Writing a book is a huge project. My first book, Professional Embedded ARM Development, took something like 10 months, but I’ll never really know how long it took; it is made from extract of work notes over years of consultancy work. So why did I write it? Why does anyone write technical books… Don’t go thinking that it is for the money. We do indeed get paid a percentage of every book sold, but you need to sell a lot of books to make a living. For the reputation? Partly, yes. I also did it to help people out, and of course, the love of writing itself. I can spend hours on my keyboard.

Keyboard. The golden rule: to do a good job, you need the right tools. My previous keyboard was great; it was enough to type a few lines of code, but it was designed to frag, and would have been great if I had any gaming skills at all, or any time left (my World of Warcraft days are far behind me). Great for typing an email from time to time, it wasn’t up to the job for a 300,000 word book. So I changed my keyboard.

I live in a place where I have two supermarkets close by. One of them is big enough to sell computers and hardware. There are a few other shops around that also sell hardware, but I choose to buy it from another place, an Internet site. Why, am I so lazy that I couldn’t be bothered to walk 600 meters to go to a shop? It was for a different reason. I wanted to order my keyboard on an Internet site that I’ve used for years. was born here, in Nantes, France. We’re proud of it. When their original site became too small, they moved a little bit away, and we were all sad. However, they didn’t move that far away, and they even made a showroom, still in the Nantes region. This is where you can get your parcels, but also where you can look at some of the products for sale, and get some great advice from the staff. They even go as far as to do some demonstrations; extreme over-clocking, for example. That’s nice, but doesn’t buying on Internet mean lots of time? After all, the products aren’t actually at the showroom, they are all stored at their main site. Buying on Internet means two days to put it in a parcel, three days for that parcel to arrive (just when you are out), and another four days to be able to go to the post office to retrieve it? Right? No, it doesn’t. I’ll give you an example. Late one night, my graphics card died. I didn’t have a backup card, and my system doesn’t have on-board graphics. My two screens were blank, and there was nothing I could do about it. I went to sleep. Early next morning, I got up, got my daughter ready, and was finally ready to work from home. 8:30 AM. I opened up my laptop, had a quick look at’s graphics cards, and selected one. That was actually the hardest part; we aren’t talking about five or six cards. As of right now, they have 267 graphics cards. I want an NVIDIA. Click. Okay, 131 cards left. PCI Express 16x, please. 128. Hmmm… Oh, yeah! Passive cooling! 7. Right, now we’re talking. I went with a “simple” card; I’ll change my monitors later, so in the mean time, I want a basic card that can handle 2 VGA monitors, and let me play Minecraft from time to time (hey, writing is hard! I need some way to relax). I ordered a low-end card. Click. Deliver to the Nantes showroom. Click. Card? Click. Thanks for your order! No, thank you. 9 AM, time to get back to work.

At 11:30, I received an email. Your order is ready! Come and get it. Seriously? I took a bus, and ten minutes later, there I was, and my card was waiting for me. It was prepared at their headquarters, sent by truck to the showroom, within 4 hours. It doesn’t get much better than that.

So, what does it take to write a book? A keyboard, yes. I needed to run more and more applications and virtual machines, so I needed memory. A hard drive failed in my NAS, so I needed to buy a new drive (and upgrade the storage capacity, too), so that was another order. I’m also taking trains and planes, so I needed a new laptop, and gave excellent advice for a new one, so I bought everything there.

A lot of people helped me for my book, and I thank them all. Some are thanked on the first few pages, but it isn’t possible to thank everyone. The technical editors are thanked, and of course my family who put up with me, especially my daughter who really wanted a cuddle from time to time (and who even figured out how to unplug my computer to get what she wanted). When the book was published, my editor sent out “author copies”, free books that I could sign and send to the different people who helped me, or as goodies. One went to ARM in the UK; I had a lot of help from someone over there. One went to Atmel in the US, another went to Silicon Labs in Norway. They helped me by sending me cards to use in my book. Who else helped me? Well, were sort of like a partner; they were the ones I ordered my computer parts from, but not only. The Raspberry Pi is a nice embedded system, and is used as an example in my book. Who did I order an RPi from? You guessed it.

I made a quick stop by the Nantes showroom, and handed them my humble gift; a signed copy of my book. I was thanked by the staff, and I went back home. That was a few weeks ago.

Today. Saturday. This has been a really busy week. I’m working on a second book, and I’m a little late. To help me through it, I’ve ordered some components. Mother’s day is also coming up fast, so I ordered some little presents. Atmel wanted to know if I could write about one of their new boards, and I’m only too happy. Amazon are the official Mother’s day suppliers. The postman has come, literally, once a day. UPS, DHL, and the French La Poste, one parcel a day. Monday, I received some books from Wiley. They need to be signed and sent to the UK. Tuesday, Atmel’s new development board arrived. Wednesday, the first Amazon order. Thursday, Adafruit Industries. Friday I wasn’t home, but the last parcel, from Amazon, didn’t need a signature. I came home later that day to find the parcel waiting for me, as well as a delivery slip. Another parcel was waiting for me, and required a signature. Since I wasn’t there, they would bring it tomorrow. Wait, what parcel? I wasn’t expecting another parcel.

Well, Saturday came, and here we are. I’ve received my parcel. I had a look at it, saw the shipping name, smiled, and signed. I hadn’t ordered anything from, but the parcel clearly stated the name. I brought it inside and had a look. I opened it up, and I had a smile for the entire day. The contents? First things first. On top was a letter, something I value more than anything else. A thank-you letter, and a photo of someone reading my book. What makes it really awesome is the fact that he is reading it to a giant stuffed rabbit, a minion, a PvZ zombie, Stitch and a crocodile that looks like something from Peter Pan.

I smiled, and carried on reading. The letter talked about their pride in creating an excellent service, one that made people like me come back again and again. An excellent service indeed! They have been voted best customer service years in a row. Anyone can sell things on Internet, even I can do it. The difference is the quality of the service, the speed in which orders are completed, and especially, when things go wrong. I have had two orders that “went wrong”. The first one was a memory stick that didn’t work on my configuration. One phone call later, and the young woman on the other end told me to send it back, and suggested another reference. Two days later, the order had been returned, and I had the new reference, and it did indeed work perfectly. The latest “problem” concerned an object that was no longer in stock. They sent me an email, apologized, and suggested a new product. It was sorted out (and waiting for me in the showroom) the same day. Problems do occur, and I don’t mind problems. The most important part is how they are handled, and these guys set the standards for other companies.

The second part of the letter talked a little about my family, and especially my daughter. They said sorry to have kept me too busy at times, instead of playing with Eléna. I am the only one responsible for that, no matter how good their products are. To say sorry, they also added a present; a mug with a heart on it. A typical gamer object, the heart is the sort you see on 8-bit games (or Minecraft), and is black when the mug is empty, and red when it is filled with steaming hot caffeine. They did indeed write that the mug is for her, but that’s OK, she can’t read yet. I’m a terrible father, but this is just too awesome to let her play with it, and I need caffeine for the next book.

So, why do I write books? I write books for letters like this. A quick letter is always nice, and I’m always thrilled to hear what people think, but letters like this go far beyond anything I expected. I cannot find the words to express how I feel, which is indeed a shame for an author.


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