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  • The Wax and the Wane of the Web

    The Wax and the Wane of the Web

    When you begin to believe you have all figured out, everyone does change, in my opinion. Simply as you start to get the hang of injections, diapers, and ordinary sleep, it’s time for solid foods, potty training, and nighttime sleep. When those are determined, school and occasional naps are in order. The cycle goes on and on.

    The same holds true for those of us who are currently employed in design and development. Having worked on the web for about three years at this point, I’ve seen the typical wax and wane of concepts, strategies, and systems. Every day we as developers and designers get into a routine pattern, a brand-new concept or technology emerges to shake things up and completely alter our planet.

    How we got below

    I built my first website in the mid-’90s. Design and development on the web back then was a free-for-all, with few established norms. For any layout aside from a single column, we used table elements, often with empty cells containing a single pixel spacer GIF to add empty space. We styled text with numerous font tags, nesting the tags every time we wanted to vary the font style. And we had only three or four typefaces to choose from: Arial, Courier, or Times New Roman. When Verdana and Georgia came out in 1996, we rejoiced because our options had nearly doubled. The only safe colors to choose from were the 216 “web safe” colors known to work across platforms. The few interactive elements (like contact forms, guest books, and counters) were mostly powered by CGI scripts (predominantly written in Perl at the time). Achieving any kind of unique look involved a pile of hacks all the way down. Interaction was often limited to specific pages in a site.

    online standards were born.

    At the turn of the century, a new cycle started. Crufty code littered with table layouts and font tags waned, and a push for web standards waxed. Newer technologies like CSS got more widespread adoption by browsers makers, developers, and designers. This shift toward standards didn’t happen accidentally or overnight. It took active engagement between the W3C and browser vendors and heavy evangelism from folks like the Web Standards Project to build standards. A List Apart and books like Designing with Web Standards by Jeffrey Zeldman played key roles in teaching developers and designers why standards are important, how to implement them, and how to sell them to their organizations. And approaches like progressive enhancement introduced the idea that content should be available for all browsers—with additional enhancements available for more advanced browsers. Meanwhile, sites like the CSS Zen Garden showcased just how powerful and versatile CSS can be when combined with a solid semantic HTML structure.

    Server-side language like PHP, Java, and.NET took Perl as the primary back-end computers, and the cgi-bin was tossed in the garbage bin. The first age of internet programs started with content-management systems (especially those used in blogs like Blogger, Grey Matter, Movable Type, and WordPress ), with these better server-side equipment. In the mid-2000s, AJAX opened gates for sequential interaction between the front end and back close. Pages was now revise their content without having to reload. A grain of Script frameworks like Prototype, YUI, and ruby arose to aid developers develop more credible client-side interaction across browsers that had wildly varying levels of standards support. Techniques like image replacement enable the use of fonts by skilled designers and developers. And technologies like Flash made it possible to add animations, games, and even more interactivity.

    The industry was reenergized by these new tools, standards, and methods in many ways. Web design flourished as designers and developers explored more diverse styles and layouts. However, we still relied heavily on hacks. Early CSS was a huge improvement over table-based layouts when it came to basic layout and text styling, but its limitations at the time meant that designers and developers still relied heavily on images for complex shapes ( such as rounded or angled corners ) and tiled backgrounds for the appearance of full-length columns (among other hacks ). All kinds of nested floats or absolute positioning ( or both ) were necessary for complicated layouts. Flash and image replacement for custom fonts was a great start toward varying the typefaces from the big five, but both hacks introduced accessibility and performance problems. And JavaScript libraries made it simple for anyone to add a dash of interaction to pages, even at the expense of double, even quadrupling, the download size of basic websites.

    The web as software platform

    The front-end and back-end symbiosis continued to improve, leading to the development of the modern web application. Between expanded server-side programming languages ( which kept growing to include Ruby, Python, Go, and others ) and newer front-end tools like React, Vue, and Angular, we could build fully capable software on the web. Along with these tools, there were additional options, such as shared package libraries, build automation, and collaborative version control. What was once primarily an environment for linked documents became a realm of infinite possibilities.

    Mobile devices increased in their capabilities as well, and they gave us access to the internet while we were traveling. Mobile apps and responsive design opened up opportunities for new interactions anywhere and any time.

    This fusion of potent mobile devices and potent development tools contributed to the growth of social media and other centralized tools for people to use and interact with. As it became easier and more common to connect with others directly on Twitter, Facebook, and even Slack, the desire for hosted personal sites waned. Social media provided connections on a global scale, with both the positive and negative effects.

    Want a much more extensive history of how we got here, with some other takes on ways that we can improve? ” Of Time and the Web” was written by Jeremy Keith. Or check out the” Web Design History Timeline” at the Web Design Museum. A fun tour of” Internet Artifacts” is also available from Neal Agarwal.

    Where we are now

    It seems like we’ve reached yet another significant turning point in recent years. As social-media platforms fracture and wane, there’s been a growing interest in owning our own content again. There are many different ways to create websites, from the tried-and-true classic of hosting plain HTML files to static site generators to content management systems of all kinds. The fracturing of social media also comes with a cost: we lose crucial infrastructure for discovery and connection. Webmentions, RSS, ActivityPub, and other IndieWeb tools can be useful in this regard, but they’re still largely underdeveloped and difficult to use for the less geeky. We can build amazing personal websites and add to them regularly, but without discovery and connection, it can sometimes feel like we may as well be shouting into the void.

    Browser support for standards like web components like CSS, JavaScript, and other standards has increased, particularly with efforts like Interop. New technologies gain support across the board in a fraction of the time that they used to. When I first learn about a new feature, I frequently discover that its coverage is already over 80 % when I check the browser support. Nowadays, the barrier to using newer techniques often isn’t browser support but simply the limits of how quickly designers and developers can learn what’s available and how to adopt it.

    We can now prototype almost any idea with just a few commands and a few lines of code. All the tools that we now have available make it easier than ever to start something new. However, as the initial cost of these frameworks may be saved in the beginning, it eventually becomes due as their upkeep and maintenance becomes a component of our technical debt.

    If we rely on third-party frameworks, adopting new standards can sometimes take longer since we may have to wait for those frameworks to adopt those standards. These frameworks, which previously made it easier to adopt new techniques sooner, have since evolved into obstacles. These same frameworks often come with performance costs too, forcing users to wait for scripts to load before they can read or interact with pages. And frequently, when scripts fail ( whether due to poor code, network problems, or other environmental factors ), users are left with blank or broken pages.

    Where do we go from here?

    Hacks of today help to shape standards for tomorrow. And there’s nothing inherently wrong with embracing hacks —for now—to move the present forward. Problems only arise when we refuse to acknowledge that they are hacks or when we choose not to replace them. So what can we do to create the future we want for the web?

    Build for the long haul. Optimize for performance, for accessibility, and for the user. weigh the costs associated with those user-friendly tools. They may make your job a little easier today, but how do they affect everything else? What does each user pay? To future developers? to the adoption of standards? Sometimes the convenience may be worth it. Sometimes it’s just a hack that you’ve gotten used to. And sometimes it’s holding you back from even better options.

    Start with the basics. Standards continue to evolve over time, but browsers have done a remarkably good job of continuing to support older standards. The same holds true for third-party frameworks, though. Sites built with even the hackiest of HTML from the’ 90s still work just fine today. Even after a few years, the same can’t be said about websites created with frameworks.

    Design with care. Consider the effects of each choice, whether it is your craft, which is code, pixels, or processes. The convenience of many a modern tool comes at the cost of not always understanding the underlying decisions that have led to its design and not always considering the impact that those decisions can have. Use the time saved by modern tools to consider more carefully and design with consideration rather than rush to “move fast and break things”

    Always be learning. If you constantly learn, you also develop. Sometimes it may be hard to pinpoint what’s worth learning and what’s just today’s hack. Even if you were to concentrate solely on learning standards, you might end up focusing on something that won’t matter next year. ( Remember XHTML? ) However, ongoing learning opens up new connections in your brain, and the techniques you learn in one day may be used to guide different experiments in the future.

    Play, experiment, and be weird! The ultimate experiment is this web that we’ve created. It’s the single largest human endeavor in history, and yet each of us can create our own pocket within it. Be brave and make new friends. Build a playground for ideas. In your own bizarre science lab, conduct absurd experiments. Start your own small business. There has never been a place where we have more room to be creative, take risks, and discover our potential.

    Share and amplify. Share what you think has worked for you as you experiment, play, and learn. Write on your own website, post on whichever social media site you prefer, or shout it from a TikTok. Write something for A List Apart! But take the time to amplify others too: find new voices, learn from them, and share what they’ve taught you.

    Go ahead and create a masterpiece.

    As designers and developers for the web ( and beyond ), we’re responsible for building the future every day, whether that may take the shape of personal websites, social media tools used by billions, or anything in between. Let’s incorporate our values into the products we produce, and let’s improve the world for everyone. Create that thing that only you are uniquely qualified to make. Then, share it, improve it, re-create it, or create something new. Learn. Make. Share. Grow. Rinse and repeat. Everything will change whenever you believe you have the ability to use the internet.

  • Opportunities for AI in Accessibility

    Opportunities for AI in Accessibility

    I thoroughly enjoyed reading Joe Dolson’s most recent article on the crossroads of AI and mobility because of how skeptical he is of AI in general and how many people have been using it. In fact, I’m very skeptical of AI myself, despite my role at Microsoft as an accessibility technology strategist who helps manage the AI for Accessibility award program. AI can be used in quite creative, inclusive, and accessible ways, as well as harmful, exclusive, and harmful ways, just like with any tool. Additionally, there are a lot of uses in the subpar center.

    I’d like you to consider this a “yes … and” piece to complement Joe’s post. Instead of refuting everything he’s saying, I’m pointing out some areas where AI may make real, positive impacts on people with disabilities. To be clear, I’m not saying that there aren’t real challenges or pressing problems with AI that need to be addressed; there are, and we’ve needed to address them, like, yesterday; instead, I want to take a moment to talk about what’s possible so that we can find it one day.

    Other words

    Joe’s article spends a lot of time examining how computer vision versions can create other words. He raises a lot of legitimate points regarding the state of the world right now. And while computer-vision concepts continue to improve in the quality and complexity of information in their information, their benefits aren’t wonderful. He argues to be accurate that the state of image research is currently very poor, especially for some graphic types, in large part due to the absence of contextual contexts in which to look at images ( as a result of having separate “foundation” models for words analysis and image analysis ). Today’s models aren’t trained to distinguish between images that are contextually relevant ( should probably have descriptions ) and those that are purely decorative ( couldn’t possibly need a description ) either. However, I still think there’s possible in this area.

    As Joe points out, alt text publishing via human-in-the-loop should be a given. And if AI can intervene and provide a starting point for alt text, even if the quick reads,” What is this BS?” That’s not correct at all … Let me try to offer a starting point— I think that’s a gain.

    If we can specifically teach a design to consider image usage in context, it might be able to help us more swiftly distinguish between images that are likely to be attractive and those that are more descriptive. That will clarify which situations require image descriptions, and it will increase authors ‘ effectiveness in making their sites more visible.

    While complex images—like graphs and charts—are challenging to describe in any sort of succinct way ( even for humans ), the image example shared in the GPT4 announcement points to an interesting opportunity as well. Let’s say you came across a map that was simply the description of the chart’s name and the type of representation it was: Pie map comparing smartphone usage to have phone usage in US households earning under$ 30, 000 annually. ( That would be a pretty bad alt text for a chart because it frequently leaves many unanswered questions about the data, but let’s just assume that was the description in place. ) If your website knew that that picture was a pie graph ( because an ship model concluded this ), imagine a world where people could ask questions like these about the creative:

    • Are there more smartphone users than have phones?
    • How many more are there?
    • Is there a group of people that don’t fall into either of these pots?
    • How many people are that?

    For a moment, the chance to learn more about images and data in this way may be innovative for people with low vision and blindness as well as for those with different forms of color blindness, mental disabilities, and other issues. It could also be helpful in education settings to help people who can see these figures, as is, to understand the data in the figures.

    What if you could request your website to make a complicated map simpler? What if you asked it to separate a single line from a range curve? What if you could request your website to transform the colors of the various ranges to work better for type of colour blindness you have? What if you asked it to switch colours in favor of habits? That seems like a chance given the chat-based interface and our current ability to manipulate photos in today’s AI equipment.

    Now imagine a purpose-built unit that was extract the information from that table and turn it to another style. For instance, it might be able to convert that pie chart (or, better yet, a number of pie charts ) into more usable ( and useful ) formats, like spreadsheets. That would be incredible!

    Matching techniques

    When Safiya Umoja Noble chose to write her reserve Algorithms of Oppression, she hit the nail on the head. Although her book focused on the way that search engines can foster racism, I believe it’s equally true that all machine types have the potential to foster issue, prejudice, and hatred. Whether it’s Twitter always showing you the latest tweet from a bored billionaire, YouTube sending us into a Q-hole, or Instagram warping our ideas of what natural bodies look like, we know that poorly authored and maintained algorithms are incredibly harmful. A large portion of this is attributable to the lack of diversity in those who create and shape them. However, when these platforms are built with inclusive features in mind, there is real potential for algorithm development to help people with disabilities.

    Take Mentra, for example. They serve as a network of employment for people who are neurodivers. They match job seekers with potential employers using an algorithm based on more than 75 data points. On the job-seeker side of things, it considers each candidate’s strengths, their necessary and preferred workplace accommodations, environmental sensitivities, and so on. It takes into account the workplace, the communication environment, and other factors. Mentra made the decision to change the script when it came to traditional employment websites because it was run by neurodivergent people. They use their algorithm to propose available candidates to companies, who can then connect with job seekers that they are interested in, reducing the emotional and physical labor on the job-seeker side of things.

    When more people with disabilities are involved in the development of algorithms, this can lower the likelihood that these algorithms will harm their communities. Diverse teams are crucial because of this.

    Imagine that a social media company’s recommendation engine was tuned to analyze who you’re following and if it was tuned to prioritize follow recommendations for people who talked about similar things but who were different in some key ways from your existing sphere of influence. For instance, if you were to follow a group of non-disabled white male academics who talk about AI, it might be advisable to follow those who are disabled, aren’t white, or aren’t men who also talk about AI. If you followed its recommendations, you might learn more about what’s happening in the AI field. These same systems should also use their understanding of biases about particular communities—including, for instance, the disability community—to make sure that they aren’t recommending any of their users follow accounts that perpetuate biases against (or, worse, spewing hate toward ) those groups.

    Other ways that AI can assist people with disabilities

    I’m sure I could go on and on about using AI to assist people with disabilities, but I’m going to make this last section into a bit of a lightning round. In no particular order:

      Voice preservation You may be aware of the voice-prescribing options from Microsoft, Acapela, or others, or you may have seen the announcement for VALL-E or Apple’s Global Accessibility Awareness Day. It’s possible to train an AI model to replicate your voice, which can be a tremendous boon for people who have ALS ( Lou Gehrig’s disease ) or motor-neuron disease or other medical conditions that can lead to an inability to talk. This technology can also be used to create audio deepfakes, so we need to approach it responsibly, but the technology has truly transformative potential.
    • voice recognition Researchers like those in the Speech Accessibility Project are paying people with disabilities for their help in collecting recordings of people with atypical speech. As I type, they are currently hiring people with Parkinson’s and related conditions, and they intend to expand this list as the project develops. More people with disabilities will be able to use voice assistants, dictation software, and voice-response services, as well as to use only their voices to control computers and other devices, according to this research.
    • Text transformation. The most recent generation of LLMs is capable of altering already-existing text without giving off hallucinations. This is incredibly empowering for those who have cognitive disabilities and who may benefit from text summaries, simplified versions, or even text that has been prepared for Bionic Reading.

    The importance of diverse teams and data

    Our differences must be acknowledged as important. The intersections of the identities we exist in have an impact on our lived experiences. These lived experiences—with all their complexities ( and joys and pain ) —are valuable inputs to the software, services, and societies that we shape. Our differences must be reflected in the data we use to develop new models, and those who provide that valuable information must be compensated for doing so. Stronger models can be created using inclusive data sets, which lead to more equitable outcomes.

    Want a model that doesn’t demean or patronize or objectify people with disabilities? Make sure that you include information about disabilities that has been written by people with a variety of disabilities in the training data.

    Want a non-binary language model? You may be able to use existing data sets to build a filter that can intercept and remediate ableist language before it reaches readers. Despite this, AI models won’t soon replace human copy editors when it comes to sensitivity reading.

    Want a copilot for coding that provides recommendations that are accessible after the jump? Train it on code that you know to be accessible.


    I have no doubts about how dangerous AI will be for people today, tomorrow, and for the rest of the world. However, I also think we should acknowledge this and make thoughtful, thoughtful, and intentional changes to our approaches to AI that will reduce harm over time as well. Today, tomorrow, and well into the future.


    Many thanks to Kartik Sawhney for supporting the development of this article, Ashley Bischoff for providing me with invaluable editorial support, and of course, Joe Dolson for the prompt.

  • I am a creative.

    I am a creative.

    I have a creative side. What I do involves science. It is a secret. I prefer to let it be done through me rather than through me.

    I have a creative side. Certainly all aspiring artists approve of this brand. Not everyone see themselves in this manner. Some innovative people practice technology in their work. I honor their assertion, which is true. Perhaps I have a little bit of fear for them. However, my being and approach are different.

    It distracts one to apologize and qualify in progress. That’s what my head does to destroy me. I’ll leave it alone for today. I may regret and then qualify. After I’ve said what I should have. Which is too difficult.

    Except when it is simple and flows like a wine valley.

    Sometimes it does. Maybe what I need to make arrives right away. I’ve learned to avoid saying it right away because they think you don’t work hard enough when you realize that sometimes the plan just comes along and it is the best plan and you know it is the best idea.

    Sometimes I just work until the plan strikes me. Maybe it arrives right away and I don’t remind people for three weeks. Sometimes I blurt out the plan so quickly that I didn’t stop myself. like a child who discovered a prize in a box of Cracker Jacks. I occasionally manage to escape this. Yes, that is the best idea, but often others disagree. They don’t usually, and I regret losing my joy.

    Passion should be saved for the meeting, where it will matter. not the informal gathering that two different gatherings precede that meeting. Nothing understands why we hold these gatherings. We keep saying we’re going to get rid of them, but we end up really trying to. They occasionally yet excel. But occasionally they are a hindrance to the real job. Depending on what you do and where you do it, the ratio between when conferences are valuable and when they are a sad distraction vary. And who you are and how you go about doing it. Suddenly, I digress. I have a creative side. That is the topic.

    Sometimes, despite many hours of diligent effort, someone is hardly useful. Maybe I have to take that and move on to the next task.

    Don’t inquire about the procedure. I have a creative side.

    I have a creative side. I have no power over my goals. And I have no power over my best tips.

    I may hammer away and often find it useful to surround myself with images or information. I can go for a move, which occasionally works. There is no connection between sizzling fuel and flowing pots, and I may be making dinner. I frequently know what to do when I awaken. The idea that may have saved me disappears almost as frequently as I become aware and a part of the world once more as a senseless wind of oblivion. For inventiveness, in my opinion, originates in that other world. The one that we enter in goals, and possibly before and after death. But authors should be asking this, and I am not a writer. I have a creative side. Theologians should circulate mass armies throughout their artistic globe, which they claim to be true. But that is yet another diversion. And a miserable one. Possibly on a much bigger issue than whether or not I am creative. But that’s not how I came around, though.

    Often the result is evasion. And suffering. Do you know the actor who is tortured by the cliché? Even when the artist attempts to create a soft drink song, a callback in a worn-out sitcom, or a budget request, that noun is correct.

    Some individuals who detest being called artistic perhaps been closeted artists, but that’s between them and their gods. No offence here, that’s meant. Your assertions are also accurate. But I should take care of me.

    Designers acknowledge their work.

    Negatives are aware of cons, just like queers are aware of queers, just like real rappers are aware of true rappers. Artists are highly revered by people in the world. We revere, follow, and almost deify the great types. Of course, it is dreadful to revere any person. We’ve been given a warning. We are more knowledgeable. We are aware of this. Because they are clay, like us, they squabble, they are unhappy, they regret making the most important decisions, they are weak and hungry, they can be cruel, and they can be as ridiculous as we can. But. But. However, they produce something incredible. They give birth to something that may not exist without them and did not exist before them. They are thought’s founders. And since it’s only lying there, I suppose I should add that they are the inventor’s mother. Ba ho backside! Okay, that’s all said and done. Continue.

    Because we compare our personal small accomplishments to those of the great ones, artists denigrate our own. Wonderful graphics I‘m not Miyazaki, though. Greatness is then that. That is glory straight out of the mouth of God. This meagre much creation that I made? It essentially fell off the turnip truck’s again. And the carrots weren’t actually new.

    Designers is aware that they are at best Salieri. That is what Mozart’s artists do, also.

    I have a creative side. In my hallucinations, my previous artistic managers are the ones who judge me because I haven’t worked in advertising in 30 times. They are correct to do that. When it really matters, my brain goes flat because I am too lazy and complacent. There is no treatment for artistic mania.

    I have a creative side. Every project I create has a goal that makes Indiana Jones appear to be a retiree snoring in a balcony head. The more I pursue my creative endeavors, the faster I progress in my work, and the more I slog through lines and gaze blankly before beginning that task.

    I can move ten times more quickly than those who aren’t imaginative, those who have just been creative for a short while, and those who have just had a short time of creative work. Only that I spend twice as long as they do putting the job off before I work ten times as quickly as they do. When I put my mind to it, I am so confident in my ability to do a great career. I have an addiction to the delay rush. I also have a fear of the climb.

    I don’t create art.

    I have a creative side. hardly a musician. Though as a boy, I had a dream that I would one day become that. Some of us criticize our abilities and like our own accomplishments because we are not Michelangelos and Warhols. That is narcissism, but at least we aren’t in elections.

    I have a creative side. Despite my belief in reason and science, I make decisions based on my own senses and instincts. and survive in the aftermath of both the triumphs and disasters.

    I have a creative side. Every word I’ve said these may irritate another artists who see things differently. Ask a question to two designers, and you’ll find three responses. No matter how we does think about it, our debate, our passion for it, and our responsibility to our own truth, at least in my opinion, are the best indications that we are creative.

    I have a creative side. I lament my lack of taste in almost all of the areas of human understanding, which I know very little about. And I put my taste before all other things in the areas that are most dear to my soul, or perhaps more precisely, to my passions. Without my addictions, I’d probably have to spend the majority of our time looking ourselves in the eye, which is something that almost none of us can do for very long. No seriously. No actually. Because so much in existence is intolerable if you really look at it.

    I have a creative side. I think that when I leave, a small portion of me will stay in someone else’s head, just like a family does.

    Working frees me from worrying about my job.

    I have a creative side. I fear that my little product will disappear.

    I have a creative side. I’m too busy making the next thing to devote too much time to it, especially since practically everything I create did achieve the level of success I conceive of.

    I have a creative side. I think that method is the greatest secret. I think so strongly that I am actually foolish enough to post an essay I wrote into a tiny machine without having to go through or edit it. I swear I didn’t do this frequently. But I did it right away because I was even more frightened of forgetting what I was saying because I was afraid of you seeing through my sad gestures toward the beautiful.

    There. I believe I’ve said it.

  • From SEO to AEO: Todd Sawicki Reveals How AI Is Transforming Search

    From SEO to AEO: Todd Sawicki Reveals How AI Is Transforming Search

    From SEO to AEO: Todd Sawicki Reveals How AI Is Transforming Search written by John Jantsch read more at Duct Tape Marketing

    Listen to the full episode: Overview On this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Todd Sawicki, founder and CEO of Gumshoe AI, a cutting-edge platform helping marketers navigate the rapidly evolving world of AI-driven search and discovery. Todd breaks down what AIO, AEO, and AI search really mean for marketers, why […]

    From SEO to AEO: Todd Sawicki Reveals How AI Is Transforming Search written by John Jantsch read more at Duct Tape Marketing

    Listen to the full episode:

    Todd Sawicki (1)Overview

    On this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Todd Sawicki, founder and CEO of Gumshoe AI, a cutting-edge platform helping marketers navigate the rapidly evolving world of AI-driven search and discovery. Todd breaks down what AIO, AEO, and AI search really mean for marketers, why buyer behavior is shifting, and how brands can optimize for the new era where large language models (LLMs) drive discovery, answers, and conversions. If you’re looking for practical ways to future-proof your SEO and content marketing, this episode is packed with actionable insights and big-picture context.

    About the Guest

    Todd Sawicki is the founder and CEO of Gumshoe AI, a platform at the forefront of AI-driven search and discovery solutions. With a deep background in digital media, marketing technology, and scaling startups, Todd is a sought-after voice on the future of search, LLM optimization, and how marketers can adapt as buyer behavior and search platforms are transformed by AI.

    Actionable Insights

    • AI-driven search (AIO, AEO) is fundamentally changing how buyers search, what they expect, and how marketers must optimize—think “training the AI salesperson” rather than just ranking on Google.
    • LLMs (like ChatGPT, Perplexity, and Google AI Overviews) are increasingly personalizing answers, using your site’s content, FAQs, product detail pages, and structured data to deliver tailored recommendations.
    • AI search users are high-intent and convert at dramatically higher rates—often 2–20x higher than traditional organic or paid search—because they are pre-qualified and further down the funnel.
    • Content quality, structure, and freshness matter more than ever; LLMs reward authoritative, updated, and well-organized information, not just what’s most popular or backlinked.
    • Updating and repurposing existing content (especially with FAQs, schema, and summaries) is critical—LLMs cite content that has been updated within the last 90 days.
    • Competitive insights and personas are key: Tools like Gumshoe can reveal what LLMs say about you, your competitors, and which personas they surface—providing messaging ideas and identifying areas to improve.
    • Focus on high-intent, conversion-focused queries (not just top-of-funnel trends) and use AI insights to build better ad campaigns, content, and product positioning.
    • Track, measure, and iterate: AI traffic is growing fast—use analytics to see where it’s coming from, how it performs, and how your optimizations are working.

    Great Moments (with Timestamps)

    • 01:31 – The Rise of AI Search and Zero-Click Experiences
      How AI-driven search is changing user expectations, buyer behavior, and marketing priorities.
    • 03:21 – Why Buyer Behavior Matters More Than Technology
      Users are asking longer, more complex, and more high-intent questions, and expect personalized answers.
    • 05:18 – The Value of AI Traffic
      Why visitors from AI answers convert at much higher rates—and what marketers should do about it.
    • 06:49 – Training the AI Salesperson
      How to “teach” LLMs about your product, and why product marketing and messaging matter more than old-school SEO tactics.
    • 08:30 – What Content Do LLMs Prefer?
      Brand websites, FAQs, knowledge bases, and structured content are the top sources cited by AI.
    • 09:52 – Why Doing Content Right Pays Off
      How years of quality content and structure are finally being rewarded by AI-driven platforms.
    • 12:26 – Content Freshness, Updates, and Repurposing
      The average AI-cited content is only 86 days old—updating and repurposing is critical for ongoing visibility.
    • 14:42 – How Gumshoe AI Works
      Using personas, synthetic users, and competitive insights to see what LLMs are saying about your business—and what to do next.
    • 20:38 – The Future of High-Intent Search
      Marketers must focus on conversion-ready, long-tail queries and position for the new funnel managed by AI.

    Insights

    “AI-driven search means you have to train the AI like you’d train a salesperson—answer objections, provide detailed info, and position your product for each persona.”

    “Content quality, structure, and freshness are the new currency—LLMs reward the right answers, not just the most popular ones.”

    “Focus on high-intent, conversion-ready queries—AI search gets users further down the funnel, and marketers need to adapt their messaging and content to win.”

    “Analytics prove it: AI-driven visitors stay longer and convert more. Optimize now and track what’s working as AI’s role in discovery grows.”

    “Competitive intelligence and persona insights are critical—know what LLMs say about you and your competitors to improve your messaging and positioning.”

    John Jantsch (00:02.52)

    Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my guest today is Todd Sawicki. He’s the founder and CEO of Gum Shoe AI, an innovative platform at the forefront of AI-driven search and discovery solutions. With a background in digital media marketing technology and leading high-growth startups, Todd is known for his deep insight into changing landscape of search. We’re going to talk about SEO, we’re going to talk about AIO, AEO, all the

    Other rows that are out there.

    Todd Sawicki (00:33.81)

    As long as we don’t call it GEO, what, you can tell the person who came up with that had no background in marketing because I’m sorry, the minute I’ve been in the paid landscape, the minute you see the letters GEO, you instantly think of geo targeting, hello people, the last thing we wanna do is make anything more confusing than it might otherwise be. So, my little soapbox for today.

    John Jantsch (00:48.622)

    Sure,

    John Jantsch (00:54.86)

    And so with that, with that Todd’s on the show. So welcome Todd. So let’s, mean, I kind of laid that out a little bit. You know, you’ve created a tool that is really taking advantage of some of the changes that are going on in marketing today, especially around search. So maybe give a high level kind of in your view, let’s start with the basics. All this stuff we’re hearing about.

    Todd Sawicki (01:10.609)

    Yes.

    John Jantsch (01:21.41)

    GEO for one, AIO, AIO, know, all those kinds of things. I mean, what does it all really boil down to for the typical marketer or typical business?

    Todd Sawicki (01:31.374)

    It is a it is a good question. So I think we all woke up a year ago. And with the rise of zero click searches with AI mode in Google search taking off, and we began to see Google traffic starting to decline. And at the same time, if anyone was sort of looking at their, like GA four analytics or whatever they’re using, they started to see, look, I’m getting this new basket of traffic from chat, tbt and others. And so AI

    John Jantsch (01:50.478)

    Mm-hmm.

    Todd Sawicki (01:58.706)

    and sort of looking at that. so the AI search is taking off. And so as a marketer, suddenly you had to start paying to this attention, this new thing called AI search. And so fundamentally, we look at it as, you know, marketers want to understand what the hell are LMS saying about me. And then from a product standpoint, we like to say yes, we help marketers understand what LMS think about them and their brands, and ultimately what to do about it. And I think that’s one of the interesting things is there’s a lot more you can do about it, because AI search is a

    fundamentally different platform and approach than traditional search and really in many ways I think a search is solving a lot of the problems we’ve been complaints as end users we’ve had about traditional search and then there’s downstream applications for marketers and how to think about how you work with those platforms as a result.

    John Jantsch (02:45.262)

    Well, and I think you’re hitting on one of the things that I try to get people to understand. Everybody always goes, oh, we’ve got these new platforms. Um, but what they fail sometimes to recognize is that the buyer behavior is changing because of these new platforms and how people, what their expectations are, how they now go to, even to Google. mean, I’m seeing people do this. We used to put it in these nice little compact searches. Well, I’m seeing people put in these very long searches now, very high intent, you know, very filtered almost because they know they can get AI overviews and things. And I think that.

    Todd Sawicki (02:57.202)

    Correct.

    Todd Sawicki (03:09.039)

    Exactly.

    John Jantsch (03:15.222)

    change is really what we really need to adjust to, right? It’s not necessarily the technology, is it?

    Todd Sawicki (03:21.778)

    I agree users have fundamentally changed and you probably hear this even anecdotally amongst your friend sets. Like you start kind of experimenting with chat tpt or perplexity or whatever it is and you’re like you ask it a real deep question that you know is very frustrating to get answered in traditional search and you would have to click through 10 things and it was just a pain in the ass and took a lot of time and where now you get a pretty good answer most of the time right away and it fundamentally changes the experience. I mean we’re seeing dramatic thing changes especially in complex areas like b2b type searches.

    It’s a great use case when you’re researching very technical things. You’re researching like more long tail areas for traditional search work wonderfully in the world of AI. And I think the other thing that traditional search really did a poor job of, and it really shows up in AI search is AI search does a phenomenal job of personalizing its answers for you. And that is one of the things that

    in even in terms of our own product and platform, but the implications of that are very interesting. And so as an end user rate, would you imagine think of the LM as you walk into a shoe store, and there’s a wall of 500 pairs of shoes behind that salesperson as you walk in, and the LM is the salesperson. And so you’re trying to know what’s the right pair of shoes? Well, Google you do it doesn’t really ever answer I need a new pair of shoes, you would never like Google just would struggle with that. But with

    John Jantsch (04:43.488)

    Or give you the most popular shoes or whatever.

    Todd Sawicki (04:45.488)

    Or give you the most popular one. Exactly. Just give you the most popular one. But the LLMs are really trying to understand, are you a runner? Are you a hiker? you have an account, you register, they’re building profiles of you, interestingly enough. Right? The minute you put your email in, it knows where you work. It knows what you’re affiliated with. And so as a result, your users are seeing that there really, there’s a value for that relationship between you and the LLMs. It learns more about who you are. It discovers things. It’s trying to personalize the answers. And so it therefore can give you a better answer and really help you in a way that

    Traditional search never quite got to.

    John Jantsch (05:18.252)

    You know, and one of things that I get business owners pretty excited about, because a lot of them are going, is all hype or like, don’t, you know, do I got to really do this or am I really going to get AI traffic or not get AI traffic? So all these questions and all I do is show them analytics. and I am able to demonstrate that to them, the people who come from AI stay on your site 10 times longer and convert seven times more than your paid ads, more than your organic traffic. And a lot of that, think is just what you talked about because.

    Todd Sawicki (05:43.602)

    Yup.

    John Jantsch (05:47.5)

    they are doing the filtering themselves. And if they get to your website, it’s because you had what they wanted. Right.

    Todd Sawicki (05:51.258)

    Exactly. They’re pre-qualified. Right. No, and we’re seeing stats on the B to C. We typically see a little bit less than seven X, probably more in the range of kind of two to five X increased conversions on the B to B side. We’re seeing increased conversion rates up to like 20 X better. Cause again, they’re down the funnel. Cause right. When I think about, you think of from a marketer standpoint, let’s think about the classic marketing funnel. There’s discovery, then consideration, then conversion.

    Google managed discovery and then handed you off to websites to manage consideration like your own website some third-party writer whatever it might be but AI is trying to do not just discovery but manage through the Q &A process consideration as well and then hand that user off for conversion and So that’s why you see these higher conversion rates. They’re further down the funnel AI has managed that now from a marketing standpoint You’re now your challenges. I need to manage AI differently because now suddenly it’s it’s the one selling my product

    John Jantsch (06:49.09)

    Yeah, yeah.

    Todd Sawicki (06:49.35)

    And I think that’s the fundamental shift here as a marketer is you have to going back to that, that shoe store analogy, that element as a salesperson means you’re going to have to manage that person, right? That’s not your job. Whereas SEO, and I think this is one of the other big changes. SEO is a very technical thing, like link building. And remember that the just the ridiculous debate we had for years about is it a sub domain or a folder? Right? Is that marketing? No, that’s a very technical thing. And you know, any non technical marketer, whenever that discussion and by the way,

    for those who don’t pay attention that went on for years like it was like a red versus blue sort of battle in the online marketing sphere. And but a very technical thing not marketing based at all. And I think the differences for LLMs, it’s much more of a, oh, how do I teach the LLMs what to say about my product, just like I teach, you know, a salesperson at the front of Dick’s Sporting Goods store kind of the same way. And so it’s now it’s much more of a product marketing exercise than it ever was with traditional search. And I think that’s the other thing is

    You’re going to have to think about how you talk to the LLMs and how you market to them.

    John Jantsch (07:50.35)

    Well, and this gets at the crux of, you know, a good salesperson is trained on, know, all the objections of, you know, all the questions they’re going to get. Right. And so now all of a sudden our content has to be answers.

    Todd Sawicki (07:57.222)

    Mm-hmm. Mm-hmm.

    Todd Sawicki (08:04.722)

    Correct? absolutely. So one of the things, so Gumshoo as a platform has been, we publicly launched it about six months ago and we’ve already worked more than 3,500 marketers have signed up. We’ve already generated millions of prompts on behalf of marketers so they understand what elements say in response to these prompts. And as a result, we’re able to analyze those response. think it’s like 10 million answers that we’ve analyzed.

    John Jantsch (08:29.112)

    Mm-hmm.

    Todd Sawicki (08:30.416)

    And then you really, you start to see patterns in what they’re doing, but they absolutely want you as marketers to provide them kind of sample question answers back. if you, of the fascinating things about LLMs is they actually link, they prefer the number one source that they link to for product information are brand websites. And then within that, they link to product description pages or PDPs or product detail pages, whatever description you want to use, like the PDPs, FAQs,

    John Jantsch (08:50.616)

    Mm-hmm.

    Todd Sawicki (08:59.896)

    knowledge base articles, how to sections, they love that sort of informative how to answer questions for them. And they use that as a guide. Now they process their own way, they kind of regurgitate it in their own way, but they want to use that as a basis. So you’re right, you’re gonna you have to just like you train that salesperson on Rude Q &A, you’re doing the same thing now with the models, which I think is interesting to marketers, when they start kind of like seeing and understanding like it’s not a marketing exercise, and not a weird technical link building sub domain folder esoteric discussion anymore.

    John Jantsch (09:04.738)

    Yep. Yeah.

    John Jantsch (09:25.292)

    Yeah. Yeah. Yeah. And, and one of the things that we have seen, because, know, I’ve always believed that, that you do content, right. You’re going to get rewarded by the search engines. Well, we’ve been doing content, right. In my view, you know, hub pages, structured content, FAQs, table of contents, summaries, schema, you know, we’ve been doing all that stuff because it was good content marketing. well,

    Todd Sawicki (09:37.244)

    Yes.

    John Jantsch (09:52.258)

    the LLMs and AI are actually rewarding us for that work right now because we ranked high in Google. We are now ranking higher in AI overviews and in chat GPT. Are you seeing that as well?

    Todd Sawicki (10:06.354)

    So if you don’t have content online, it is hard for AI to even know you exist. And so that’s sort of step one. You’d be surprised at the lack of content out there. It’s, know, all right, well, you sell it. You sell these programs. But I think it’s because everyone probably thinks they’ve all, everyone’s done content marketing. It’s not always the case.

    John Jantsch (10:12.526)

    Well, yeah.

    Well, no, no, I would not be surprised.

    Yeah. Yeah. I always love it. I always love it when we go to work with a new client and they say, yeah, well, our SEO firm is doing this for us. And it’s like, what are they SEOing? Like, there’s no content there.

    Todd Sawicki (10:35.83)

    There you go. Exactly. There’s no content. There’s nothing else. And so the differences here you mentioned, like you generated content that the difference here though is there’s a subtle, you know, benefit and you kind of address this, I’m gonna call it what you said, which is you’re getting rewarded. But what’s interesting is Google, it was rewarding popularity, not necessarily the best content and the most authoritative content. What LMS are doing is doing a much better job of rewarding the correct content. So

    It’s sort of like, and we have a good stator on this, is, we look up the traditional Google rank of all the URLs that are cited by AI and its answer, and its justification for its answers. The traditional Google rank is below 21, 50 to 90 % of the time, meaning page three and beyond. So it’s pulling out these, so it is looking at some of those that traditionally link to content SEO, but it was always these deep links. And the problem with traditional searchers,

    John Jantsch (11:18.658)

    Well, yes.

    Todd Sawicki (11:28.602)

    is, you know, we kind of generically use the stat one out of 100 people go to page two on Google, one out of 1000 go to page three, one out of 10,000 go to page four, and no one goes to page five. And that’s very exactly how the dead bodies but AI to my stat 59 % of the links they surface are in that that sort of buried into because they have AI or machines, they have infinite patients. So what they’re good at doing is finding authoritatively correct like we like to see canonical information. And then and so as a brand,

    John Jantsch (11:38.734)

    Yeah, that’s where you hide the dead bodies, right?

    John Jantsch (11:51.15)

    Yeah.

    Todd Sawicki (11:58.416)

    all that work that maybe struggled to get surfaced in Google, because it just wasn’t as popular or using out to people buying links. Now, now they’re really to your point, really rewarding good content, good highly valued structured content. And so it’s sort of like, it’s sort of the it’s paying off 10 years of work, finally. And so the people who may be struggled to get some of that popularity in Google, it is absolutely paying off in AI overview, AI search and AI overviews and things like that in a way that you always prayed and hoped for as a content market, like your day has come.

    John Jantsch (12:07.842)

    Yeah.

    John Jantsch (12:13.964)

    Yeah.

    John Jantsch (12:26.35)

    Yeah

    Todd Sawicki (12:26.716)

    Producing great content is a payoff and it’s happening. And I think that’s really fascinating here, which is people are like, with the rise of AI Slop, no, the models want good content and they’re good at deducing what is good content. AI Slop will not get ranked and you have to, they want authoritative information. And so that’s content that will get ranked in AI search and then drive traffic today and tomorrow, agentic purchases, right? You’re ultimately trying to drive some of that conversion more and more that AI will be driving that itself. Like Perplexity’s browser will load a cart for you today.

    Right, it’s loading products it’s picking on your behalf into that. So that future is coming fast and furiously. And so I think that change is sort of fascinating to see when you look at what’s happening. Now, the other stat about what’s really fascinating here is, okay, what if I don’t have been produced 10 years of content, am I screwed? Well, one of the other facts that we’ve seen is that the average age of a cited piece of content

    is only 86 days old in AI search. And that’s falling 10 to 15 % quarter per quarter. Now there’s a caveat there, which is it doesn’t have to be originally published, it just has to be updated. Like the AI will look at content that’s older, but as long as it’s been updated, and you note that that updated date, it will value that as well. And so and that 86 days is falling 10 to 15 % every quarter. So today it’s 86 days, next quarter is gonna be 78, 70 to the quarter after that, and see you get faster and faster.

    So you’re gonna have to be doing a lot more work around content, maintaining it, updating it. It’s not a publish once and walk away model anymore. It’s gonna be a constant refresh. And so, the good side of that is you’re just starting out. We’ve definitely seen this with people where you can impact the results well within a 90 day window where traditional search that was almost impossible. And so there’s a definitely, don’t wait, get started. Hire John and his team.

    John Jantsch (14:12.504)

    But again, yeah, well, but I was also going to say that another best practice for years has been repurpose your content. And so, I mean, I now it’s like repurpose your content in a specific way, you know, add FAQs, you know, to that content, right? But, but I think that’s what you’re saying is should be very helpful for those people that just kind of wrote the hundred one off blog posts. It’s like, no, now go back and make that pay. Let’s talk specifically.

    Todd Sawicki (14:28.146)

    Correct. Right.

    Todd Sawicki (14:39.94)

    Exactly, exactly. It’s fascinating to kind of, you know, watch that all happen and come to fruition.

    John Jantsch (14:42.742)

    Yeah, yeah, yeah. Let’s talk specifically about gumshoe. I know that’s what you want to talk about. But first off, I have an account. I’ve played with it and it is in seemingly incredibly complex what you’ve built. And so my first question is, my first question is, where did that come from? Are you a mad scientist or did you hire people or how did you develop that? Because

    Todd Sawicki (15:02.844)

    Well, thank you.

    Todd Sawicki (15:10.77)

    So we have a team, right? We have a team. I’ve been in digital marketing tech for 20 years in my career and got involved in, and really the common theme has been around customer acquisition as it turns out. And I even view the purpose, we only care about AI search as marketers, ultimately because it can drive business, right? It’ll drive traffic and revenue, right? So fundamentally it’s a, and so I 20 years ago got involved in toolbars and search. Then I got into the social marketing landscape, just as that was taking off like 2007 to,

    John Jantsch (15:28.334)

    That’s right. That’s right.

    Todd Sawicki (15:39.986)

    to 2012 and then got into paid and built a DSP. So in the programmatic space and then was playing in ecommerce and Shopify’s ecosystem, you building customer acquisition apps in there and then ultimately transition here. And it was sort of the space of a year ago was talking to marketers. And again, the beginning of this conversation around AI search and the rise of that. And if you’re a marketer, and suddenly the channel you’re relying on Google search falls off a cliff. for some key keywords, I heard

    30 60, even 90 % declines in traffic, even on the paid side. Like it just Google is sacrificing even paid traffic and on some keywords. So that’s an existential change in the landscape. And then as we started thinking about this in terms of working with marketers, you’re like, well, you know, to what I said earlier, gumshoe helps brands understand what elements think about them. And then what to do about it. Well, that where does that come from? Well, if you’re a marketer, you can’t just log into chat tpt and find out what it’s saying to you because

    John Jantsch (16:12.813)

    Mm.

    Todd Sawicki (16:37.508)

    as you I don’t know if any everyone should go watch the season premiere this fall’s episode from Boulder natives, you know, the creators of South Park, the first episode this year, the main one of the main characters dads is like falling in love with chat tbt because all it does is flatter him. And it says like every idea he has is wonderful. And it’s a great and he’s got some he’s trying to start a new business. And his wife gets all pissed off because he’s constantly going to ask chat tbt and says see I’m right, you know,

    John Jantsch (16:54.285)

    Right.

    Todd Sawicki (17:05.426)

    his wife’s name is Sharon, see I’m white Sharon, chat TBT says I’m right. And he’s like, No, it just says that to everybody. And so as a marketer, you you can’t just log in and ask chat TBT what it thinks about your business, because it’s going to kind of lie, it’s going to flatter you, it’s going to say the most optimal thing it can because it by the way, the minute you put your email in, it looks you up on LinkedIn, it knows it knows where you work, it knows your products, it’s no it knows how to answer things. And so then you realize as a marketer, I don’t care what LM say to me, I say, I care what it says to my target customers.

    John Jantsch (17:17.666)

    Mm-hmm. Mm-hmm.

    John Jantsch (17:31.832)

    Yeah. Yeah.

    Todd Sawicki (17:34.01)

    And so the way that we built our product was around how do you help marketers understand what it’s really saying to its customers? And so our point of view as well, how do we get in the shoes of that customer? And so what we do is we build these personas which become synthetic users. right, so those are what are asking prompts in the models. We have a better understanding of how they, how will they talk to, how the models speak to these different, different customers and those insights of like, okay, here’s how it, and by the way, the variety of answers between one type of

    persona and another is fascinating. And they’re absolutely customizing their answers. Like, John, you’ve seen this, right? Just one customer will say, like, just imagine you’re a hiker, you’re going to get a different answer for the pair of shoes than if you’re a marathon runner. And so that makes rational sense as a marketer kind of understanding this nuance and how it’s treating different types of end users using AI search is sort of a fascinating insight. And it’s cool just to look at the answers and see what they say to different things. So that’s my point about marketers and the messaging and seeing how it talks to different people.

    John Jantsch (18:06.594)

    Mm-hmm. Yeah.

    John Jantsch (18:31.374)

    One of my first observations that kind of blew me away frankly was I just put in a company’s URL, I think is all I did. yeah, and it came up with, I want to say eight, maybe it was a little more than that personas. And they were, we had already done that work, but they were very spot on, maybe even a little better descriptions. And what I found was interesting was it actually,

    Todd Sawicki (18:39.324)

    Correct, that’s what you start with. You start with the URL, correct.

    John Jantsch (19:00.342)

    All the analytics and search was great, but we actually got some messaging ideas just from that part of it, and that wasn’t even the intent.

    Todd Sawicki (19:10.652)

    Well, and that’s what I mean about it. you know, it’s, was talking with a head of product marketing earlier today, and I’m like, this is product marketing’s moment, because AI search is fundamentally a product marketing exercise. And it’s a positioning exercise. And when you read those prompts and answers, we hear that all the time, because what we help you on what we ask questions and basically ask questions around product areas for your business. And those will give you a set of responses like, we recommend these three companies or these eight companies or these five. And then you see the rationale for those

    recommendations. And that’s great marketing, right at feedback. It’s it’s what’s our positioning, what’s our competitive positioning, you show this to any product market, like, oh, my god, this is like my competitive messaging framework, which you’d by the way, what you describe john a itself serve, can do this yourself, anyone can enter a URL of a company to get this. And in like 10 to 15 minutes, you’re walking away with a really cool understanding of your products position in the marketplace, at least the marketplace of AI search, which is meant to be a broader perspective of the world, obviously.

    But it’s no, hear this all the time. It’s fascinating. Like it is a total rabbit hole for anyone who cares about commutative or comparative messaging.

    John Jantsch (20:13.742)

    Yeah. So the other observation is that, you know, lot of people that are talking about losing search traffic, it’s for, let’s say I’m a remodeling contractor. It’s they’re losing traffic for trends in kitchens, right? Which was not somebody that was going to buy anything, right? They’re losing a lot of that traffic because they’d written a great trend article for 2025, right?

    Todd Sawicki (20:37.138)

    Correct.

    John Jantsch (20:38.37)

    But that was not going to ever convert. But what’s interesting from what you’re unearthing is you’re unearthing all these really high intent searches. I mean, the search string is such that it’s like, yeah, that person’s looking to remodel their kitchen. And I think that that’s what marketers need to really focus on is that, forget about the, I mean, we do still have to do a lot of things to create awareness. But what we really need to focus on is high intent right now and capturing that search.

    Todd Sawicki (21:07.138)

    That is absolutely, I think a change, which is you’re going to go a little bit more down funnel. And you because you I think you can with AI search problem with Google is all those searches were so high level and so generic. It was hard to, to you’re right, the lack of long detailed searches in Google meant it was hard as a market, you couldn’t really target that sort of bottom of funnel activity. But AI is kind of all about that. And even if you ask a generic question, AI will follow it up with a more specific like they want to, they want to know which direction they need to go. There’s a back and forth that never existed in Google search.

    John Jantsch (21:16.962)

    Yeah, right.

    Todd Sawicki (21:35.878)

    that absolutely exists in AI. And you anyone who’s experienced this, when you go to the models, it’ll it’ll ask for follow ups, it’ll clarify things, it’ll make sure it understands what you’re talking about. So that it’s its goal is to give you the very best answer possible.

    John Jantsch (21:41.932)

    Yeah, yeah.

    John Jantsch (21:48.686)

    Yeah, it wouldn’t have been great. You go to Google and say, no, that answer was wrong. Fix it, right?

    Todd Sawicki (21:52.324)

    Exactly, we all wish we could like that search, you’ll get some results. You’re like, that is a terrible right link. And now with all the like the amount of Google searches that are so link baited to death. I love to get the analogy of in a lot, you know, I said earlier, the AI search is fixing a lot of things wrong with traditional search, like how many times in our lives like you bought like a new TV, and I just need to know the damn matter the width of it. So will it fit on my mantle or not? And you do a search and like you get every link is 10 best this or 10 best that or trends of

    hot TVs this Christmas like I just need the dang measurement. Come on, Google.

    John Jantsch (22:23.854)

    or a link to Amazon that’s not even a TV. Those are my favorite. So I’m sorry, we got geeking out here on like all the under the hood stuff. And I’d love it you could just like give us the two minutes feel what is gumshoe? How you know, how does it work? How does somebody try it out?

    Todd Sawicki (22:28.187)

    Right!

    Todd Sawicki (22:42.556)

    So at any market, it’s a publicly available and you can try it out for free. It is, you can generate a report about your company. You go to it, as John said, you’re going to enter your company’s URL. And then from there, what we’re gonna do is again, show you what LMS think about your business and product. You’re gonna select a product that’ll generate personas and then we’ll generate the prompts that represent the activity that users are having with AI. And then…

    run a series of real-time conversations, we turn those personas effectively into synthetic users. That’s kind of a buzzy word. Synthetic is the ultimate now AI buzzword. It’s a simulated user, it’s a synthetic user. And then that user will, yeah, exactly. It’s better than that. We’ll have a series of conversations with the LLMs. We kind of create those and then we analyze the chat activity and kind of package that up in a way so that you can help identify areas, topics of these types of prompts where you’re doing well or you’re doing poorly.

    John Jantsch (23:14.648)

    Yeah, yeah, yeah.

    John Jantsch (23:18.83)

    It’s better than bot though, isn’t it?

    Todd Sawicki (23:38.736)

    And then the next step is we also allow you to sort of then generate the content based upon, you know, where your strengths and weaknesses are that through our platform that you can then host on your site. And the way to think of it is, is your personas are your predicted customers, who the elements think are your top customers, and then they want instructions, the content you generate is intended to be or write on your own, is intended to be the instruction set back to the models. Okay, for these customers, here’s the features and benefits that we believe appeal to them and why they want to pick our products.

    And ultimately, that’s going to send traffic back to your site. And then can help analyze that to understand was it good traffic, bad traffic, what have you. And so the goal of our point of view is to say, again, how do we help you understand what I’m thinking about you and then what to do about it, right? You’re ultimately how do you capture as much revenue or as much referral traffic as possible from the LLMs. And so that’s the way Gumshoe works. You can go to gumshoe.ai. They said you just start with the URL. And in 10 to 15 minutes, you’re going to walk away with sort of insights about what you can do. there’s, again, you don’t need an inter credit card that’s just freely available. Everyone can create an account. And then

    The way we work is it’s not a subscription based a time based. If you want to rerun a report, you want to run it again, like in a weekly or monthly basis, kind of track how you’re doing, you would then sign up to pay an ongoing basis. And so it’s just based upon how often you want to sort of leverage the platform and use it. That’s the model. So feel free once you generate a report, whether it’s a free one or a paid one down the road, it’s available to you for as long as we’re around as a company.

    John Jantsch (25:03.266)

    Yeah. And one of the things that I failed to mention, you didn’t mention either is I thought does a really good job at, at, identifying competitors, as well. Yeah.

    Todd Sawicki (25:12.466)

    Correct, because what we’ll do is in those answers, we’re going to get multiple companies products recommendations and we surface that to know your competitive great great point, John, you know, your competitive standing, our competitors doing better or worse than you in AI. And that’s obviously often a key indicator. And then we’ll help you analyze where they did better versus you. So you know, what’s your point about messaging, right? And the product messaging, like what features of a competitor are winning versus ours?

    where is their positioning better? Is it something else? Or and that’s sort of a great insight is where all the other companies getting mentioned alongside you, and then we’ll help you identify also, what were the reasons like what led to the models answering the way they did? Like what citations and sources so if you want to do outreach from a PR standpoint, you can we help you identify the places you should be going and talking to, or even read our core threads you should be posting on. We now have a feature where we’ll we’ll give you a draft post for Reddit and Cora.

    John Jantsch (25:49.816)

    Yeah.

    Todd Sawicki (26:05.498)

    Again, but it’s based upon, you know, strengths and weaknesses that we identified and said, here’s the things you should be talking about more to help you get more visibility to AI. And so that’s sort of the goal here is how do we help you talk back to AI. So you’re feeding it the features and benefits of your products. So they’ll talk about your products next time instead of someone else’s.

    John Jantsch (26:26.878)

    I’m sorry to sound like an ad for, for gum shoe, but you know, we actually took a lot of this long tail searches and built some ad campaigns around, around them as well.

    Todd Sawicki (26:35.792)

    We have heard that because the persona piece is great for that, like audience targeting and things like that. No, no, we’ve absolutely heard that, that there’s some interesting crossovers about this. Once you realize it’s messaging based, there’s a ton of things you can do with this data. It’s really, I’m not kidding about being a rabbit hole. Like you start reading the chats that we generate and surface. just, it becomes, it’s really fascinating to kind of see what’s being said in a way that you only ever got through focus groups or weird surveys before. And now and again, it like.

    15 minutes, getting some really interesting insights. can then spend a lot of time diving into and learning from in a way that we just never had access to before.

    John Jantsch (27:10.99)

    Well, we’ve gone over time. appreciate you. Take it a few moments to stop by the duct tape marketing podcast is gum shoe dot AI and Todd again, appreciate you stopping by and hopefully we’ll run into you one of these days out there on the road.

    Todd Sawicki (27:24.914)

    Thank you very much. Appreciate the time and attention.

    powered by

  • An Holistic Framework for Shared Design Leadership

    An Holistic Framework for Shared Design Leadership

    Imagine this: Two people are conversing in what appears to be the same pattern issue in a conference room at your software company. One is talking about whether the staff has the proper skills to handle it. The various examines whether the answer really addresses the user’s issue. Similar place, the same issue, and entirely different perspectives.

    This is the lovely, sometimes messy fact of having both a Design Manager and a Guide Designer on the same group. And if you’re wondering how to make this job without creating confusion, coincide, or the feared” to some cooks” situation, you’re asking the right issue.

    Fresh lines on an organizational chart have always been the standard solution. The Design Manager handles persons, the Lead Designer handles art. Problem is fixed, isn’t it? Except for fiction, fresh org charts. In fact, both roles care greatly about crew health, style quality, and shipping great work.

    When you begin to think of your style organization as a style organism, the magic happens when you accept collide rather than fight it.

    The biology of a good design team

    Here’s what I’ve learned from years of being on both flanks of this formula: think of your design team as a living organism. The Design Manager concentrates on the internal security, career advancement, team dynamics, and other factors. The Lead Designer is more focused on the body ( the handiwork, the design standards, the hands-on projects that are delivered to users ).

    But just like mind and body aren’t totally separate systems, but, also, do these tasks overlap in significant ways. Without working in harmony with one another, you didn’t have a healthier person. The technique is to recognize those overlaps and how to understand them gently.

    When we look at how good team really function, three critical devices emerge. Each requires the collaboration of both jobs, but one must assume the lead role in maintaining that system sturdy.

    Folks & Psychology: The Nervous System

    Major caretaker: Design Manager
    Supporting duties: Guide Custom

    The anxious system is all about mental health, feedback, and signals. When this technique is good, information flows easily, people feel safe to take risks, and the staff may react quickly to new problems.

    The main caregiver is around, the Design Manager. They are keeping track of the team’s emotional state, making sure feedback loops are healthier, and creating the environment for growth. They’re hosting job meetings, managing task, and making sure no single burns out.

    However, the Lead Designer has a vital enabling position. They’re offering visual feedback on build development needs, identifying stagnant design skills in someone, and pointing out potential growth opportunities that the Design Manager might overlook.

    Design Manager tends to:

    • development planning and profession conversations
    • internal security and dynamics of the group
    • Overhead management and resource allocation
    • Performance evaluations and opinions management methods
    • Providing learning options

    Direct Custom supports by:

    • Providing craft-specific evaluation of staff member growth
    • identifying opportunities for growth and style talent gaps
    • Providing style mentorship and assistance
    • indicating when staff members are prepared for more challenging problems.

    The Muscular System: Design & Execution

    Major caretaker: Lead Designer
    Supporting duties: Design Manager

    Power, cooperation, and skill development are the hallmarks of the skeletal system. When this technique is healthy, the team can do complicated design work with precision, maintain regular quality, and adjust their craft to fresh challenges.

    The Lead Designer is in charge of everything here. They are raising the bar for quality work, providing craft instruction, and ensuring that shipping work is done to the highest standards. They’re the ones who can tell you if a design decision is sound or if we’re solving the right problem.

    However, the Design Manager has a significant supporting role. They’re making sure the team has the resources and support they need to perform their best work, such as proper nutrition and time for an athlete recovering.

    Lead Designer tends to:

    • Definition of system usage and design standards
    • Feedback on design work that meets the required standards
    • Experience direction for the product
    • Design choices and product-wide alignment are important.
    • advancement of craft and innovation

    Design Manager supports by:

    • ensuring that design standards are understood and accepted by all members of the team
    • Confirming that a direction of experience is being pursued
    • Supporting practices and systems that scale without bottlenecking
    • facilitating team-wide design alignment
    • Providing resources and removing obstacles to outstanding craft work

    The Circulatory System: Strategy &amp, Flow

    Both the lead designer and the design manager were caretakers.

    How do decisions, energy, and information flow through the team according to the circulatory system? When this system is healthy, strategic direction is clear, priorities are aligned, and the team can respond quickly to new opportunities or challenges.

    This is the true partnership that occurs. Although both positions bring unique perspectives, keeping the circulation strong is a dual responsibility.

    Lead Designer contributes:

    • The product fulfills the user’s needs.
    • overall experience and product quality
    • Strategic design initiatives
    • User needs for each initiative are based on research.

    Design Manager contributes:

    • Communication to team and stakeholders
    • Stakeholder management and alignment
    • Team accountability across all levels
    • Strategic business initiatives

    Both parties work together on:

    • Co-creation of strategy and leadership
    • Team goals and prioritization approach
    • organizational structure decisions
    • Success frameworks and measures

    Keeping the Organism Healthy

    Understanding that all three systems must work together is the key to making this partnership sing. A team with excellent craftmanship but poor psychological protection will eventually burn out. A team with great culture but weak craft execution will ship mediocre work. A team that has both but poor strategic planning will concentrate on the wrong things.

    Be Specific About the System You’re Defending.

    When you’re in a meeting about a design problem, it helps to acknowledge which system you’re primarily focused on. Everyone has context for their input.” I’m thinking about this from a team capacity perspective” ( nervous system ) or” I’m looking at this through the lens of user needs” ( muscular system ).

    This is not about staying in your path. It’s about being transparent as to which lens you’re using, so the other person knows how to best add their perspective.

    Create Positive Feedback Loops

    The partnerships that I’ve seen have the most effective feedback loops between the systems:

    Nervous system signals to muscular system:” The team is struggling with confidence in their design skills” → Lead Designer provides more craft coaching and clearer standards.

    Nervous system receives the message” The team’s craft skills are improving more quickly than their project complexity.”

    Both systems communicate to the circulatory system that” We’re seeing patterns in team health and craft development that suggest we need to adjust our strategic priorities.”

    Handle Handoffs Gracefully

    When something switches from one system to another, this partnership’s most crucial moments occur. This might occur when a design standard ( muscular system ) needs to be implemented across the team ( nervous system ) or when a tactical initiative ( circulatory system ) requires specific craft execution ( muscular system ).

    Make these transitions explicit. The new component standards have been defined. Can you give me some ideas for how to get the team up to speed? or” We’ve agreed on this strategic direction. From here, I’ll concentrate on the specific user experience approach.

    Stay original and avoid being a tourist.

    The Design Manager who never thinks about craft, or the Lead Designer who never considers team dynamics, is like a doctor who only looks at one body system. Great design leadership requires both parties to be concerned with the entire organism, even when they are not the primary caregiver.

    This entails asking questions rather than making assumptions. ” What do you think about the team’s craft development in this area”? or” How do you think this is affecting team morale and workload”? keeps both viewpoints present in every choice.

    When the Organism Gets Sick

    Even with clear roles, this partnership can go wrong. What are the most typical failure modes I’ve seen:

    System Isolation

    The design manager ignores craft development and only concentrates on the nervous system. The Lead Designer ignores team dynamics and concentrates solely on the muscular system. Both people retreat to their comfort zones and stop collaborating.

    The signs: Team members receive conflicting messages, work conditions suffer, and morale declines.

    Reconnect with other people’s goals in the treatment. What are you both trying to achieve? Great design work typically arrives on time from a strong team. Discover how both systems accomplish that goal.

    Poor Circulation

    There is no clear strategic direction, shifting priorities, or accepting responsibility for keeping information flowing.

    The signs: Team members are unsure of their priorities, work is duplicated or dropped, and deadlines are missed.

    The treatment: Explicitly assign responsibility for circulation. Who is communicating with whom? How frequently? What’s the feedback loop?

    Autoimmune Response

    The other person’s expertise makes them feel threatened. The Design Manager thinks the Lead Designer is undermining their authority. The Design Manager is allegedly misunderstanding the craft, according to the lead designer.

    The signs: defensive behavior, territorial disputes, team members sucked into the middle.

    The treatment: Remember that you’re both caretakers of the same organism. The entire team suffers when one system fails. The team thrives when both systems are strong.

    The Payoff

    Yes, communication is required for this model. Yes, it requires that both parties be able to assume full responsibility for team health. But the payoff is worth it: better decisions, stronger teams, and design work that’s both excellent and sustainable.

    When both roles are well-balanced and functioning well together, you get the best of both worlds: strong people leadership and deep craft knowledge. When one person is ill, taking a vacation, or overburdened, the other can support the team’s health. When a decision requires both the people perspective and the craft perspective, you’ve got both right there in the room.

    The framework has a balance, which is crucial. As your team expands, you can use the same system thinking to new problems. Need to launch a design system? Both the muscular system ( standards and implementation ), the nervous system (team adoption and change management ), and both have a tendency to circulate ( communication and stakeholder alignment ).

    The End result

    The relationship between a Design Manager and Lead Designer isn’t about dividing territories. It’s about multiplying impact. Magic occurs when both roles are aware that they are tending to various components of the same healthy organism.

    The mind and body work together. The team receives both the craft excellence and strategic thinking they need. And most importantly, the work that is distributed to users benefits both sides.

    So the next time you’re in that meeting room, wondering why two people are talking about the same problem from different angles, remember: you’re watching shared leadership in action. And if it’s functioning well, your design team’s mind and body are both strengthening.

  • From Beta to Bedrock: Build Products that Stick.

    From Beta to Bedrock: Build Products that Stick.

    I’ve lost count of the times when promising ideas go from being useless in a few months to being useless after working as a solution designer for too long to notice.

    Financial items, which is my area of expertise, are no exception. It’s tempting to put as many features at the ceiling as possible and hope someone sticks because people’s true, hard-earned money is on the line, user expectations are high, and a crammed market. However, this strategy is a formula for disaster. Why? How’s why:

    The perils of feature-first growth

    It’s easy to get swept up in the enthusiasm of developing innovative features when you start developing a financial product from scratch or are migrating existing client journeys from papers or phone channels to online bank or mobile applications. They may think,” If I may only add one more thing that solves this particular person problem, they’ll appreciate me”! But what happens if you eventually encounter a roadblock as a result of your security team’s negligence? not like it? When a battle-tested film isn’t as well-known as you anticipated, or when it fails due to unforeseen difficulty?

    The concept of Minimum Viable Product ( MVP ) comes into play in this context. Even if Jason Fried doesn’t usually refer to this concept, his book Getting Real and his audio Redo frequently discuss it. An MVP is a product that offers only enough significance to your users to keep them interested without becoming too hard or frustrating to use. Although it seems like an easy idea, it requires a razor-sharp eye, a ruthless edge, and the courage to stand up for your position because it is easy to fall for” the Columbo Effect” when there is always” just one more thing …” to add.

    The issue with most fund apps is that they frequently turn out to be reflections of the company’s internal politics rather than an encounter created specifically for the customer. Instead of offering a distinct value statement that is focused on what people in the real world want, the focus should be on delivering as some features and functionalities as possible to satisfy the needs and wants of competing inside sections. As a result, these products can very quickly became a mixed bag of misleading, related, and finally unhappy customer experiences—a feature salad, you might say.

    The significance of the foundation

    What is a better strategy, then? How can we create products that are user-friendly, stable, and, most importantly, stick?

    The concept of “bedrock” comes into play in this context. The mainstay of your product is really important to users, and Bedrock is that. It’s the fundamental building block that creates value and maintains relevance over time.

    The bedrock must be in and around the regular servicing journeys in the retail banking industry, which is where I work. People only look at their current account once every blue moon, but they do so daily. They purchase a credit card every year or every other year, but they at least once a month check their balance and pay their bills.

    The key is in identifying the core tasks that people want to complete and working relentlessly to make them simple, reliable, and trustworthy.

    How can you reach the foundation, though? By focusing on the” MVP” approach, giving simplicity precedence, and working iteratively toward a clear value proposition. This entails removing unnecessary features and putting the emphasis on providing genuine value to your users.

    It also requires having some guts, as your coworkers might not always agree with you immediately. And in some cases, it might even mean making it clear to customers that you won’t be coming over to their house and prepare their meal. Sometimes you may need to use the sporadic “opinionated user interface design” ( i .e. clunky workaround for edge cases ) to test a concept or to give yourself some room to work on something more crucial stuff.

    Practical methods for creating reliable financial products

    What are the main learnings I’ve made from my own research and experience, then?

    1. What problem are you trying to solve first, and make a clear “why”? Who is it for? Before beginning any project, make sure your mission is completely clear. Make sure it also aligns with the goals of your business.
    2. Avoid putting too many features on the list at once; instead, focus on getting that right first. Choose one that actually adds value, and work from there.
    3. When it comes to financial products, simplicity is often over complexity. Eliminate unnecessary details and concentrate solely on what matters most.
    4. Accept continuous iteration: Bedrock is not a fixed destination; it is a dynamic process. Continuously collect user feedback, make improvements to your product, and move toward that foundation.
    5. Stop, look, and listen: You don’t just have to test your product during the delivery process; you must also test it repeatedly in the field. Use it for yourself. Run A/B tests. User feedback on Gear. Talk to those who use it, and change things up accordingly.

    The foundational paradox

    Building towards bedrock implies sacrificing some short-term growth potential in favor of long-term stability, which is an interesting paradox at play here. But the payoff is worthwhile because products built with a focus on bedrock will outlive and outperform their rivals over time and provide users with long-term value.

    How do you begin your journey to bedrock, then? Take it gradually. Start by identifying the essential components that your users actually care about. Concentrate on developing and improving a single, potent feature that delivers real value. And most importantly, test constantly because, whatever you think, Abraham Lincoln, Alan Kay, or Peter Drucker are all in the same boat! The best way to foretell the future is to create it, he said.

  • Win a Copy of Saltcrop by Yume Kitasei in Our Flatiron Books Giveaway

    Win a Copy of Saltcrop by Yume Kitasei in Our Flatiron Books Giveaway

    Den of Geek is excited to work with Flatiron Books to observe the launch of Yume Kitasei’s most recent book Saltcrop, which is best known for her sci-fi attack thriller The Stardust Grail. Five lucky visitors stand a chance of winning a version of Kitasei’s expansive new venture. It’s simple to enter: just]…

    Yume Kitasei’s Saltcrop was featured in the Den of Geek blog’s first article,” Win a Copy of Saltcrop.”

    Nintendo has always retained its connection to the Super Mario company. The character’s heart and soul are the focus of the focus on 3D games, which has been a focus since the turn of the century and a number of classics in that music- from the wide galactic platforming of Super Mario Galaxy to the sun-spotted vacation exploits in Super Mario Sunshine -#8211.

    cnx. command. push ( function ( ) {cnx ( {playerId:” 106e33c0-3911-473c-b599-b1426db57530″, }). render ( “0270c398a82f44f49c23c16122516796” ), }),

    Each 2D Super Mario work has a degree that embodies both the gameplay era and the game itself. These levels help usher in new methods to run, jump, and trample Goombas, not to be extremely dramatic, but they serve as the benchmark for all others. What is the best of all 2D Mario games? The solutions are available to us! There will be no Super Mario Land sub-franchise around because this will only be the mainstream console games. Yoshi’s Island will not be included because it is a subsidiary of the Mario franchise. &nbsp,

    Super Mario Bros. – World 1-1

    I have a pet complaint, which is when the forerunner of a group receives brownie points for being the first to do anything, but in the case of World 1-1 in Super Mario Bros., yet I have to give it up for the first stage in the history of the Super Mario franchise. 40 years later, Shigeru Miyamoto’s job is perhaps the most impressive success, combining the simplicity of the stage design with fun while teaching the player how to play the game. &nbsp,

    World 3-1 Super Mario Bros. 2- World 3-1

    The second installment of the company attempted to do a lot of unusual products that wasn’t always appreciated, but it has since grown so beautifully. The second world’s first degree introduces clouds, magic rug trips, and a difficult fight with Birdo. You can’t go wrong with Peach’s flying prowess if you choose your persona correctly!

    World 7 Airplane: Super Mario Bros. 3

    Every earth in Super Mario Bros. 3’s last level often features some tough-as-a-Koopa shell platforming, but the challenges are good and the platforming is strong and well-designed. The player must use all of the skills they’ve learned so far in the final airship level of World 7, and a wide range of hazards makes it a fun challenge. &nbsp,

    Super Mario Bros. World 4-3 The Lost Levels

    Because Nintendo was concerned that gamers would be intimidated by the game’s high difficulty, The Lost Levels didn’t officially debut in the United States. World 4-3 perfectly exemplifies the Kaizo spirit. You’ll wonder why you even decided to play Mario in the first place due to the tiny platforms you have to jump from at the end of the level!

    Vanilla Dome 3 in Super Mario World

    The best 2D platform game ever, Super Mario World, might be the best. Villailla Dome 3 exemplifies the creativity of the development team’s worlds with a sampling of everything that makes the game so enjoyable. Yoshi, soaring over platforms that float on lava, traversing ice sections, and other challenges complete the level in a potpourri of Mario’s platforming skills. &nbsp,

    Worlds 1 through 4 of New Super Mario Bros.

    The first world in New Super Mario Bros. ‘ fourth level, which includes the Mini Mushroom and the Mega Mushroom, allows Mario to wreak havoc on the stage while capturing the reboot of the franchise in the middle of the 2000s. This game is more than just a shiny upgrade of 2D platforming, thanks to numerous secrets and graphics that were fantastic at the time on the Nintendo DS.

    World Mushroom-1 in New Super Mario Bros. 2

    Although this title belongs in the sub-franchise, it must still be represented, despite being the most stale New Super Mario Bros. title. The theme of the game’s first level,” Mushroom World,” is to collect sizable coins against the backdrop of elaborate platforms in the sky. For Mario and his fans, it’s a comforting and well-known aesthetic. &nbsp,

    World 8-7 of New Super Mario Bros. Wii

    Just enough obstacles to overcome in the environment, but not too many annoyances to get in the way of a fun time, is exemplified by this fiery roller coaster ride of platforming at the end of the eighth world in New Super Mario Bros. Wii, a classic game design spirit of the franchise. This game’s multiplayer functionality worked perfectly with the Wii’s party mentality. &nbsp,

    Soda Jungle 4 in New Super Mario Bros. U ( Painted Swampland )

    Some of the world design and graphics in New Super Mario Bros. U were experimented with by Nintendo, with some alterations to the Mushroom Kingdom’s aesthetic ( some would say this to disorientation from the New franchise’s exhaustion ). The Painted Swampland with Vincent Van Gogh’s background is a fan favorite, and The Soda Jungle has some thrilling levels. &nbsp,

    Downpour Uproar in Petal Isles during Super Mario Bros. Wonder

    After so many years of rehashing the New Super Mario Bros. franchise games, people now recall why Mario is GOAT. Super Mario Bros. Wonder is full to the brim with novel ideas, which make it difficult to pin down a favorite concept, but we’re going to take the cheery journey through the Petal Isles!

    Gotta Walk the Dogs in Super Mario Maker 2

    Without including one Super Mario Maker game creation from the series, we can’t compile a list of the best Mario levels. As players guide one of Bowser’s minions to the end goal by turning switches on and off throughout the level, this puzzle level in Super Mario Maker 2 shows off the surprising number of genres that Mario can operate within when given the chance. &nbsp,

    The first post on Den of Geek was The Best Level from Every Main Console 2D Mario Game.

  • The Best Level from Every Main Console 2D Mario Game

    The Best Level from Every Main Console 2D Mario Game

    Nintendo has always kept its Super Mario roots in mind. Despite the fact that there have been many legends in the field since the turn of the century, including the wide galactic multitasking of Super Mario Galaxy and the sun-spotted holiday achievements in Super Mario Sunshine, […]

    The first article on Den of Geek was The Best Degree from Every Main Console 2D Mario Game.

    Nintendo has always retained its connection to the Super Mario company. The character’s heart and soul are the focus of the focus on 3D games, which has been a focus since the turn of the century and a number of classics in that music- from the wide galactic platforming of Super Mario Galaxy to the sun-spotted vacation exploits in Super Mario Sunshine -#8211.

    cnx. command. push ( function ( ) {cnx ( {playerId:” 106e33c0-3911-473c-b599-b1426db57530″, }). render ( “0270c398a82f44f49c23c16122516796” ), }),

    Each 2D Super Mario work has a degree that embodies both the sport and a long history of gameplay. These levels help usher in new methods to run, jump, and trample Goombas, not to be extremely dramatic, but they serve as the benchmark for all others. What is the best of all 2D Mario games? We are the ones who know! Please take note that this will only be the mainstream console games, so there is no Super Mario Land franchise around. Yoshi’s Island, which is a subsidiary of the Mario company, will not be included either. &nbsp,

    Super Mario Bros. – World 1-1

    I find it annoying when a group forerunner is awarded brownie points for doing something, but in the case of World 1-1 in Super Mario Bros., I must give it up for the first time in the background of the Super Mario company. Perhaps the most impressive achievement of Mario father Shigeru Miyamoto’s job is how simple the stage design is while also being fun to play 40 years later. &nbsp,

    World 3-1 Super Mario Bros. 2- World 3-1

    The second installment of the company attempted to do a lot of unusual products that wasn’t always appreciated, but it has since grown so beautifully. Clouds, magic rug rides, and a hard battle with Birdo are included in the next world’s second level, which includes a hard fight with Birdo. You can’t go wrong with Peach’s flying prowess if you choose your persona correctly!

    World 7 Airplane: Super Mario Bros. 3

    Although there are tough-as-a-Koopa shell platforming in Super Mario Bros. 3, the issues are good and the gameplay is strong and well-designed. The person must use all of their skills at the end of World 7, which has a wide range of risks and a variety of risks. &nbsp,

    Super Mario Bros. World 4-3: The Lost Levels

    Because Nintendo was concerned that players may be intimidated by the game’s great difficulty, the Lost Levels didn’t get released in the United States. World 4-3 perfectly exemplifies the Kaizo nature. You’ll wonder why you even decided to play Mario in the first place due to the tiny websites you have to hop from at the end of the stage!

    Vanilla Dome 3 in Super Mario World

    The best 2D system activity always, Super Mario World, might be the best. With a picking of everything that makes the sport so much fun, Villanilla Dome 3 embodies the creativity that the development staff has embedded in its worlds. Yoshi, navigating icebergs, soaring over floating platforms in volcano, and other challenges complete the degree with a potpourri of Mario’s platforming skills. &nbsp,

    New Super Mario Bros. – World 1-4

    The fifth stage of the first globe in New Super Mario Bros. combines the relaunch of the company in the middle of the 2000s with a ton of new equipment, the latter of which allows Mario to wreak havoc on the level. This game is more than just a beautiful update of 2D multitasking, thanks to plenty of techniques and design that looked great at the time on the Nintendo DS.

    World Mushroom-1 in New Super Mario Bros. 2

    Although this title may not be the most stale New Super Mario Bros. game in the franchise, it must still be represented. The theme of the game’s first level, Mushroom World, is to collect sizable coins against the backdrop of vibrant platforms in the sky. For Mario and his fans, it’s a comforting and well-known aesthetic. &nbsp,

    World 8-7 of New Super Mario Bros. Wii

    Just enough obstacles to overcome in the environment, but not too many annoyances to get in the way of a fun time, is exemplified by this fiery roller coaster ride of platforming at the end of the eighth world in New Super Mario Bros. Wii, a classic game design spirit of the franchise. The Wii’s party mentality was perfectly suited to the multiplayer aspect of this game. &nbsp,

    New Super Mario Bros. U – Soda Jungle &#8211, 4 ( Painted Swampland )

    Some of the world’s design and graphics in New Super Mario Bros. U were experimented with ( some claim to detract from the New franchise’s exhausting aesthetic ). The Painted Swampland with Vincent Van Gogh artwork in the background is a fan favorite, and The Soda Jungle has some exhilarating levels. &nbsp,

    Downpour Uproar in Petal Isles during Super Mario Bros. Wonder

    After so many years of re-treading games in the New Super Mario Bros. franchise, people now remember why Mario is GOAT. We’re going to take this cheery trek through the rainy Isles because Super Mario Bros. Wonder is so full of novel concepts that it’s difficult to pin down a best level!

    Gotta Walk the Dogs in Super Mario Maker 2

    Without including one Super Mario Maker game creation from the series, we can’t compile a list of the best Mario levels. As players guide one of Bowser’s minions to the end goal by turning switches on and off throughout the level, this puzzle level in Super Mario Maker 2 shows off the surprising number of genres that Mario can operate within when given the chance. &nbsp,

    The first article on Den of Geek was The Best Degree from Every Main Console 2D Mario Game.

  • Vicious Review: Dakota Fanning Discovers Horror in Holiday Box

    Vicious Review: Dakota Fanning Discovers Horror in Holiday Box

    A single package occupies a spot in the middle of a snow-covered street that seems completely abandoned at night. The enticing hook of Bryan Bertino’s Vicious is this sturdy black cube and the even more utter dark secrets contained within. We are cautioned that it is hidden in this subject that […]

    On Den of Geek, Dakota Fanning discovered a despair in a vacation package.

    Nintendo has always kept its roots in the Super Mario video game. The character’s heart and soul are the focus of the Mario games that take place in a fewer dimensions, even though there has been a target on 3D games since the turn of the century and a number of legends in that style.

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    Each 2D Super Mario work has a stage that embodies both the gameplay era and the game itself. These are the rates that support usher in new methods to run, jump, and trample Goombas, not to be overly dramatic. What is the best piece of every 2D Mario activity? The solutions are available to us! There will be no Super Mario Land sub-franchise around because this will only be the mainstream console games. Yoshi’s Island, which is a subsidiary of the Mario company, will not be included either. &nbsp,

    World 1-1 of Super Mario Bros.

    I have a pet complaint, which is when the forerunner of a group receives brownie points for being the first to do anything, but in the case of World 1-1 in Super Mario Bros., yet I have to give it up for the first stage in the history of the Super Mario franchise. 40 years later, Shigeru Miyamoto’s job is perhaps the most impressive success, combining the simplicity of the stage design with fun while teaching the player how to play the game. &nbsp,

    World 3-1 of Super Mario Bros.

    The second installment of the company attempted to do a lot of unusual products that wasn’t always appreciated, but it has since grown so beautifully. The next world’s first degree introduces clouds, magic rug trips, and a difficult fight with Birdo. You can’t go wrong with Peach’s flying prowess if you choose your character correctly!

    World 7 Aircraft: Super Mario Bros. 3

    Although there are tough-as-a-Koopa shell platforming in Super Mario Bros. 3, the issues are good and the gameplay is strong and well-designed. The player must use all of the expertise they’ve learned so far in the last aircraft level of World 7, and a wide range of risks makes it a fun challenge. &nbsp,

    Super Mario Bros. World 4-3 The Lost Levels

    Because Nintendo wanted players to be intimidated by the game’s great difficulty, the Lost Levels didn’t get released in the US. World 4-3 perfectly exemplifies the Kaizo nature. You’ll wonder why you even decided to play Mario in the first place due to the tiny systems you must climb from at the end of the stage!

    Vanilla Dome 3 in Super Mario World

    Super Mario World might be the best 2D system sport ever. Villailla Dome 3 exemplifies the imagination of the growth team’s worlds with a sampling of everything that makes the sport so enjoyable. Yoshi, soaring over platforms that float on volcano, traversing ice sections, and other challenges complete the amount in a melange of Mario’s platforming skills. &nbsp,

    World 1-4 of New Super Mario Bros.

    The second globe in New Super Mario Bros. ‘ fourth level, which includes the Mini Mushrooms and the Mega Mushroom, allows Mario to wreak havoc on the level while capturing the relaunch of the franchise in the middle of the 2000s. This game is more than just a beautiful update of 2D multitasking, thanks to plenty of strategies and images that looked great at the time on the Nintendo DS.

    World Mushroom-1 in New Super Mario Bros. 2

    Although this title may not be the most stale New Super Mario Bros. game in the franchise, it must still be represented. The game’s theme of collecting sizable sums of money is reflected in the first level of Mushroom World against the backdrop of brightly lit platforms in the sky. For Mario and his fans, it’s a comforting and well-known aesthetic. &nbsp,

    World 8-7 of New Super Mario Bros. Wii

    Just enough obstacles to overcome in the environment to avoid becoming irritable as much as they can get in the way of a fun time, is exemplified by this fiery roller coaster ride of platforming at the end of the eighth world in New Super Mario Bros. Wii. The Wii’s party mentality was perfectly suited to the multiplayer aspect of this game. &nbsp,

    New Super Mario Bros. U – Soda Jungle &#8211, 4 ( Painted Swampland )

    Some of the world’s design and graphics in New Super Mario Bros. U were experimented with ( some claim to detract from the New franchise’s exhausting aesthetic ). The Painted Swampland with Vincent Van Gogh’s background is a fan favorite, and The Soda Jungle has some thrilling levels. &nbsp,

    Downpour Uproar in Petal Isles during Super Mario Bros. Wonder – Downpour

    After so many years of rehashing the New Super Mario Bros. franchise games, people now recall why Mario is GOAT. Super Mario Bros. Wonder is full to the brim with novel ideas, which make it difficult to pin down a favorite concept, but we’re going to take the cheery journey through the Petal Isles!

    Gotta Walk the Dogs in Super Mario Maker 2

    Without adding one fan-created item from the Super Mario Maker series, we can’t compile a list of the best Mario levels. As players guide one of Bowser’s minions to the end goal by turning switches on and off throughout the level, this puzzle level in Super Mario Maker 2 shows off the surprising number of genres that Mario can operate within when given the chance. &nbsp,

    Den of Geek‘s first post The Best Level from Every Main Console 2D Mario Game.

  • Asynchronous Design Critique: Giving Feedback

    Asynchronous Design Critique: Giving Feedback

    One of the most powerful smooth abilities we have at our disposal is the ability to work together to improve our designs while developing our own abilities and perspectives, regardless of how it is used or what it might be called.

    Feedback is also one of the most underestimated equipment, and generally by assuming that we’re now great at it, we settle, forgetting that it’s a skill that can be trained, grown, and improved. Bad feedback can cause conflict in jobs, lower motivation, and negatively impact faith and teamwork over the long term. Quality opinions can be a revolutionary force.

    Practicing our knowledge is absolutely a good way to enhance, but the learning gets yet faster when it’s paired with a good base that programs and focuses the exercise. What are some fundamental components of providing effective opinions? And how can comments be adjusted for isolated and distributed job settings?

    We can find a long history of sequential opinions on the web: code was written and discussed on mailing lists since the beginning of open source. Currently, engineers engage on pull calls, developers post in their favourite design tools, project managers and sprint masters exchange ideas on tickets, and so on.

    Design analysis is often the label used for a type of input that’s provided to make our job better, jointly. It generally shares many of the concepts with comments, but it also has some differences.

    The material

    The content of the feedback serves as the foundation for every effective criticism, so we need to start there. There are many versions that you can use to design your content. The one that I personally like best—because it’s obvious and actionable—is this one from Lara Hogan.

    This calculation, which is typically used to provide feedback to users, even fits really well in a design critique because it finally addresses one of the main issues that we address: What? Where? Why? How? Imagine that you’re giving some comments about some pattern function that spans several screens, like an onboard movement: there are some pages shown, a stream blueprint, and an outline of the decisions made. You notice anything that needs to be improved. If you keep the three components of the equation in mind, you’ll have a mental unit that can help you become more precise and effective.

    Here is a reply that could be included in some feedback, and it might appear fair at first glance because it appears to partially fulfill the requirements. But does it?

    Not confident about the keys ‘ patterns and hierarchy—it feels off. Can they be altered?

    Observation for style feedback doesn’t really mean pointing out which part of the software your input refers to, but it also refers to offering a viewpoint that’s as specific as possible. Do you offer the user’s viewpoint? Your expert perspective? A business perspective? From the perspective of the project manager? A first-time user’s perspective?

    I anticipate that one of these two buttons will go forward and the other will go back when I see them.

    Impact is about the why. Just pointing out a UI element might sometimes be enough if the issue may be obvious, but more often than not, you should add an explanation of what you’re pointing out.

    I anticipate that one of these two buttons will go forward and the other will go back when I see them. But this is the only screen where this happens, as before we just used a single button and an “×” to close. This seems to be breaking the consistency in the flow.

    The question approach is meant to provide open guidance by eliciting the critical thinking in the designer receiving the feedback. Notably, in Lara’s equation she provides a second approach: request, which instead provides guidance toward a specific solution. While that’s generally a viable option for feedback, I’ve found that going back to the question approach typically leads to the best solutions for design critiques because designers are generally more open to experiment in a space.

    The difference between the two can be exemplified with, for the question approach:

    I anticipate that one of these two buttons will go forward and the other will go back when I see them. But this is the only screen where this happens, as before we just used a single button and an “×” to close. This seems to be breaking the consistency in the flow. Would it make sense to unify them?

    Or, for the request approach:

    I anticipate that one of these two buttons will go forward and the other will go back when I see them. But this is the only screen where this happens, as before we just used a single button and an “×” to close. This seems to be breaking the consistency in the flow. Let’s make sure that all screens have the same pair of forward and back buttons.

    At this point in some situations, it might be useful to integrate with an extra why: why you consider the given suggestion to be better.

    I anticipate that one of these two buttons will go forward and the other will go back when I see them. But this is the only screen where this happens, as before we just used a single button and an “×” to close. This seems to be breaking the consistency in the flow. Let’s make sure that all screens have the same two forward and back buttons so that users don’t get confused.

    Choosing the question approach or the request approach can also at times be a matter of personal preference. I spent a while working on improving my feedback, conducting anonymous feedback reviews and sharing feedback with others. After a few rounds of this work and a year later, I got a positive response: my feedback came across as effective and grounded. Until I changed teams. Surprise surprise, my next round of criticism from a specific person wasn’t very positive. The reason is that I had previously tried not to be prescriptive in my advice—because the people who I was previously working with preferred the open-ended question format over the request style of suggestions. However, there was a member of this other team who preferred specific guidance. So I adapted my feedback for them to include requests.

    One comment that I heard come up a few times is that this kind of feedback is quite long, and it doesn’t seem very efficient. Yes, but no. Let’s explore both sides.

    No, this kind of feedback is actually effective because the length is a byproduct of clarity, and giving this kind of feedback can provide precisely enough information for a sound fix. Also if we zoom out, it can reduce future back-and-forth conversations and misunderstandings, improving the overall efficiency and effectiveness of collaboration beyond the single comment. Imagine that in the example above the feedback were instead just,” Let’s make sure that all screens have the same two forward and back buttons”. The designer receiving this feedback wouldn’t have much to go by, so they might just implement the change. In later iterations, the interface might change or they might introduce new features—and maybe that change might not make sense anymore. The designer might assume that the change is about consistency without the explanation, but what if it wasn’t? So there could now be an underlying concern that changing the buttons would be perceived as a regression.

    Yes, this style of feedback is not always efficient because the points in some comments don’t always need to be exhaustive, sometimes because certain changes may be obvious (” The font used doesn’t follow our guidelines” ) and sometimes because the team may have a lot of internal knowledge such that some of the whys may be implied.

    Therefore, the above equation serves as a mnemonic to reflect and enhance the practice rather than a strict template for feedback. Even after years of active work on my critiques, I still from time to time go back to this formula and reflect on whether what I just wrote is effective.

    The tone

    Well-grounded content is the foundation of feedback, but that’s not really enough. The soft skills of the person who’s providing the critique can multiply the likelihood that the feedback will be well received and understood. It has been demonstrated that only positive feedback can lead to sustained change in people, and tone alone can determine whether content is rejected or welcomed.

    Since our goal is to be understood and to have a positive working environment, tone is essential to work on. Over the years, I’ve tried to summarize the necessary soft skills in a formula that resembles the one for content: the receptivity equation.

    Respectful feedback comes across as grounded, solid, and constructive. It’s the kind of feedback that, whether it’s positive or negative, is perceived as useful and fair.

    The term “timing” describes the moment when the feedback occurs. To-the-point feedback doesn’t have much hope of being well received if it’s given at the wrong time. If a new feature’s entire high-level information architecture is about to go live when it’s about to be released, it might still be relevant if that questioning raises a significant blocker that no one saw, but those concerns are much more likely to have to wait for a later revision. So in general, attune your feedback to the stage of the project. Early iteration? Iteration later? Polishing work in progress? Each of these needs a different one. The right timing will make it more likely that your feedback will be well received.

    Attitude is the equivalent of intent, and in the context of person-to-person feedback, it can be referred to as radical candor. That entails checking before writing to see if what we have in mind will actually help the person and improve the project overall. This might be a hard reflection at times because maybe we don’t want to admit that we don’t really appreciate that person. Hopefully that’s not the case, but it can happen, and that’s okay. Acknowledging and owning that can help you make up for that: how would I write if I really cared about them? How can I avoid being passive aggressive? How can I encourage constructive behavior?

    Form is relevant especially in a diverse and cross-cultural work environments because having great content, perfect timing, and the right attitude might not come across if the way that we write creates misunderstandings. There could be many reasons for this: some words might cause particular reactions, some non-native speakers might not understand all the nuances of some sentences, and other times our brains might be different and we might perceive the world differently. Neurodiversity must be taken into account. Whatever the reason, it’s important to review not just what we write but how.

    A few years back, I was asking for some feedback on how I give feedback. I was given some sound advice, but I also got a surprise comment. They pointed out that when I wrote” Oh, ]… ]”, I made them feel stupid. That wasn’t my intention at all! I felt really bad, and I just realized that I provided feedback to them for months, and every time I might have made them feel stupid. I was horrified … but also thankful. I quickly changed my situation by adding “oh” to my list of replaced words (your choice between aText, TextExpander, or others ) so that when I typed “oh,” it was immediately deleted.

    Something to highlight because it’s quite frequent—especially in teams that have a strong group spirit—is that people tend to beat around the bush. A positive attitude doesn’t necessarily mean giving in to criticism; it just means that you give it in a respectful and constructive manner, whether it be in the form of criticism or criticism. The nicest thing that you can do for someone is to help them grow.

    We have a great advantage in giving feedback in written form: it can be reviewed by another person who isn’t directly involved, which can help to reduce or remove any bias that might be there. The best, most insightful moments for me came when I shared a comment and asked a trusted person how it sounds, how can I do it better, or even” How would you have written it”? I discovered that by seeing the two versions side by side, I’ve learned a lot.

    The format

    Asynchronous feedback also has a significant inherent benefit: we can devote more time to making sure that the suggestions ‘ clarity of communication and actionability meet two main objectives.

    Let’s imagine that someone shared a design iteration for a project. You are reviewing it and leaving a comment. There are many ways to accomplish this, and context is of course important, but let’s try to think about some things that might be worthwhile to take into account.

    In terms of clarity, start by grounding the critique that you’re about to give by providing context. This includes specifically describing where you’re coming from: do you have a thorough understanding of the project, or is this your first encounter with it? Are you coming from a high-level perspective, or are you figuring out the details? Are there regressions? Which user’s point of view do you consider when providing feedback? Is the design iteration at a point where it would be okay to ship this, or are there major things that need to be addressed first?

    Even if you’re giving feedback to a team that already has some background information on the project, providing context is helpful. And context is absolutely essential when giving cross-team feedback. If I were to review a design that might be indirectly related to my work, and if I had no knowledge about how the project arrived at that point, I would say so, highlighting my take as external.

    We frequently concentrate on the negatives and attempt to list every improvement that could be made. That’s of course important, but it’s just as important—if not more—to focus on the positives, especially if you saw progress from the previous iteration. Although this may seem superfluous, it’s important to keep in mind that design is a field with hundreds of possible solutions for each problem. So pointing out that the design solution that was chosen is good and explaining why it’s good has two major benefits: it confirms that the approach taken was solid, and it helps to ground your negative feedback. In the longer term, sharing positive feedback can help prevent regressions on things that are going well because those things will have been highlighted as important. Positive feedback can also help, as an added bonus, prevent impostor syndrome.

    There’s one powerful approach that combines both context and a focus on the positives: frame how the design is better than the status quo ( compared to a previous iteration, competitors, or benchmarks ) and why, and then on that foundation, you can add what could be improved. This is powerful because there is a big difference between a critique of a design that is already in good shape and one that is critiqued for a design that isn’t quite there yet.

    Another way that you can improve your feedback is to depersonalize the feedback: the comments should always be about the work, never about the person who made it. It’s” This button isn’t well aligned” versus” You haven’t aligned this button well”. This can be changed in your writing very quickly by reviewing it just before sending.

    In terms of actionability, one of the best approaches to help the designer who’s reading through your feedback is to split it into bullet points or paragraphs, which are easier to review and analyze one by one. You might also consider breaking up the feedback into sections or even across multiple comments if it is longer. Of course, adding screenshots or signifying markers of the specific part of the interface you’re referring to can also be especially useful.

    One approach that I’ve personally used effectively in some contexts is to enhance the bullet points with four markers using emojis. A red square indicates that it is something I consider blocking, a yellow diamond indicates that it should be changed, and a green circle indicates that it is fully confirmed. I also use a blue spiral � � for either something that I’m not sure about, an exploration, an open alternative, or just a note. However, I’d only use this strategy on teams where I’ve already established a high level of trust because the impact could be quite demoralizing if I had to deliver a lot of red squares, and I’d change how I’d communicate that a little.

    Let’s see how this would work by reusing the example that we used earlier as the first bullet point in this list:

    • 🔶 Navigation—I anticipate that one of these two buttons will go forward and the other will go back when I see them. But this is the only screen where this happens, as before we just used a single button and an “×” to close. This seems to be breaking the consistency in the flow. Let’s make sure that all screens have the same two forward and back buttons so that users don’t get confused.
    • � � Overall— I think the page is solid, and this is good enough to be our release candidate for a version 1.0.
    • � � Metrics—Good improvement in the buttons on the metrics area, the improved contrast and new focus style make them more accessible.
    • Button Style: Using the green accent in this context gives the impression that it’s a positive action because green is typically seen as a confirmation color. Do we need to explore a different color?
    • Considering the number of items on the page and the overall page hierarchy, it seems to me that the tiles should use Subtitle 2 instead of Subtitle 1. This will keep the visual hierarchy more consistent.
    • � � Background—Using a light texture works well, but I wonder whether it adds too much noise in this kind of page. What is the purpose of using that?

    What about giving feedback directly in Figma or another design tool that allows in-place feedback? These are generally difficult to use because they conceal discussions and are harder to follow, but in the right setting, they can be very effective. Just make sure that each of the comments is separate so that it’s easier to match each discussion to a single task, similar to the idea of splitting mentioned above.

    One final note: say the obvious. Sometimes we might feel that something is clearly right or wrong, and we don’t say it. Or sometimes we might have a doubt that we don’t express because the question might sound stupid. Say it, that’s fine. You might have to reword it a little bit to make the reader feel more comfortable, but don’t hold it back. Good feedback is transparent, even when it may be obvious.

    Asynchronous feedback also has the benefit of automatically guiding decisions, according to writing. Especially in large projects,” Why did we do this”? There’s nothing better than open, transparent discussions that can be reviewed at any time, and this could be a question that arises from time to time. For this reason, I recommend using software that saves these discussions, without hiding them once they are resolved.

    Content, tone, and format. Although each of these subjects offers a useful model, improving eight of the subjects ‘ observation, impact, question, timing, attitude, form, clarity, and actionability is a lot of work to put in all at once. One effective approach is to take them one by one: first identify the area that you lack the most (either from your perspective or from feedback from others ) and start there. Then the third, the third, and so on. At first you’ll have to put in extra time for every piece of feedback that you give, but after a while, it’ll become second nature, and your impact on the work will multiply.

    Thanks to Brie Anne Demkiw and Mike Shelton for reviewing the first draft of this article.