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December 4, 2007


Those of you who have seen me presenting will have noted that there is a magic spell I use every time something spellbinding happens while Adobe technology is at work.
That word is "Adobecadbra!" (with the exclamation mark). If you want to read about the etimology of the original incantation you can take a look here. There are several theories about the origin of the word, but the one I like best is the Aramaic source: "I create as I speak".

On a lighter side... In ancient times, however, it was taken much more seriously as an incantation to be used as a cure for lack of inspiration and the stress created by increasingly short dealines.The first known mention of the word was in the 2nd century A.D. in a poem called De Grafica Praecepta by Rufus Migrans, scribe to the Roman emperor Caracalla, who prescribed that the sufferer from the disorder wear an amulet containing the word written in the form of an inverted cone:


This, Rufus explained, diminishes the hold of the spirit of the affliction over the patient.

I have unburied this ancient spell for you; feel free to use it everytime you click that mouse and see something magical happen. It will become second nature. I will also be using that spell as a Category in this blog to signal shamanistic things I have been shown during my journeys.


Yours truly.

December 3, 2007

Once upon a time, not so long ago...

It was April of 2001, I was happily seated in front of my laptop, reading the news and browsing the Adobe website looking at this press release, when I stumbled upon a document called "Network Publishing – Creating Value through Digital Content". What was that? Hmm... sounds interesting, let's read further. Little did I know that by downloading this PDF my life would have been changed for ever...

I always look back at this white paper and marvel at how it anticipated today’s world. Network publishing is now, more than ever, a reality. Over the years, through thoughtful development and acquisitions, Adobe shaped the technological environment which makes this a tangible reality.
The White Paper is still available on the website and you can find it here.
Here's an excerpt:


The Network Publishing Concept
Network publishing is an emerging set of processes and technologies that people will use to create, manage, and access digital content over the Internet.
In this future vision, publishers will be able to:
  • Create digital content once and publish it anytime, anywhere, on any device
  • Integrate multiple digital content workflows together for greater efficiency
  • Use simpler, integrated end-to-end technology solutions
  • Easily assemble and syndicate content from multiple sources
  • Enable real-time updating of information to keep it current, accurate, and reliable
Such efficiency and flexibility will result in lower costs, higher customer satisfaction, and new revenue streams for businesses.

Now, does that not sound familiar?

Yours truly.

December 2, 2007


A little introduction is required... my name is Rufus Deuchler, and I am a Sr. Worldwide Evangelist for Adobe Creative Solutions (read Master Collection). I am part of a larger group lead by Greg Rewis, and the other members of the team are Tim Cole, Jason Levine, John Schuman, and Karl Soule’. We all have specific abilities and areas of focus; mine, for example, are in the field of print production; although this is changing fast, as content is increasingly repurposed for many different media. I am well versed in applications and systems that help designers to get their work on paper, on the web, and on mobile devices (and beyond?).

My activities, as an Evangelist, focus on spreading the word, explaining technologies and gathering feedback about them from around the globe; this is why you see me sitting on my suitcase in the header of this blog (thank you Joshua for the drawing). I frequently provide live support at events in the areas of product demonstrations and speaking engagements, so we'll have many occasions to meet and exchange ideas face to face. Check these pages frequently for a calendar of events where you’ll be able to find me.

This Travelogue is about places I visited, persons I met, and experiences I encountered during my travels and activities; however, as its name indicates it is a dialogue, a way for us to communicate and relate with each other. As time goes by I am also planning to post tips and tricks, and insight into the technologies and the solutions I support.

Yours truly.