s easy to focus on things that give you an illusion of progress, and neglect the stuff that really moves the needle – and you don’t notice until too late.

At first, I was just following an idea and trying to develop it, and I didn’t feel like a “business owner”, so I didn’t have anything with a semblance of a clear routine. Unfortunately In fact, I’m only starting to feel like I have one now.

The only routine I had was my personal morning routine, which involves doing a few rounds of Wim Hof Method breathing exercises as soon as I wake up, followed by a full-body workout, then a shower and breakfast of oatmeal. And then I’d “sit down to do stuff”. Usually I’d intend to start with some journaling and planning my day, sometimes trying to write a mini-visualization of a day in my future/dream life. This was supposed to get me motivated and ready for the day ahead.

I wouldn’t always be able to stick to this routine, because something on my phone, or an email, or the first browser tab when I flipped open my laptop would throw me astray. Or it would just be my wild train of thoughts refusing to slow down or come to a halt.

If you don’t control your morning, you can’t control your day, and you can’t control your life. That’s a concept I have been very familiar with for a long time, but now that I’m working for myself (and don’t have a job to show up to), it’s more tangible than ever before.

Losing my mornings means losing my business, which means losing my dreams, which means losing the life I want to live. Writing this sentence just now almost made me shudder. I had to take a pause. Wow, it’s really hitting me now.

<Quick diversion>

I now feel even more motivated to take charge of my mornings, but a little voice inside me is saying that I shouldn’t trust myself – a day will soon come when Future Me betrays the decision that Present Me is about to make. This little distrustful, unbelieving, naysaying voice inside myself has caused enough pain in my life already, but it’s going to be a long journey to really become friends with it. I don’t think know if I’ll ever truly get rid of calm down this voice.

</Coming back to story>

For instance, a big question eating up my mind has been marketing. How should I position myself, how should I promote myself, how should I grow. Should I advertise or not, what should I advertise, what do my target customers want? Where are my target customers and how do I know for sure? What could I be missing, am I going after the wrong opportunity, etc etc etc. Asking any one of these questions opens up a can of worms in my head and drives me crazy.

Although it feels very uncomfortable and stressful to not have clear answers to this falling domino chain of questions, I’m not upset that I’m on the tip of my toes. (“Only the paranoid survive” – Andrew Grove) I should give myself more credit.

But this discomfort can only go away with clarity, and clarity requires knowing. Knowing needs testing / experimentation. Testing needs work, and work will take time. Doing the time takes faith – faith that I will figure it out, that I’m not going to fail yet, that the answer lies somewhere ahead.

Unfortunately, this discomfort can be paralyzing. Decision fatigue is very real. Stress and lack of faith (not in god, but in what you’re doing) is the main cause of procrastination. And boy that hit me hard – I’d sometimes find myself on a random day bingeing an entire season of a Netflix series. While supposedly being a full-time entrepreneur.

To get into a routine, you first have to PUT YOUR FAITH into the work you’re doing. You have to develop MASSIVE CERTAINTY that what you’re doing will pay off in some way, and that the pay off will be awesome.

So here’s my way of developing faith. First, I’m going to isolate the different aspects of my business so that I can schedule them independently.

I’m beginning to organize my work into 3 categories: BUILD, SELL, DOCUMENT. I’ll explain them in a moment. Even if I’m thinking about a certain aspect of my business, those thoughts fall into one of these 3 categories with a 40-40-20 distribution. Now I can schedule 3-4 hours of my day to BUILD, 3-4 hours to SELL, and 1-2 hours to DOCUMENT.

Since I’m most uncertain about the marketing part (SELL), I’ll only worry about it during those dedicated hours. I’m already an expert in teaching and other stuff, so I can now put in those hours without too many distractions.

BUILD

Essentially, everything that directly relates to the development and delivery of my product/service. This includes:

  1. Creating course content (also includes research and prep)
  2. Live sessions with students
  3. Classroom stuff (updates to students, class management)
  4. Day to day management tasks related to course creation and teaching
  5. Team building and happiness of employees

SELL

Everything to do with growing the business – front-facing asset creation, promotion, external discussions and marketing.

  1. Web development and design
  2. Social media updates, conversations
  3. Outreach / cold contacting
  4. Public speaking
  5. Sales meetings
  6. Recruiting
  7. Writing new content of different formats
    • Research
    • Technical articles
    • Business articles

DOCUMENT

  1. Admin work like invoices, accounting, payroll
  2. Daily reflection and journaling around the business
  3. Publishing and sharing these daily reflections
  4. “Planning activities” (writing about business strategy etc)

This distribution is not for shits and giggles – it gives me hope. It makes me say “Hey! I can move the needle on the things I’m certain about, and gradually figure out the others. I don’t have to be paralyzed by my indecision about what to do.”

I still need to figure out the exact sub-routine for SELL and DOCUMENT, which I will be doing in a separate codex entry. But I’m at least 70% less stressed about it now that I’ve isolated these things.


I have made a decision to document and openly share my journey building this business, while being as frank and transparent as I can.

This is directly influenced by Austin Kleon’s wonderful little book, Show Your Work. Although the very creation of this codex was inspired by that book, it is only now that I will heed an important piece of advice he shared: Do it every single day.

Website design for SANPRAM

By Rambles No Comments

A great online business needs a great website.

The goal: NOT to introduce the company, because based on my marketing strategy, most leads would likely know what we do before they know the company’s name.

Therefore the goal is to build ON TOP of that trust, and further cement the relationship the reader has with us, and leave a remarkable, lasting impression. It’s a good way of establishing the overall brand, and what we believe in.

Questions to ask myself

  1. How do you build trust and rapport?
    1. Honesty
    2. Credibility/Expertise
    3. Consistency
    4. Humour, human connection
  2. Who is the audience?
    1. Executives, business leaders, entrepreneurs. Or those who aspire to be in that position.
  3. What is the end result?
    1. Visitor finds us likeable, and authentic. Unless they are sad people by default.
    2. Visitor is confident that we are the best at what we do.
    3. Visitor is interested in learning more about us.
  4. What is the buying process?
    1. They consume our great content
    2. They decide they want to work with us
    3. They visit the course page directly and see if they want it.
    4. They may or may not check homepage. If they do, they find it refreshingly honest but credible.
  5. How does it fit with overall marketing strategy?
    1. Great content available for free, ridiculously generous value
    2. Simple, refreshing, human but authoritative messaging and no hard selling
    3. Business AND technology experts
    4. Not overly “professional”

In the words of Alan Weiss, people are sick of you getting in their face trying to convince them how good you are. Nobody wants to know. They want to talk about how good THEY are.


Front Page Structure

  1. Hero for first impression – sharp and bold typography, but the fluidity shows a human side. The visitor gets their first anchor about our brand.
  2. Visitor is skeptical, so the first task is to build rapport. Charming, honest note that hopefully makes the visitor chuckle.
    • We don’t take ourselves seriously, but we are seriously the best
    • We don’t know you and you don’t know us, we understand that. And we don’t care because we have nothing to sell you. We want to be helpful first and foremost.
  3. We have a less defensive visitor if they’re still reading. Now, we can make our first soft “close”: present to them the great work we’ve been doing. They can go to different content pages from here. Make each of them as attractive as possible, and give a GUIDE instead of an AD.

So for the meantime, SANPRAM will only have a few basic sections: Hero, Intro, Blog, CTA/link to course and Contact.

Intro Copy:

This was supposed to be a corporate-tongue, fancy-worded, and marketing-optimized introduction. *Cringe*

We couldn’t do that with a straight face, so here’s what it is.

Someday we’ll give you a sales pitch about how we are building the world’s greatest education company.

But for now, we’ll just let you start with our founder’s free essays. Our readership includes executives from 50+ countries and spans more industries than we’re aware of.

With every new post, we try to push the boundaries of what can be explained simply – such as self-driving cars and bleeding-edge AI technologies.

Go learn! If you enjoy the readings, consider applying for our flagship program: Advanced Technical Fluency, for non-technical executives and entrepreneurs.

Rambling About World’s Best Technical Fluency Syllabus

By Rambles No Comments

Brainstorm Ramble Aug 4

Learning process:

1. Visualize desire/motivation
2. Learn high-level components
3. Learn lower level components

So, start with what the person is trying to do, and then go down the levels of abstraction one by one.

In the essay, we start at a very low level of abstraction (how a computer works, kitchen etc), and then build the story of how modern technology works. We also built some intuition around the high-level trade offs.

Next, since the goal of the program is to empower the imagination, as well as the ability to understand what people are talking about. And then some of it is jargon – which can be remembered through flashcards!

This course will be the best possible course they could ever take on technology. My superpower is not in the ability to explain things simply – it is to put things in perspective, and tell it like a story.

Technology simply makes things possible to do – it is a list of tools available. The use case and context diagram generates requirements, and technology is one of the constraints. So first, they need to exercise the process to generate requirements based on an idea, get a vague idea of constraints, and then explore which tools they have for meeting those requirements.

Start with systems design!!!
By the end of this module, they can unleash their imagination and start creating new tech ideas all the time. They now have the ability to think about automation and can “see under the hood” of large systems.

  1. Business/Use cases
  2. Rough sketch of whole system, start thinking with storyboards.
  3. Context diagram for stakeholders and systems thinking
  4. Exercise the intuition with 20 different examples
    1. 10 will be diverse business types that already exist (start with their own ideas, with the real solution available for reference)
      • Ecommerce, Uber, Airbnb, Netflix, Yelp, Medium/Twitter, Adobe, Square, Target, Kickstarter, Whatsapp, Tile, Passport issuing system, Mass surveillance system
    2. 10 are problems that he comes up with on his own
      (Categories of time, expenses, information and control)
      • Consider your own life and industry and work, and think about 5 problems you’d like to solve. Then, think about 5-10 different solutions for each problem. And then consider which solutions could be helped greatly by technology.

Then, we will do a review session and consider how to dive in and make possible each of these.

Landing Page for Tech Fluency Training

By Rambles No Comments

In today’s Ramble, I will write out my freerunning thoughts on what my new landing page for the technical fluency program should look like.

I believe my target learners are busy executives like myself, so I won’t have extremely long copy and fluffy marketing speak.

I want to communicate the WHY behind the course, then the HOW, and then the WHAT is least important. I also have to limit the number of learners I can take per month to 5, so I need to make sure the process for getting into the training program is not open to all. My time is valuable and I want learners who appreciate time. Moreover the learners need to be people that I’d enjoy getting to know, otherwise it’s not fun for me or for them. For now, I’d rather have fun happy clients whom I want to treat well than unhappy angry fucks who drain my energy.

One way to filter out people with a stick up their ass would be to start with a joke right off the bat. If they’re too “professional” they’ll probably bounce off right away.

So let’s get this going:

Goals:

  • Visitors can clearly see that I’m the market leader in this space.
    • Fantastic looking design
    • Show expertise
  • Visitors can put their trust in me
    • No bullshit
    • Clear and refreshingly honest messaging
  • Visitors can visualize the future
    • “Visual” descriptions of end results
    • Emotional connection
  • Visitors remember the site (it stands out)
    • Refreshing copy and structure
    • Slight humour
  • Visitors are compelled to take action
    • Limited supply due to time constraints
    • Clear call to action

Organization

Keep asking the question “so what?” at every single step of the writing process. Highest priority in sales copy is empathy for the customer.

  1. What the page is about (with a joke?)
  2. Who I’m trying to reach (qualify)
  3. Who I am, and why I’m doing this, the true cost of not learning this stuff
  4. What the course’s goals are, with advice, and ROI. Empathy empathy empathy!
  5. Course syllabus overview, with advice
  6. Straightforward close – not humble, not pretentious (why me, why now)
  7. Lay the price down without apology.

Still conflicted over the price. Constantly feeling like I’m giving away the product for less than it’s worth. It seems like $1199 is a good starting price per month, which can go up with time?

Target customers and their situation

This is my theorizing. There’s a certain element of me defining the people who I want to work with, and then some hunches based on experience.

Number one, they are busy, they are flipping smart, they are successful in their non-tech careers, and they are either very curious about these things or will greatly expand their opportunities and accelerate their careers if they could understand technology at a deep level.

They dread being in, or avoid being in meetings with technical executives and engineers because most engineers don’t have the heart of a teacher – so there’s a big disconnect. Which is a pity.

Their non-technical background is way more valuable in the tech field than he ability to write code. If they can take their vision and insights and speak tech when they have to, the combination is just killer – that’s the kind of skill the tech industry needs.

The world needs more technological solutions to problems, and that doesn’t mean we only need more coders.

So what does a success-driven, ambitious busy person care about? They don’t like being manipulated, they see the course as a necessary investment and not a luxury, and they like to associate with other elite. (This is actually a description of myself. I guess it’s true that you attract the kind of customer you are).

“Minimum Successful Product”

By DenseLayers, Rambles No Comments

This is a term I’ve just coined, for my personal projects. It’s a good way to see if something is worth doing or not.

An MSP is the minimum you need to accomplish, to get the project to a state where even if it plateaus and never grows beyond that, you’re pretty happy about the result and are willing to leave it running forever.

Link to LinkedIn post:

https://www.linkedin.com/posts/mngrwl_minimum-successful-product-i-like-to-think-activity-6687924119507492864-DHHI

Actually, copying the original post here in case LinkedIn shuts down 10 years later and nobody can find it anymore:

MSP is the minimum I would have to build and accomplish, such that even if the project never advances any further or gets zero more traction, I’m happy with what I’ve created and don’t mind maintaining it forever.

An MSP is more mature than the MVP. Not only is it valuable for others who use it, it should also bring me some peace and minimize regret. It’s also important that getting to the MSP should not depend on any external factors other than your own raw effort. It helps you detach from the outcome and focus more on enjoying the process.

When I have an idea, I think about its MSP. I only go ahead with the project if the MSP gets me excited.

For example, DenseLayers’ MSP is a platform that has only one active member – myself – who shares his thoughts on the coolest new research paper in Deep Reinforcement Learning, every 3-4 weeks.

By conventional standards, a platform with zero traction is a failure. But for me, it’s my Minimum Successful Product and I’d be happy to keep DenseLayers online while I do other things like focus on teaching.

Technical Fluency Course for Non-Engineers

By Rambles No Comments

This is a new project/business idea about teaching non-technical people about modern computing technologies in a rapid fashion without learning to code, to build systems thinking and technical fluency which is way more valuable than writing your first 5000 lines of code.

Inspiration:
Was talking to Taylor Kennon in the gym at 1040 about him getting ripped off by a developer, and offered to explain to him the overall tech ecosystem etc. Prepared a talk about it and gave it in the gym itself a few days later – my first talk was terrible because there wasn’t enough time, but it showed me that this knowledge is actually not easily available anywhere.

Discussions: Dan Frysinger, Derek Pankaew, Vardhan

User Interviews/Advice: Lee Hansen, John Brandes, Garrett Gibbs, Sampath Mallidi

Notes

Lee:

  • Large teams already have dedicated teams to train employees immersively. But small/mid-sized teams could definitely use something like this.
  • The Challenger Sale was quite popular, and its authors created their own practice, selling seminars and training.
  • Sales people aren’t the only people that need it.
  • For sales training, companies simply ask “will this help my chaps make more sales?” And if the answer is “not really” or “indirectly”, then they won’t spend a single dime on it.
  • A lot of university professors are also trying to get into consulting/executive training.

Sampath:

  • Idea definitely has legs.
  • Needs a lot of content marketing.
  • What you predict will rarely happen. You’ll have to adjust and figure out as you go along.
  • Can add other services like Intandemly etc to build a more complete package.
  • Sell to IT services firms etc.
  • There’s a large market and having a high-ticket micro-volume business will leave a lot of opportunity on the table.

Garrett:

  • Validates the idea, thinks it is terrific.
  • Datadog has an extensive immersion program for exactly this training.
  • Smaller companies (<500 people) will benefit much more from this training.
  • Become the trusted engineer, teacher and resource for non-engineers. À la Seth Godin.
  • Create 3 personas of buyers
    • Super niche content
    • Build a following
    • Freemium
  • Start with a very niche field like ML. Nail the entire AI ecosystem – from ML to data pipelines to labeling and infrastructure.

John Brandes:

  • Validates the idea
  • Again, Amazon AWS has an enablement team with online courses and trainings for all sales people.
  • 90 minute cloud practitioner “generalist” certification exam (CloudGuru.com, and other certifications)
  • How Amazon sells: courses like working backwards 101, cost optimization, how to create business case, walk through POC etc, how to use salesforce.
  • You need to be equipped and proficient enough to answer questions to the TOP leadership (the first meeting is all yours). DO NO HARM. Some of those big customers probably know Amazon’s services better than the non-technical account executives. Second meeting you get a team of solutions architects etc.
  • Not gonna have complete mastery for all 174 services. Tech is evolving just too rapidly and non-technical people are falling behind.
  • “The Fuzzy and the Techie” by Scott Hartley. A potential influencer.
  • The rise of “No Code” – Unqork, Airtable etc. (Addendum: Ryan Hoover)

My Thoughts

  • Crystal clear, visualizable learning outcomes are essential. If they can’t see the result already, they won’t spend time and money.
  • There is a clear divide between fuzzys and techies.
  • People don’t want to learn to code.
  • Build credibility through great content and branding.
  • Companies like Rakuten have launched an initiative so that all employees learn to code. So the trend is there – and I have the best solution to the problem.
  • You attract the type of client that you are. If you want a certain type of customer, then be that kind of person yourself.
  • Your customers won’t buy something that you wouldn’t buy for yourself.

What does failure for DenseLayers look like?

By DenseLayers, Rambles No Comments
  1. Nobody wants to read my essays about papers on Medium.
  2. Nobody wants to discuss papers on DenseLayers.
  3. DenseLayers gets sued and forced to shut down or escape.
  4. Site is never able to scale, and becomes/remains a niche community or fancy blog.
  5. Site gets hacked.
  6. Becomes community of spammers, haters and bots.

Questions

  1. Which ones are realistic? All of them
  2. What can be easily/mostly avoided? 3,5,6
  3. What is the Minimum Successful Product? A site that has a new cool paper from DRL every month or so, with my comments. Essentially a community that only includes myself.
  4. Am I okay with minimum success? Yes.

Audiobook Tool Idea

By Rambles No Comments

So I had an idea about how a tool that would allow people to easily record voice versions of their Medium articles, and automatically did the noise removal and balancing etc for them using machine learning. I imagined that most people don’t really want to spend all their time doing audio editing, which is why a lot of online articles don’t have any audio versions on them.

I also imagined that a lot of people would enjoy turning their blog posts into “podcast”-like episodes, but are deterred by all the technical mayhem involved. I feel like recording and hitting “publish” on an audio recording should not be a pain in the ass.

I also spoke to my friend from Cornell, Teddy Reiss who is my expert on all things radio and audio.

Initial design requirements without consulting any users:

  1. Should make recording very easy
  2. Should allow automatic noise removal
  3. An automatic teleprompter that is visually pleasing

I also found out about Play.ht which allows you to let your articles be read by artificial human voices. And another company that is a marketplace for matching authors with aspiring narrators. It seems like being a narrator is a niche career path, and I never knew! Many actors use narration as a side gig, and some actually become popular narrators in their own right.

I decided to do user interviews.

I looked further into other use cases like audiobook publishing, not just online articles. Turns out, the quality requirements for audiobooks are very stringent, and recording one can be quite expensive because it includes a low-noise space, an audio engineer, and sometimes a director and editor. Often the author has to do all of these by themselves.

I decided to post into a few different subreddits, one of them being r/SelfPublish:

https://www.reddit.com/r/selfpublish/comments/gl4olw/recording_your_own_audiobook/

Several people responded, and it seemed like the noise editing for audiobooks is quite difficult to do automatically and there’s plenty of software that allows them to do it. And for audiobooks, anything less than perfect is frowned upon (because the author wants to produce their best work!)

Notes

Learnings

The audiobook “script” is actually different from the book – it is usually especially written for the narrator’s use. Examples:
1. https://www.voices.com/blog/narration-scripts-fiction-genre/
2. https://cchogan.com/audiobook-tips-a-short-guide/preparing-a-script-for-recording/

A more useful thing is the teleprompter and the ability to string together a large number of audio snippets like lego blocks, doing retakes on the fly, managing the files and the editing process.

If the software highlights each passage/section as marked by the author or through line breaks, and smoothly skips from one to another (cutting the audio in the background as soon as the narrator presses the button), it’s almost like a digital director.

Visual elements clearly show the narrator when the audio is being recorded or not, so that they can toggle on or off and learn the keyboard shortcuts quickly.

It could also labels each audio clip with the actual text it contains, and the page and paragraph number (which can also be used as a bookmark on the script!)

The chain of audio can then be exported to be sound-edited in another software package like Audacity or Adobe Pro Tools. Will have to figure that one out.

More notes on how to do Mastering etc

Next steps

I am still not fully convinced about the ideal market, target customer/use cases and feature list for the software, so I need to get a prototype together ASAP and get feedback on it from at least 25 users who are willing to pay $10/month for it, and a 50% discount if they refer someone else.

Wait, I need to figure out the pricing – I can’t just pull a number out of my ass. Intention is the key – remembering how Zapier initially discovered pricing, I don’t want to undercharge for the product, because that’s bad for both me and the end customer (they don’t value it enough).

So one next step is a high-fidelity prototype that can be used for pre-sales purposes – and I’m going to crowdfund this. That is the best possible way of knowing that there is a market.
Advice: https://medium.com/@EndaRunning/create-a-kickstarter-referral-rewards-program-25b8ed12b0aa

Marketing

The marketing plan should ideally have a referral system, because I’d need a large onus of customers to be able to break even and generate some profit. And I’d like to optimize for volume rather than high-ticket, so that I can impact more people.

But wait, what is my real goal here? And I’ll probably need a cofounder, so should be looking into that as well. Ideally someone with a similar passion for helping authors and creators, and someone I can trust. You don’t have to do everything alone, Aman. There are people out there who’d be willing to help you.

FINAL THOUGHTS (July 12)

I gave up on the idea because even the MSP did not excite me enough. The MSP would be very hard to build and still not be something I can be proud of.

DenseLayers Pre-Launch Refresh

By DenseLayers, Rambles No Comments

Using this post to think through all assumptions, strategy and technical decisions made so far about DenseLayers. Deploy date is tomorrow.

Today is 01May2020, and DenseLayers is ready to release minus a few last-minute changes that I keep making. I am in a state where I keep adding one more feature to make it easy to maintain the website once it is out, so that I can focus exclusively on content creation and marketing for the next several weeks.

It is classic scope creep. But in the midst of all the excitement, I need to recollect my thoughts and ideas and get a snapshot of where I’m at.

Strategy Ramble

1. What is DenseLayers and what problem is it solving?

– DenseLayers is a website where people can discuss research papers.
– Most scientists and scholars have to spend a significant chunk of their time crunching papers. I know for a fact my friend in the lab at Cornell said he had to read 200 papers for his project.
Assumption: reading oscillates between ‘skimming’ and being stuck, given the nature of these papers.
– The vision is that reading papers should be a collaborative exercise, done along with everyone else in the world, in the language of your choice, free of cost.

There are some other tools/platforms out there for doing this, such as Fermat’s Library etc, but they don’t solve the same problem or even solve it effectively.

2. How is it different from just using another tool like a subreddit or Google Docs? Why build a custom website?

– I like to control my destiny.
– I can build custom features and innovate out of the box, iterating quickly.
– I can manage the culture of the community by seeding it from the beginning.

3. What is the content and growth strategy?

– I will first begin with Deep Reinforcement Learning as the field I pick papers from. It is a small niche field but with a lot of exciting potential, and a lot of eyeballs on it. DRL is mainly done by a few key groups like DeepMind and OpenAI etc, and they only publish so many papers per year. Growing the site to become the de facto place for high-quality discussions around DRL research is much easier than doing so for a broader field.

– Papers should ideally be only those which are published on arXiv or other open-source journals. I do not wish to endorse or encourage publication in the major paid journals. Open-access is a good selective criteria that also reduces potential legal hurdles, and it makes the appearance of a paper on DenseLayers to be even more of a symbol of quality/novelty. Moreover, open-access journals used to be often considered to have questionable quality of peer review (the perception due to which Springer and Elsevier exist till today). Having a publicly open, transparent discussion platform improves their perception.

– If/once the site is successful at doing this, I can begin to offer a side service like job posts etc to begin generating just enough revenue to sustain the site.

– After that, I can start to expand into other adjacent fields which are interdisciplinary in nature, such as Deep Learning in Neuroscience etc.

– I’d like to focus on fast growth in terms of the quality and depth of discussions, slower growth in terms of papers added from each particular domain, and even slower growth in the number of research domains on the website. Quality is the goose, growth is just eggs. If you let the goose die, the eggs will stop coming. Wow I just came up with a good adage.

4. Talk more about the revenue model and long term plans

– Not entirely sure yet how the site will make money, but so far a job portal sounds very enticing. It’s very much like the StackOverflow model, which was actually an early inspiration for the project. I’ve also studied the models of Reddit, Wikipedia, Quora, Yahoo Answers, Urban Dictionary, Justin.TV among others.
– Finding niche talent from a research domain is hard and expensive, so companies probably need help. I intend to offer it for as cheap as I can as long as the website can stay in business.
– The job posts thing can only happen if the website grows enough.
– But the long term prize is to build the world’s greatest open-access publication platform. Scientific publishing has been staggeringly profitable for way too long. It is time for the giants to fall.

5. Where will I find users?

– I happen to have a relevant following on Medium, and I will soon begin to publish more essays there. Every time I publish a paper on DenseLayers, I will write its breakdown essay there to generate interest – if anyone would like to join the discussion, they can do so.

6. Thoughts on alternatives/competition

– The basic necessity for the solution to grow in usage, is to inherently be useful from day one. Most platforms have a chicken-egg problem. What I can do that others aren’t, is to seed extremely-high quality content in the beginning.

7. Potential problems, Achilles’ heels, etc

– Deepmind and OpenAI themselves also publish long blog posts that clearly explain what they did in each research paper, in a fairly easy to understand way. So do most researchers. So there may not be a big enough need for DenseLayers to attract readers.
Thoughts:
1.
Well, they don’t really offer a consolidated platform where anyone can add their own thoughts, and read multiple papers across companies without having to search around.
2. People will still read research papers.
3. My writing can rival theirs. I’ll try my best.

Technical Ramble

1. Much more beautiful than I intended at first, due to a friend remarking that the design is “terrible”.
2. Decided to use memcached, and then good friend Patrick said I shouldn’t, to avoid unnecessary complications for an MVP that isn’t meant to scale yet. So not using memcached.
3. Will deploy on Heroku, and use SendGrid for email support.
4. Added user moderation. Admin can delete posts that break rules.
5. Decided to show user names on paper page with Gravatars. I guess the friction of not being able to find your own comment is more of a nuisance than anonymity. Will need to add anonymity controls in next update as well as upvotes and downvotes.

I challenged myself to get a black belt in Judo in 12 months, training at the Kodokan in Tokyo.

I challenged myself to achieve fluency in Japanese in 12 months. The result blew me away.

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