Well, hello. We're Jacob and Stine and we're on a mission. We think businesses miss the majority of digital opportunities that are out there, even when they're right in front of them. It seems they get sucked into the disruption/singularity/futurism vortex and become incapable of making meaningful decisions. Luckily, we think we can fix some of that by inspiring to action with a new book.
We need your help though. After writing a couple of books with traditional publishers, this time we'd like to do it ourselves and not have any editors tell us what to write. That also means we need to secure a sizable down-payment for the printers - that down-payment is our funding goal here!
If you back our project, you'll not only get the book for half of what it'll retail, we'll also invite you to help us finish it. That's right, we don't just need your money, but also your ideas.
Whoa, this is pretty crazy. We just launched this campaign and now we're already fully funded! Talk about getting a massive boost of confidence in actually getting this book done. Thank you all so much.
But hey, why stop here? We're not writing this book to get rich, we're writing it so that people would actually read it. We think we can help a lot of people with it, so we are now introducing stretch goals.
Add 10.000 DKK to our funding goal and we'll make sure there's a free bar at our launch party with your name on it. Everyone's invited, but as a backer all drinks are free for you.
Add another 10K and we'll throw in a bunch of "Fuck it, ship it" stickers. We'll do our best to make them pretty and high quality. If you only pledged for the eBook, you'd have to upgrade your pledge to get them though.
If we can make the book so simple in it's format that everyone can read it, why not go even further and see if we can take the main arguments and put them on a poster? As with the stickers, we'd need your shipping info, so upgrade from the eBook pledge today!
Double our goal and we'll double your reward. That's right, if you pledged for one paperback, we'll now send you two instead. If you pledged for 25, you'll get 50. Pledge for 100, you get 200. And choose the big one (1000) and we'd have to sit and sign 2000! No extra costs for you, but we'd need quite some help to get here!
We want the book to be extremely easy to read. We don't want it to be one of those long business books that you've never opened, but one of those simple ones that you actually finish reading. We're doing this by splitting the quite short book into almost a hundred chapters, making it much easier to read, but also a bit more difficult to write.
We want to ignite your curiosity and inspire you to build something. Where most books on digital transformation just leave you with some nice ideas and new words for your next PowerPoint, we want this one to inspire you to start doing something.
If you take a quick look at your calendar for the past couple of weeks, chances are that you've spent most of your time in meetings. But inside you, there's a desire to do something else instead. To not just talk about how tech might change your business in the future, but act on the opportunities available right now.
If that's you, this book is for you. Our plan is to spend as little time as possible on futuristic concepts and organizational fluff. Instead, we focus the book on concrete tools, solutions, and methods that you can put to use the second you read them.
We are aware that by writing it this way the book will become outdated pretty fast, but so is the world around us.
"Fuck it, ship it" is a mantra from software development implying that you should not dwell on small unimportant details when experimenting. This is true for most startups, but also true for most traditional businesses.
We picked up the terminology from our friends at Opbeat (now Elastic), who made a huge poster for their office with these words.
The title seems to piss most people off, but that's okay. Our core message in the book is that you don't just need new tech, you also need new ways of working with technology. So, we're sorry if it offends you, but there's no way we could remove the F-word and just focus on shipping tech.
We're not at all done writing the book, but we've got the outline down and are a bit more than halfway done with our first draft. We're aiming at roughly 200 pages when it's done.
This is what the outline looks like right now: 1) Forewords, 2) Manifesto + introduction, 3) Technologies you should know, 4) Experiments you can do now, 5) Projects your business should start, 6) Trends shaping the road ahead, 7) Thank you.
1. Not just one, but half a dozen forewords
We couldn't think of just one person to write the foreword. There are so many great people thinking about how to catch up with technology, so we decided to invite half a dozen to contribute a short foreword. We'll kick off the book with their thoughts, not our own.
2. We're on a mission, so we're writing a manifesto
For now, the bearing principles in our draft reads accessibility (price/usability) of technology, small beats large, experimentation, speed, reaching out, remix culture, focus, distributed value creation, actually using data, moving out of the office and lastly - and most importantly these days - remembering ethics.
3. Technologies (and platforms) you should know
These 30-35 chapters are the main focus of our book. We think there are so many obvious digital opportunities out there, that seem to be primarily used by small start-ups. Traditional businesses should know about them too and start experimenting today.
4. Experiments you can do now
Which technology would you play with, if we gave you half an hour? What about a day and some money? We want the book to be as actionable and tangible as humanly possible, so we'll gather a collection of small experiments you can do today. By playing with Machine Learning or learning to code, you're not only increasing your knowledge level but most importantly your curiosity!
5. Projects your business should start
One of our central arguments is that it's not just people and technology that needs to change, but mostly it's how we do business. The slow protectionist hierarchy needs to be challenged by lighter and more agile ways of working. We're working on describing exactly how you could get started, no matter how big your organization is.
6. Trends shaping the road ahead
There are some huge trends shaping technology and business in the years to come. We decided not to spend too much time with futuristic pipe dreams, but since we're starting the book with a manifesto of ideas we think we might have to follow up with a chapter describing what we actually mean.
7. Thank you!
We're making a chapter of names. Names of the wonderful people who backed this project on Kickstarter – and maybe you? The chapter goes in the paperback, the ebook, everywhere!
Last summer we worked together at Danish startup Spektral and found that we had a shared frustration with how non-startups approached new digital technology. Almost a year later, we have now managed to deal with our frustrations and turn that into energy for this book.
Jacob has written a couple of books before (UNBOSS perhaps being the most well-known), founded a few companies and advised hundreds of other companies on how to use digital and social. He's @boetter on Twitter.
Stine has spent the last 10 years in the digital space working with both big corporations and tech startups, most recently as a CMO at Spektral Experience, and prior to that running her own business. She's @stinesorensen on Twitter.
So, if you want to back this project, we'll really appreciate it. If you want to take it even further and help us write the book, we'll be thrilled!
Photo credit: Lea Charbonnier
Risks and challenges
At this stage we're probably 60% done with the writing, we have the first draft of the design, we have involved a ton of skilled people to help us. We're managed to launch this Kickstarter project, and we're hoping to receive a little bit of support. Fingers X'ed that it will go well.
Since we want to work independently, we have decided to publish and manage the printing ourselves. We believe and strongly hope this will minimize the risks of this book not happening - in other words, we have control over the whole process. Nothing can stop us.
- (30 days)