SitePoint播客＃83：与Adam Broadway重新思考您的工作

Episode 83 of The SitePoint Podcast is now available! This week Kevin Yank (@sentience) chats with Adobe’s Adam Broadway (@abroadway), who has some thoughts about how freelance web designers should be running their businesses, and building ongoing relationships with their clients from the very beginning.

SitePoint Podcast的 第83集现已发布！ 本周凯文·扬克( @sentience )聊天时与Adobe的亚当百老汇( @abroadway )，谁拥有约自由网页设计师应该如何运行他们的业务，并从一开始就建立与客户的长期合作关系的一些想法。

下载此剧集 (Download this Episode)

You can also download this episode as a standalone MP3 file. Here’s the link:

您也可以将本集下载为独立的MP3文件。 这是链接：

• SitePoint Podcast #83: Rethink Your Job with Adam Broadway (MP3, 24:03, 22.1MB)

  SitePoint播客＃83：与Adam Broadway重新思考您的工作 (MP3，24:03，22.1MB)

面试成绩单 (Interview Transcript)

Kevin: October 15th, 2010, how freelance web designers can overcome the grind of design, build, launch and forge ongoing partnerships with their clients instead. I’m Kevin Yank, and this is the SitePoint Podcast #83, Rethink Your Job with Adam Broadway.

凯文(Kevin)： 2010年10月15日，自由网页设计师如何克服设计，建立，启动和与客户建立长期合作关系的烦恼。 我是Kevin Yank，这是SitePoint播客＃83，与Adam Broadway重新思考您的工作。

And welcome to another episode of the SitePoint Podcast. We’re trying something a little different this week, I’m joined by Adam Broadway from Adobe, hi there, Adam.

欢迎收看SitePoint播客的另一集。 本周我们要尝试一些不同的东西，Adobe的Adam Broadway也加入了我的行列，Adam，您好。

Adam: Hello, Kevin, thanks for having me.

亚当：你好，凯文，谢谢你有我。

Kevin: You’re welcome. And I say this is something a little special because this is a sponsored podcast from Adobe, I want to get that out of the way up front here, Adobe’s an advertiser with SitePoint at the moment, and the product that they’re advertising is linked in with a presentation that you’ve been doing the conference circuit with Adam.

凯文：不客气。 我说这有点特殊，因为这是Adobe赞助的播客，我想在这里弄清楚，Adobe目前是SitePoint的广告商，并且他们宣传的产品已链接在演讲中，您一直在与Adam进行会议巡回演出。

Adam: That’s correct.

亚当：是的。

Kevin: This presentation is titled Rethink Your Job, and just the arguments, the points you make in that presentation I think were really interesting and I think they’ll make an engaging podcast all by themselves. So we’ll get around to the sales pitch at the end, but really the focus here is on some of the ways in which you think freelance web designers could be better running their businesses, better offering services, and setting themselves up for a more successful business. Have I summed that up pretty well?

凯文：这个演讲的标题是“重新思考你的工作”，而论点，论点中的论点我觉得真的很有趣，我想他们会自己制作一个引人入胜的播客。 因此，我们将在最后解决销售问题，但实际上，这里的重点是一些您认为自由职业网站设计师可以更好地经营自己的业务，提供更好的服务并为自己做更多准备的方式。成功的企业。 我总结得很好吗？

Adam: Very well, yeah, absolutely. Freelancers, those who maybe work in an agency, a design agency, and for some of those who might even be in a larger corporate environment where they’re doing design in amongst a team, I think the principles could apply to any one of those.

亚当：很好，是的，绝对。 自由职业者，可能在代理机构，设计机构工作的人员，以及对于甚至可能在更大的公司环境中团队合作进行设计的人员，我认为这些原则可能适用于其中任何一个。

Kevin: The first thing that jumped out at me in this presentation was suggesting that you need to be pitching your services not as “We will build a website for your business,” but rather, “We will help you build an online business.” And I would suspect that there’s a lot of potential clients out there who are thinking of their websites really as an add-on, a complement or an online version of their existing business. So how do you get them over the line, what is the big distinction there?

凯文(Kevin)：在此演示文稿中引起我注意的第一件事是，建议您需要宣传自己的服务，而不是“我们将为您的企业建立网站”，而不是“我们将帮助您建立在线业务”。 而且我会怀疑那里有很多潜在客户，他们实际上将他们的网站视为他们现有业务的附加，补充或在线版本。 那么，如何使它们越界，那里的最大区别是什么？

Adam: Well, I think a lot of businesses have this idea that they’ll approach the web designer and they’ll say “I need my business online,” as opposed to an online business in our terminology. But the thought is that alright if I put my logo up, if I have a nice design and I put my phone number and some pricing that that would be enough. And the whole idea is that as a designer we know that that mindset with things like TemplateMonster and other sort of quick and easy throw a design up on a site, on the Web, and you’re done, the business owner often thinks incorrectly that that’s all there is to it. And so our proposition is that as a web professional, as a web designer, we go to the business owner and re-educate their thinking, that it’s not just a matter of great design and you’re going to be successful but what is the ending goal, the end in mind; what’s the primary goal of your site, and to start thinking more strategically around the projects that they’re working with their clients to not just focus in on the design and standards compliance, but what does the business owner want to achieve and what are the tools that are going to be required to help them do that. As the designer starts talking more business talk, gets the — framing the conversation around what’s the main primary objectives for that business owner, they take them down more of a journey, a longer term journey, and they’re not just focusing in on this individual project—quickly let’s get the design, let’s get them happy, signed off, a couple of amendments and there you go, your business is now online—they need to think that it’s so much more, how are they going to generate leads, how are they going to convert leads. If they’re a non for profit organization, what’s the primary goal there? Is it to get donations? Are we engaging in a conversation with our customers, because we’re all aware that when we go to a website if we don’t get our information needs met in the first microseconds we’re moving on. And business owners often think that it’s just a matter of getting online and that’s enough, but when people walk into a physical shop it’s almost — you’ve engaged with that business, so as I walk into a shop there’s physical four walls, there’s a roof, there’s stock on the shelves and I can engage at least with some eye contact and body language with the store owner or somebody in the showroom floor, online we don’t get that.

亚当：恩，我认为许多企业都有这样的想法，他们会与网页设计师接触，并且会说“我需要在线开展我的业务”，而不是我们术语中的在线业务。 但是我的想法是，如果我放上徽标，设计不错并且放好电话号码和一些价格就足够了。 整个想法是，作为一名设计师，我们知道使用TemplateMonster之类的思维方式以及其他各种快速简便的设计，就可以在网站，Web上提出设计，然后您做完了，企业主通常会错误地认为：这里的所有都是它的。 因此，我们的主张是，作为一名Web专业人士，一名Web设计师，我们去找企业所有者并重新教育他们的思想，这不仅是出色的设计问题，而且您将获得成功，但这样做是什么呢？最终目标，最终目标； 您网站的主要目标是什么，并开始对他们与客户合作的项目进行更具战略性的思考，不仅要专注于设计和标准合规性，而且企业主要实现什么目标？帮助他们做到这一点所需的工具。 当设计师开始谈论更多的业务话题时，就开始围绕该业务所有者的主要主要目标进行对话，他们将他们带入了一段较长的旅程，一段较长的旅程，而不仅仅是专注于此单个项目-快速让我们得到设计，让他们满意，签字批准，进行一些修改，然后您就可以开始业务了，现在您的公司已经在线-他们需要考虑的更多，他们将如何产生潜在客户，他们将如何转换潜在客户。 如果他们是一个非营利性组织，那里的主要目标是什么？ 是要获得捐款吗？ 我们是否正在与客户进行对话，因为我们都知道，当我们进入网站时，如果我们在前进的最初几毫秒内仍无法满足信息需求，我们就会继续前进。 而且企业主通常认为，这只是上网的问题，这就足够了，但是当人们走进实体店时，几乎就是—您参与了该业务，所以当我走进一家商店时，有四层实体墙。屋顶，货架上有存货，我至少可以与商店老板或展厅地板上的某人进行眼神交流和肢体语言交流，但在网上我们无法做到这一点。

Kevin: It’s probably fair to say that you’re not going to convince every potential client that they need to be thinking about their web presence this way. So as a freelancer, as a web designer out there, are you going to have to choose to work with clients that are willing to think this way about an online business, and if so what’s the benefit; is it a good thing to be turning away people who aren’t prepared to work that way?

凯文：可以公平地说，您不会说服每个潜在客户他们需要以这种方式考虑他们在网络上的存在。 因此，作为自由职业者，作为网站设计师，您将不得不选择与愿意以这种方式考虑在线业务的客户合作，如果这样做的话，会有什么好处； 拒绝不准备那样工作的人是件好事吗？

Adam: I think everybody; every smart business owner anyway, wants to talk to smart people who are thinking about the bigger picture. Now it may be that, yes, this particular client doesn’t need an online business, but just by sowing a seed and suggesting thinking about the long term often endears yourself to that particular client or prospective client, so just sowing the seeds can be enough to get them thinking, okay, not right now. The other thing that the freelancer can do is actually talk down the scope, reduce the scope, so in sowing the seeds—look, I’m going to think about your business here long term, how you thought about x, y and zed and, no, no I’m not interested in that—you’ve at least sown the seeds. Well, let’s talk down the scope and that’s another way of endearing yourself to the client because by reducing the scope and cost that can ensure that you’ve got your name on the board for the next project that comes along. I think that’s the whole idea in rethinking your job; how can you embed yourself in the mind of that prospect, in the mind of that client so that the next project that comes along or phase II, phase III, phase IV, you’re a part of that longevity and cash flow for your bank account as a freelancer.

亚当：我想大家。 无论如何，每个聪明的企业主都希望与正在思考更大局面的聪明人交谈。 现在可能是的，这个特定的客户不需要在线业务，而只是播下种子并建议长期考虑通常会让该特定客户或潜在客户喜欢，所以播下种子可以足以让他们思考，好吧，现在不行。 自由职业者可以做的另一件事是实际上降低范围，缩小范围，所以播下种子-看，我将在这里长期考虑您的业务，您如何看待x，y和zed以及，不，不，我对此不感兴趣-您至少已播下了种子。 好吧，让我们谈谈范围，这是一种吸引客户的另一种方式，因为通过减少范围和成本，可以确保您在接下来的下一个项目中名声大噪。 我认为这就是重新考虑您的工作的全部想法； 您如何才能将自己置身于该潜在客户的头脑中，该客户的头脑中，以便接下来进行的第二阶段，第二阶段，第三阶段，第四阶段，您就成为了银行寿命和现金流的一部分作为自由职业者的帐户。

Kevin: So is the point here that you would rather be moving from one small project to the next with the same client than moving from client to client.

凯文：所以这里的重点是，您宁愿从一个具有相同客户的小项目迁移到下一个项目，而不是从一个客户转移到另一个客户。

Adam: Absolutely.

亚当：绝对。

Kevin: That’s the core goal here I suppose.

凯文：这是我想的核心目标。

Adam: I think you’ve nailed that one on the head, yes; if you can establish a long-term relationship that’s key.

亚当：我想你已经把那个钉在头上了，是的。 如果您可以建立长期关系是关键。

Kevin: Okay. Another of the points you make in your prezo is that you as the web designer as much as possible you want to be able to make the technology choices, why is that?

凯文：好的。 您在prezo中提出的另一个观点是，作为Web设计师，您想尽可能地做出技术选择，这是为什么呢？

Adam: Well, I think you’re the expert. As somebody who is in the web space you would have far more knowledge across the board of what things can work and don’t work, the things that are going to assist in the process of managing the business, whether that’s a content management tool or an email marketing tool or ecommerce or whatever it might be. I think one of the problems, though, the business owners face is that whole fear uncertainty and doubt around ”Oh, I hand over control I don’t control my business,” which is a little bit flawed, of course, you can always take your design and your customer database and move, but there’s the other things like “I’ve already invested in product X, so I’ve learned how to use product X so therefore I’m tied to it and I’d want to get a return on my investment for that product I’ve already bought,” when in fact actually just to cut it off, amputate that particular product if it’s not working for you is actually a better way of looking at it because you may never get a return on investment for the training you’ve put in on a particular system. That’s another thing that the business owners sometimes trip over.

亚当：恩，我想你是专家。 作为网络空间中的某人，您将全面了解什么东西可以工作，哪些不工作，这些东西将有助于业务管理过程，无论是内容管理工具还是电子邮件营销工具或电子商务或其他任何形式。 我认为，企业所有者面临的问题之一是，整体上人们担心“哦，我交出控制权，而不是控制我的业务”这一不确定性和疑问，这有点缺陷，当然，您总是可以移走您的设计和客户数据库，然后进行其他操作，例如“我已经在产品X上进行了投资，因此我已经学会了如何使用产品X，因此我与产品X紧密相连，我想获得我已经购买的产品的投资回报”，实际上实际上只是为了切断产品，如果对您不起作用，则截断该特定产品实际上是查看该产品的更好方法，因为您可能永远无法获得您在特定系统上进行的培训的投资回报率。 这是企业主有时绊倒的另一件事。

Kevin: Do you find business owners are uneasy about giving up control over technology choices?

凯文：您发现企业主对放弃对技术选择的控制权感到不安吗？

Adam: I think some are; some that are technologically advanced in their minds they do. It really comes down to making sure that the technology choice isn’t on the table up front, it really should be out of the discussion. Okay, let’s look at what the objectives are of this project, is it a rebranding exercise, is it a whole redesign of the site with an existing brand that’s in place, what is the objectives of it? And now do you need to manage your content, do you need to do these other things; identifying the key points of the project and then looking at the best fit of technology later. Don’t let the technology drive the business, let the business and that conversation with the web pro, the freelancer and their experience across lots of platforms determine the best choice.

亚当：我想有些是。 他们确实有一些技术先进的人。 真正归结为确保技术选择不在摆在前面，这确实不应该在讨论之列。 好吧，让我们看看该项目的目标是什么，是否是品牌重塑，是否是使用现有品牌对网站进行的整体重新设计，目标是什么？ 现在您需要管理您的内容，还需要做其他事情吗？ 确定项目的关键点，然后在以后寻找最合适的技术。 不要让技术来推动业务发展，不要让业务以及与Web专业人士，自由职业者的对话以及他们在许多平台上的经验确定最佳选择。

Kevin: Trying to put myself in the shoes of the business owner I think the technology choice is one of the things that will require the most trust because I feel like if I have no control over that, I risk finding myself locked into a solution that I hadn’t necessarily planned on, do you know what I mean?

凯文：试图让自己成为企业主，我认为技术选择是最需要信任的事情之一，因为我觉得如果我对此无能为力，那我可能会发现自己陷入了解决方案的困境，我不一定要计划，您知道我的意思吗？

Adam: Yes, absolutely, and I think that from a design perspective that’s where you want to make sure that there’s a choice where you have full creative control, there’s full flexibility and you’ve got the ability to maintain your own HTML, your markup; you can do the things that you normally do. Then at the backend when it comes to the tools that are required to manage the site, can we get my data out, am I able to access that, and I think those are valid points that need to be addressed because, yeah, you’re 100% correct, I would be nervous if I was locked into a platform that— Can I get my data out, are there APIs that are available that allow me to connect into my internal systems? That gives me a level of comfort.

亚当：是的，绝对，我认为从设计的角度来看，您想要确保选择的位置具有完全的创意控制，完全的灵活性，并且能够维护自己HTML，标记; 您可以做平常的事情。 然后在后台，当涉及到管理网站所需的工具时，我们能否获取我的数据，是否能够访问我的数据，我认为这些是需要解决的有效问题，因为，是的，您是100％正确的，如果我被锁定在一个平台上会感到紧张-我能否获取数据，是否有可用的API允许我连接到内部系统？ 那给了我一定的安慰。

Kevin: So I suppose then as the freelancer if you can be advertising those portability features up front you can say, look, leave the technology choices to me, I’m the expert in this stuff, but here are the promises I can make to you, you know, if six months down the line the relationship isn’t working out it’s okay, I promise the technologies I use mean that you can take your content and go elsewhere with it.

凯文：所以我想作为自由职业者，如果您可以预先宣传那些可移植性功能，您可以说，看，把技术选择留给我，我是这方面的专家，但是这是我可以做出的承诺您知道，如果六个月后这种关系仍无法解决，我保证我所使用的技术意味着您可以将内容带到其他地方。

Adam: Absolutely. And often even if the business owner thinks— they think they own the technology choice, chances are it’s most likely been developed in-house and/or by a freelance developer who’s now on a backpacking holiday around Scotland for 12 months and holds the keys to the kingdom anyway, so what they thought was something that they paid for to be custom developed that they own they’ve actually got no clue over because it’s a Frankenstein’s bride of backend spaghetti code that they’ve got not chance of actually being able to build upon.

亚当：绝对。 而且，即使企业主认为—他们认为自己拥有技术选择，也很可能是由内部开发和/或由自由开发人员开发的，他们现在在苏格兰周围的背包旅行假期达12个月，并且掌握了无论如何，他们认为自己花了钱去定制他们自己拥有的东西，但实际上他们对此一无所知，因为这是弗兰肯斯坦的后端意大利面条代码的新娘，他们实际上没有机会建立在。

Kevin: So, tell me a bit about how you’ve seen this sort of stuff applied because this all sounds good in theory; can you tell me a bit about whether case studies you’re aware of or businesses you’ve actually worked with or freelancers you’ve worked with who have been implementing these ideas?

凯文：所以，请告诉我一些您如何看待这种东西的应用，因为从理论上讲，这一切听起来都不错。 您能否告诉我一些有关您了解的案例研究，您实际合作过的企业或与您合作过的实施这些想法的自由职业者的信息？

Adam: Absolutely. We’ve over the last almost seven years now been working with so many designers and developers in the Web space and we’ve got lots of case studies, there’s some in particular that come to mind is a site called Cellar Thief, cellarthief.com who was put together by one of our partners.

亚当：绝对。 在过去近七年的时间里，我们一直与Web领域的众多设计师和开发人员合作，并且我们进行了大量案例研究，尤其是想到一个名为Cellar Thief的网站cellarthief.com。是我们的一位合作伙伴将他们聚集在一起的。

Kevin: So cellar like a wine cellar.

凯文：酒窖就像酒窖一样。

Adam: Like wine cellar, that’s right, so the idea behind that business is to sell three wines in limited quantities, and only three wines, every two days so that you’ve got a limited ability for the consumer to come in and buy those wines before they run out at a very, very good price, and it’s high quality wines. The brief that our partner originally got, SimpleFlame, was to put together a pretty comprehensive solution, and there was talk about what the technology might be and what they ended up doing was sitting down with the client and actually talking down the scope. “Look, will this business possibly even work?” You know, ask some hard questions because you’re not doing your client any favors by looking at the brief, working out they’ve got a fairly decent budget and just going in with the mindset, well, I’m going to consume all that budget. Simple Flame decided, no, we’re going to go in and do the right thing by the client; let’s not worry about the technology, they started to focus in on what the business objectives were and they wanted to do a whole heap of things; they cut it down to the basics. Let’s display the wine, let’s make it easy for you to update the wines because that’s something that you’re wanting to do every two days, let’s also make sure that there’s great, clear calls to action, and that’s the primary goal—call to action is to sell the product. But if they’re not ready what about some social media interaction getting people to follow on Twitter and email newsletter, so just let’s cover the basics. And so that’s what they did, they cut down the scope, they cut down the budget, they did a great job of the design, they implemented and they were able to do it really quickly because they were using obviously the Business Catalyst platform, which incorporated all that functionality, but they were able to do it with the design that was in mind by the client very fast to market, so rapid turn around, and test it. So they actually went to market faster than they expected because of the reduced scope, and immediately they were able to fine-tune it, tweak it, and the business owner was blown away; they’ve got now phase II and phase III coming through.

亚当：就像酒窖一样，这是对的，因此该业务的主旨是每两天销售有限数量的三种葡萄酒，并且仅出售三种葡萄酒，这样您才能限制消费者进入和购买这些葡萄酒的能力。葡萄酒以极高的价格售罄，这是高品质的葡萄酒。 我们的合作伙伴最初得到的简短信息SimpleFlame是要提供一个非常全面的解决方案，并且讨论的是技术可能是什么，以及最终他们要做什么，就是与客户坐下来，然后讨论范围。 “看，这项业务可能还能工作吗？” 要知道，问一些棘手的问题，因为您不会通过看摘要来为客户提供任何帮助，要弄清他们的预算相当不错，并且会保持思维定势，那么，我将全力以赴那个预算。 Simple Flame决定，不，我们要去做并由客户做正确的事； 让我们不必担心技术，他们开始专注于业务目标是什么，他们想做很多事情。 他们削减了基础。 让我们展示一下葡萄酒，让您轻松更新葡萄酒，因为这是您每两天要做的事情，我们还要确保有一个清晰明确的号召性用语，这是主要目标-行动是出售产品。 但是，如果他们还不准备好进行一些社交媒体互动，那么如何使人们关注Twitter和电子邮件时事通讯，所以让我们介绍一下基础知识。 这就是他们的工作，他们缩减了范围，削减了预算，出色地完成了设计工作，实现了实施，并且能够真正快速地完成工作，因为他们显然使用的是Business Catalyst平台，虽然集成了所有功能，但他们能够按照客户考虑的设计快速完成投放市场，因此可以快速周转并进行测试。 因此，由于范围缩小，他们进入市场的速度实际上比预期的要快，立即他们就可以对其进行微调，微调，而企业主则大吃一惊。 他们现在已经进入第二阶段和第三阶段。

Kevin: This change of approach is really interesting to me. I’m trying to figure out where the traditional approach comes from—the traditional approach meaning the way these relationships usually go, like you say, there’s a budget out there and the business owner goes, look, we’ve managed to justify, we’ve managed to convince ourselves that we do need a web presence, and so we’re going to put together this spec document that describes everything and the kitchen sink, all of the stuff that we could possibly imagine going into our website and then we’re going to put a budget next to that. And it’s almost as if there’s a fear that if they don’t get it all done at once it’s never going to get done.

凯文：这种方式的改变对我来说真的很有趣。 我正在尝试弄清传统方法的来源-传统方法意味着这些关系通常的运行方式，就像您说的那样，那里有预算，而企业主则去了，瞧，我们设法证明了这一点，我们设法说服自己，我们确实需要网站，因此，我们将把描述所有内容和厨房水槽的规范文档放在一起，我们可以想象进入网站的所有内容，然后我们将紧随其后的是预算。 几乎就像有人担心，如果他们不立即完成所有工作，那将永远也不会完成。

Or maybe is that pressure coming from the freelancer’s side where they feel like if they don’t get the contract for the whole job all at once they’re going to miss out on work or they might get a small contract and it might be a waste of time; where is that tension to try and bundle these jobs into the biggest possible packages, because what you’re saying makes sense, the smaller the package is, the quicker the time to market the happier the customer is going to be and the more chance you’ll get flow-on work.

也许这是来自自由职业者的压力，他们觉得如果一次也没有获得全部工作的合同，他们会错过工作或者他们可能会得到一份小的合同，这可能是一个压力。浪费时间; 试图将这些工作捆绑到最大可能的包装中的压力在哪里，因为您说的是有意义的，包装越小，上市时间越快，客户就会越快乐，您获得机会的机会就越大会继续工作。

Adam: Yeah, look, I think it comes down to probably a few reasons, but just one that comes to mind is that many medium-sized businesses that have budgets that have a decision by committee and they’re putting together a pretty detailed spec, a lot of the time those projects are taking up internal resources and justifying an IT person’s existence and few other people’s existence, and therefore we’ve got a lot of time to put the spec together. I need to justify my role in the organization so therefore we need to have all these things taken care of, and it’s got to be hosted internally, potentially. And I think the IT people have driven a lot of that, especially consultants that have come in and dictated the terms; now the longer the project the more they make money, and I think mostly it’s the businesses that have driven that whole way of looking at it.

亚当：是的，我认为这可能归结为几个原因，但我想到的一个原因是，许多中型企业的预算由委员会决定，并且正在制定相当详细的规范，很多时候这些项目占用了内部资源并证明了IT人员的存在和其他人的存在是合理的，因此我们有很多时间来整理规范。 我需要证明自己在组织中的角色是合理的，因此，我们需要照顾好所有这些事情，并且必须将其托管在内部。 而且我认为IT人员已经推动了很多工作，特别是引入并规定了术语的顾问。 现在，项目时间越长，他们赚到的钱就越多，而我认为主要是由企业推动了对项目进行整体研究的方式。

The freelancer is often somebody who has to— they’re working on multiple projects simultaneously and often they haven’t been able to raise their profile above just being a designer, when in fact they’re much more than that, they’re often a web strategist, they’re a technologist, they’re a user experience expert, they’re a marketer, they’re human anxiety specialists (laughter). They’ve got lots of skills that they bring to the table but they don’t explicitly mention them in the conversations with the client. I think as designers have started to do that you see little breakaways, you’ll see designers that have got huge respect and they start to choose the projects that they want to work on based on the reputation they’ve built out because they’ve been honest enough to say red mark through this page, this page, and this page, and when they go back with that proposal and they’ve filled out the details they say I think you’re wrong here, here, and here because we need to cut the scope down, we need to address the primary goals of this project which isn’t all this other stuff, and, wow, suddenly they’re standing up and they’re the ones that are forcing the change. So I think it’s been the freelancers that have begun to flip this over and stop being dictated to by the internal IT departments.

自由职业者经常是必须的人—他们同时从事多个项目，并且常常无法将自己的形象提高到不仅仅是一名设计师，而事实上，他们的能力远不止于此。网络策略师，他们是技术专家，他们是用户体验专家，他们是营销人员，是人类焦虑症专家(笑声)。 他们掌握了很多技巧，但是在与客户的对话中并未明确提及这些技巧。 我认为随着设计师开始做这些事情，您会看到一些突破，您会看到设计师受到了极大的尊重，他们开始根据自己建立的声誉来选择要从事的项目，因为他们已经非常诚实，可以在此页，此页和此页上打上红色标记，当他们返回该提案并且填写了详细信息时，他们说我认为您在这里，这里和这里都错了，因为需要缩减范围，我们需要解决该项目的主要目标，而这还不是其他所有东西，而且，哇，突然之间，他们站了起来，而他们是推动变革的人。 因此，我认为是自由职业者开始将其转移过来，而不再受内部IT部门的要求。

Kevin: So a bit of a buzzword check here, you mentioned ‘agile development’ in your presentation and that’s not a buzzword I’m used to seeing in the context of freelance work. Agile development is something I associate with teams of developers operating inside big corporates. What does agile development mean to you in this context?

凯文：所以这里有些流行语，您在演示中提到了“敏捷开发”，这不是我在自由职业者的背景下经常看到的流行语。 敏捷开发是我与在大公司内部运营的开发人员团队联系在一起的东西。 在这种情况下，敏捷开发对您意味着什么？

Adam: I guess in the context of the freelancer, traditionally you would be working in those big teams; you would outsource your backend coding to somebody who’s a database expert, a PHP, ColdFusion, ASP.net, whatever sort of programming language you want to mention, those experts, you’re outsourcing to those. You’re outsourcing to a package that does email marketing, you’re integrating some of the ecommerce solution; you need that to link back to a contact database, then you want to throw content management over the top. So, when the client requires that sort of project, yes, you’re working in those large often disparate teams where you’re pulling the resources together, it’s not really agile. Agile in the context here with Business Catalyst is that the freelancer, the designer, is no longer required to know all of those backend stuff, you don’t need a degree in computer science to start to embed ecommerce or a donation form or a blog or a forum or an email newsletter subscription form, so being able to be agile, quick to move, embedding that functionality and then test it and change without waiting for 100% perfection or waiting on other resources to come back with a code update; that’s what I guess we define as agile development in the context of our platform.

亚当：我想在自由职业者的背景下，传统上，您将在那些大团队中工作。 您会将您的后端编码外包给数据库专家，PHP，ColdFusion，ASP.net之类的人，无论您想提及哪种编程语言，这些专家都将您外包给这些人。 您将外包给进行电子邮件营销的程序包，您正在集成一些电子商务解决方案。 您需要将其链接回联系人数据库，然后将内容管理放在首位。 因此，当客户需要此类项目时，是的，您正在许多通常分散的大型团队中工作，这些团队将资源聚集在一起，但它并不是真正的敏捷。 在使用Business Catalyst的情况下，敏捷性在于，不再要求自由职业者(设计师)了解所有这些后端知识，您不需要计算机科学学位即可开始嵌入电子商务，捐赠形式或博客。或论坛或电子邮件通讯订阅表，因此能够敏捷，快速移动，嵌入该功能，然后对其进行测试并进行更改，而无需等待100％完善或等待其他资源返回代码更新； 我猜这就是我们在平台上下文中定义的敏捷开发。

Kevin: So the ability to prototype quickly and having tools that are the 90% solution that you can test an idea before you spend a lot of time customizing them and refining them, that’s what you’re talking about?

凯文：那么，快速原型化的能力以及拥有90％解决方案的工具，您可以在花大量时间对其进行自定义和完善之前测试一个想法，这就是您在说的吗？

Adam: Exactly right. And even when going from prototype to live the prototypes are functional because the features in the backend are already functional, so we can just focus in on the parts that we’re passionate about and we’re good at like the design, JavaScript, all of those little nuances that we might want to build into the site.

亚当：完全正确。 即使是从原型到实际使用，原型也可以使用，因为后端的功能已经可以使用，因此我们可以专注于我们热衷的部分，并且擅长设计，JavaScript等所有方面。我们可能希望在网站中构建的那些细微差别。

Kevin: So, all of this is in service of Adobe Business Catalyst which is a product that Adobe is offering and this is why you’re sponsoring the Podcast this week. Tell us a little bit about Adobe Catalyst and how it relates to all this stuff we’ve been talking about.

凯文：所以，所有这些都是Adobe Business Catalyst的服务，而Adobe Business Catalyst是Adobe提供的产品，因此这就是您本周赞助Podcast的原因。 告诉我们一些有关Adobe Catalyst的信息，以及它与我们一直在谈论的所有这些东西之间的关系。

Adam: Sure. Well, Business Catalyst it’s been around almost seven years now. It’s software as a service, and it is an all-in-one solution that’s incorporating content management, ecommerce, email marketing, blogs, forums, and a whole lot more features, but it’s also centered around a centralized contact database. So on the one hand the web designer has full creative control and can add and embed functionality without needing to be a backend programmer, but also then on the flip side, the business owner has access to all the features that the web pro, the freelancer, has activated for them in the Business Catalyst Solution so they can manage their content and most importantly manage the interactions that they get through their potential customers whether that’s filling out a — somebody might have opened an email campaign or commented on a blog post or started a forum topic or purchased a product, made a donation, etcetera; all that’s centralized into the contact database associated with the site that the freelancer set up, and the business owner can report on it. So, on one hand full creative control for the web pro, the web designer, and rapid site deployment then being able to offer an online business to the business owner to manage their site ongoing.

亚当：好的。 好吧，Business Catalyst已经有将近七年了。 它是一种软件即服务，它是一种集成了内容管理，电子商务，电子邮件营销，博客，论坛和更多其他功能的多合一解决方案，但它也以集中的联系数据库为中心。 因此，一方面，Web设计人员具有完全的创意控制能力，并且无需成为后端程序员就可以添加和嵌入功能，但另一方面，企业所有者也可以访问Web Pro(自由职业者)的所有功能，已经在Business Catalyst解决方案中为他们激活了，因此他们可以管理自己的内容，最重要的是管理他们通过潜在客户获得的互动(无论是填写用户)-某人可能已经打开了电子邮件广告系列，对博客发表了评论或开始了论坛主题或购买产品，进行捐赠等； 所有这些都集中在与自由职业者设置的站点相关联的联系人数据库中，企业所有者可以对其进行报告。 因此，一方面可以对Web专业人士，Web设计人员进行全面的创意控制，然后快速进行站点部署，然后便可以向业务所有者提供在线业务以管理其正在进行的站点。

Kevin: And if I wanted to check out Business Catalyst where would I go?

凯文：如果我想查看Business Catalyst，我该去哪里？

Adam: businesscatalyst.com and it’s free to sign up as a partner so you’re able to try it before you start deploying to your clients, and there’s a comprehensive set of videos and training material, knowledge bases and a really active partner network globally where we see a lot of “coopetition.” That’s a word I like to use (laughter) because it’s not that designers are competing as much these days; there’s specialization that people can leverage and we see that amongst our Business Catalyst partners as well, a lot of coopetition; they cooperatively work together on projects where their strengths complement each other.

亚当： businesscatalyst.com ，可以免费注册为合作伙伴，这样您就可以在开始部署到客户之前进行尝试，并且在全球范围内有一整套的视频和培训资料，知识库以及一个真正活跃的合作伙伴网络我们看到了很多“竞合”。 我喜欢用这个词(笑声)，因为这不是设计师如今竞争如此激烈。 人们可以利用专业化知识，并且我们在Business Catalyst合作伙伴中也看到了很多竞争。 他们在优势互补的项目上进行合作。

Kevin: Yeah, businesscatalyst.com. Well, whether or not you choose to give a look to businesscatalyst.com I know Adam Broadway is anxious to continue the discussion on these ideas about the way to change your business as a web professional. Adam Broadway is @abroadway on Twitter; is there any other way you like people to get in touch with you Adam?

凯文：是的，businesscatalyst.com。 好吧，无论您是否选择看一下businesscatalyst.com，我都知道Adam Broadway急于继续就这些有关改变网络专业人员的方式的想法进行讨论。 亚当·百老汇(Adam Broadway)在Twitter上@abroadway ； 您还希望别人与您联系吗？

Adam: adam at adobe.com will also work if you want to hit me up via email.

亚当：如果您想通过电子邮件与我联系，那么adobe.com上的adam也可以使用。

Kevin: Alright. And of course there is the comment thread for this podcast, feel free to chime in there and I’ll be sure to pass along any interesting comments Adam’s way so he can come back with his replies. Thanks for being on the show today, Adam.

凯文：好吧。 当然，此播客也有评论主题，您可以在其中随意鸣叫，我将确保以亚当的方式发表任何有趣的评论，以便他可以回来发表他的回答。 感谢您参加今天的节目，亚当。

Adam: Thanks very much for having me, Kevin, and for everybody listening.

亚当：非常感谢凯文和我的倾听。

Kevin: Adam’s appearance on this episode of the SitePoint Podcast was made possible by the kind support of Adobe. Since this is the first sponsored podcast we’ve done we’re very interested in hearing your feedback here at SitePoint. Was this episode better or worse than a typical SitePoint podcast? Would you be interested in hearing future sponsored podcasts as long as we here at SitePoint think that what they have to say is worthwhile for you to hear? We would love to hear your feedback. Please just leave a comment or email us at [e-mail].

凯文：亚当在SitePoint播客的这一集中的出现是由于Adobe的大力支持。 由于这是我们第一个赞助的播客，因此我们非常有兴趣在SitePoint上听到您的反馈。 这一集比典型的SitePoint播客好还是坏？ 只要我们在SitePoint上认为您值得听的话，您是否有兴趣收听将来赞助的播客？ 我们很乐意倾听您的反馈。 请发表评论或发送电子邮件至[e-mail] 。

Next week on the show we’ll be bringing you the first of the highlights from our live recordings that we made at BlogWorld Expo in Las Vegas, and the week after that we’ll be returning to our regular news and commentary format with our usual panel of experts.

下周在演出中，我们将为您带来在拉斯维加斯的BlogWorld Expo上录制的现场录音的第一集亮点，而在下一周，我们将恢复常规的新闻和评论格式专家小组。

This episode of the SitePoint Podcast is produced by Carl Longnecker and I’m Kevin Yank. Thanks for listening.

SitePoint播客的这一集由Carl Longnecker和我是Kevin Yank制作。 谢谢收听。

Theme music by Mike Mella.

Mike Mella的主题音乐。

Thanks for listening! Feel free to let us know how we’re doing, or to continue the discussion, using the comments field below.

谢谢收听！ 欢迎使用下面的评论字段让我们知道我们的状况，或者继续讨论。

翻译自: https://www.sitepoint.com/podcast-83-rethink-your-job-with-adam-broadway/