CONTACTS 
0201 - Diversified Growth Associates                                                                                                                                      O-00000410 0201
020101 - Ms. Julia O'Conner

SUBJECTS
SDS Business Plan, Marketing plan
Financing; Marketing
Competitive Products; Act
User Interface

0706 -
0706 -    ..
0707 - Summary/Objective
0708 -
070801 - Follow up ref SDS 14 8P8H, ref SDS 13 0000.
070802 -
070803 - This meeting revealed further insight about market trends and investor
070804 - requirements.  Julia seems very knowledgeable about software
070805 - acceptance by users, i.e. what sells.  She offered a number of ideas
070806 - for product development, but feels DGA is unable to help in any way at
070807 - the present time.
070809 -  ..
070810 - No follow up was scheduled.
070811 -
070812 -
070814 -  ..
0709 -
0710 -
0711 - Discussion
0712 -
071201 - Initially I explained our objective of obtaining a sample business
071202 - plan; or being put in touch with people who can help us with this task
071203 - and financing, per ref DIP 1 and SDS 7.
071205 -  ..
071206 - Julia feels SDS is not at the business plan stage yet, and so declined
071207 - to offer assistance on this point, on acquiring funding, or disclos-
071208 - ing the contacts she mentioned might be helpful to Welch Co., when we
071209 - talked a few weeks ago, ref SDS 14 line 051029.
071211 -  ..
071212 - She feels two points warrant investor caution relative to SDS:
071213 -
071214 -     1.  The User interface is below industry standards.
071215 -     2.  SDS functions are of marginal value to managers.
071216 -
071218 -  ..
071219 - User Interface
071220 -
071221 - I showed Julia how easy SDS is to learn and use, by striking <Enter>
071222 - to access information.  Explained it generally takes seasoned managers
071223 - a few hours to begin using the Schedule and making Diary reports.
071224 -
071225 - Showed the menu system and how context sensitive Help is available at
071226 - all levels within the program, including the menus.
071228 -  ..
071229 - The biggest marketing hurdle people have is understanding the fact
071230 - that SDS integrates the full range of tasks people need to improve
071231 - management and earnings, as Intel proposed on 910418. ref SDS 6 2744
071233 -  ..
071234 - Julia feels that SDS integration to make good management fast and easy
071235 - for improving productivity and earnings is a fatal marketing flaw,
071236 - because integrated tools are hard to learn.  She said customers don't
071237 - have time to learn how to save time and money.  It's a dilemma.
071239 -  ..
071240 - Julia briefly halted the SDS demonstration, so that Stephanie could
071241 - demonstrate ACT, a PIM program recently purchased by DGA.  ACT is a
071242 - simple "Contact" program that doesn't try to improve management.
071243 - Users can write letters in a standardized format screen that enters
071244 - the date and address automatically, like SDS does.  It has a
071245 - rudimentary schedule module and probably supports document retrieval
071246 - by addressee and author.  Stephanie was not sure if ACT could report
071247 - on documents by Project by Subject, or Cost code, Issued or Received -
071248 - Pending Response, as SDS does (I will research this further).
071250 -  ..
071251 - Stephanie expects that ACT's capability is very helpful and the fact
071252 - that it doesn't try to integrate things, makes it fast and easy to
071253 - learn.  ACT had a standard menu like SDS, showing "File," "Edit" etc,
071254 - but did not provide context sensitive Help in the menus, as SDS does.
071255 - Stephanie noted she was able to use ACT through the menus with minimal
071256 - learning time.  This is a strong feature.
071258 -  ..
071259 - The ACT menu makes good use of alpaha mnemonics which are not yet used
071260 - in SDS, but Stephanie used the <Enter> key to execute functions from
071261 - the menu, which is available in SDS, as well, if the User forgets that
071262 - <Enter> accesses information directly without using the menu.  In sum,
071263 - ACT is an excellent PIM product.  I believe it will not gain wide use
071264 - among managers, because the craft of management requires integration
071265 - of contacts and documents with the other fundamentals of time, know-
071266 - ledge and ideas, which only POIMS can do.
071268 -  ..
071269 - Julia said ACT is a good technology for a manager's support staff.
071270 - She does not expect to use it routinely herself.
071272 -  ..
071273 - She urged that SDS menus be conformed to industry standards, otherwise
071274 - reviewers will pan it, and Users will reject it.
071276 -  ..
071277 - Julia believes SDS is not a good investment for a venture capitalist,
071278 - because as soon as SDS becomes generally available, competitors will
071279 - buy it and emulate the functionality within a few generations
071280 - (months).  This will evicerate Welch's product advantage.
071282 -  ..
071283 - Julia feels investors would prefer to let Welch bring SDS to market,
071284 - then back a software firm to reverse engineer SDS, and add views and
071285 - windows that look easier to learn, but take more time, and so reduce
071286 - productivity, like Microsoft does.  Julia said the market place right
071287 - now wants what Microsoft sells, whether it improves productivity, or
071288 - not, because it is hard work and takes a long time to figure out if
071289 - anything actually improves productivity.   It is easier to buy
071290 - Microsoft products, and products that look like, and are compatible
071291 - with, Microsoft products, on the assumption that Microsoft is
071292 - successful, because they are improving productivity.  In other words,
071293 - productivity determinations in buying software are based on
071294 - credibility, not on objective measurements.
071296 -  ..
071297 - People want something they can start using in 20 minutes because this
071298 - makes them seem effective, both in learning and using software.
071299 - People want to feel effective, and so are willing to try software for
071300 - about 20 minutes to an hour.  If they cannot acquire an improvement in
071301 - that time, then it seems safer to fall back to traditional methods
071302 - they already know how to use, so that work can proceed.  Julia's views
071303 - reflect Ross' comments on 890809. ref SDS 3 QY6L and ref SDS 2 5U6K
071304 -
071305 -
071306 -
071307 -
071308 -
071309 -
071310 -
0714 -

SUBJECTS
Sales Resistance:  Too Busy to Manage Effectively
Writing Notes Twice, Everything Down
Computers not used for management
Empowerment to User More of Innate Mental
Alphabet Not Intuitive, but is Powerful
Empower Grow New Knowledge SDS Management
Ergonomics Impact Productivity
Writing Twice Redundant Ignorant Power Microcosm Analysis Intelligenc
Leaders Talk Good Enough SDS Not Needed Augment Intelligence
Write Everything Down Not Necessary Write What is Important to Object
Managers Don't Have Time to Write Everything Down for Analysis
Computers Not Used for Management Julia O'Conner Diversified Growth

4214 -
421501 -  ..
421502 - Managers Don't Have Time to Write Everything Down for Analysis
421503 - Mechanized Management Using Computers Conflicts with Common Sense
421504 -
421505 - Julia feels that the concept in POIMS of using SDS for communication
421506 - conflicts with standard practice.  She indicted that "mechanized
421507 - management" conflicts with common sense, because most executives spend
421508 - most of their time talking to people.  This aligns with Morris'
421509 - practice spending 80% of the time talking in meetings, calls, and
421510 - email, reported on 890809. ref SDS 3 8812
421512 -  ..
421513 - Julia does not see demand for SDS to write everything down and cross
421514 - reference in the computer to verify accuracy of organizational memory
421515 - from meetings, calls and correspondence.  She indicated that adding
421516 - "intelligence" to align communication with objectives, requirements
421517 - and commitments, explained in POIMS, ref OF 2 3742, takes too much
421518 - time, because managers are supposed to expedite to get things done.
421520 -  ..
421521 - Julia feels SDS records require writing notes "twice," and it is not
421522 - practical to add analysis that improves understanding from hurried
421523 - notations of key points with arrows in all directions that people
421524 - scribble during meetings.  Julia cited the success of her business to
421525 - illustrate that spending more time to understand communications is not
421526 - necessary to make a living.
421527 -
421528 -     [On 910520 Morris Jones discovered useful intelligence using SDS
421529 -     by writing the record once. ref SDS 7 I66F
421531 -      ..
421532 -     [On 991209 objections to mechanized thinking using alphabet
421533 -     technology for writing to improve innate analysis and memory since
421534 -     the time of Plato in 400 BC. ref SDS 25 5658
421536 -      ..
421537 -     [On 010114 Knowledge Management professional objects to mechanized
421538 -     communication. ref SDS 26 PY6N
421540 -  ..
421541 - Julia said managers and executives use natural intelligence, common
421542 - sense and experience for context that complements understanding from
421543 - notes prepared during meetings, and therefore investing time to
421544 - prepare copious notes with cross references to prior events and other
421545 - sources, as shown in SDS records, is unnecessary overkill, because
421546 - there isn't enough time.  When problems arise, people talk to each
421547 - other to improve understanding.  She noted the demands of executive
421548 - management foreclose investing time to improve earnings by improving
421549 - understanding and follow up.
421551 -  ..
421552 - We reviewed research in cognitive science on 900303 showing reliance
421553 - on experience to fill in missing context from writing notes once
421554 - causes mistakes because mental biology overlooks ambiguity due to
421555 - limited span of attention. ref SDS 4 6831
421557 -  ..
421558 - Julia feels the best solution when people make mistakes is to hire
421559 - smarter people, because executives don't like using computers for
421560 - management.  This aligns with Morris's concern on 890809, ref SDS 3
421561 - 8850, and again on 901006. ref SDS 5 5G5N
421562 -
421563 -      [On 920402 using "intelligence" to improve earnings conflicts
421564 -      with image required at IBM. ref SDS 15 0344
421566 -       ..
421567 -      [On 950426 experts recommend hiring smarter people to improve
421568 -      management. ref SDS 18 2394
421570 -       ..
421571 -      [On 980307 Andy Grove's book "Only the Paranoid Survive" says
421572 -      writing copious notes removes ambiguity of relying on personal
421573 -      mental recall. ref SDS 22 3668
421575 -       ..
421576 -      [On 990625 CEOs fail because they don't feel like using good
421577 -      management practice. ref SDS 23 0460 and ref SDS 23 4914
421579 -       ..
421580 -      [On 991108 legend of Prometheus relates continual tension through
421581 -      the ages between reliance on natural talent, and augmenting
421582 -      intelligence using alphabet technology. ref SDS 24 7426
421584 -       ..
421585 -      [On 020504 study shows professional standards for communication
421586 -      practices and requirements on good management specified in FAR,
421587 -      ISO, Health Care, Covey, Drucker, law, contract notice
421588 -      provisions, and 2,000 years of literacy for contemporaneous
421589 -      documentation for alignment and feedback to work intelligently,
421590 -      quickly, and accurately are ignored in government, business,
421591 -      health care, every sector. ref SDS 27 NS6F
421593 -  ..
421594 - Since the rationale of POIMS is presented in ref OF 3 0001 (submitted
421595 - to DGA prior to the meeting), and since Julia expressed her views
421596 - firmly and categorically, I did not restate POIMS theory.
421598 -  ..
421599 - Further, since Julia discounted the value of instantly accessing
421600 - information to perform management tasks (e.g., call, meet, review,
421601 - decide) within a matrix of "meaning" and chronology that constitute
421602 - "context," and which was demonstrated today, I did not show the
421603 - variety of ways to retrieve information and assemble reports under SDS
421604 - which emulate and improve upon human cognition.
421605 -
421606 -
421607 -
4217 -

SUBJECTS
Sales Resistance:  Too Busy to Manage Effectively
Writing Notes Twice, Everything Down
Computers not used for management
Empowerment to User More of Innate Mental
Opportunity Dressed In Coveralls, Looks
Alphabet Not Intuitive, but is Powerful
Empower Grow New Knowledge SDS Management
Ergonomics Impact Productivity
Writing Twice Redundant Ignorant Power Microcosm Analysis Intelligenc
Image Command Leadership Objects Com Manger Speaking Meetings Scribe
Computers Not Management Talking Listening Communication Factor Manag

6313 -
631401 -  ..
631402 - Secretaries Type and Executives Talk
631403 - Culture of Management Prevents Automated Integration of Tasks
631404 - Managers Talk and Give Orders, Not Discover What to Say and Order
631405 -
631406 - Julia examined the record on 910418 reporting an interview published
631407 - in Byte magazine, where Intel calls for better technology to improve
631408 - productivity of management, and expects this will sell more computers.
631409 - ref SDS 6 2744
631411 -  ..
631412 - Julia indicated the culture of management resists Intel's idea, per
631413 - above. ref SDS 0 5567
631415 -  ..
631416 - She feels it is not practical to use computers in meetings and during
631417 - telephone calls, and that managers are often away from the office.
631418 - Julia said managers don't need computers, because it is more efficient
631419 - for secretaries to do wordprocessing and spreadsheet work, based on
631420 - instructions from managers.  A manager does not have time to use the
631421 - computer, because constant crises require problem handling using
631422 - communication skills.  Julia feels that if a manager is using the
631423 - computer, then the manager's job of communication to solve problems is
631424 - not getting done.  She concludes the "art" of management cannot be
631425 - improved by technology, and so the promise of POIMS is hollow.
631426 - ref OF 2 6221
631427 -
631428 -      [On 960927 Dave advised that using technology to support daily
631429 -      management was not practical. ref SDS 19 7732]
631431 -  ..
631432 - Julia said only managers, who cannot afford to hire a secretary, use
631433 - computers.  When managers are promoted, they rely on secretaries and
631434 - staff to use the computer, and the executive relies on experience to
631435 - guide daily decisions that occur in communications from constant
631436 - meetings and calls, per above. ref SDS 0 5567  Since everybody works
631437 - this way, there is a lot of cultural pressure to conform.
631438 -
631439 -      [On 920402 Ross advised that using computers conflicts with the
631440 -      image of managers at IBM. ref SDS 15 0344
631442 -       ..
631443 -      [On 980307 Andy Grove cites new realities that require changing
631444 -      prior work practices, ref SDS 22 3151, but successful executives
631445 -      just don't get it; helping a manager improve work practice to
631446 -      improve earnings is like walking through the valley of death.
631447 -      ref SDS 22 2648
631449 -       ..
631450 -      [On 980307 Andy Grove reported that taking copious notes avoid
631451 -      ambiguity of mental maps. ref SDS 22 3668
631452 -
631453 -
631455 -  ..
631456 - Leadership with a Broader Vision
631457 -
631458 - I believe that leaders with a broader vision can grasp the distinction
631459 - between Julia's view of SDS, as entering "data" twice, ref SDS 0 5567,
631460 - and the POIMS concept of empowering managers to invest intellectual
631461 - capital in order to grow their knowledge and ideas.
631463 -  ..
631464 - I mentioned Jeff Ghilardi's report of attending a hearing recently in
631465 - San Diego Superior Court where the Judge entered notes of testimony in
631466 - a laptop.
631468 -  ..
631469 - I explained that "data entry" is not the true value of SDS, but rather
631470 - the whole environment of chronology, linking, organization and subject
631471 - identification, facilitates the conversion of "data" into higher forms
631472 - of awareness, commonly called "thinking," is a new value that only SDS
631473 - offers.
631474 -
631475 -      [On 960510 developed an organic structure of consciousness to
631476 -      explain the SDS process, ref SDS 21 5672.]
631478 -       ..
631479 -      [On 980307 Andy Grove's book "Only the Paranoid Survive" says
631480 -      writing copious notes removes ambiguity of relying on personal
631481 -      mental recall. ref SDS 22 3668]
631483 -  ..
631484 - Hearing about the power of SDS, some managers initially hope it is not
631485 - true, because acceptance means disruption of current practice which
631486 - can be psychologically painful.  When the PC was first introduced,
631487 - many managements resisted, but within time, more and more came to
631488 - believe in the benefit of empowering individuals through automated
631489 - tools, rather than imposing automation on individuals.  Now that trend
631490 - has run its course.  Managers know that, except for spreadsheets and
631491 - writing letters, PC's do not materially improve office productivity.
631493 -  ..
631494 - Programs like ACT, Agenda, Tornado, Grandveiw, Notes, etc., are bought
631495 - because they are easy to learn, but soon become shelfware, because
631496 - they are too narrow and rigid.  This helps form the market, however,
631497 - for SDS, which meets the test posed by Intel's Bill Rash of:
631498 -
631499 -     "...really think[ing] through what people do... integrated into a
631500 -     PC to make everybody more productive." (Byte April, 1991, p. 140),
631501 -     ref OF 1 8316, reviewed on 910418. ref SDS 6 UT7F
631502 -
631503 -     ...per ref SDS 6 2744 [later discussed with Dave Vannier on
631504 -     950927. ref SDS 19 8943
631506 -  ..
631507 - Julia believes SDS will become shelfware because it LOOKS hard to
631508 - learn.
631510 -  ..
631511 - Using the alphabet is harder to learn than SDS, but is used regularly,
631512 - because, like SDS, the alphabet is flexible enough to leverage
631513 - internal mental processes for understanding the exigencies of life.
631514 - This constitutes a monumental advance in civilization by enabling
631515 - people to construct an external rendering of internal connections for
631516 - cause and effect, which reveals errors and deeper understanding of
631517 - overlooked complex relationships that can be corrected before harmful
631518 - mistakes occur, or opportunity is lost.  SDS offers speed, flexibility
631519 - and accuracy that augments human intelligence, at the cost of learning
631520 - to push a few buttons.
631522 -       ..
631523 -      [On 980307 Andy Grove's book "Only the Paranoid Survive" says
631524 -      managers need to change in order to survive strategic inflection
631525 -      points. ref SDS 22 1566]
631527 -       ..
631528 -      [On 991108 alphabet was explosive technology that changed the
631529 -      world. ref SDS 24 5628
631531 -  ..
631532 - As with any advance, SDS needs to be explained, sold, and supported
631533 - which is the purpose of, and market for, a business, and the reason
631534 - for meeting today.
631535 -
631536 -      [On 931130 Drucker points out that the purpose of a business is
631537 -      make customers by adding value to daily life and work.
631538 -      ref SDS 17 EN6O
631539 -
631540 -
631541 -
631542 -
631543 -
631544 -
631545 -
631546 -
631547 -
631548 -
6316 -

SUBJECTS
Pricing policy
Correlations Implications Incite Hunch
Add Value Writing, SDS Organization,
Intelligence Adds Value to People
Proactive Learning Analysis Insite

6807 -
680801 -  ..
680802 - Pricing Policy
680803 -
680804 - Julia advised that Borland offers its LAN software so new Users can be
680805 - added on a pay as you go basis, rather than as we presently contem-
680806 - plate offering a simple two tier price structure.  This is a helpful
680807 - idea that may not be too difficult to implement.  As well, we have
680808 - complete flexibility in pricing the product.
680810 -  ..
680811 - Welch Company
680812 -
680813 - Julia asked about marketing plans.  I explained the ideas at ref SDS
680814 - 10 line 0518.
680815 - ..
680816 - Julia believes I lack the experience and expertise to market
680817 - SDS.  She pointed out the significant cost of advertising, mentioning
680818 - $20K for a one page ad in PC Magazine.  I noted the purpose of meeting
680819 - today is to develop means for treating these concerns.
680820 -
680822 -  ..
680823 - Viability of Single Product
680824 -
680825 - Julia explained the high risk of investing in a single product
680826 - software company, like Welch and SDS.  She noted that a few years ago
680827 - this was less ominous; but, the industry has matured now, and so it is
680828 - much harder to succeed in the market place with just one DOS based
680829 - product.
680831 -  ..
680832 - Of course this position is problematic, if SDS is without merit, or is
680833 - of marginal merit, like a game or wordprocessing program that is only
680834 - used from time to time.  Alternatively, if SDS is very valuable
680835 - (helpful) to a lot of people, for much of the time each day, then the
680836 - equation turns in favor of investment.
680837 - ..
680838 - As with Bill Rash at Intel, everyday, all over the world people
680839 - are decrying their failure and that of their boss, subordinate, or
680840 - colleague to remember facts, or think of important correlations that
680841 - in retrospect appear obvious, or to coordinate and communicate with
680842 - colleagues, customers and clients critical information.  People are
680843 - fired, careers torn, losses incurred and opportunities overlooked,
680844 - because of innate limitations in the way the human mind works.  Anger
680845 - and despair and working harder presently offer the only release.
680846 -
680847 -     [On 951103 organizations hiring psychologists to remedy poor
680848 -     communications, ref SDS 20 4355.]
680850 -  ..
680851 - Doubtless some will prefer such remedies to spending a few hours, days
680852 - or weeks learning to improve their ability to think, plan, remember
680853 - and communicate by using SDS.  The essence of civilization, however,
680854 - is that most people will reach out for such improvement; first a few
680855 - and then as credibility leads to belief, a new wave will rise on the
680856 - horizon to lift doubters and believers alike to new heights.  I draw
680857 - from this proposition that the market for SDS, perhaps in a modified
680858 - form, is "everybody," and therefore it is a worthwhile investment.
680859 -
680860 -
680861 -
680862 -
680863 -
680864 -
680865 -
680866 -
680867 -
680868 -
680869 -
680870 -
680871 -
680872 -
6809 -