Developing a product over years is a tough job. It is hard for the team to stay excited on a day to day basis. So how can you improve motivation and innovation of agile teams and still keep the focus on building a great product? I want to share with you how we at Atlassian used an agile approach to become one of the most successful developer tool companies in the world. This talk will cover topics like Ship It days, 20-percent time, keeping distraction away from developers, lunchtime talks, dogfooding and much more.