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NotAProblem.com
 Agility, Audience and an Idea
Agile
Agile means moving
quickly and easily.
Quick development work is driven not by speculation
but by features which emerge from user behavior and
requests.
Quick development work is driven not by speculation
but by features which emerge from user behavior and
requests.

Easily responding only to real needs and present
energy (passion) means there isn’t as much to think,
plan or worry about.
Agile practice radically closes the gap between
the product and the customer, the build and the
idea, the developer and the business.

The nature of the internet demands this
new approach.
TCP/IP, HTML, HTTP, XML, SMTP, etc...
The internet technologies create an agile platform
completely eliminating the traditional barriers of
software deployment allowing massive and instant
distribution of an application.
TCP/IP, HTML, HTTP, XML, SMTP, etc...
The internet technologies create an agile platform
completely eliminating the traditional barriers of
software deployment allowing massive and instant
distribution of an application.
The internet infrastructure itself facilitates the
unprecedented connection and self-organization
of otherwise disconnected groups of people.
Let’s build in HTML!
•   Agile but WAY too limited

•   ASP, PHP? nice try...

•   ASP.NET? Microsoft, agile? (sorry Mark D.)

•   Java? oh what could have been.
Ruby on Rails?

Quick easy, enculturated in agility. A high level
 language and a pragmatic framework which
     allows developers to stop worrying.
Developers thinking about
	 value,
	 usability,
	 accessibility,
	 managability,
	 communication

stop worrying about
	 memory management,
	 garbage collection,
	 state machines,
	 db management,
	 virtual machines,
	 what they know,
	 etc.
Value, usability... sounds a little like
what the “business side” does, right?

No more taking sides!
Developers are the
       medium experts
•                                •
    Inspired by user input           Medium experts like a
    along with the rest of the       potter to clay, skilled web
    team in regular review           devs should know what
    sessions.                        makes sense as a web site
                                     and what doesn’t. If they
•                                    don’t they’re of very
    People people. Even the
                                     limited value.
    most “anti-social” of the
    Rails community (i.e. Zed
    Shaw) are still pretty
    sociable guys.
Agile Practice
Stories
•                              •
    Pragmatic, human               Coorespond closely to
    articulations of specific       actual user requests
    features
                               •   Describe something that
•   A hybrid between use           can be achieved in less
    cases, scenarios and           than 2 weeks by 2
    straight requirements          developers working full-
    statements                     time.

•                              •
    An low loss interface          The first, not only
    between users and              specification tool.
    developers
Frequent Releases
•   Should probably happen in under a month but no less than a week.

•   Several things to consider when determining the length between
    releases and may vary from release to release

•   “Feature Complete”

•   Bug free
Release Meeting
•                            •
    Assemble full team to        Discuss developer
    review new features at       challenges faced in this
    each release.                release.

•                            •
    The primary forum for        Run format usability
    development of the           testing if such a process is
    product and business.        implemented.

•                            •
    Discuss and document         Create a new set of
    what has emerged             stories for the next
    through the use of the       release.
    new release.
Recommendations
•                                •
    Set target date for first         Create a brief wireframe
    release and release              mock-up which covers
    meeting.                         only this first release

•                                •
    Craft a list of stories          Assemble and engage
    which fit cleanly into this       team
    first release.
Web 2.0
Attract your Audience
How do you build for an
audience when you don’t have
          one yet?
Focus on finding one first.

• The good news: the internet makes finding
  the right people easier than ever
• Finding your audience will make it much
  easier to spread the word about your
  product
Seduction vs. Attraction
Seduction...

• leads to “oh sh*t!” the morning after
• is “push”
• seldom leads to marraige
• requires too much lip gloss, too much
  peripheral effort
Attraction...

• takes more time
• is “pull”
• is enjoyable too, but lasts longer
• is the best path to a long-lasting relationship
• requires transparency
The need for an audience is
why agile practice begins with
  marketing (of a new kind).
Attraction and Design
Let the “trusted network”
  build the trusted network.
• Be a good listener; create a safe place for
  your customers to communicate with each
  other and with you
• Let the public create their own solutions,
  draw their own conclusions
• Build a platform that’s flexible over one that
  appears finished and complete
Allow new users to both
 discover and co-create value.

• Communicate value and let the public
  discover it for themselves
• Don’t over-define the site’s purpose. Leave
  some room for resourcefulness
• Know when to get out of the way
Attraction and Messaging
     Opportunities
Some of the current themes
  are informative (at best).
• “make your problems go away”
• “we take the pain and expense out of...”
• “...tired of useless ratings and questionable
  advice?”
• “frustrated by businesses who don’t call you
  back?”
Language should attract those
  who will jump into action
• “Discover great local service”
• “Share your experience”
• “Recommend providers to friends or
  colleagues”
• “Set up your own shop in 5 easy steps!”
Avoid US versus THEM

• Don’t rely on past negative experiences in
  order to inspire
• Don’t be a bandaid for an old wound, be an
  opportunity to co-create a new
  organization, a new market
Connect your audience
  through common interest
    instead of by definition
• Open channels for users to find their own
  ways to connect. (favorites, user
  recommendations, etc.)
• Don’t pre-define the future
• Blur the lines between commercial and
  consumer. (Downplay the “professional”
  aspect. Don’t discourage quality sellers,
  students or free-lancers)
Finally...
Etsy.Com
WorkingWithRails.Com
Recap and Recommend
• Start talking today about how to attract an
  engage an audience from day one
• Assemble and define team
• Define a first release target date
• Sideline the existing PDF mock-up
• Sideline the existing code base
• Define a release

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MERCHANTBANKING-PDF complete picture.pdf
 

NAP review

  • 4.
  • 5. Quick development work is driven not by speculation but by features which emerge from user behavior and requests.
  • 6. Quick development work is driven not by speculation but by features which emerge from user behavior and requests. Easily responding only to real needs and present energy (passion) means there isn’t as much to think, plan or worry about.
  • 7. Agile practice radically closes the gap between the product and the customer, the build and the idea, the developer and the business. The nature of the internet demands this new approach.
  • 8. TCP/IP, HTML, HTTP, XML, SMTP, etc... The internet technologies create an agile platform completely eliminating the traditional barriers of software deployment allowing massive and instant distribution of an application.
  • 9. TCP/IP, HTML, HTTP, XML, SMTP, etc... The internet technologies create an agile platform completely eliminating the traditional barriers of software deployment allowing massive and instant distribution of an application. The internet infrastructure itself facilitates the unprecedented connection and self-organization of otherwise disconnected groups of people.
  • 10. Let’s build in HTML! • Agile but WAY too limited • ASP, PHP? nice try... • ASP.NET? Microsoft, agile? (sorry Mark D.) • Java? oh what could have been.
  • 11. Ruby on Rails? Quick easy, enculturated in agility. A high level language and a pragmatic framework which allows developers to stop worrying.
  • 12. Developers thinking about value, usability, accessibility, managability, communication stop worrying about memory management, garbage collection, state machines, db management, virtual machines, what they know, etc.
  • 13. Value, usability... sounds a little like what the “business side” does, right? No more taking sides!
  • 14. Developers are the medium experts • • Inspired by user input Medium experts like a along with the rest of the potter to clay, skilled web team in regular review devs should know what sessions. makes sense as a web site and what doesn’t. If they • don’t they’re of very People people. Even the limited value. most “anti-social” of the Rails community (i.e. Zed Shaw) are still pretty sociable guys.
  • 16. Stories • • Pragmatic, human Coorespond closely to articulations of specific actual user requests features • Describe something that • A hybrid between use can be achieved in less cases, scenarios and than 2 weeks by 2 straight requirements developers working full- statements time. • • An low loss interface The first, not only between users and specification tool. developers
  • 17. Frequent Releases • Should probably happen in under a month but no less than a week. • Several things to consider when determining the length between releases and may vary from release to release • “Feature Complete” • Bug free
  • 18. Release Meeting • • Assemble full team to Discuss developer review new features at challenges faced in this each release. release. • • The primary forum for Run format usability development of the testing if such a process is product and business. implemented. • • Discuss and document Create a new set of what has emerged stories for the next through the use of the release. new release.
  • 19. Recommendations • • Set target date for first Create a brief wireframe release and release mock-up which covers meeting. only this first release • • Craft a list of stories Assemble and engage which fit cleanly into this team first release.
  • 21. How do you build for an audience when you don’t have one yet?
  • 22. Focus on finding one first. • The good news: the internet makes finding the right people easier than ever • Finding your audience will make it much easier to spread the word about your product
  • 24. Seduction... • leads to “oh sh*t!” the morning after • is “push” • seldom leads to marraige • requires too much lip gloss, too much peripheral effort
  • 25. Attraction... • takes more time • is “pull” • is enjoyable too, but lasts longer • is the best path to a long-lasting relationship • requires transparency
  • 26. The need for an audience is why agile practice begins with marketing (of a new kind).
  • 28. Let the “trusted network” build the trusted network. • Be a good listener; create a safe place for your customers to communicate with each other and with you • Let the public create their own solutions, draw their own conclusions • Build a platform that’s flexible over one that appears finished and complete
  • 29. Allow new users to both discover and co-create value. • Communicate value and let the public discover it for themselves • Don’t over-define the site’s purpose. Leave some room for resourcefulness • Know when to get out of the way
  • 30. Attraction and Messaging Opportunities
  • 31. Some of the current themes are informative (at best). • “make your problems go away” • “we take the pain and expense out of...” • “...tired of useless ratings and questionable advice?” • “frustrated by businesses who don’t call you back?”
  • 32. Language should attract those who will jump into action • “Discover great local service” • “Share your experience” • “Recommend providers to friends or colleagues” • “Set up your own shop in 5 easy steps!”
  • 33. Avoid US versus THEM • Don’t rely on past negative experiences in order to inspire • Don’t be a bandaid for an old wound, be an opportunity to co-create a new organization, a new market
  • 34. Connect your audience through common interest instead of by definition • Open channels for users to find their own ways to connect. (favorites, user recommendations, etc.) • Don’t pre-define the future • Blur the lines between commercial and consumer. (Downplay the “professional” aspect. Don’t discourage quality sellers, students or free-lancers)
  • 38. Recap and Recommend • Start talking today about how to attract an engage an audience from day one • Assemble and define team • Define a first release target date • Sideline the existing PDF mock-up • Sideline the existing code base • Define a release