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caseorganic.com
Getting Things Done
at Scale
Craft Conf '14
Amber Case
@caseorganic
caseorganic.com
caseorganic.com
I: History
caseorganic.com
Geoloqi:
founded
2010
caseorganic.com
Joined Esri Sept 2012
caseorganic.com
Geoloqi:
2 years old
6 employees
10s of
customers
caseorganic.com
Esri:
45 years old
3,000 employees
20 buildings
Thousands of
customers
caseorganic.com
Psychological
Factors
caseorganic.com
Most Mergers &
Acquisitions Fail
caseorganic.com
Most Mergers &
Acquisitions Fail
Why?
caseorganic.com
I asked 50 people (founders,
employees, investors)
for stories
caseorganic.com
Only 1/50 had a good
experience
caseorganic.com
• Crippling management/overhead
to get simple things done
• Founder flight
• Lack of detailed transition plan
• Loss of passion for original product
• Left of respect and cross-
compromise
Why acquisitions fail
caseorganic.com
• Culture clash
• Jealousy/blocking from
parent company employees
• Sprinters vs. Marathon
runners
Why acquisitions fail
caseorganic.com
We determined not to
do any of these things
caseorganic.com
1.5 years later
What we got done
!
Open Source
(hundreds of repos)
Developer Site
(hundreds of thousands
of site visits per month)
Geotrigger Service
(original product)
caseorganic.com
II: Initial Strategy
caseorganic.com
1. Pre-negotiate
• Don’t leave the details for later and hope
they work
• Be as detailed as possible and get
corporate buyoff.
• Don’t be vague! Vagueness breeds
confusion and paranoia.
caseorganic.com
• Create and lead the transition plan
• Retain passion for original product
• Help parent company to sprint
• Adopt traits of a marathon runner
• Maintain and improve team
quality
2. Predetermine Your Desired
Outcome
caseorganic.com
• Optimize and consolidate overhead
• Prevent founder flight by removing
lock-in
• Work together to build a better
overall culture
• Create successful products that
support company
caseorganic.com
3. Learn the Local Language
Our Vocabulary
• Cloud Storage!
• Map Tiles!
• Zoom!
• Directions!
Esri’s Vocabulary
• Feature Service!
• Basemap!
• LOD!
• Routing!
caseorganic.com
Our Vocabulary
• Code!
• IRC!
• Github!
• Work sessions!
• Prototypes!
• 2 week dev cycles
Esri’s Vocabulary
• PowerPoint!
• Lync !
• Email!
• Meetings!
• 50-page specs!
• 6 month dev cycles!
Communication Tools
caseorganic.com
4. Over-Communicate
Lack of communication
with a new or remote team
leads to suspicion and
insecurity
caseorganic.com
5. Win friends and influence people
!
• Entire team spent 2 weeks on campus
planning and socializing
• Important to identify yourself and
make friends at this stage
• As many people should have positive
interactions with you at this stage
caseorganic.com
6. Beta test people
•See how long it takes to get a
tiny thing done
•Fix the process and then launch
the real thing
•Identify who actually does the
work
caseorganic.com
Rule of 5
Work groups should be no larger than 5
when building new systems
• Groups of 5 or less can communicate
easily and get things done without
significant overhead
• Sample group: 5 different people
caseorganic.com
Example: ArcGIS for
Developers
Developer Site never got built because it was
always done with 30 people in the room.
Once narrowed down to a team of 5 site was
built in 3 months.
Find the people that actually do something!
caseorganic.com
When the storytelling is told by
people, not by traction or real
implementation, then whoever tells
the best story wins
— Blaine Cook
7. Show, don’t tell
caseorganic.com
8. Develop Trust
• Build something
people need
• Make people’s lives
easier, not harder
• Making people
happy will reduce
feelings of
resentment and
uncertainty
caseorganic.com
III: Long Term
caseorganic.com
1. Build Lego
Blocks
Reusable
elements that
can help
everyone at
the larger
company
caseorganic.com
caseorganic.com
caseorganic.com
caseorganic.com
caseorganic.com
caseorganic.com
caseorganic.com
2. Find the Competent ‘Jerks’
* Casciaro,Tiziana and Miguel Sousa Lobo. Competent Jerks, 	

Lovable Fools, and the Formation of Social Networks. Harvard Business Review June 2005
Competent Jerk	

mostly avoided
Loveable Fool	

mildly wanted
Competence
high
low
Incompetent Jerk	

desperately avoided
Lovable Star	

desperately wanted
caseorganic.com
Translate!
Competent Jerk	

mostly avoided
Lovable Star	

desperately wanted
Translator
* Casciaro,Tiziana and Miguel Sousa Lobo. Competent Jerks, 	

Lovable Fools, and the Formation of Social Networks. Harvard Business Review June 2005
caseorganic.com
3. Cross-
Compromise
caseorganic.com
“Go where you’re loved.”
-@fgarofalo, UX designer at Esri
4. Find your Champions
caseorganic.com
5. Raise all boats
1. Github
2. Deploy process
3. !done reports
4. Developer Site
caseorganic.com
IV: Team Management
caseorganic.com
Internal Tools
and Projects!
Bots
GitHub
!done Reports
CoffeeScoreboard
caseorganic.com
IRC Bots
ZenIRC Bot!
Great framework for building bots!
github.com/zenirc
!
Benefits
• Modular – service oriented
• Can write in any language and run under the same bot
• Uses Redis PubSub to pass message between the
different frameworks
caseorganic.com
IRC Bots
ZenIRC Bot!
Great framework for building bots!
github.com/zenirc
!
Benefits
• Modular – service oriented
• Can write in any language and run under the same bot
• Uses Redis PubSub to pass message between the
different frameworks
caseorganic.com
Bot Architecture
Services
IRC
Server
ZenIRC
Bot
Redis
!done
!doing
!block
!todo
!weather
!meme
geoloqi status
caseorganic.com
IRC Commands
> !done pushed to production
!
> !todo send out notification emails
!
> !hero aaronpk for bringing 

Legos!
!
> !share github.com/es-analysis/plato
caseorganic.com
Daily Email
9pm
caseorganic.com
Grow your
Family
• Hire slowly
• Litmus test
caseorganic.com
V: Final Thoughts
caseorganic.com
1. Change from the side
See what works in your
team, and apply it across
the organization
caseorganic.com
2. Respect what’s already
there
Flash?!
Coldfusion!?
caseorganic.com
3. Give the company
something it needs first
• Trivial for your team but difficult for the
parent company
• Builds trust that you are on their side
and have the parent company’s
interests in mind
caseorganic.com
4. Small Revolutions are
Best
Make the smallest thing
and it can turn into the
largest thing
caseorganic.com
5. Distribute the Stress
•Don’t think you need to do
the entire thing
!
•Distribute the stress:
•Handed a team of 30?
•Match with a team of 5!
caseorganic.com
6. Don’t Overdo It!
20% rule
If you can make 20% change per
year you’ve done a lot
caseorganic.com
Thank you!
caseorganic.com
Craft Conf '14
Amber Case
caseorganic.com
@caseorganic

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