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"Hacking your Tractor with Black Market Code: A Sense & Respond case study" by Jeff Gothelf

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You’re in the software business. You may not realize it yet but it’s the only way you’re scaling in the 21st century. Whether you’re in retail, financial services or health care, no industry is immune. This includes agriculture.

In this PRODUCTIZED keynote, Jeff Gothelf shares a rich, detailed case study regarding the story of John Deere. The legendary American farm machine manufacturer, keenly aware and on top of the technological revolution, has built up a surprising Sense & Respond practice to help them innovate their product offerings — especially their tractors and combines. This vivid story will illustrate that even great product and design practices don’t always influence corporate agendas while highlighting ways that leadership must engage to build a truly successful Sense & Respond loop.

Published in: Business
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"Hacking your Tractor with Black Market Code: A Sense & Respond case study" by Jeff Gothelf

  1. 1. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:
  2. 2. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:
  3. 3. EPISODE II: THE FARM AWAKENS SENSE & RESPOND: A STORY IN 6 ACTS WITH A HERO AN EMPIRE AN UNLIKELY ALLY
  4. 4. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  5. 5. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 1: THE USER NEED OR… THE BRUTAL ECONOMICS OF WHEAT
  6. 6. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO
  7. 7. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO
  8. 8. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  9. 9. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  10. 10. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FARMERS DO NOT MARKET WHEAT.
  11. 11. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MARKET DOES NOT CONSIDER HOW MUCH IT COSTS TO PRODUCE WHEAT WHEN DETERMINING THE PRICE.
  12. 12. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ALL THE MARKET CARES ABOUT IS HOW MUCH WHEAT IS NEEDED TO MEET CONSUMER DEMAND, AND HOW MUCH THE CONSUMER WILL PAY.
  13. 13. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO AT ANY GIVEN MOMENT, A FARMER CAN EASILY HAVE MILLIONS OF DOLLARS IN SEED AND LABOR IN THE GROUND.
  14. 14. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  15. 15. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LET’S DO SOME MATH (YAY!)
  16. 16. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSHEL = 60 POUNDS (27.2 KILOGRAMS)
  17. 17. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO A WHEAT FARMER IN GRANT COUNTY, OKLAHOMA, HAS A WHEAT TARGET YIELD OF 50 BUSHELS PER ACRE (0.4 HECTARE).
  18. 18. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO VARIABLE COSTS: (RENT, LABOR, SEED, INSURANCE, FERTILIZER, HARVESTING) $249/ACRE
  19. 19. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FIXED COSTS: (TAXES, INSURANCE, AND DEPRECIATION) $25/ACRE
  20. 20. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL COST/ACRE: $274/ACRE
  21. 21. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274
  22. 22. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50
  23. 23. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48 BUSHELS PER ACRE 50
  24. 24. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 BUSHELS PER ACRE 50
  25. 25. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 MARGIN: $0.11
  26. 26. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PROFIT PER BUSHEL: $.11 PROFIT PER ACRE: $5.50 AVG FARM SIZE (ACRES): 438 TOTAL PROFIT: $2409
  27. 27. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  28. 28. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL PROFIT FROM WHEAT HARVEST: $2409
  29. 29. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN
  30. 30. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN
  31. 31. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “WHEAT WITH WET FEET”
  32. 32. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IT’S PLANTING SEASON. LET’S TALK AFTER.” - STEVE PITSTICK, FARMER
  33. 33. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  34. 34. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS:
  35. 35. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS
  36. 36. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY
  37. 37. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY OBEY MOTHER NATURE’S SCHEDULE
  38. 38. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  39. 39. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  40. 40. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 2: THE BUSINESS OUTCOME OR… MEANWHILE, AT HEADQUARTERS
  41. 41. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  42. 42. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  43. 43. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE HARLEY-DAVIDSON OF FARM EQUIPMENT
  44. 44. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  45. 45. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WORD OF CAUTION: DON’T SCROLL ANY FURTHER DOWN THIS SEARCH RESULTS PAGE…
  46. 46. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  47. 47. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  48. 48. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  49. 49. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  50. 50. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …AND IT’S NOT JUST TRACTORS…
  51. 51. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRECISION AG TECHNOLOGY
  52. 52. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A HARDWARE COMPANY
  53. 53. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A SOFTWARE COMPANY
  54. 54. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE DOES PRODUCT DISCOVERY
  55. 55. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TRACTORS AREN’T CHEAP
  56. 56. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  57. 57. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHAT BUSINESS PROBLEM DOES JOHN DEERE FACE?
  58. 58. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TO GENERATE MEANINGFUL PROFITS YOU NEED A BIG OPERATION
  59. 59. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BIG OPERATION = BIG EXPENSE
  60. 60. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY HELPS FARM LARGER AREAS WITH LESS LABOR
  61. 61. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LESS LABOR = FEWER FARMERS
  62. 62. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FEWER FARMERS = FEWER TRACTOR SALES
  63. 63. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO EQUIPMENT SALES ARE DOWN
  64. 64. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TIME TO RECONSIDER YOUR BUSINESS MODEL…
  65. 65. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  66. 66. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS:
  67. 67. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES
  68. 68. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES PROTECT MARGINS
  69. 69. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES PROTECT MARGINS CUSTOMER LOYALTY
  70. 70. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  71. 71. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  72. 72. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 3: THE PROMISE, AKA THE OFFER YOU CAN’T REFUSE
  73. 73. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  74. 74. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES…
  75. 75. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  76. 76. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  77. 77. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “I CAN FARM 2500 ACRES TODAY EASIER THAN 500 ACRES 40 YEARS AGO.” - STEVE PITSTICK, FARMER
  78. 78. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  79. 79. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  80. 80. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT THERE’S ONE CATCH:
  81. 81. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT THERE’S ONE CATCH: THE LICENSE AGREEMENT
  82. 82. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  83. 83. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  84. 84. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES:
  85. 85. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT
  86. 86. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE
  87. 87. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INTEGRATED SERVICES (REVENUE)
  88. 88. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INTEGRATED SERVICES (REVENUE) LICENSE AGREEMENT
  89. 89. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  90. 90. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 4: IN WHICH OUR HERO ENCOUNTERS A PROBLEM
  91. 91. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE WHEAT IS RIPE, TIME TO HARVEST
  92. 92. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…
  93. 93. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…
  94. 94. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  95. 95. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO YOU CAN’T FIX IT YOURSELF
  96. 96. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW CAN THIS BE?
  97. 97. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  98. 98. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “BECAUSE MODIFYING MODERN OBJECTS REQUIRES ACCESS TO INFORMATION: CODE, SERVICE MANUALS, ERROR CODES, AND DIAGNOSTIC TOOLS.” https://www.wired.com/2013/03/you-dont-own-your-cellphones-or-your-cars/
  99. 99. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IF YOU BOUGHT SOMETHING AND FIGURED OUT HOW TO GET EXTRA VALUE OUT OF IT THAT WAS YOURS TO KEEP.” - CORY DOCTOROW  
  100. 100. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO SOLVING USER NEEDS? OR EXPLOITING USER NEEDS?
  101. 101. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO INTERLUDE: A WORD FROM YOUR NARRATOR
  102. 102. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  103. 103. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?
  104. 104. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?
  105. 105. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS? OR… THE PROBLEM WITH PEOPLE
  106. 106. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS? OR… THE PROBLEM WITH PEOPLE (AND CULTURE)
  107. 107. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  108. 108. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  109. 109. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  110. 110. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  111. 111. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  112. 112. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  113. 113. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  114. 114. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THERE’S A GOOD CHANCE THAT WE’RE WRONG.
  115. 115. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  116. 116. @JSEIDEN @JBOOGIE SENSEANDRESPOND.COCULTURE ALWAYS WINS
  117. 117. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO SENSE & RESPOND Ship SenseRespondRespond
  118. 118. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  119. 119. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  120. 120. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 5: EVIDENCE OR…OUR HERO FINDS AN UNLIKELY ALLY
  121. 121. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  122. 122. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  123. 123. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  124. 124. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  125. 125. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS
  126. 126. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS
  127. 127. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  128. 128. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  129. 129. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  130. 130. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  131. 131. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 6: HOW WILL OUR STORY END?
  132. 132. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE FARMERS DOWNLOADING CRACKED UKRAINIAN SOFTWARE???
  133. 133. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  134. 134. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO IT’S UP TO YOU
  135. 135. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE LEGAL STRUCTURES IN USE ARE ILL-SUITED TO CURRENT REALITY
  136. 136. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WILL YOU USE THEM TO SERVE CUSTOMERS? OR TO EXPLOIT THEM?
  137. 137. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY CAN NOT GET AHEAD OF CULTURE
  138. 138. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  139. 139. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  140. 140. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  141. 141. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  142. 142. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TAKE AWAYS…
  143. 143. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  144. 144. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS
  145. 145. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS
  146. 146. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY
  147. 147. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY
  148. 148. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE
  149. 149. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  150. 150. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  151. 151. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THANK YOU! JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO SENSEANDRESPOND.CO
  152. 152. GOTHELF.CO / @JBOOGIE

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