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Couples Counseling for
Software Development
     Joe Stump, CEO of Sprint.ly
• Early employee at three startups ranging
  from bootstrapped to venture funded.
• Angel investor in three startups.
• Advisor to seven venture funded startups.
• Cofounder of three venture funded
  startups (SimpleGeo, attachments.me, &
  Sprint.ly).
“The best products in
the world start out as
      features.”
  Kevin Systrom, CEO of Instagram
Warring Factions
Check Your Ego
EVERYONE IN YOUR
   COMPANY IS
   CAPABLE OF
 HAVING A GREAT
      IDEA
Managers
Quickly




Correctly             Cheaply
YOU CAN’T HAVE
YOUR WINE CASK
 FULL AND YOUR
  WIFE DRUNK.
“Want to increase
innovation? Lower the cost
        of failure.”
           Joi Ito
ALLOW ENGINEERS
   TO INVEST IN
  AUTOMATION &
    TESTING.
Why?

• Iterating on your product is all about
  shortening feedback loops
• Continuous deployment allows you to ship
  on code commit
• Automated testing allows for aggressive
  refactoring with confidence
Makers
“You should get a CS
 degree. it's the only degree
that automatically makes you
    an expert on politics,
     finance, religion, and
         economics.”
           @thejayfields
YOU ARE NOT AN
EXPERT IN SALES,
MARKETING, NOR
   BUSINESS
 DEVELOPMENT.
A Sampling of Non-
Technical Product TODOs
•   Financial model creation for
    pricing
                                   •   Messaging
                                   •   Documentation
•   Customer development
•   Copywriting
                                   •   Screencasts & Videos

•   Marketing plan for launch      •   Marketing materials

•   Public relations               •   Capturing requirements

•   Support                        •   Business development

•   Community development          •   Funnel analysis

•   Sales training                 •   Market research

•   Managing beta testers          •   Blog announcement
•   Contract negotiation           •   Newsletter announcement
SIMPLEGEO’S
PRODUCT LAUNCH
CHECKLIST HAD 41
NON-ENGINEERING
   ITEMS ON IT.
Couples Counseling for Software Development by Joe Stage
Couples Counseling for Software Development by Joe Stage
Couples Counseling for Software Development by Joe Stage
YOU ARE NOT A
    DESIGNER.
 (SERIOUSLY. JUST
LOOK AT THAT SHIT.)
YOU ARE NOT THE
TARGET CUSTOMER. (NO,
REALLY, NOBODY CARES
  ABOUT KEYBOARD
     SHORTCUTS.)
“Focus on the problem. If
you’re only excited about the
 solution, you’ll lose interest
when your solution doesn’t fix
        the problem. ”
        Adil Wali, CTO of ModCloth
Delivering Product
Implementing vision
            takes time

Inception                 Your brain




      Funding v1.0
“If you’re not embarrassed
 when you ship your first
  version you waited too
            long.”
    Reid Hoffman, Founder of LinkedIn
Product is Trench Warfare
BE MILITANT IN
YOUR MINIMALLY
VIABLE PRODUCT
     (MVP).
Approaching Product
1. Focus on a single use case that addresses
   the problem.
2. Start with a minimal core set of features.
3. Release and listen to your users.
4. Question your initial assumptions based on
   feedback.
5. Rinse and repeat.
Iterating on Your
          Product
1. Have a great idea
2. Wireframe in Balsamiq (or whatever)
3. Designer creates a static mockup
4. Static mockup is thrown “over the wall” to
   engineering to implement
Seriously?
Oh, whoops.

• Engineers implement it only to find out the
  UX is terrible
• Engineering is unable to implement critical
  features
INVOLVE
 ENGINEERING IN
  THE PRODUCT
DESIGN PROCESS.
Why would I do that?

• Nobody knows your data better than your
  engineers
• You likely aren’t an expert at data
  algorithms
• They are your company’s best technologists
Iterating the Yardsale
          Way™
1. Have a great idea
2. Wireframe in Balsamiq (or whatever)
3. Engage engineering to build a vanilla prototype
   (e.g. Default Bootstrap or iOS/Android UI
   components)
4. Play, tweak, rinse, repeat
5. Once UX is nailed have a designer polish to
   perfection
Promote
  Ownership

Yay!
Why is this better?

• Designer’s time is not lost on features that
  are not shippable
• Timelines will not be disrupted by
  unforeseen technical hurdles
• Avoids pissing off the engineers
Process Interrupts
PRODUCTS ARE
  EITHER DATE-
   DRIVEN OR
FEATURE-DRIVEN.
Non-Blocking Development
         (NBD)
1. No sprints, milestones, or dates are tracked by
   engineering
2. Items are scored, velocity is tracked
3. Each developer works on an item to
   completion in a feature branch
4. Pull request via GitHub for review
5. Feature deployed immediately upon approval
   via continuous deployment
Why is this better?

• Shares reactive qualities of Kanban
• Velocity metrics allow you to do reasonable
  capacity planning
• Features ship in real-time as they’re
  completed
@joestump

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Couples Counseling for Software Development by Joe Stage

  • 1. Couples Counseling for Software Development Joe Stump, CEO of Sprint.ly
  • 2. • Early employee at three startups ranging from bootstrapped to venture funded. • Angel investor in three startups. • Advisor to seven venture funded startups. • Cofounder of three venture funded startups (SimpleGeo, attachments.me, & Sprint.ly).
  • 3. “The best products in the world start out as features.” Kevin Systrom, CEO of Instagram
  • 6. EVERYONE IN YOUR COMPANY IS CAPABLE OF HAVING A GREAT IDEA
  • 9. YOU CAN’T HAVE YOUR WINE CASK FULL AND YOUR WIFE DRUNK.
  • 10. “Want to increase innovation? Lower the cost of failure.” Joi Ito
  • 11. ALLOW ENGINEERS TO INVEST IN AUTOMATION & TESTING.
  • 12. Why? • Iterating on your product is all about shortening feedback loops • Continuous deployment allows you to ship on code commit • Automated testing allows for aggressive refactoring with confidence
  • 14. “You should get a CS degree. it's the only degree that automatically makes you an expert on politics, finance, religion, and economics.” @thejayfields
  • 15. YOU ARE NOT AN EXPERT IN SALES, MARKETING, NOR BUSINESS DEVELOPMENT.
  • 16. A Sampling of Non- Technical Product TODOs • Financial model creation for pricing • Messaging • Documentation • Customer development • Copywriting • Screencasts & Videos • Marketing plan for launch • Marketing materials • Public relations • Capturing requirements • Support • Business development • Community development • Funnel analysis • Sales training • Market research • Managing beta testers • Blog announcement • Contract negotiation • Newsletter announcement
  • 17. SIMPLEGEO’S PRODUCT LAUNCH CHECKLIST HAD 41 NON-ENGINEERING ITEMS ON IT.
  • 21. YOU ARE NOT A DESIGNER. (SERIOUSLY. JUST LOOK AT THAT SHIT.)
  • 22. YOU ARE NOT THE TARGET CUSTOMER. (NO, REALLY, NOBODY CARES ABOUT KEYBOARD SHORTCUTS.)
  • 23. “Focus on the problem. If you’re only excited about the solution, you’ll lose interest when your solution doesn’t fix the problem. ” Adil Wali, CTO of ModCloth
  • 25. Implementing vision takes time Inception Your brain Funding v1.0
  • 26. “If you’re not embarrassed when you ship your first version you waited too long.” Reid Hoffman, Founder of LinkedIn
  • 27. Product is Trench Warfare
  • 28. BE MILITANT IN YOUR MINIMALLY VIABLE PRODUCT (MVP).
  • 29. Approaching Product 1. Focus on a single use case that addresses the problem. 2. Start with a minimal core set of features. 3. Release and listen to your users. 4. Question your initial assumptions based on feedback. 5. Rinse and repeat.
  • 30. Iterating on Your Product 1. Have a great idea 2. Wireframe in Balsamiq (or whatever) 3. Designer creates a static mockup 4. Static mockup is thrown “over the wall” to engineering to implement
  • 32. Oh, whoops. • Engineers implement it only to find out the UX is terrible • Engineering is unable to implement critical features
  • 33. INVOLVE ENGINEERING IN THE PRODUCT DESIGN PROCESS.
  • 34. Why would I do that? • Nobody knows your data better than your engineers • You likely aren’t an expert at data algorithms • They are your company’s best technologists
  • 35. Iterating the Yardsale Way™ 1. Have a great idea 2. Wireframe in Balsamiq (or whatever) 3. Engage engineering to build a vanilla prototype (e.g. Default Bootstrap or iOS/Android UI components) 4. Play, tweak, rinse, repeat 5. Once UX is nailed have a designer polish to perfection
  • 37. Why is this better? • Designer’s time is not lost on features that are not shippable • Timelines will not be disrupted by unforeseen technical hurdles • Avoids pissing off the engineers
  • 39. PRODUCTS ARE EITHER DATE- DRIVEN OR FEATURE-DRIVEN.
  • 40. Non-Blocking Development (NBD) 1. No sprints, milestones, or dates are tracked by engineering 2. Items are scored, velocity is tracked 3. Each developer works on an item to completion in a feature branch 4. Pull request via GitHub for review 5. Feature deployed immediately upon approval via continuous deployment
  • 41. Why is this better? • Shares reactive qualities of Kanban • Velocity metrics allow you to do reasonable capacity planning • Features ship in real-time as they’re completed

Notes de l'éditeur

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  6. - Talk about how frustrating it was at Digg\n
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  10. - Get your makers great tools\n- Allow engineers to invest in automation, infrastructure, etc.\n
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  15. - Talk about the Digg comments story\n
  16. - This is a mere sampling of the shit companies have to do that doesn’t involve coding\n
  17. - Talk about the Digg comments story\n
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  22. - Talk about the Digg comments story\n
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