Living by Doing

I'm a single founder working on improving my business and myself.

23. June 2014 21:55
by Anders Thue Pedersen

How it feels like being hit by a panda in real life.

23. June 2014 21:55 by Anders Thue Pedersen | 0 Comments

I do not call myself a SEO expert and I do not make most of my income from SEO consultancy. On the other hand, I have been online since 1991 when i got my first email address and I have been interested in SEO before the acronym was invented.

Until now I have only been hit once by a google update, back when they introduced duplicate content penalty. I had a site the look a lot like another site that was penalized and I stopped doing any other SEO than pure white hat.

The reason was mainly that it was too risky trying to make a living dodging google.

Last week I got hit by something that felt like a 40 feet panda, and not online but in real life.

My revenue stream from consultancy was cut by around 50% because some customer’s simultaneously scaled down their engagement.

If it was just me it would be ok, but since I have five employees, it is some beating.

The hardest is not losing they revenue, the hard part is like in the virtual SEO world that I do not know when it will change, if I will find new customers or if this is the new normal.

On the other hand, I can influence the real world more than I can influence google, so I am currently doing a lot to get new customers for my consultancy business.

I also decided to use this panda to pivot my consultancy and move us into a higher gear and really focusing on shipping our solutions to the customers. This will mean that we all will work on one customer project until it is done and then move on to the next.


The conversion roller coaster is currently on the fun part of the course and my stats are once again looking like I would love them to be all the time.

On the other hand I am pouring a lot of energy into the consultancy at the moment, so I will settle for anything.


16. June 2014 16:37
by Anders Thue Pedersen

The feeling you get when you do work that matters.

16. June 2014 16:37 by Anders Thue Pedersen | 0 Comments

It is this intense feeling of satisfaction that permeates your entire body, In contrast, normal work can feel dull and boring.

The hard part is to realize that you can only do work that matters from time to time and often only in shorter periods than other work.

This is like saying to a junkie that he can only get his substance every Monday and only half the day (Often the junkie wants it now and all the time).

I am a “doing work that matters” junkie and I am learning to live with the long periods where I do work that is interesting, helping others but that not really matters.

So how do you get to the point where you are doing as much work that matters as possible?

First thing to do is to figure out what matters. What work do you like to so without being paid and without getting anything in return?

It has taken me many years figuring out what matters to me, I looked for the recurring theme I could spot from the times in my life when I felt I did something meaningful and something that really mattered.

What I realized was that I like helping others to become more and to help them build their self-confidence.

After you have figured out what recurring theme in your life makes you satisfied and feels like something that you would really miss if you were to live without

Then you have to figure out how you can use that in your work life, how you can somehow translate what you like creating (for free) into something that adds value to other people’s life!

Because if you like doing something that no one sees any value in you first have to create a sense of value from your work, and even though the reward is higher, I believe you can shortcut the process.

You must figure out how your work can add value to others life, again in the example of me I add value to others life by employing them and helping them level up on their personal journey.

In the process, they will help me create value to our customers by creating wonderful solutions that solves the customer’s pain, perhaps even because that is what matters to them?


Again a week without much work, I am running some split test on the page but my kid had her 6'th birthday so I took the day off to celebrate her :)


10. June 2014 01:00
by Anders Thue Pedersen

What character do your actions make other see in you?

10. June 2014 01:00 by Anders Thue Pedersen | 0 Comments

When someone visits my homepage it convey a specific feeling but at the same time the user will learn something about the person who created the design and the person writing the copy (the latter being me)

When someone see me in real life, see my work environment or my home they see more than the physical stuff lying around.

What they see will give them the opportunity to learn a lot about my character.

When you go to my homepage, you will see that the person behind the design is thorough, orderly and likes things being orderly.

When you read the copy, you will learn that the person behind it writes quickly and could use some more consistency.

When you install the software you once more has the chance to learn something about the person behind the software, this time you will learn that the person adds new features into the program whenever someone asks for it and do not give much thought about usability.

So the next time you do something, make something or leave something behind, remember that it will tell something about your character and that the receiving person will "see" you in the light of this character.

I am working and practicing new character traits, such as orderly, worked through and well designed, these are the character traits I want other people to see in me when they see what I have done.

What do you want others to see in you?


My traffic, conversion, page views, bounce, revenue and all other indicators has gone down again - If anyone out there has any suggestions, good ideas or just wanna show me some support, please email me because I do not know what (more) to do....

2. June 2014 22:22
by Anders Thue Pedersen

What we are thinking when we are not programming.

2. June 2014 22:22 by Anders Thue Pedersen | 0 Comments

I talked to a fellow Micropreneur and MicroConf attendee last week and I was delighted and happily surprised by the fact that he had the same thoughts about the world as i write about here on my blog. His words was something along the lines “Why do you write what I think/How do you know what I think”.

It was a little bit surprising to me, not that he could connect with the writings but that, it was such a close match to what he thinks. At the same time, it has been obvious to me the last couple of months that more and more people are connecting with me because they have the same worldview.

It has been liberating to write this blog, exactly because of the above. When I started I had a lot of doubt about each post, what would people think, would the ridicule me? Now I know that what I write about inspire and connects with people, and more than that, it connects with people I like and feel connected to.

The thing is that I have always been thinking about why. Why am I an entrepreneur, why do I need to be around people, why I cannot live with lying, why, why, why?

I have slowly been concluding that I am what I am, and all my shortcomings and bad habits is a part of me that I do not wish to change.

So now, I am starting to use these sides of me to my benefit.

My restlessness and my disorganized and quick programming style is becoming a fast and agile development process.

I have turned my restlessness while talking into walk and talks.

My inability to stay focused day after day working on the same problem is my strong ability to handle multiple projects at the same time.

Repeat & rinse.


I am making progress on a "simple" UI mode in the software, still some work to do but I think I have finally cracked the nut.

With regards to the numbers below I have come to the conclusion that I do not have the faintest idea on how to explain it, if you have any explanations please email me!


26. May 2014 21:05
by Anders Thue Pedersen


26. May 2014 21:05 by Anders Thue Pedersen | 0 Comments

When I work on my website, it is all about building trust, to the consumer that the product is legit and to google that the website is worth visiting.

We use words as trust builders when talking about testimonials, reviews and technologies.

We use words as churn to describe what happens when a user stop trusting us.

I think I might have built a website that builds too much trust, so that the customer trust that I can help them and since the software has a somewhat high learning curve, I do not deliver.

I have been thinking this based on the emails I get when people uninstall the software.

So I must improve the software.


I got hit (strangely) by Panda4 - it looks like i get the same amount of traffic, but they bounce more and buy less.

19. May 2014 21:45
by Anders Thue Pedersen

This weekend I was in a bad mood, apparently for no reasons.

19. May 2014 21:45 by Anders Thue Pedersen | 0 Comments

I realized Sunday that it might be connected to the state of the watermarking software and the general feel and quality of the product and the code I ship.

I made the connection because I booted up my machine to work on a new feature, and from the time my IDE was ready until my mood dropped radically there only went a few minutes.

You see, even though the software is working as people expect, there are many aspects of it that I am unsatisfied with. The UI is not intuitive, it is way too cluttered and the code is messy and hard to maintain, slow at some point and amateurish at others.

The messy code makes it hard to get anything done on the UI because everything takes a long time to fix and at the same time it is so unsatisfying to work on something that has a quality that is lower than what I believe I can write that it almost hurts me physically to start writing on it.

Working on the software is like looking into a time traveling machine, the code that is 4 years old has clearly been written by a person (me) that did not have the same energy and overview when programming.

This makes it even harder working on the software, because I have to look at my younger and more uncertain self and forgive myself for all the things I did wrong could have done better.

The nice thing is that when you succeed in forgiving yourself, it is often simpler and quicker to fix past mistakes than you would ever have believed – and when you re-release the software with the new code you might even feel a new feeling – pride, of what you have done and your accomplishments!

It is all about small steps, moving one foot in front of the other. It do not matter how small the steps are as long as they are completed and another one is taken, this way you will eventually get to a better place.

So I will turn on my IDE now and improve the software a bit more today, and a bit more tomorrow and the day after and the day after until I am proud and satisfied with every part of the program.

Of course, this do not mean that it will be “perfect” and that there are no parts where I could improve. What it means is that every part of the software will be as good as I can make it now, and that I will probably have to improve it in the future again.

Since I am trying to play the game to have fun and to be happy (as opposed to win and get others to be losers) I will enjoy working on it while I am and enjoy doing other stuff while I am not.

What I am working on and playing with at the moment is what level of code and UI I am proud of, because I believe that when I am proud of what I do it will shine through to the user and potential buyer.


The numbers are down again, had some rough google days, and my position on many secondary keywords has dropped.

But the conversion is down too and honestly I have no clue to why that is, but perhaps my UI really needs improving to turn up the conversion?


12. May 2014 19:15
by Anders Thue Pedersen

How I stopped being a master procrastinator and started being motivated

12. May 2014 19:15 by Anders Thue Pedersen | 0 Comments

Being motivated (enough) to beat procrastination has been a goal for me the last 6 months.

I have been a procrastinator for as long as I can remember, sometimes I procrastinated most of the day and sometimes I only did it a little every day. My procrastination has been driving me nuts lately because I really wanted to use my time doing good stuff and move forward.

I have been reading a lot of books and blogs about motivation, procrastination and how to get things done.

For a long time this did nothing, I did not understand how to translate what I read into actual doing something different.

When I started this blog it was mostly to stay accountable and keep me moving forward after MicroConf and it did help me do just that, at the same time it has done so much more because it made me understand that beating procrastination and staying motivated isn’t something that you do as much as something you believe in.

I know that a lot of motivational coaches and positive thinkers would say that you just have to think positive thoughts or look into the mirror and say something positive aloud – and it is not that doing stuff like that don’t help you move to another place, it’s just that it’s not the only thing you need.

What I have discovered is that what you need mostly to stay motivated and stop procrastinating is to stop trying to win the fight against procrastination and not trying to beat your lack of motivation.

It is not a fight and it is not something that you can win over or loose to!

My procrastinating is much less now and I have stayed more motivated for some time.

I believe that it is because of at least these reasons:

  • Writing this blog, this way I have been able to go back and see what I did last week and previously and thereby not forgetting what I have achieved and the progress I got
  • Plotting my revenue, conversion, visitors and number of orders, this visualized the progress and I can extrapolate into the future
  • Asking customers about my software, even though I have been getting some really hard to read emails (think horrendous, horrible, cheating, thief, bastard) I have also been getting some really nice emails from users thanking me for solving their problems making me more aware of the value I add to their lives and that it is a valid piece of software I make.
  • Being in two mastermind groups with people I look up to and respect and being told (again and again, as I am a bit slow) that what I do matters and is a good thing.
  • Reading and talking about motivation until I understood that it is not a game you win or lose, but a way of living where you play and have fun every day understanding that it is not about winning now but about getting up and doing a little more a little better every new day.

The nice thing is that if I can beat procrastination and be more motivated, everybody can – when I had it worst, I worked for around 30 minutes a day.

The downside is that it hard, hard work, mentally hard and every time you believe you have beaten it you will be pushed back into the arena until the moment where you give up and stop fighting and start having fun.


I believe I have found the error that made my conversion jump up and down - I had configured my webserver to tell browsers that they should cache everything for 7 days, so every time I changed something on the website users would see a strange website for 7 days.

I hope it is fixed now and my conversion/revenue will be more staple in the future.

I have written 4 articles and has gotten my first visitor on one of those, and as always I am working on new features for the software and improvements to the website.


6. May 2014 22:27
by Anders Thue Pedersen

How I grew my revenue 481% in 6 months (and a few weeks)

6. May 2014 22:27 by Anders Thue Pedersen | 0 Comments

A little more than six months ago, i participated in my first MicroConf conference, and my life has changed so much in some ways and not in others.

My way of looking at and doing business has changed a lot, but my motivation has not.

Recently I have been reading books and talking to many people about motivation and Monday when I was at my monthly mastermind meeting, we talked a lot about motivation.

One reason for this is that in my “old” business life (five years ago and before that) I was motivated to work because I believed that it would somehow lead to me getting recognition, fame and fortune.


This almost killed me.


Now I am motivated because I want to create a fantastic work environment, one where people can blossom, one where they have the energy surplus to work on becoming better persons than they were when they started. A work environment where people help each other, not because they have to but because they want to. A work environment where there is laughter and happiness where there are feelings and honest people that dare.

The best part is that this is happening!

I do motivate people to do better, to become better and to get better and I love it.

But, there is still an area where I can learn a lot from my fellow mastermind’s my employees and friends, namely self-motivation!

I usually only do stuff that I can finish in a day at max and prefer if I can finish It in 5 minutes J

To improve my grit and perseverance I will start playing “the game”, not to win, but to have fun.

My new game will not have an end, it will not start and never finish and there will be no winners, losers, heroes or villains.

There will only be playing and being appreciative of what I have and what we accomplish together.

More specific I will write articles, many articles and it should be realistic to write 100 before the next MicroConf.

This together with an improved GUI and a clearer message on the homepage, should be able to lift my revenue to the double of now and then I will hit the magical 10x !

Last week I hit 5x revenue compared to my pre MicroConf level.

It was my best revenue EVER. The best conversion EVER (and even the traffic went up a little)!

All because I kept on doing a little every now and then - on the website, the software, the link building and the message on the homepage.


30. April 2014 21:49
by Anders Thue Pedersen

Motivation is a killer.

30. April 2014 21:49 by Anders Thue Pedersen | 0 Comments

It kill items on your to do list, it kills time and if you don’t watch out it will kill you.


I have been highly motivated since MicroConf, motivated to put my ideas into action and start raising my revenue.

At the same time, my “day job” has been throwing work at me like a crazy and to top it off I used three days to go to test school with my daughter.

Previously when this happened I slept less to get everything done. This time I have tried a different approach, I have done less, and slept more.

It is hard, because I do not like to be behind on my internal calendar of when things should be done, but on the other hand, it is nice to see my family thrive because we all have the energy needed for such a big thing as starting in school.

So the blog post was delayed, the TSR work was delayed and it is ok.


I think the Easter still affects the number as they look really depressing, this (next) week looks much better.

At the same time something is going on in google - my traffic goes up and down by as much as 30% per. day. 

21. April 2014 22:14
by Anders Thue Pedersen

MicroConf 2014, Las Vegas

21. April 2014 22:14 by Anders Thue Pedersen | 0 Comments

My jetlag from my first US MicroConf is lifting and I am starting to feel “normal” again, whatever that means.

As last time, my head is full of impressions and ideas and I will try to document some in this blog post.

First, I want to extend my thanks to Rob Walling (@robwalling) & Mike Taber (@SingleFounder) without these two fantastic, selfless and friendly founders MicroConf would not be a reality and my mind would not be blown away plus my chance at being Awesome™ would be way less.

As I wrote previously, I recently did the last implementation of stuff I learned at MicroConf 2013, Prague, so my MicroConf To-Do list was empty.

Let me tell you, it is not empty any more, it is full of stuff to do the next 6 months until MicroConf Europe in Prague.

My main takeaway was actually not from one of the speakers of this year but something I got from Patrick McKenzie (@patio11) in between talks – he called it “Mad Libs” a game of words that I am going to use to generate content.

The game goes something like this; you create a sentence

“Protection of images online by adding a watermark”

Then you substitute some of the words to generate a large numbers of headlines, in my example they would be:

“Website recognition of images online by stamping them with a watermark”

“Brand recognition of photos on facebook by adding a watermark”

“Protection of photos on facebook by adding a watermark”



This system has currently generated 140 headlines that I am coding an Article system around, this way i can add and show these articles on the homepage-

This will help me catch what Patrick calls “Snowflake queries” and at the same time help me lift my Google ranking since I have dropped and I am getting less and less visitors from Google.

Another takeaway from the conference is that I added a “Downloading” page that the user is automatically redirected to, this way I get a page view more than previously, lowering my bounce rate and lifting my average page view.

The next big takeaway was from the attendee talk by Jordan Sherer (@widefido) who (also) is selling software to consumers, besides being a funny person I realized that I do not educate my customers about what the software can do for them and what their problem is.

This is a copy problem but first I need to investigate why people are buying just as Joanna Wiebe (@copyhackers) keeps telling me in her excellent books.


Since last week the conversion and revenue has come down a bit, but since it has been Easter and this means days off in Europe I hope it is just a temporary thing, but as I wrote above I am going to concentrate on the google side of things, by creating at least one article every day I am at the office.

This will (I hope) improve my number of visitors that has been declining the last 6-8 months.

But on the bright side, my conversion is still high, and I did have some higher price point orders and multi license orders that helped keep the revenue high.