The Business of Production by Philip Hodgetts
When you’re designing software you always have a “use case” or typical user in mind. For our Assisted Editing software I can pretty much name every person we had in mind when creating it. First Cuts was definitely made for me. Transcriptize was an idea from Larry Jordan and was made for him. Sequence Clip Reporter‘s inspiration was from my friend Les Perkins. So, when I had the opportunity to ask Apple who their typical user is, I had hoped for something more specific than “the vast majority of their current Final Cut Pro users”. Without knowing the demographics of their current user base, we have no idea how to work out who exactly is buying Final Cut Pro X, or who ‘should’ be buying it. It’s hard to point fingers at who the “2 million installs” equates to, or even the year-earlier “1.4 million unique paying customers” (and there are likely a couple more installs that didn’t pay).