Book Title: DOS for Dummies Author: Dan Gookin

Books for dummies can make us smarter or Not really for dummies Or The “For Dummies” Series Or Review of the thousand book series.

 Back in the early 1990’s, a client employee got angry with me because of this book series. Judy was complaining about the troubles she was having with the operating system DOS and asked me to suggest a book for beginners on the subject. When I casually recommended “DOS for Dummies,” Judy took offense. I had to do lots of convincing for her to believe that such a book existed, and that no offense was meant.

At the time, not many have heard of the brand. However, today the “For Dummies” series is almost a household name with over a hundred million copies in print, covering over a thousand different subjects covering computers, business, and everyday life subjects.

It seems that almost every subject is covered in a dummies book. For the general computer users, several of them offer advice related to hardware, software, operating systems, and the internet. For advanced computer users, there are titles on firewalls, programming languages, and networking. Business books include financing, investing, stock markets, project management, and even six sigma. Away from business, there is advice on pet care, gardening, and even chess. On the lighter side there is “Shakespeare for dummies”, “choosing a dog for dummies”, and “iguanas for dummies.”

According to the creator of the idea, contrary to the name of the brand, the books are intended for smart busy people who got fed up by the jargon thrown at them by heavily technical people and consultants and want a down to earth simple and quick explanation of a subject. The books make a great resource for learning something new in a fun, simple, but enriching fashion. The rationale behind the “for dummies” name is two fold; the books are written without any assumption about the reader’s level of knowledge in the subject area, and the books tackle topics that people find confusing. The front cover makes this statement clearly in bold: “ A reference for the rest of us.”

The idea originally came to IDG Books Worldwide CEO and co-founder John Kilcullen in 1987. It was based on a conversation he had with a customer at a software store who requested a book on DOS that was so simple. Then he made the statement: “Something like…for dummies.” The idea stuck with Kilcullen and four years later he turned that idea into reality when he started his IDG with his first book in the for dummies series: “ DOS for dummies,” By Dan Gookin. The book was initially met with skepticism; most bookstores were hesitant to carry the book for fear that it might offend their customers. However, consumers loved the brand and the idea as they felt it was not an insult to their intelligence, but a way to bring them an idea in the most simplified way possible.

Each for dummies book is written by an expert in the domain of knowledge being reviewed. Personally I have read quite a few and they seem the perfect fit for my types…ehhem. My favorites include the ones covering project management, presentations, and chess.

The latest addition to the growing for Dummies brand franchise is the new line of daily e-mail newsletters. Titled "Dummies Daily.” The new on-line product line provides a comprehensive "how-to" and productivity advice service for readers who want to learn more about almost any computing topic.

Just because they are “for dummies” does not mean that the books are not elaborate. Each for dummies book consists of around four hundred pages of illustrated instructions and knowledge. Each page uses consistent icons to lead the reader fast to information she is looking for. All through the books, there are graphical icons that highlight practical tips, rules of thumb, advanced topics, and warnings about bad practices. The last section of every book is called “the part of tens” because it gives advice in tens; there are the ten best sources for information, and ten most effective ways perform a task, etc. the book also includes an appendix with information on extra resources for more knowledge on the subject. Also, the first pages of every book start with card board type paper that summarizes formulas, terms, and instructions for the user for quick reference after reading the book.

 If you are an expert, you might still want to check out the “for dummies” book in your field. It will help reinforce the basics that sometimes experts take for granted. It also provides ideas for explaining your area of knowledge to others in simple terms. However, as an expert, do not read the book looking for deep knowledge in your field. To learn more about the series, you can visit their website at www.dummies.com