This morning, I was looking for a Quicksilver-inspired Windows application to use in my coming experiment (details to come soon – I have to check with Amnesty International to verify whether or not it falls in the realm of torture), and I found a new one that tries in their own special way to do the same. Dash is one that really caught my attention as it seems to best capture the basic nature of Quicksilver’s search, but it led me to another facet of the Windows developer problem which is how they market their software. Take a look at the seven reasons they suggest I use Dash at their product page. Item two on that list (because everyone loves reading lists) is “Reduce Repetitive Stress Injury”. Seriously, go look, I’ll wait… Rather than the pithy “act without doing” tagline adopted by Alcor, the developer of Quicksilver, Dash takes it in the opposite direction and is positioning this as a marvel of modern medicine. I say this in jest, but the problem is that it’s not addressing a problem they can solve or the strength of their product – it strikes me as something they pulled out of their butt to fill the empty space on the site.

And then there’s price. Dash is set at $50.00 except if you purchase now, you can get their “pre-release offering price” of $19.95 saving you $30.05. Let’s skip right past how this is on par with infomercial level “buy in the next thirty minutes and get a second free!” silliness and look at how it’s they’re establishing value. Software isn’t designed to be inexpensive and offering excessive discounts can make it seem as though you’re diminishing the worth of a product; a great example of this is Transmit from Panic Software for the Mac – it’s an FTP client, but it’s billed as the FTP client. As such, Panic doesn’t discount the software to entice those who undervalue what they offer, which is a fantastic user experience and just well-designed software. Cyberduck and Fugu are free, but I saw the value in the product that made $29 palatable. What the makers of Dash are doing is, in my opinion, either mispricing their product or using used car salesman tactics to win over customers. Ignoring the fact that Quicksilver, a vastly superior product to this knock-off, is completely free – Dash is selling an application at their ‘regular price’ that pushes it into the range of what full-fledged productivity apps cost. Launchbar, a product similar to Quicksilver for Mac is priced without the gimmicks, at $19. Fair.

I could continue, but for the sake of brevity, I’ll end this here. Windows developers and software vendors have so much to learn from the Mac developer community about creating better applications, but even more importantly, about marketing. If it can be summed up in a sentence or two, it would be this – stop selling simple consumer apps the same way Microsoft and Oracle sell enterprise CRM software. Home users don’t want to see how many different ways you can say the same thing on your “features” page, they want to see you solve a problem they have and do it elegantly.

You’ve most likely used Commnand+Tab to switch between applications on your computer, but a similar shortcut, Command+` (the key next the ’1′ key) will switch between application windows. This is quicker than using Expose if you just want to keep flipping back and forth between two large spreadsheets. Continuing with the window management theme, perhaps the most powerful shortcut is Command+H – hiding an application. OS X allows you to hide all and application’s windows until you call bring it back from the dock or by switching to it via Command+Tab. The main use of this is to keep your workspace clear and so that you don’t have to worry about how much you have open at any one time – for me, I have about ten to fourteen applications open at one time, some with multiple windows. Without using Command+H to hide some apps, using Expose would be unwieldly. Another related shortcut is Command+M which minimizes the foremost window. This is convenient if you want to leave some documents open but are otherwise distracting to your current work.

When you have multiple windows associated with an application open, you can close the current one by typing Command+W. This works in the Finder or just about anywhere else. This shortcut, combined with the four others previously mentioned tackles most of the common tasks related to window management in OS X and once you get used to them, will make you more efficient and quicker. The point of using keyboard-based shortcuts is to reduce your reliance on the mouse which in almost all cases is disruptive to your concentration and workflow.

In the next howto, I’ll take on the most useful and powerful application for OS X ever made – Quicksilver.