allan kellyTwitter: @allankellynethttp://www.allankelly.netDo it RightThenDo the Right thingNDC OsloJune 2013
Allan Kelly97 Things Every Programmer ShouldKnowHenney, 2010Context Encapsulation inPattern Languages of Program DesignVol...
Management commandmentDo the Right ThingThenDo it RightI am heretochallenge
I am not sayingKnowingly do the Wrong ThingI am sayingYou only know the Right Thing bydoing
Exhibit A - The Alignment TrapLessEffectiveMoreEffectiveHighly alignedLess aligned‘Alignment trap’11% companies+13% IT spe...
Doing the right thing…• Costs– Money: £consultants, $analysts, €managers– Time: Analysis, research, meetings, discussions•...
Exhibit B – Lean Start-Up• Knowing is difficult• Get into the market tofind out• See what people will$pay for– Not just wh...
Exhibit C – Changing (Me!)• Its about Learning• To Learn we must do• How can you increasethe pace of learning?LearningChange
Exhibit D – He who learns fasters“We understand that theonly competitive advantagethe company of the futurewill have is it...
How do you learn fast?• Do• How do you do?• Iterate– Iterate faster– Iterate more• Learn• Learn to iterate faster, learn t...
Ready, Fire, Fire, Fire, Aim, Fire, …
Choose your weaponM16 from Dragunova via WikiCommons, Creative Commons LicenseL115A3 from Defence on WikiCommon Open Gover...
Or is your choice more like….M16 from Dragunova via WikiCommons, Creative Commons LicenseBerdan Sharps rifle via WikiCommo...
Which are you?Your delivery (supply) side?Your business (demand) side?(Ever heard about the M16 delivery team coupledwith ...
Choose your weaponSnipers Rifle• Known target• Clear shot• Time to prepare• Limited variablesMachine Gun• Many targets• Co...
Choose your approachSniper development• Market is slow moving• Market it known• Competitors are slow• Capital is scarce• D...
Or do tools dictate approach?“It takes a long time to reload and aim”Therefore“take time to make sure every shot counts”
Or your competitors?
Asymmetric warfareYou Your competitor ResultStalemateToast!Toast! (Slow)??
Iteration is the key• Get good at iterating• Get good at iterating fast• Get good at learning from results– Test results w...
Let a thousand flowers bloom…Get good at selecting those to keep - Cull the rest
Breaks are good• Get good at….– Knowing when to stop– Stopping• Technical has TDD, ATDD, BDD to stop• Corporate breaks– Po...
You can’t see the future…• You can’t know what will work• Stop wasting time and money guessing• Get good at probing – expe...
Iterate at all levelsRegularly Evaluate -> Set/change directionFrequently Collect next -> Decide nextMost frequently Devel...
Allan’scommandments#1 Do it Right, Do it Fast; Learn & Iterate#2 Fail fast, Fail Cheap;Evaluate, Learn#3 Invest in breaks;...
Take-away1. Fast iterations allow forlearning– Learn to iterate fast– Then iterate in the market– Learn to evaluate & feed...
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Do itright

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An argument for "Doing it right" before "Doing the right thing"

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Do itright

  1. 1. allan kellyTwitter: @allankellynethttp://www.allankelly.netDo it RightThenDo the Right thingNDC OsloJune 2013
  2. 2. Allan Kelly97 Things Every Programmer ShouldKnowHenney, 2010Context Encapsulation inPattern Languages of Program DesignVolume 5, 2006Business Analysisand Leadership:InfluencingchangePenny Pullan &James Archer2013 Consulting softwaredevelopment & strategy Training for AgileAuthor– Changing Software Development: Learning tobe Agile (2008, Wiley)– Business Patterns for Software Developers(2012, Wiley - ISBN: 978-1119999249)
  3. 3. Management commandmentDo the Right ThingThenDo it RightI am heretochallenge
  4. 4. I am not sayingKnowingly do the Wrong ThingI am sayingYou only know the Right Thing bydoing
  5. 5. Exhibit A - The Alignment TrapLessEffectiveMoreEffectiveHighly alignedLess aligned‘Alignment trap’11% companies+13% IT spending-14% 3 year salesgrowth‘Maintenance zone’74% companiesAvg IT spending-2% 3 year salesgrowth‘IT Enabled growth’7% companies-6% IT spending+35% 3 year salesgrowth‘Well-oiled IT’8% companies-15% IT spending+11% 3 year salesgrowthSource:Shpilberg,Berez,Puryear,Shah:MITSloanReview,Fall200712DoingtherightthingsDoing things right
  6. 6. Doing the right thing…• Costs– Money: £consultants, $analysts, €managers– Time: Analysis, research, meetings, discussions• Assumptions– There is a right answer– And it is knowable– No value in wrong answer– That wrong & right are definable
  7. 7. Exhibit B – Lean Start-Up• Knowing is difficult• Get into the market tofind out• See what people will$pay for– Not just what that €say• Doing need not beexpensive
  8. 8. Exhibit C – Changing (Me!)• Its about Learning• To Learn we must do• How can you increasethe pace of learning?LearningChange
  9. 9. Exhibit D – He who learns fasters“We understand that theonly competitive advantagethe company of the futurewill have is its managers’ability to learn faster thanthen their competitors.”Arie de Geus, The Living Company 1988
  10. 10. How do you learn fast?• Do• How do you do?• Iterate– Iterate faster– Iterate more• Learn• Learn to iterate faster, learn to aim better
  11. 11. Ready, Fire, Fire, Fire, Aim, Fire, …
  12. 12. Choose your weaponM16 from Dragunova via WikiCommons, Creative Commons LicenseL115A3 from Defence on WikiCommon Open Government License
  13. 13. Or is your choice more like….M16 from Dragunova via WikiCommons, Creative Commons LicenseBerdan Sharps rifle via WikiCommons, Public Domain image
  14. 14. Which are you?Your delivery (supply) side?Your business (demand) side?(Ever heard about the M16 delivery team coupledwith a 19th century requirements process?)
  15. 15. Choose your weaponSnipers Rifle• Known target• Clear shot• Time to prepare• Limited variablesMachine Gun• Many targets• Confused environment• Time short – Actionrequired• Many variables• Frequently miss
  16. 16. Choose your approachSniper development• Market is slow moving• Market it known• Competitors are slow• Capital is scarce• Development is expensive• Risk of collateraldamage, e.g.brand, individualsMachine development• Market is fast• Market is changing• Competitors are fast• Capital is cheap• Development is cheap (andfast)• Multiple failures, try again
  17. 17. Or do tools dictate approach?“It takes a long time to reload and aim”Therefore“take time to make sure every shot counts”
  18. 18. Or your competitors?
  19. 19. Asymmetric warfareYou Your competitor ResultStalemateToast!Toast! (Slow)??
  20. 20. Iteration is the key• Get good at iterating• Get good at iterating fast• Get good at learning from results– Test results with customer– Test output in the market– And EvaluateClose the loop – evaluatewhat you do & feedback
  21. 21. Let a thousand flowers bloom…Get good at selecting those to keep - Cull the rest
  22. 22. Breaks are good• Get good at….– Knowing when to stop– Stopping• Technical has TDD, ATDD, BDD to stop• Corporate breaks– Portfolio management– Venture Capital funding model– Use a Dragon’s Den
  23. 23. You can’t see the future…• You can’t know what will work• Stop wasting time and money guessing• Get good at probing – experimenting• Conduct a lot of experiments• Learn from experiments• Stop those which “don’t work”• Promote those which do
  24. 24. Iterate at all levelsRegularly Evaluate -> Set/change directionFrequently Collect next -> Decide nextMost frequently Developer -> Release• Build capability to iterate – and USE IT• Use data gained from iteration• Iterate your way to to The Right Thing
  25. 25. Allan’scommandments#1 Do it Right, Do it Fast; Learn & Iterate#2 Fail fast, Fail Cheap;Evaluate, Learn#3 Invest in breaks;Stop & Turn
  26. 26. Take-away1. Fast iterations allow forlearning– Learn to iterate fast– Then iterate in the market– Learn to evaluate & feedback2. Fail fast, fail cheap, learn3. Invest in breaksallan kellySoftware Strategy Ltd.www.allankelly.netallan@allankelly.netTwitter: @allankellynet

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