In this STC/Adobe interview, Paul Wlodarczyk maintains that you should be passionate about your audience. Think about what your readers are trying to. Are they trying to sell something or are they trying to save lives? You need to know the ROI of what you create from the user's perspective.
Joe Welinske shared keen insights in this area in another Adobe booth interview at STC Summit. "Unless you test your documentation, you have no idea whether it is useful or not. Most companies test everything related to their software in areas of usability." Welinske has been able to test documentation through user surveys and he confesses that "it is a scary thought to consider... has most of this content been useful at all?"
FrameMaker 11 has significantly improved workspaces. Defaults are much more logical. As you move into structured XML editing, a host of unrelated menus just vanish. No need for customization anymore; this FrameMaker is just the way you like it "out-of-the-box"