THE
EXECUTIONER’S
TALE
@cwodtke
www.cwodtke.com
Once upon the time there was an old farmer who had worked his crops for many years. One day his horse ran away. Upon heari...
RULES
When I joined Linkedin, many
people said “huh, that’s
interesting.” Many did not know
why I’d join a resume site.
Wh...
“FROM THEIR FIRST MEETING IN 1992 IN GENEVA, GEHRY AND MILUNIĆ BEGAN TO
ELABORATE MILUNIĆ'S ORIGINAL IDEA OF A BUILDING CO...
SCIENCE AND GUT
DIRECTION
DECISIONS
DEDICATION
repeat
FIND YOUR
NORTH STAR
•Conversion is a crap north star

DESIGN FOR AN
EMOTION
Surprise & delight
AFFECTIONATE
compassionate
friendly
loving
open hearted
sympathetic
tender
warm
ENGAGED
absorbed
alert
curious
engrossed
e...
PEACE
beauty communion ease harmony order
Men like order too
There is no shortage
of “organization
porn” on the web.
We have a deep
seated dream of a
place of tidy
harmony.

Peace and...
Facebook misses the boat with photos.
Where are the organization tools?
Yahoo Search

Fast
Easy
Magic
When we redesigned search in 2001, we polled
our users to find out what they valued. That
wa...
Google

to organize the world‘s
information and make it
universally accessible and
useful
We all know Google’s North Star
Eatclub

Bring Joy to Work
through Food

When I was working with startup Eatclub, we
developed a North Star to guide strat...
WHAT’S YOUR
NORTH STAR
DECIDING
Safety in Scenarios

Move from
“We have to decide”
To “let’s pretend we’ve
already decided”
“I looked out the window at the Ferris wheel of the Great America
amusement park revolving in the distance, then I turned ...
Let’s Pretend

• We are a B2B company
• We built a sales team
• We hired a CEO
You can “try on” ideas, and work them
throu...
THE CONE OF UNCERTAINTY

I can predict
what will
happen
tomorrow

I can guess
about next
month

I’m lying to
myself if I s...
NOW

Headline test
Editing
features
Bug fixes
Twitter
integration
Q2
NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration
Q2

Q3

NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration

refactor
Q4
Q2

Q3

NOW

Headline test
Editing
features
Bug fixes
Twitter
integration

Control panel
CRM
integration

refactor
Worl...
Q4
Q2

Q3

NOW

Test with
partner
Headline test
Editing
features
Bug fixes
Twitter
integration

Five partners
launched,
ha...
You will always have to both pick a direction and
work with what you’ve got. Sometimes that means
hitting a goal, sometime...
Act as if it were true

Until it’s proven wrong
Then pivot
DEDICATION
TO YOUR GOALS
TO YOUR TEAM
OKRs

Objectives
Key results
OKR example

Successfully launch
blogging platform
• 10 influencers
• 1500 organic signups in week 1
• 99% uptime
OKRs

O: Dream
KR: Success criteria
OKRs

O: Qualitative
KR: Quantitative
OKRs

Time bound
Cascading
Hard (but not impossible)
OKR example

Successfully launch
blogging platform
• 10 influencers
• 1500 organic signups in week 1
• 99% uptime
OKR example

Successfully launch
blogging platform
• 99.8% uptime
• 2 backend hires
• Load speed <2sec
OKR example

Successfully launch
blogging platform
• Usable blogging tools (<5
minor errors)
• NPS of 60
• Exec signoff by...
ROADMAP
WITH FRIENDS
M

P
Viable

Desired by the market
Buildable by the company
Profitable for the
company
How do we
know what the
market wants?
We make them chose
Capability

Which would you move?
Why?

• Add photos
• Delete
photos
• Share with
friends

Soon

• Make
collections
• Shar...
TIPS

• Don’t make customers imagine
anything – show mocks
• Make the items moveable
(post-its!)
• Must lose one to get on...
PRACTICE BEING
PSYCHIC
A roadmap of little experiments

• Item
• How much effort
• How much return
Guessing is fine.
The more you guess, the bett...
A roadmap of results
Item

Expected Expected Actual
effort
result
effort
Avatar
12 days +10
21 days
makers
min/ave
Chat
15...
CADENCE
Commitment

• Mondays are for
promises
• Fridays are for winners
Priorities this week
P1

P1
P1

Close deal with DA

Three directions for cross
promo bar
Prototype promo bar
functionary

...
Priorities this week
P1

P1
P1

Close deal with DA

Three directions for cross
promo bar
Prototype promo bar
functionary

...
Weekly Status Email

• OKRS
• Priorities 3
• Last week’s priorities
• Risks & Blockers
• Notes
Read more here: http://www....
Celebrations
Celebrations
Engineering demos
Celebrations
Engineering demos
Design demos
Celebrations
Engineering demos
Design demos
Sales & Bizdev shares wins
Celebrations
Engineering demos
Design demos

Sales & Bizdev shares wins
Beer
Everybody needs bragging time

• Motivates team to have
something to share
• Makes you feel like part
of something special...
DIRECTION
DECISIONS
DEDICATION
CELEBRTIONS
repeat
Thank You
Please contact me if you need help setting
up this system at your company.
I advise and consult.
@cwodtke
www.cw...
APPENDIX
Priorities this week
P1

OKR Confidence
Objective

P1

Key results #1
Key results #1
Key results #1

P1

Key Risk Factors:...
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The Executioner’s Tale

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Lean can tell you what to build and Agile tells you how to build it--but neither tell you how to build it as a team. How do you build consensus? How do you inspire outlandish dreams? How do you create accountability in teams? Christina will share her toolkit for clarity and commitment. She has been refining this process with the start-ups she advises and invests in, and now it's ready to ship. You know about mission statements, but what about OKRs? Predictive roadmaps? Do you have a cadence for celebration? Come to this talk, and learn how to ship as a crew.

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  • Never be vulnerableDon’t get sued
  • This is how you succeed
  • What is a north star? It is the goal, the thing you are aiming for, and when you arrive, you can launch.http://www.boxesandarrows.com/view/building_a_vision_of_design_success,
  • We are limited in how we talk about emotion in Web Design. We talk about delight, and frustration. But there are many more words we could be designing for…
  • This is the power of farmville; a place to hide from life’s madness http://www.eleganthack.com/farming-and-knitting/
  • Boys seek peace and control also
  • So much missed opportunity here!
  • Used at googlePopularized form john doer
  • Used at googlePopularized form john doer
  • Used at googlePopularized form john doer
  • Used at googlePopularized form john doer
  • Used at googlePopularized form john doer
  • The Executioner’s Tale

    1. 1. THE EXECUTIONER’S TALE @cwodtke www.cwodtke.com
    2. 2. Once upon the time there was an old farmer who had worked his crops for many years. One day his horse ran away. Upon hearing the news, his neighbors came to visit. “Such bad luck,” they said sympathetically. “Maybe,” the farmer replied. The next morning the horse returned, bringing with it three other wild horses. “How wonderful,” the neighbors exclaimed. “Maybe,” replied the old man. The following day, his son tried to ride one of the untamed horses, was thrown, and broke his leg. The neighbors again came to offer their sympathy on his misfortune. “Maybe,” answered the farmer. The day after, military officials came to the village to draft young men into the army. Seeing that the son’s leg was broken, they passed him by. The neighbors congratulated the farmer on how well things had turned out. “Maybe,” said the farmer.
    3. 3. RULES When I joined Linkedin, many people said “huh, that’s interesting.” Many did not know why I’d join a resume site. When I joined Myspace, they said good luck. It looked hard, but possible. When I joined Zynga they all congratulated me on landing in one of the hottest spots in the valley. I’ve learned to say “We’ll see.”
    4. 4. “FROM THEIR FIRST MEETING IN 1992 IN GENEVA, GEHRY AND MILUNIĆ BEGAN TO ELABORATE MILUNIĆ'S ORIGINAL IDEA OF A BUILDING CONSISTING OF TWO PARTS, STATIC AND DYNAMIC ("YIN AND YANG"), WHICH WERE TO SYMBOLIZE THE TRANSITION OF CZECHOSLOVAKIA (CZECHIA) FROM A COMMUNIST REGIME TO A PARLIAMENTARY DEMOCRACY” WIKIPEDIA
    5. 5. SCIENCE AND GUT
    6. 6. DIRECTION DECISIONS DEDICATION repeat
    7. 7. FIND YOUR NORTH STAR
    8. 8. •Conversion is a crap north star DESIGN FOR AN EMOTION
    9. 9. Surprise & delight
    10. 10. AFFECTIONATE compassionate friendly loving open hearted sympathetic tender warm ENGAGED absorbed alert curious engrossed enchanted entranced fascinated interested intrigued involved spellbound stimulated CONFIDENT empowered open proud safe secure EXCITED amazed animated ardent aroused astonished dazzled eager energetic enthusiastic giddy invigorated lively passionate surprised vibrant HOPEFUL expectant encouraged optimistic (c) 2005 by Center for Nonviolent Communication Website: www.cnvc.org GRATEFUL appreciative moved thankful touched INSPIRED amazed awed wonder JOYFUL amused delighted glad happy jubilant pleased tickled EXHILARATED blissful ecstatic elated enthralled exuberant radiant rapturous thrilled PEACEFUL calm clear headed comfortable centered content equanimous fulfilled mellow quiet relaxed relieved satisfied serene still tranquil trusting REFRESHED enlivened rejuvenated renewed rested restored revived AFFECTIONATE compassionate friendly loving open hearted sympathetic tender warm
    11. 11. PEACE beauty communion ease harmony order
    12. 12. Men like order too
    13. 13. There is no shortage of “organization porn” on the web. We have a deep seated dream of a place of tidy harmony. Peace and order is big business
    14. 14. Facebook misses the boat with photos. Where are the organization tools?
    15. 15. Yahoo Search Fast Easy Magic When we redesigned search in 2001, we polled our users to find out what they valued. That was our north star
    16. 16. Google to organize the world‘s information and make it universally accessible and useful We all know Google’s North Star
    17. 17. Eatclub Bring Joy to Work through Food When I was working with startup Eatclub, we developed a North Star to guide strategic choices, messaging and design.
    18. 18. WHAT’S YOUR NORTH STAR
    19. 19. DECIDING
    20. 20. Safety in Scenarios Move from “We have to decide” To “let’s pretend we’ve already decided”
    21. 21. “I looked out the window at the Ferris wheel of the Great America amusement park revolving in the distance, then I turned back to Gordon and I asked, “If we got kicked out and the board brought in a new CEO, what do you think he would do?” Gordon answered without hesitation, “He would get us out of memories.” I stared at him, numb, then said, “Why shouldn’t you and I walk out the door, come back and do it ourselves?” Andy Grove
    22. 22. Let’s Pretend • We are a B2B company • We built a sales team • We hired a CEO You can “try on” ideas, and work them through as if they were your decided strategy, to see if they make sense.
    23. 23. THE CONE OF UNCERTAINTY I can predict what will happen tomorrow I can guess about next month I’m lying to myself if I say I know what’s happening next year
    24. 24. NOW Headline test Editing features Bug fixes Twitter integration
    25. 25. Q2 NOW Headline test Editing features Bug fixes Twitter integration Control panel CRM integration
    26. 26. Q2 Q3 NOW Headline test Editing features Bug fixes Twitter integration Control panel CRM integration refactor
    27. 27. Q4 Q2 Q3 NOW Headline test Editing features Bug fixes Twitter integration Control panel CRM integration refactor World domination
    28. 28. Q4 Q2 Q3 NOW Test with partner Headline test Editing features Bug fixes Twitter integration Five partners launched, handheld Shard DB User profile pages Platform for 3rd parties, beta Ad network Open program Support pages
    29. 29. You will always have to both pick a direction and work with what you’ve got. Sometimes that means hitting a goal, sometimes that means picking a new one.
    30. 30. Act as if it were true Until it’s proven wrong Then pivot
    31. 31. DEDICATION TO YOUR GOALS TO YOUR TEAM
    32. 32. OKRs Objectives Key results
    33. 33. OKR example Successfully launch blogging platform • 10 influencers • 1500 organic signups in week 1 • 99% uptime
    34. 34. OKRs O: Dream KR: Success criteria
    35. 35. OKRs O: Qualitative KR: Quantitative
    36. 36. OKRs Time bound Cascading Hard (but not impossible)
    37. 37. OKR example Successfully launch blogging platform • 10 influencers • 1500 organic signups in week 1 • 99% uptime
    38. 38. OKR example Successfully launch blogging platform • 99.8% uptime • 2 backend hires • Load speed <2sec
    39. 39. OKR example Successfully launch blogging platform • Usable blogging tools (<5 minor errors) • NPS of 60 • Exec signoff by 10/5
    40. 40. ROADMAP WITH FRIENDS
    41. 41. M P
    42. 42. Viable Desired by the market Buildable by the company Profitable for the company
    43. 43. How do we know what the market wants? We make them chose
    44. 44. Capability Which would you move? Why? • Add photos • Delete photos • Share with friends Soon • Make collections • Share publicly Later • Remove red eye • Crop • Filters Much Later
    45. 45. TIPS • Don’t make customers imagine anything – show mocks • Make the items moveable (post-its!) • Must lose one to get one – swapping ONLY
    46. 46. PRACTICE BEING PSYCHIC
    47. 47. A roadmap of little experiments • Item • How much effort • How much return Guessing is fine. The more you guess, the better you get at guessing.
    48. 48. A roadmap of results Item Expected Expected Actual effort result effort Avatar 12 days +10 21 days makers min/ave Chat 15 days +25K 8 days daily Subscrip- 20 days 75K/mo tion passive service Actual result +8 min/ave +15 daily
    49. 49. CADENCE
    50. 50. Commitment • Mondays are for promises • Fridays are for winners
    51. 51. Priorities this week P1 P1 P1 Close deal with DA Three directions for cross promo bar Prototype promo bar functionary OKR Confidence Objective: Establish clear value as a promo partner with indie community KR: 8 partners running on platform 5/1 KR: Traffic to partners equal to internal 5/10 KR: Revenue of 250K 5/10 Mondays each team lead Key Risk Factors: shares: • Next 4 weeks -Priorities ( to get Health & make Week’s Objectives Org help commitment) Team Health: A/B test promo bar designs • Near term roadmap (heads up!)direction Team struggling with change Sign up 3 customers for program • OKR confidence Code Health: Establish base price • Key health indicators Yellow Green Launch one on-internal client
    52. 52. Priorities this week P1 P1 P1 Close deal with DA Three directions for cross promo bar Prototype promo bar functionary Next 4 weeks - Objectives A/B test promo bar designs Sign up 3 customers for program Establish base price Launch one on-internal client OKR Confidence Objective: Establish clear value as a promo partner with indie community KR: 8 partners running on platform 5/1 KR: Traffic to partners equal to internal 5/10 KR: Revenue of 250K 5/10 Key Risk Factors: Org Health Team Health: Yellow Team struggling with direction change Code Health: Green
    53. 53. Weekly Status Email • OKRS • Priorities 3 • Last week’s priorities • Risks & Blockers • Notes Read more here: http://www.eleganthack.com/the-dreaded-weekly-status-email/
    54. 54. Celebrations
    55. 55. Celebrations Engineering demos
    56. 56. Celebrations Engineering demos Design demos
    57. 57. Celebrations Engineering demos Design demos Sales & Bizdev shares wins
    58. 58. Celebrations Engineering demos Design demos Sales & Bizdev shares wins Beer
    59. 59. Everybody needs bragging time • Motivates team to have something to share • Makes you feel like part of something special • Show progress
    60. 60. DIRECTION DECISIONS DEDICATION CELEBRTIONS repeat
    61. 61. Thank You Please contact me if you need help setting up this system at your company. I advise and consult. @cwodtke www.cwodtke.com
    62. 62. APPENDIX
    63. 63. Priorities this week P1 OKR Confidence Objective P1 Key results #1 Key results #1 Key results #1 P1 Key Risk Factors: Next 4 weeks - Objectives 5/10 5/10 5/10 Org Health Team Health: Code Health: Yellow Yellow

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