{"id":289,"date":"2010-11-12T17:06:48","date_gmt":"2010-11-13T00:06:48","guid":{"rendered":"http:\/\/www.schoenborns.com\/pdxcopywriter\/?p=289"},"modified":"2011-03-23T23:34:06","modified_gmt":"2011-03-24T06:34:06","slug":"bernbachs-law-and-family-ties","status":"publish","type":"post","link":"http:\/\/www.schoenborns.com\/pdxcopywriter\/2010\/11\/bernbachs-law-and-family-ties\/","title":{"rendered":"Bernbach&#8217;s Law and Family Ties"},"content":{"rendered":"<p>Go read <a href=\"http:\/\/thisisviolence.net\/2010\/11\/03\/yo-dawg\/\">this<\/a> first. Or just read my blockquote below:<\/p>\n<blockquote><p>At my company Fight, we call this \u00e2\u20ac\u0153the 80% rule.\u00e2\u20ac\u009d It goes like this:<\/p>\n<p><strong>When you convey a difficult concept, you\u00e2\u20ac\u2122re better off being 80% right and simple, than 100% right and complex.<!--more--> <\/strong><\/p>\n<p>Put another way, Apple includes \u00e2\u20ac\u0153Multitasking\u00e2\u20ac\u009d as a key feature of iOS on their website but it was only at their developers conference that Job\u00e2\u20ac\u2122s explained the concept of \u00e2\u20ac\u0153fast app switching\u00e2\u20ac\u009d or as John Gruber put it:<\/p>\n<p>\u00e2\u20ac\u0153Apps don\u00e2\u20ac\u2122t run in windows, they run on the full screen. So when you leave one app and switch to another in iPhone OS 4, the GUI \u00e2\u20ac\u201d the visual interface \u00e2\u20ac\u201d is not going to continue updating in the background. What will happen, if the app is updated to support the new OS 4 APIs (which, I expect, all actively-maintained apps will be), is that the app will stay in memory but stop processing. Switch back and it\u00e2\u20ac\u2122ll start processing again, right where it left off.\u00e2\u20ac\u009d<\/p>\n<p>Yo dawg, we heard you like multitasking.<\/p><\/blockquote>\n<p>My sister and I started IM&#8217;ing about it, and she pulled out the Bernbach quote:<\/p>\n<blockquote><p>\u00e2\u20ac\u0153The truth isn\u00e2\u20ac\u2122t the truth until people believe you, and they can\u00e2\u20ac\u2122t believe you if they don\u00e2\u20ac\u2122t know what you\u00e2\u20ac\u2122re saying, and they can\u00e2\u20ac\u2122t know what you\u00e2\u20ac\u2122re saying if they don\u00e2\u20ac\u2122t listen to you, and they won\u00e2\u20ac\u2122t listen to you if you\u00e2\u20ac\u2122re not interesting, and you won\u00e2\u20ac\u2122t be interesting unless you say things imaginatively, originally, freshly.\u00e2\u20ac\u009d<\/p><\/blockquote>\n<p>Steph: &#8220;I am busily blowing it up in poster size.&#8221;<\/p>\n<p>Thom: &#8220;Me, too.&#8221;<\/p>\n<p>Steph: &#8220;Is yours going in a Constitution Layout under the heading &#8220;Bernbach&#8217;s Law&#8221;? Because that would be creepy evidence that we share the same brain.&#8221;<\/p>\n<p>Thom: &#8220;I might photoshop it as a tattoo on a half naked model, then blow it up in a close-up window.&#8221;<\/p>\n<p>Steph: &#8220;Okay, NOT the same brain.&#8221;<\/p>\n<p>I wish I could work with my sister. She rocks.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Go read this first. Or just read my blockquote below: At my company Fight, we call this \u00e2\u20ac\u0153the 80% rule.\u00e2\u20ac\u009d It goes like this: When you convey a difficult concept, you\u00e2\u20ac\u2122re better off being 80% right and simple, than 100% right and complex.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,32,5,16],"tags":[],"class_list":["post-289","post","type-post","status-publish","format-standard","hentry","category-copywriting-tips","category-editing","category-interactive-marketing","category-management"],"_links":{"self":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/comments?post=289"}],"version-history":[{"count":3,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/289\/revisions"}],"predecessor-version":[{"id":328,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/289\/revisions\/328"}],"wp:attachment":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/media?parent=289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/categories?post=289"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/tags?post=289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}