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Jeff Gothelf - Hacking Your Tractor With Black Market Code: A Sense & Respond Case Study

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You’re in the software business. You may not realize it yet but it’s the only way you’re scaling in the 21st century. Whether you’re in retail, financial services or health care, no industry is immune. This includes agriculture.

In this rich, detailed case study Jeff will share the story of John Deere. The legendary American farm machine manufacturer, keenly aware and on top of the technological revolution, has built up a surprising Sense & Respond practice to help them innovate their product offerings — especially their tractors and combines.

However, Sense & Respond is not just a practice for product teams. It has significant management and leadership implications. As the case study will show, despite their deep understanding of customer needs, John Deere struggled to reconcile that feedback with their leadership agenda leading to some fascinating customer practices that left both the farmer and the company in sub-optimal positions. This vivid story will illustrate that even great product management practices don’t always influence corporate agendas while highlighting ways that leadership must engage to build a truly successful Sense & Respond loop.

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Jeff Gothelf - Hacking Your Tractor With Black Market Code: A Sense & Respond Case Study

  1. 1. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:
  2. 2. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:
  3. 3. EPISODE II: THE FARM AWAKENS SENSE & RESPOND: A STORY IN 6 ACTS WITH A HERO AN EMPIRE AN UNLIKELY ALLY
  4. 4. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  5. 5. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 1: THE USER NEED OR… THE BRUTAL ECONOMICS OF WHEAT
  6. 6. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO
  7. 7. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO
  8. 8. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  9. 9. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  10. 10. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FARMERS DO NOT MARKET WHEAT.
  11. 11. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MARKET DOES NOT CONSIDER HOW MUCH IT COSTS TO PRODUCE WHEAT WHEN DETERMINING THE PRICE.
  12. 12. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ALL THE MARKET CARES ABOUT IS HOW MUCH WHEAT IS NEEDED TO MEET CONSUMER DEMAND, AND HOW MUCH THE CONSUMER WILL PAY.
  13. 13. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO AT ANY GIVEN MOMENT, A FARMER CAN EASILY HAVE MILLIONS OF DOLLARS IN SEED AND LABOR IN THE GROUND.
  14. 14. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  15. 15. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LET’S DO SOME MATH (YAY!)
  16. 16. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSHEL = 32 POUNDS (14.5 KG)
  17. 17. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO A WHEAT FARMER IN GRANT COUNTY, OKLAHOMA, HAS A WHEAT TARGET YIELD OF 50 BUSHELS PER ACRE.
  18. 18. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL COST/ACRE: $274/ACRE
  19. 19. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274
  20. 20. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50
  21. 21. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48 BUSHELS PER ACRE 50
  22. 22. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 BUSHELS PER ACRE 50
  23. 23. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 MARGIN: $0.11
  24. 24. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PROFIT PER BUSHEL: $.11 PROFIT PER ACRE: $5.50 AVG FARM SIZE (ACRES): 438 TOTAL PROFIT: $2409
  25. 25. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  26. 26. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL PROFIT FROM WHEAT HARVEST: $2409
  27. 27. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN
  28. 28. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN
  29. 29. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “WHEAT WITH WET FEET”
  30. 30. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IT’S PLANTING SEASON. LET’S TALK AFTER.” - STEVE PITSTICK, FARMER
  31. 31. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  32. 32. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS:
  33. 33. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS
  34. 34. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY
  35. 35. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY OBEY MOTHER NATURE’S SCHEDULE
  36. 36. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  37. 37. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  38. 38. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 2: THE BUSINESS OUTCOME OR… MEANWHILE, AT HEADQUARTERS
  39. 39. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  40. 40. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  41. 41. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE HARLEY-DAVIDSON OF FARM EQUIPMENT
  42. 42. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  43. 43. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WORD OF CAUTION: DON’T SCROLL ANY FURTHER DOWN THIS SEARCH RESULTS PAGE…
  44. 44. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  45. 45. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  46. 46. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …AND IT’S NOT JUST TRACTORS…
  47. 47. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRECISION AG TECHNOLOGY
  48. 48. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A HARDWARE COMPANY
  49. 49. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A SOFTWARE COMPANY
  50. 50. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE DOES PRODUCT DISCOVERY
  51. 51. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TRACTORS AREN’T CHEAP
  52. 52. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  53. 53. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHAT BUSINESS PROBLEM DOES JOHN DEERE FACE?
  54. 54. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MOVE FROM FAMILY FARMS TO LEASED OPERATIONS (BRUTAL ECONOMICS CONTINUED…)
  55. 55. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 46% OF LAND FARMED IN THE US IS RENTED OUT BY LAND OWNERS TO AN ACTUAL FARMER
  56. 56. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT TO GENERATE MEANINGFUL PROFITS YOU NEED A BIG OPERATION
  57. 57. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BIG OPERATION = BIG EXPENSE
  58. 58. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY HELPS FARM LARGER AREAS WITH LESS LABOR
  59. 59. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LESS LABOR = FEWER FARMERS
  60. 60. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FEWER FARMERS = FEWER TRACTOR SALES
  61. 61. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO EQUIPMENT SALES ARE DOWN
  62. 62. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TIME TO RECONSIDER YOUR BUSINESS MODEL…
  63. 63. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  64. 64. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS:
  65. 65. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES
  66. 66. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES PROTECT MARGINS
  67. 67. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES PROTECT MARGINS CUSTOMER LOYALTY
  68. 68. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  69. 69. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  70. 70. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 3: THE PROMISE, AKA THE OFFER YOU CAN’T REFUSE
  71. 71. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  72. 72. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1942-1963
  73. 73. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1942-1963 “Condition of driver at days end: Caked with dust from dermis to glo is, tickling sensation in seat of pants. Frozen, dehydrated depending on season. Blank stare.”
  74. 74. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1963-1973
  75. 75. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1973-1979
  76. 76. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1979-1988
  77. 77. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  78. 78. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  79. 79. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “I CAN FARM 2500 ACRES TODAY EASIER THAN 500 ACRES 40 YEARS AGO.” - STEVE PITSTICK, FARMER
  80. 80. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  81. 81. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  82. 82. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT THERE’S ONE CATCH: THE LICENSE AGREEMENT
  83. 83. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  84. 84. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  85. 85. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES:
  86. 86. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT
  87. 87. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE
  88. 88. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INCREASE SERVICES REVENUE
  89. 89. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INCREASE SERVICES REVENUE LICENSE AGREEMENT
  90. 90. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  91. 91. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 4: IN WHICH OUR HERO ENCOUNTERS A PROBLEM
  92. 92. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE WHEAT IS RIPE, TIME TO HARVEST
  93. 93. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…
  94. 94. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…
  95. 95. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  96. 96. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO YOU CAN’T FIX IT YOURSELF
  97. 97. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW CAN THIS BE?
  98. 98. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  99. 99. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “BECAUSE MODIFYING MODERN OBJECTS REQUIRES ACCESS TO INFORMATION: CODE, SERVICE MANUALS, ERROR CODES, AND DIAGNOSTIC TOOLS.” https://www.wired.com/2013/03/you-dont-own-your-cellphones-or-your-cars/
  100. 100. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IF YOU BOUGHT SOMETHING AND FIGURED OUT HOW TO GET EXTRA VALUE OUT OF IT THAT WAS YOURS TO KEEP.” - CORY DOCTOROW  
  101. 101. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO SOLVING USER NEEDS? OR EXPLOITING USER NEEDS?
  102. 102. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO INTERLUDE: A WORD FROM YOUR NARRATOR
  103. 103. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  104. 104. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?
  105. 105. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?
  106. 106. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS? OR… THE PROBLEM WITH PEOPLE
  107. 107. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  108. 108. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  109. 109. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  110. 110. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  111. 111. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  112. 112. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  113. 113. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  114. 114. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THERE’S A GOOD CHANCE THAT WE’RE WRONG.
  115. 115. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  116. 116. @JSEIDEN @JBOOGIE SENSEANDRESPOND.COCULTURE TRUMPS
  117. 117. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO SENSE & RESPOND Ship SenseRespondRespond
  118. 118. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  119. 119. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  120. 120. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 5: EVIDENCE OR…OUR HERO FINDS AN UNLIKELY ALLY
  121. 121. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  122. 122. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  123. 123. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  124. 124. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  125. 125. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS
  126. 126. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS
  127. 127. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  128. 128. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO
  129. 129. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  130. 130. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  131. 131. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 6: HOW WILL OUR STORY END?
  132. 132. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE FARMERS DOWNLOADING CRACKED UKRAINIAN SOFTWARE???
  133. 133. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO IT’S UP TO YOU
  134. 134. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE LEGAL STRUCTURES IN USE ARE ILL-SUITED TO CURRENT REALITY
  135. 135. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WILL YOU USE THEM TO SERVE CUSTOMERS? OR TO EXPLOIT THEM?
  136. 136. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY CAN NOT GET AHEAD OF CULTURE
  137. 137. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL WORK AROUND THAT POLICY.
  138. 138. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  139. 139. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  140. 140. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT
  141. 141. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TAKE AWAYS FOR PRODUCT MANAGERS…
  142. 142. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO
  143. 143. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS
  144. 144. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS
  145. 145. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY
  146. 146. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY
  147. 147. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE
  148. 148. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  149. 149. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  150. 150. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THANK YOU! JEFF GOTHELF / @JBOOGIE / JEFF@GOTHELF.CO SENSEANDRESPOND.CO

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