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When Product meets Engineering :: Landing Festival Berlin 2019

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When Product meets Engineering :: Landing Festival Berlin 2019

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When Product meets Engineering :: Landing Festival Berlin 2019

  1. 1. When Product meets Engineering 03 - 04 April 2019 - Berlin, Germany
  2. 2. When Engineering meets Product 03 - 04 April 2019 - Berlin, Germany
  3. 3. Hi there! I’m Pedro! Engineering Director @ Impact-driven person Jack of All Trades, Master of Some Agile, Lean and DevOps aficionado 10+ years of experience running engineering teams
  4. 4. Hi there! I’m Pedro! Engineering Director @ Impact-driven person Jack of All Trades, Master of Some Agile, Lean and DevOps aficionado 10+ years of experience running engineering teams 5
  5. 5. And a few years ago I wondered! Why is this the typical structure of Software Engineering organizations?
  6. 6. CEO VP Product Product Director Product Manager Product Manager Associate Product Manager Product Director … … VP Engineering Engineering Director Engineering Manager Engineering Team Engineering Team Engineering Manager … Engineering Director ...
  7. 7. 2630 BC–2611 BC The date of one of the first records of an “organization” that separated Product from Engineering Source: http://www.timelineindex.com/content/view/1178
  8. 8. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  9. 9. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  10. 10. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  11. 11. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  12. 12. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  13. 13. Source: https://www.trainingjournal.com/articles/feature/leadership-lessons-pharaohs
  14. 14. More recently A few more examples of separated areas
  15. 15. Requirements Design Implementation Testing Maintenance
  16. 16. I want change I want stability DEV OPS
  17. 17. Don’t split your value chain!
  18. 18. So I had a crazy idea! What if… Product and Engineering would be combined and not separated in different areas / departments of an organization?
  19. 19. Engineering without Product The following, 130 characters, one liner, C program, shows current time using text-art: main(_){_^448&&main(-~_);putchar(--_%64?32|-~7[__TIME__-_/8%8][">'txiZ^(~z?"-48]>>";;;====~$::199"[_*2&8|_/64]/(_&2?1:8)%8&1:10);} Source: http://www.ioccc.org/years.html#2006
  20. 20. Engineering without Product !!!!!! !!!!!! !!!!!! !!!!!! !!!! !!!!!! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !!!! !!!! !! !! !! !! !! !! !!!! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !! !!!! !!!!!! !!!!!! !!!!!! !!!!!! !!!!!! Source: http://www.ioccc.org/years.html#2006
  21. 21. Product without Engineering The following watch was shipped 19.5 million times in 2018 Source: https://www.phonearena.com/news/Apple-Watch-Series-4-sales-report_id109181
  22. 22. Product without Engineering Source: https://www.phonearena.com/news/Apple-Watch-Series-4-sales-report_id109181
  23. 23. So now that (hopefully) you are convinced and agreeing with me How would I see an Software Engineering organization's structure?
  24. 24. CEO VP Acquisition Product Engineering Director Product Engineering Manager Product Engineering Team … … … VP Retention VP Monetization Product Engineering Director Product Engineering Manager Product Engineering Team Product Engineering Team Product Engineering Manager … Product Engineering Director ... VP Platform
  25. 25. And you ask: WIIFM?
  26. 26. And you ask: What’s in it for me? Why should I care?
  27. 27. Avoids multiple sources of OKRs/KPIs Engineering Team ... Engineering Product CEO >> VP Product vs VP Engineering vs VP Customer Services
  28. 28. By having straight forward OKRs/KPIs CEO >> VPs >> Directors >> Managers >> Teams Increase ARR by X% Acquire P% of logos Deliver customer commitment ABC Increase CSAT by Y% Retain T% of logos Launch new feature XPTO Achieve Z% of uptime … Move infrastructure to self-healing platform CEO Acquisition Product Engineering Team Retention Product Engineering Team Platform Product Engineering Team
  29. 29. By having straight forward OKRs/KPIs CEO >> VPs >> Directors >> Managers >> Teams >> Individual Increase ARR by X% Acquire P% of logos Deliver customer commitment ABC Increase CSAT by Y% Retain T% of logos Launch new feature XPTO Achieve Z% of uptime … Move infrastructure to self-healing platform CEO Acquisition Product Engineering Team Retention Product Engineering Team Platform Product Engineering Team
  30. 30. Avoids team “schizophrenia“ Line reporting teams <> Delivery teams
  31. 31. By having a single team to belong to Line reporting teams == Delivery teams
  32. 32. Avoids “exclusive” meetings “Product” Meetings where “Engineering” isn’t involved and vice versa
  33. 33. By having meaningful meetings Team meetings with all the relevant people attending
  34. 34. Avoids Delivery ownership “dispute” Is Product the owner of Delivery? Is it Engineering? Why? How?When?
  35. 35. By having a single head Team responsible for the Delivery and the manager accountable for it Why? How? When?
  36. 36. And you say: I like it! Tell me More!
  37. 37. Maximizes intrinsic motivation Autonomy Mastery Purpose
  38. 38. Makes “Us” vs “They” done right Closes the gap between dependent areas Minimizes silos “Us” would be an entire autonomous area “They” would be the org’s competition
  39. 39. Keeps a startup mindset Extreme ownership Reduced dependencies High focus on the customer
  40. 40. Optimizes for speed (and not cost) Market-oriented teams vs Functional oriented teams Thanks to: Gene Kim, Jez Humble, Patrick Debois, and John Willis (The DevOps Handbook authors)
  41. 41. And the funny thing is There are already some (successful) companies doing this
  42. 42. So if you would only remember one slide TL;DR: Stop creating teams around roles or systems and create them around the company’s strategy
  43. 43. And like Michael Jordan once said “Talent wins games, but teamwork and intelligence wins championships.”
  44. 44. Danke schön! 03 - 04 April 2019 - Berlin, Germany

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