oreilly.comSafari Books Online.Conferences.


AddThis Social Bookmark Button

The Switch Enabler

by Derrick Story
Mac Newsletter for 06/21/2002

Dear Mac Reader,

Apple's latest ad campaign, "Switch," is smart, entertaining, and timely. If you haven't checked out the site yet, I urge you to do so.

You may be thinking, "But Derrick, I switched long ago. You're preaching to the choir." I know that. But there's a related issue to "Switch" that lands squarely in your backyard. I call it being the "Switch Enabler."

Here's the deal: lots and lots of people are "thinking about" switching to the Mac right now. In the realm of behavioral change, we call this the "contemplative" stage. In other words, buying a Mac is on their mind, but they're not sure if it's time to act. I learned about this years ago in a smoking cessation class (and yes, I still don't smoke ;).

The gentle nudge that could move people from the "contemplative stage" to "action" might be as simple as a friendly gesture from you. I'm not talking about knocking on doors with an iBook in hand. It's more like helping people solve their problems and showing them that life can be better while sitting in front of a computer.

For example, on his lunch hour a coworker of yours is struggling to remove red eye from a digital photo of his daughter. He's using an old PC. You're hungry and want some Doritos, but instead you offer your help. You open the image in iPhoto, remove the red eye, and send the fixed image directly to his email account.

While you're happily clicking away on your iBook, he's looking over your shoulder asking about hardware prices, the iApps, and Mac OS X. You don't have to give him a pitch because the tools are making the impression. But you can offer your experience if he has further questions about digital photography or the Mac platform. The fact that you delayed your Doritos fix to help him with his problem spoke volumes about you as a person, and about the tools you use.

To subscribe to the Mac newsletter (or any O'Reilly Network newsletters), visit and select the newsletters you wish to receive in your user profile (you'll need to log in with your existing O'Reilly Network account -- if you don't yet have an account, you'll need to create one).

This willingness to help, to be open, to collaborate without preaching or disrespecting the other guy's computer is what's going to make "Switch" more than just another ad campaign.

Thanks for reading,

Derrick Story
O'Reilly Network Managing Editor

Adobe Tip of the Week: Keeping Track of File Usage in Adobe GoLive 6
Want to know how many times a particular page, such as your "Contacts" info, is listed throughout your site? GoLive 6 makes it easy to find and update links sitewide. Adobe GoLive 6 features the robust tools that Web professionals want - clean markup code, dynamic site authoring with MySQL and PHP, and WML authoring. See for yourself with Adobe's Tip of the Week on O'Reilly Network.

Featured Articles

Improving the Outlook for Entourage
Switching from the PC to the Mac is relatively painless for many users--that is unless they want to import their Windows Outlook data into Entourage X. Bottom line: it's ugly. Fortunately, an independent AppleScripter, Paul Berkowitz, has stepped forward with a solution. Dale Dougherty tells his story.

Pizza, HoHos, and MacHack 2002
Here's what you don't go to MacHack 2002 for: 1) sleep, 2) lose weight, and 3) try out your new Dell laptop. But if you miss all-nighters from your college days and love a good geek fest, this is the place to be.

PostgreSQL for Mac OS X
Having just made the switch from Windows 2000 to Mac OS X, Michael Brewer decided to flex some of his database skills on his new iBook. In this tutorial he walks you through an installation of PostgreSQL.

Wireless at Sea: A Report from the MacMania Alaska Cruise
O'Reilly Network's wireless correspondent, Glenn Fleishman, reports from the waters off Alaska on the pains and pleasures of wireless service in a big, metal, floating box.

Inside the Objective-C Runtime, Part Two
In his previous article, Ezra Epstein showed how to access the basic features of Objective-C runtime. Now he digs a little deeper and discusses how the runtime is implemented, then finishes with a look at RuntimeBrowser, a class-browsing tool like the JavaBrowser.

O'Reilly Network Mac Devcenter Top Five Articles Last Week

  1. Update to Mac OS X Terminal, Part 3
    When Apple updated Mac OS X from 10.1.4 to 10.1.5, Sendmail was part of that revision. The procedure that Chris Stone outlined in his Learning the Mac OS X Terminal, Part 3 tutorial no longer worked correctly after the update. Here are the fixes to get Sendmail up and running again in 10.1.5.

  2. Adding Spit and Polish to Your Cocoa App
    A look at two of NSApplication's delegate methods, plus a discussion about how to control the document window's title to display arbitrary information. And finally, how to endow ImageApp with a customized "about" panel.

  3. An Interview with Ivor St. John Clarke About Aquafying Office X
    In this column Alan Graham interviews Ivor St. John Clarke of Simple Factors. Before starting his own UI design firm, Ivor was a Microsoft program manager in charge of guiding the transition to Aqua. He provides a behind-the-scenes peek at the transformation of Office X.

  4. Installing Tomcat on Mac OS X
    The Tomcat server is ideal for deploying Web applications and Web services. It's also a snap to install on Mac OS X. Here's how.

  5. Learning the Mac OS X Terminal: Part 1
    The Terminal application in Mac OS X is a new benefit to traditional Mac users, and it's a terrific one. Chris Stone shows you step by step how to get comfortable with the Terminal, and how to accomplish your first task via the command line.

Return to list of Mac Newsletters.

Return to the Mac DevCenter.