Publishing is an extremely diverse enterprise, making generalizations a hazardous enterprise.  Just as there are many different types of libraries, so there are many different types of publishers, and the differences between them are significant.  One thing most publishers have in common these days, however, is a preoccupation with developing, improving, and on occasion inventing ever more efficient and effective digital production and distribution capabilities.  It’s a 24/7 race, and if the ultimate destination is a little bit unclear, there is no doubt about one of the major side effects—an increasing proportion of time and resources devoted to software development.

Choice is no exception.  Since 1997-98, when we began work on the first version of Choice Reviews Online, we have always had at least one major software development project underway or in the planning stages.  And now, as we anticipate the impending launch of Choice Reviews Online version 3.0, we’d like to offer to you, dear reader, one of the benefits of that experience, the Choice software development cycle taxonomy.  All software development projects, we believe, have the following five stages.

Stage 1: Is anything happening?  This is the stage during which the vendor appears to go into hibernation.  It stands in stark contrast to its precursor, the courtship ritual, during which you hear from the sales team and senior management on a daily basis.  The word of the day is, “hurry up and wait.”

Stage 2: Initial anxiety:  This stage typically begins with an e-mail or phone call from the project manager indicating that the development team needs some additional information.  This is followed by a short list of 113 questions, half of which include terms no one on your staff has ever heard of.  Your responses are due within 48 hours in order not to jeopardize the project schedule.  “Gee,” you think, “this is going to be more complicated than we thought.”

Stage 3: Trauma: The troubles that characterize this stage build slowly and gradually but, like the frog in a slowly boiling pot of water, you fail to notice until the crisis is upon you.  All software development crises are unique, but they are instantly recognizable by your colleagues’ facial expressions and accompanying vocalizations, which range from “Oh no” to quiet sobbing.  Recommended treatment options include ice cream, a field trip, a mandatory happy hour, or all of the above.  Coffee is contraindicated.

Stage 4: First signs of progress: The transition from trauma to this stage is often surprisingly brief.  One day all seems lost.  A day later the first iteration of the beta site becomes available, and things look different.  “Oh my gosh, it’s actually happening,” you think.

Stage 5: The launch: Also known as the posttraumatic stress disorder stage, this is the stage that should be characterized by celebration but almost never is.  The effort has been too intense and has gone on too long.  While quietly proud of your accomplishment, you find yourself saying, “we’ll never do that again.”  But you do, dear reader, you do.