hank, there are many terms that may confuse you in the beginning. For instance you say "shinny side up." Actually it's shinny side down. You want the dull (what is also known, as the good side) side up. What Ray is saying is that the side that is "the bird's side," is the side you want down, or away from you. When he says, "the birds side".....he means the side of the feather that touches the birds skin. And that is the shinny side.
The outside of the feathers.....that which does NOT touch the birds skin, is the dull or GOOD side. Got it?

And, if you look at the pic closely.....you'll see that Ray has actually got the feather tyed in at 9 o'clock. i usually tye in at 11 o'clock. Also, the main reasons for tying in by the butt (or stem end) is because you'll be dealing with the longest fibers right off the bat.....so if you want just a few fibers, one turn or so.....do it that way. If you want more fibers, with the last ones being the longest.....tye in by the tip. That way you get the shorter fibers first and the longest in the last couple turns, and consequently, a fuller looking collar.
