11 July 2018, Kostroma Iosif Itkin, CEO and co-founder, Exactpro Internal Training Joy at Work, Bad Strategy, Good Strategy

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Joy at Work,
Bad Strategy,
Good Strategy
Iosif Itkin, Exactpro CEO and co-founder
11.07.2018, Kostroma

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Радость в работе

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Радость в работе
 Обратная связь
 Открытость и честность
 Развитие
 Осмысленность
 Чувство контроля
 Вкусная еда
 Красивый офис
 Приятные коллеги
 Большие деньги
 Справедливость

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Вкусная еда
Bring food.
People respond well
to food encouragement

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Красивый офис

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Every 5th employee regularly represents the company abroad
In 2017 there were 303 domestic business trips and 272 international business
trips
Красивый офис

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Приятные коллеги

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Большие деньги

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Справедливость

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Обратная связь

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Открытость и честность

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Развитие

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Осмысленность

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Herzberg's motivation-hygiene ( dual-factor ) theory

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Herzberg's motivation-hygiene ( dual-factor ) theory
 Обратная связь
 Открытость и честность
 Развитие
 Осмысленность
 Чувство контроля
 Вкусная еда
 Красивый офис
 Приятные коллеги
 Большие деньги
 Справедливость

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Кто испытывает больше стресса

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Ответ американских ученых

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Чувство контроля

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Главный компонент
 Обратная связь
 Открытость и честность
 Развитие
 Осмысленность
 Чувство контроля

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Joy at Work

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What are company values?
Many companies have nice sounding value statements
displayed in the lobby, such as:
• Integrity
• Communication
• Respect
• Excellence

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What are company values?
Many companies have nice sounding value statements
displayed in the lobby, such as:
• Integrity
• Communication
• Respect
• Excellence

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What are company values?
The actual company values, as opposed to the nice-
sounding values, are shown by who gets rewarded,
promoted, or let go
Actual company values are the behaviors and skills
that are valued in fellow employees

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What are company values?
The actual company values, as opposed to the nice-
sounding values, are shown by who gets rewarded,
promoted, or let go
Actual company values are the behaviors and skills
that are valued in fellow employees

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Our Core Values
• Ownership
• Deep Impact
• Hard Work
• Learning
• Agility
• Communication
• Objectivity

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Ownership
OWNERSHIP
• Taking care of your company
• Treat others the way you would like to be treated
• Take responsibility for company's needs
• Remember: responsibility is power
• It is not granted
• It is taken
• Extreme ownership is the way to lead and win

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Deep Impact
DEEP IMPACT
• Exitus acta probat
• The outcome justifies the effort
• Make sure that your work results in a valuable
contribution
• If you want to go fast, go alone. If you want to go far,
go together
• Involve others to achieve scalability and increase
the impact of our work

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Hard Work
HARD WORK
• No pain, no gain
• Sometimes putting in long hours does not help achieve
any result
• We do not measure time spent in the office
• Having said that, we've never observed extraordinary
results without hard work and deliberate effort

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Learning
LEARNING
• Software testing is relentless learning
• Change is the end result of all true learning
• The beautiful thing about learning is that nobody can take
it away from you
• The Mistakes and problems are inevitable
• However, it is unacceptable not to learn from them
• The best way to learn something is to teach it

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Agility
AGILITY
• The only constant is change
• We embrace the values reflected in the Manifesto for Agile
Software Development
• Agility allows us to turn learning into action and action into
change
• From its inception, Exactpro was able to adapt to change
• It is important to keep this ability as we scale up our
business

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Communication
COMMUNICATION
• The medium is the message
• A relationship is based on communication
• We need to make sure others understand us and we
understand them

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Objectivity
OBJECTIVITY
• You have nothing to fear from knowing the truth
• It is at the core of our business
• Our main service is to build software to test software and
provide objective information about it to our clients
• Our business benefits from openness
• Everyone in our company has the right to understand what
makes sense, and no one has the right to hold a critical
opinion without speaking up

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The Three Key Hallmarks of Fake Strategy
Failure to Face the Challenge
 You must define the challenge
 If you cannot define the challenge, you cannot evaluate the
strategy or improve it
Mistaking Goals for Strategy
 Do not confuse desire with a plan to overcome obstacles
Bad Strategic Objectives
 Fail to address critical issues
 Objectives are impracticable

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Identifying Bad Strategy
 Skipping over problem details
 Conflicting goals
 Laundry list of desirable outcomes
 Ignoring genuine competence
 Unfocused resources
 High sounding sentiments
 Plan to spend more to get better
 Template style strategy with mission, vision & objectives
 Belief that only positive attitude is enough
 Pursuit of unrelated challenges

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Text from SoftCo presentation on 24 April 2017
Purpose
Build a Software Testing Company We are Proud
and Happy to Work for
Vision
Be the Best Software Testing Company
Mission
Do What It Takes to Help Our Clients

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Good Strategy
 Find the theory of failure to create a better strategy
 Existing strength + strength through coherence
 Focus energy & resources on one or a very few pivotal
objectives whose accomplishment will lead to cascade of
favorable outcomes
 Push resource to some end away from something else
 Find proximate objectives - close enough at hand to be
feasible - to achieve or overwhelm target
 Ride the wave of change to get to high ground

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Strategic Issues/Challenges
 Too concentrated on LSEG (which is likely to decline)
 Russia Toxic Brand
 Tools investment not paid back & actually reduces effort
related revenue
 Low margin and loss making contracts
 Sustainabilty of delivery organisation

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Проблемы
 Кого должен любить чёрт?
 Два мира – два подхода
 Децентрализация
 Экономика масштаба
 Что такое стратегия

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Our Strategy
Build Software to Test Software
Diversify Our Business
• by client
• by delivery location
Transform Exactpro into an AI Company

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EXACTPRO

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EXACTPRO

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EXACTPRO

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EXACTPRO

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EXACTPRO

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The World’s most valuable commodity
Mistakes, Defects and Failures

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EXACTPRO

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EXACTPRO

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Brand Conviction
 Software Testing is Relentless Learning
 Automated Testing is Machine Learning
 Software Defects is a Valuable Asset

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AI companies vs. ordinary technology companies
 Strategic data acquisition
 Unified data warehouse
 Pervasive automation opportunities
 New job descriptions
(Andrew Ng - The State of Artificial Intelligence)
https://youtu.be/NKpuX_yzdYs

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EXACTPRO

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Proximate Objectives
Cradle Test Database
 Test Results

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Proximate Objectives
Cradle Test Database
 Test Results
 Defects

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Proximate Objectives
Cradle Test Database
 Test Results
 Defects
 Alerts

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Proximate Objectives
Cradle Test Database
 Test Results
 Defects
 Alerts
 Logs

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Proximate Objectives
Cradle Test Database
 Test Results
 Defects
 Alerts
 Logs
 PCAP files

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Proximate Objectives
Cradle Test Database
 Test Results
 Defects
 Alerts
 Logs
 PCAP files
 Configuration

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Пирамида потребностей

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Пирамида потребностей

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How to Focus
KPI

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