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Making nice cover photos, on the other hand…meh.

Within the past two years, about a dozen people told me they’re extremely interested in learning how to code. Today, none of them are programmers, developers, or even hobby coders. Most of them, as far as I know, have never even opened a text editor.

The conversation always goes the same way. They want to learn, they have ideas, but it’s all too hard. One of my more determined friends — an art major — admired the idea of focusing on a single project all day, but he would routinely shudder at the sight of actual code.

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Photo credit: Ruiwen via / CC BY-SA

In his words: “That crazy $%@! just makes me…just…ugh dude.” He clutched his side in mock pain and limped away. …

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Photo via

There are times when the difference between two choices is completely lateral — two substitutable alternatives that are equal in importance and consequence. If you’re craving some fruit, it doesn’t matter whether you choose the apple or the orange. In these instances, it’s okay to defer to preference, precedent, or a coin toss. But these cases are the (rare) exception, not the rule.

Apples and oranges are both fruit, but on the off-chance that you’re a pirate with scurvy, you’re absolutely better off with the orange because it has more Vitamin C. …

I once heard two friends arguing. One of them had recently come upon a windfall of cash, and wanted to make a big purchase: an upscale sports car. Upon hearing this, his miserly friend fired back, “you don’t even go places! Don’t buy a Porsche to drive to 711.”

When I heard this biting exchange, I chuckled. But as I shampooed my hair into a glorious, frothy bubble afro later that night, I realized it was a much-needed lesson for web developers.

Let’s Break It Down.

The quote itself plays on the relationship between utilization and cost. In other words: don’t pay for a Porsche if you’re not going to use it to its fullest. But the inverse of this idea is that if you are, in fact, going to use the Porsche to blaze across open tundras, then yes — it’s worth it! …

In 2005, psychologist Barry Schwartz took the stage at TEDGlobal in Oxford and proposed an idea: that “more is less.” You can watch the full video here, but the core idea is simple. To quote Schwartz, “With so many options to choose from, people find it very difficult to choose at all.” He tells a simple anecdote to that effect: many years ago, when he walked into a clothing store, there were only a few pairs of jeans to choose from. Other than size, there wasn’t much variation.

The modern denim landscape, he laments, is not so simple. There’s boot cut, straight cut, skinny, acid-washed, “raw denim,” low-rider…it goes on. A hundred variations and a thousand brands to choose from. …

A publication by Adelie, a small web development & branding agency based on Long Island, NY.

What is Waddle?

This publication will be a collection of our thoughts on the topics of web development, branding, graphic design, and business. Maybe a few shiny tutorials. Some swanky analyses. And such and such. It’s gonna be good.

Additionally, Waddle will provide an honest glance into our challenges, questions, and ethical considerations in building our business, Adelie, from the ground up.

That’s it for now.

Bam, done. Introductory posts are weird, so let’s all get out of here. We hope you’ll stick by us and enjoy the ride. Our first article is slated for this Friday (1/22).


Kevin Oh

Web Developer @ Adelie, Writer, Mediocre Runner

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