Marketing Hyperwords

To me it is obvious why why Hyperwords is useful; it lets me navigate the web as I see fit, without being constrained by links.

However, many people just look at me, quite confused why I would want to use anything other than links. Then I read this:

From http://headrush.typepad.com/creating_passionate_users/

“Several weeks’ back I took a one-night Digital SLR class, and at the beginning the teacher asked us each to say why we were there. All 18 of us said the same thing, one after the other: “I know I have an SLR that can do so many things, but I’m still stuck in “P”–Program Mode–and I don’t know how to use anything else.” In other words, we were all using our pricey bazillion-megapixel cameras like point-and-shoot disposables. Here we are with all this power and flexibility, and we can’t get past AUTOMATIC. Why? It’s tempting to just write it off as a usability flaw. But that’s not the case with my camera–the Nikon D200 is dead easy to adjust. For most of us, the problem was NOT that we couldn’t learn how to use anything but automatic “P” mode. The problem was that we didn’t know why or when to use anything else.

So this is what I think we need to focus on communicating: Why anyone would want to use Hyperwords.

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