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UXWEEK

San Francisco
August 2016
Rev. 4.2
Ranch Stories
Alan Cooper
#uxweek16
Software makes
tech useful
Typical IBM mainframe circa 1973
That’s me
in 1977
#RanchStories
JimRenna
Instagram Apple
PatientsLikeMe
Pivotal
Google
Cooper
Catabolic
Striiv
Cisco
Sue MeGE
Jiwon, Nate, Seth, Jason, Kendra,
Jiwon, Teresa, Andrew, Kelly, Sarah,
Lauren, Tammy, Nikki, Elisha, Joe,
Nick, Jon, Steve...
You are all
alchemists, too
Robert Cooper
How I got here
San
Francisco
Marin
County
Monkey
Ranch
Silicon
Valley
Dynamite Valley
Lessons learned on
the Ranch
You don’t have to
deplete to profit
Branding
Mark
Logan, Mark’s
daughter
Mark’s family dairy
Concentrated Animal Feeding
Operation=CAFO
Toxic fecal lagoon
Industrial farmers are
not our friends
Treating their
customers like an
extractable resource
Capitalism needs restraint
Serve people first:
Food & software
People love your
product for what it is,
not for what it cost
Real ranching
The entire
staff of Google
Managed teams
rarely create great
software
Slow is smooth,
and smooth is fast
The best fertilizer is the
farmer’s footsteps
KathySue
Katee
Family agriculture
feeds the world
It’s wrong that family
agriculture is no longer
economically viable
$3 $1
#RanchStories
Agriculture makes
us human
Colere = cultivate
Culture comes from
agriculture
Industrial food doesn’t
“feed the world”
Cheap food is too
expensive
Software is the
devouring fungus
The sharing economy
No control, no authority,
no security, no recourse
The new trusts
Standard Oil, Bell Telephone, U.S. Steel
Amazon, Facebook, Google
Common carriers
Common carriers
Everyone agrees with me
Polarized, uncompromising
Take responsibility
for the civic arena
Cheater!
Cheater?
Logan
Aaron
Be a good ancestor
Create great software, and
money is a bonus
Perspective
I want the software world to
think like a farmer
If your company is just in it for
the money, maybe you should
look for a better company
Farmers want to make a living,
but they want to sustain our
environment more.
Profit is a by-
product of quality
Responsible
craftsmanship
It’s not your fault, but it’s
your responsibility
Thank You
alan@cooper.com
Twitter: @MrAlanCooper
Medium: mralancooper
Tumblr: mralancooper
www.cooper.com
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
Alan Cooper // Keynote: Ranch Stories // UX Week 16
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Alan Cooper // Keynote: Ranch Stories // UX Week 16

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Five years ago I sold my house in Silicon Valley and moved to an old farm deep in agricultural country. As a city boy, it was all new to me, but I was most surprised to discover how much the new lessons of farming paralleled the important lessons of interaction design. This talk will give you some useful insight into your job by presenting some remarkable insight into the farmer’s job.

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Alan Cooper // Keynote: Ranch Stories // UX Week 16

  1. 1. UXWEEK
 San Francisco August 2016 Rev. 4.2
  2. 2. Ranch Stories Alan Cooper #uxweek16
  3. 3. Software makes tech useful
  4. 4. Typical IBM mainframe circa 1973
  5. 5. That’s me in 1977
  6. 6. #RanchStories
  7. 7. JimRenna
  8. 8. Instagram Apple PatientsLikeMe Pivotal Google Cooper Catabolic Striiv Cisco Sue MeGE
  9. 9. Jiwon, Nate, Seth, Jason, Kendra, Jiwon, Teresa, Andrew, Kelly, Sarah, Lauren, Tammy, Nikki, Elisha, Joe, Nick, Jon, Steve, Jenea, Alex, Jim, Cale, Jen, Kaycee, Christian,
  10. 10. You are all alchemists, too
  11. 11. Robert Cooper
  12. 12. How I got here San Francisco Marin County Monkey Ranch Silicon Valley
  13. 13. Dynamite Valley
  14. 14. Lessons learned on the Ranch
  15. 15. You don’t have to deplete to profit
  16. 16. Branding
  17. 17. Mark
  18. 18. Logan, Mark’s daughter
  19. 19. Mark’s family dairy
  20. 20. Concentrated Animal Feeding Operation=CAFO
  21. 21. Toxic fecal lagoon
  22. 22. Industrial farmers are not our friends
  23. 23. Treating their customers like an extractable resource
  24. 24. Capitalism needs restraint
  25. 25. Serve people first: Food & software
  26. 26. People love your product for what it is, not for what it cost
  27. 27. Real ranching The entire staff of Google
  28. 28. Managed teams rarely create great software
  29. 29. Slow is smooth, and smooth is fast
  30. 30. The best fertilizer is the farmer’s footsteps
  31. 31. KathySue
  32. 32. Katee
  33. 33. Family agriculture feeds the world
  34. 34. It’s wrong that family agriculture is no longer economically viable
  35. 35. $3 $1
  36. 36. #RanchStories Agriculture makes us human
  37. 37. Colere = cultivate
  38. 38. Culture comes from agriculture
  39. 39. Industrial food doesn’t “feed the world”
  40. 40. Cheap food is too expensive
  41. 41. Software is the devouring fungus
  42. 42. The sharing economy
  43. 43. No control, no authority, no security, no recourse
  44. 44. The new trusts
  45. 45. Standard Oil, Bell Telephone, U.S. Steel
  46. 46. Amazon, Facebook, Google
  47. 47. Common carriers
  48. 48. Common carriers
  49. 49. Everyone agrees with me
  50. 50. Polarized, uncompromising
  51. 51. Take responsibility for the civic arena
  52. 52. Cheater!
  53. 53. Cheater?
  54. 54. Logan Aaron
  55. 55. Be a good ancestor
  56. 56. Create great software, and money is a bonus
  57. 57. Perspective
  58. 58. I want the software world to think like a farmer
  59. 59. If your company is just in it for the money, maybe you should look for a better company
  60. 60. Farmers want to make a living, but they want to sustain our environment more.
  61. 61. Profit is a by- product of quality
  62. 62. Responsible craftsmanship
  63. 63. It’s not your fault, but it’s your responsibility
  64. 64. Thank You alan@cooper.com Twitter: @MrAlanCooper Medium: mralancooper Tumblr: mralancooper www.cooper.com

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