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EXECUTION
The Drupal Community's Next Big Challenge




                          Jeff Walpole, CEO
About Phase2
What made Drupal special?
A wider definition of Community




Community of
Vested Interest
    Core




       Community of Influence
Riding the Drupal Wave
Adoption on so many fronts

    Niche             Significant




  Enterprise          Mainstream
What is converting them to Drupal?



Robust Core
Contrib Functionality
Full control of platform
Open & Transparent
Commun...
What is converting them to Drupal?



Robust Core
Contrib Functionality
Full control of platform
Open & Transparent
Commun...
Community of Innovative Development
Community of Innovative Development

Deployment tools       Consumer Drupal

Installation Profiles   Cloud integration

  S...
Why innovation & community are not enough
Where are they now?
Here come the elephants.
What do big customers expect?
What does government expect?
A hard look at where we measure up.


Quaint marketplace of 10-20 person expert "shops"
Serious labor shortage of qualified...
The use of fear and FUD
What could go wrong?
2011 - 2014 Risks

Botched implementations
Performance failures
Security exploitations
Lack of resources/talent
Innovation...
Why should we try to be “bigger”?




Thank You!
How do we cross over?
Provide solutions not modules
How do distributions help?



       e-commerce                improved performance


project collaboration portals      e...
Create marketplace specialization
Examples of being Drupal unique
Examples of being Drupal unique

Talent: Scalability   Solution: ecommerce     Service: Training




Location: Sweden     ...
Improving professional practices
Using tools and recipes
Leveraging multi-functional teams
The importance of training and education
Learning to market and compete
The new face of Drupal
What else helps?


Books                     Demos
Videos                    Case studies
Themes                    Pretty...
Take aways

Change is inevitable. The elephants ARE coming.
This can be good for ALL of us, if we do it right.
This can be...
Contact Me




    Twitter: @JeffWalpole
    LinkedIn: /JeffWalpole
jeff@phase2technology.com
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Atlanta Drupalcamp 2010 Keynote

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These are the slides for the keynote of Drupalcamp Atlanta 2010 (October 1), from Jeff Walpole, CEO of Phase2 Technology. The topic was "Execution: The Drupal Community's Next Big Challenge." Jeff's talk was predicated upon the importance of adopting a more professional and disciplined approach to implementing Drupal in order to meet the increasing demands of high profile, enterprise-level sites.

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  • - Ideas are easy. It's the execution of ideas that really challenges businesses.
    - We are all here because a great idea almost 10 years ago turned into the world’s best CMS.
    - It is a CMS born and raised by a community of great innovators.
    - I want to talk to you today about what I believe is coming next.
    - How we as “Drupalists” can be relevant, helpful and successful as this thing takes off.
    - This is a business discussion for anyone who relies on, invests in, or makes a living from Drupal.
    - I suspect that is nearly all of you. Or will be.

    - I am not Dries so I cannot address the needs and future of the entire Drupal community
    - Nor am I in a position to speak for the product/technology itself
    - What I can tell you about is how to be relevant and what practitioners of all sizes should be considering
    - A lot of this is born of my own thinking, research and strategy for my company, Phase2.

  • Who: 40 person web application development services company
    What: open source technologies including Drupal
    Where: Washington DC
    Serving 3 specific practice areas:
    - publishing & media
    - government & public policy
    - advocacy & social action
    Developer of 3 distributions of Drupal:
    - OpenPublish
    - Tattler
    - OpenPublic (NEW)

  • Like anything, it was part many things:

    hard work, community contribution
    smart people working together,
    great innovation and technical direction,
    having the right things to offer,
    a whole lot of the right time/right place.

    The web innovated and gave us 2.0 just as enterprise and custom CMS options were being pushed to a breaking point both in terms of supply/demand and technical flexibility. The result: the value proposition failed - it was no longer worth paying for something that was not current or useful in a new web paradigm. One of the most interesting reasons however is the exciting innovation through which the Drupal technology community is pushing Drupal forward - potentially straight into enterprise software territory.
  • Community is a word you hear a lot and one that I cant help using today.

    There are some of you who might not identify directly with the “Drupal community”.

    Let’s define what I mean by that word in a much wider sense for today.

    Core is the narrow definition of community, but most of you are part of a wider community of vested interest.

    You probably fit one of 5 categories:

    1. The adopters - i am using Drupal for my CMS - I need it to be the best
    2. The implementers - i have invested in skills/learning/marketing - I want it to be the most in demand.
    3. The community - we have created this thing and invested our ideas, time, money and work - it is our baby
    4. The investor - I just committed to moving all x of my sites to Drupal and hiring consultants and staff - I need it to remain relevant and useful for years to come.
    5. The newbie - I am taking my time/money to learn it - I hope I am not wasting my time.



  • Fact: Drupal is Going to be very very big in 2011
    Unknown: Will it be the same by 2015?

    Where do you fit in to this success? How can you benefit? What can you do?

    You probably fit one of 5 categories:

    1. The adopters - i am using Drupal for my CMS - I need it to be the best
    2. The implementers - i have invested in skills/learning/marketing - I want it to be the most in demand.
    3. The community - we have created this thing and invested our ideas, time, money and work - it is our baby
    4. The investor - I just committed to moving all x of my sites to Drupal and hiring consultants and staff - I need it to remain relevant and useful for years to come.
    5. The newbie - I am taking my time/money to learn it - I hope I am not wasting my time.

  • There have been many waves of adoption.
    Drupal has now permeated the 4 major areas that matter to make it sustainable.

    Reminder: Big sites/companies interested and starting to use does NOT equal success for Drupal.

    Success is a significant change in market share for a sustained period of time + better levels of satisfaction.
  • Why Drupal? (it rawks!!)
    - New Media was a champion of Open Source and Drupal for whitehouse.gov.
    - The team had a very clear vision of what they wanted, detailed control to tell the human interest side of the Presidency, Drupal provided that.
    - New functionality and improved administrative capabilities and a platform to extend.

  • The Drupal community has created some amazing things and proven it can innovate.
    For over 9 years it has grown to include hundreds of thousands of contributors.
    It is a culture of innovation that has gotten us this far.
    We have amazing companies and people that work together to create solutions.

  • Some of the things that have amazed me this year include the following:

    - Deployment tools - Aegir, Hudson continuous integration
    - Installation profiles - first class citizens now and definitely on D7
    - Semantic web - RDF in D7 and RDFa on Drupal sites
    - User Experience - serious efforts went into admin and D.o improvements
    - Gardens/Buzzr models
    -

  • - Innovation doesnt create lasting and commercially viable things.
    - People need solutions not ideas
    - Most of the “buyers” dont understand any of that stuff
    - It is actually easier for larger organizations to just buy something
    - The community only matters to those in the community
    - Our openness means that others can just copy us



  • - Its always geeks that get it started
    - where is goes from there is another matter
    - Microsoft is an extreme example because most people in this community dont ever want to see Drupal become something that big, but ironically they DO want to make a significant difference to how people use the web - Huh?
  • (a.k.a. the elephant in the room)

    Speaking of Microsoft, they are one of many very large companies entering the Drupal community

    Refer to Dries’ keynote about the elephants and how they are already here and more are coming.

    Talk about IBM, Cap Gemini and the govt contractors people dont even know about yet.

    These are household names, Drupal is not.

    Size and scale have many benefits and its good to have some elephants in yours.

    They legitimize us.





  • - Developers in large numbers - see hiring trends going through the roof
    - Marketplace for commercial solutions
    - Certification
    - Big implementation experience
    - Customer References
    - Education & Training
    - Big dedicated contracts
  • Drupal is exploding in govt right now.
    Thanks in large part to the Obama administration’s decision to move to Drupal last October.

    Government introduces new challenges this community - largely speaking - is not accustomed to:

    - Procurement process
    - security process (C&A compliance), security clearances
    - accessibility (Section 508 compliance)
    - regulations - records mgmt, appropriate use, privacy,
    - open gov directive


  • They (commercial CMS + big interests that fear OSS) create doubt about our ability to:

    1. scale
    2. perform
    3. be secure
    4. be supported
    5. be stable

    BECAUSE we kicked their ass on functionality and innovation
  • Drupal could lose market share to alternatives that move faster
    Drupal could become less relevant
    Drupal could become less in demand
    What would that mean for your business? your site? your team? your skill set?

    E.g. Recent example of Microsoft Live blogs that were transferred to WordPress


  • Why should we try to be “bigger” than we are now?

    The best reason: because we have to to remain relevant/viable

    Let’s be honest, for many of us, its about the ability to make money

    But there are other legit reasons:

    - do bigger and better things
    - get new ideas/tools/toys
    - grow our community
    - leverage resources we as a community already have (to solve new problems)
    - increase the pool of resources we dont have
    - increased access to investment (training, marketing, etc.)
    - credibility/reputation of our platform (and work)
    - Dont you feel good when a truly big site launches on Drupal?

  • One thing we can all do is (in our own ways) identify and plug the gaps.

    Themes

    - Provide solutions
    - Create marketplace specialization
    - Address under served needs
    - Improving professional practices
    - Learn to market and compete



  • Do you know what this is?
    It is half of one page of a 5 page “cheat sheet” for Drupal modules that Kent Bye from Lullabot created years ago
    It is great we have so much to choose from but that is becoming part of the problem
    With 6700+ modules now, how do new people understand where to start? What to use?
    If this is a “cheat sheet” we are screwed taking this to a larger enterprise audience.

  • Distributions are products made from (and are just) Drupal
    They actually help the community grow/mature by providing more contributions and innovation.
    They provide open-source alternatives to proprietary solutions
    End-users need total solutions, not just tools they have to piece together themselves
    Developers don’t want to repeat their work
    Most organizations have neither the time nor the resources to build custom systems nor re-invent implementations
    Drupal is leading the way on distributions because of its flexibility as a platform and not just a CMS

  • By Talent
    By Solution
    By Service
    By Geography
    By Industry
    By Layer
  • By Talent
    By Solution
    By Service
    By Geography
    By Industry
    By Layer
  • Everytime a Drupal project occurs without professional practices, we all suffer.
    What practices does a professional community practice?

    - Project Management - have a PM, they control schedule, scope, budget.
    - Methodology - do you have something repeatable. You cant just say you use “agile” are you using agile for real?
    - QA & Testing - what is the quality assurance process you guy through?
    - Maintaining the solution - not doing maintenance create a reputation.
    - Training - everyone in the process (users, admins, editors, developers, sys admins)
    - Security reviews and audits
  • CMS gives us a way to stay free of

    Imagine a restaurant that winged it. What would happen to the quality of the food as new cooks were brought on board. Over time, the quality would suffer and so would the reputation and ultimately the rating.

    What types of things can you provide and process for?

    - Configuration Management (and version control for all)
    - Deployment (Aegir)
    - Building code (Drush MAKE)
    - Continous integration (Hudson)
    - Unit testing (SimpleTest)
    - Version configuration (Features / code exportables)

  • Get beyond the one man team - it creates role conflict that is unresolvable.
    Big companies need to invest in multi-functional teams.

    What makes up a good project team?

    - Project Manager
    - Technical Architect
    - Requirements/Testing Lead
    - Developer(s)
  • Education supports software markets
    It gives adopters confidence
    It creates entry points
    It allows companies to hire and people to join

  • We are open source but we have competition - namely right now - Wordpress
    We have to “show” better.
    Drupal.org needs help
    We have to represent Drupal in a more professional way that appeals to the big “buyers”.
    This is part of what Acquia and the Drupal Association does for us we dont even recognize
  • The redesign is a great step
    It puts solutions and marketplace front and center
    It addresses people’s need to be led to how to USE Drupal
    It will NOT solve the problem of what people do when they get Drupal


  • Everyone here and in the community (in every sense of it) can do something to help.
    Let’s start with the mentality of education, documentation and contribution and we are headed in the right direction.
  • Specialize. Spread out. Position where you fit.
    Be professional. Approach Drupal with process and precision.
    Institutionalize. For the good of all - document, share and teach.
    Influence. Contribute, market, evangelize.
    Execute. Talk is silver. Results are gold.
  • Email me, follow me, or link to me if you have more to talk about...
  • Transcript of "Atlanta Drupalcamp 2010 Keynote"

    1. 1. EXECUTION The Drupal Community's Next Big Challenge Jeff Walpole, CEO
    2. 2. About Phase2
    3. 3. What made Drupal special?
    4. 4. A wider definition of Community Community of Vested Interest Core Community of Influence
    5. 5. Riding the Drupal Wave
    6. 6. Adoption on so many fronts Niche Significant Enterprise Mainstream
    7. 7. What is converting them to Drupal? Robust Core Contrib Functionality Full control of platform Open & Transparent Community Cost
    8. 8. What is converting them to Drupal? Robust Core Contrib Functionality Full control of platform Open & Transparent Community Cost
    9. 9. Community of Innovative Development
    10. 10. Community of Innovative Development Deployment tools Consumer Drupal Installation Profiles Cloud integration Semantic web Distributions User Experience Database support Security Version control
    11. 11. Why innovation & community are not enough
    12. 12. Where are they now?
    13. 13. Here come the elephants.
    14. 14. What do big customers expect?
    15. 15. What does government expect?
    16. 16. A hard look at where we measure up. Quaint marketplace of 10-20 person expert "shops" Serious labor shortage of qualified developers Inconsistent and poor training options Too much focus inside the community on pleasing each other Community obsessed with too few big wins Poor systems of deployment and QA No effective education system that will scale Geek chic brand
    17. 17. The use of fear and FUD
    18. 18. What could go wrong?
    19. 19. 2011 - 2014 Risks Botched implementations Performance failures Security exploitations Lack of resources/talent Innovation slows / trails Community that wont support, train, maintain Community that wont scale Inability to serve enterprise needs
    20. 20. Why should we try to be “bigger”? Thank You!
    21. 21. How do we cross over?
    22. 22. Provide solutions not modules
    23. 23. How do distributions help? e-commerce improved performance project collaboration portals enterprise portals online publishing sites news / feed aggregation semantic topic monitoring higher ed academic sites
    24. 24. Create marketplace specialization
    25. 25. Examples of being Drupal unique
    26. 26. Examples of being Drupal unique Talent: Scalability Solution: ecommerce Service: Training Location: Sweden Industry: Churches Expertise: data migration
    27. 27. Improving professional practices
    28. 28. Using tools and recipes
    29. 29. Leveraging multi-functional teams
    30. 30. The importance of training and education
    31. 31. Learning to market and compete
    32. 32. The new face of Drupal
    33. 33. What else helps? Books Demos Videos Case studies Themes Pretty Drupal sites Features High profile Drupal sites Classes Innovative uses (of Drupal) Documentation Client references Blogging Social media chatter Events (like this one!)
    34. 34. Take aways Change is inevitable. The elephants ARE coming. This can be good for ALL of us, if we do it right. This can be bad for ALL of us, if we do it wrong. Innovation and community are amazing in Drupal but they are not enough to survive. We have to adapt. There are consequences if we do not. There are things we can do better. They are areas of execution. We can do this.
    35. 35. Contact Me Twitter: @JeffWalpole LinkedIn: /JeffWalpole jeff@phase2technology.com

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