This document discusses building business agility through continuous delivery and customer development. It emphasizes reducing uncertainty through frequent customer feedback and releasing minimum viable products. Continuous integration, deployment, and delivery are recommended to get feedback early and often. Hypotheses about product-market fit and customer value should be validated through experiments and metrics. Cross-functional teams are advised to build, measure, and learn quickly in iterative cycles aligned with customer needs.

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Business Agility
Building the Right Thing & Building it Right!
Atlanta - 2nd September 2015
From continuous delivery to customer development

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h: 1m
w: 22kg
a: 5
cir: 12 cm

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THE PROBLEM OF
UNCERTAINTY

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From uncertainty to opportunity
FUTURE
UNCERTAINTY
PRODUCT / SERVICE
UNCERTAINTY
FEATURE
UNCERTAINTY
DESIGN
UNCERTAINTY
ENGINEERING
UNCERTAINTY
WELL-UNDERSTOOD OPPORTUNITY
LATENT UNTAPPED OPPORTUNITY

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1
business
model
product/
service
engineering

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Dealing with future uncertainty

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“It must be a marketing problem...”

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A new product lifecycle
Scale
Product
market fit
Problem
solution fit Value
Growth
Scale up/out

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CUSTOMER
DISCOVERY

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Innovation starts herevision, strategy,
business goals
ideation
portfolio
of ideas
selected
experiments:
pivot
fold
double
down

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CUSTOMER
VALIDATION

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The Feedback Loop

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BUILD AND
MEASURE

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Continuous Integration
Integration early and often.
Everyone checks into trunk at least once a day.

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0!
300!
600!
900!
1200!
pain
time
Bring the pain forward.
eager vs. late

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Continuous
Integration
Integration early and often.
Everyone checks into trunk at least once a day.
Deployment
Deploy as the final stage of continuous integration.
Delivery
Software is always in a deployable state.

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Agile 101

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Continuous Delivery
business needs > operational constraints

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Continuous Delivery Metrics
lead
time
cycle
time
the time between the initiation and completion
of a production process.
the total elapsed time to move a unit of work from the
beginning to the end of a physical process

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Define your hypotheses
Product
market fit
Problem
solution fit
I believe [target market] will [take this action / use
this solution] for [this reason].
growth
hypothesis
value
hypothesis

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Validate your assumptions

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Build a minimum viable product (MVP)

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“Hey we released a wheel…”

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Release minimum marketable features

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Design continuously
minimum
marketable
features
user
feedback> <

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34
Continuous
Integration
machinery

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Continuous
Integration

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36
version
control
continuous integration
server

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37
version
control
continuous integration
server
everyone commits
to trunk at least
once a day

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38
Feature Branching

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39
Feature Branching

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40
Feature Branching

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41
Feature Branching
merge
ambush!
copy/paste
reuse !!

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42
Continuous Integration removes the pain…
trunk-based development

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paulhammant.com/2013/04/05/what-is-trunk-based-development/

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[featureToggles]
wobblyFoobars: true
flightyForkHandles: false
Config File
<toggle name=wobblyFoobars>
... various UI elements
</toggle>
some.jsp
forkHandle = (featureConfig.isOn(‘flightlyForkHandles)) ?
new FlightyForkHander(aCandle) :
new ForkHandler(aCandle)
other.java
feature toggles

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www.togglz.org

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Canary
Releasing

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reduce risk of release
multi-variant testing
performance testing
canary releasing

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Evolutionary Architecture
production
Components are
deployed.
Features are released.
Applications consist of
routing.

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Evolutionary Architecture
production
Dis-integrate
services that
monitoring shows
are no longer used

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LEARN

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Focus on customer outcomes
verify
validate

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Focus on the “one metric that matters”
Scale
Product
market fit
Problem
solution fit
$
%
#

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Closing the loop

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ALIGN

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Cross-functional Teams
Build FasterLearn Faster
Measure Faster
mature DevOps
incremental deployment
optimize cycle-time
testing pyramid
evolutionary architecture
emergent design
just-in-time scaling
customer development
value hypotheses
growth hypotheses
product owner accountability
cross-functional teams
customer interviews
customer archetypes / personas
continuous delivery
clear product owner
split tests
defined metrics
usability tests
real-time alerting / monitoring

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Continuous alignment

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Recap
Software as a strategic advantage
? !
new product lifecycle

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Questions?
Continuous
Improvement
New Product
Innovation
Enterprise
Innovation

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Thank you
thoughtworks.com
Randy Pilkenton
Principal
M: 678.777.7530
randy.pilkenton@thoughtworks.com
Derek Johnson
Principal
M: 404.245.7020
djohnson@thoughtworks.com