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Scaling
Company
  Culture
  Jeff Lawson
       @jeffiel
    twilio.com
January 10




 August 11




February 12
Jan ’10 “Values”

Continuous Improvement
Detail Oriented
Learners
Humble
Hungry
       Spirit of Challenge
What is culture?
What are values?
What’s the difference?
People

           Product

 Process
Culture is
living values.
Values are observed in three tangible ways:

            Rituals
            Heroes
           Symbols
Rituals

New Employees Build a Twilio App in their first 2 weeks
              Answer 20 support tickets
              Attend 7 “Twilio 101” Sessions
              Present their app and get “knighted”
              Get a “Buddy” to show them the ropes
 New Engineers Deploy code their first day
               (Add their name to the website)
Rituals
Monday, 10:30 AM All Hands (w/ Bagels)
                 Read some recent tweets
                 Introduce new Employees
                 Learn their Names
                 All Hands Appreciation
                 All Hands Q&A
   Monday, Noon Company Lunch, Meet new People
Wednesday, 6PM Company Dinner
               New Employee Demo their Twilio App
               Track Jackets & Kindle “Knighting”
               Spin the Birthday Wheel of Fate
  Thursday, Noon Lunch w/ Tech Talk for continued
                 learning
    Friday, Noon End of Sprint Demos
                 Photoshop Friday
Heroes
Symbols


Our 9 Things
Live The Spirit of Challenge
                      ✤
Tackle hard problems. If our ambitions aren’t
   terrifying, we aren’t pushing ourselves
                   enough.
Empower Others
                    ✤
 We’re here to unleash the greatness of
others, inside and outside the company.
Start with Why
                      ✤
Start by understanding why customers will
 care.  Use data to challenge assumptions.
Create Experiences
                     ✤
Every interaction with Twilio should inspire
        confidence and admiration.
No Shenanigans
                   ✤
Be thoughtful.  Always deal in an honest,
      direct and transparent way.
Be Humble
                    ✤
Everybody has something to learn, so seek
 first to understand, then be understood.  
Think at Scale
                    ✤
 Anticipate where we’re going and invest in
systems that provide a consistent customer
          experience as we grow.
Draw the Owl
                      ✤
There’s no instruction book, it’s ours to draw.  
      Figure it out, ship it and iterate.
Draw the Owl
                      ✤
There’s no instruction book, it’s ours to draw.  
      Figure it out, ship it and iterate.
Be Frugal
                     ✤
Profit is the engine that lets us achieve our
 goals. If we do more with less, we can do
                   more.
Live The Spirit of Challenge
Our 9 Things        Empower Others

                     Start with Why

                   Create Experiences

                    No Shenanigans

                       Be Humble

                     Think at Scale

                      Draw the Owl

                        Be Frugal
“How did we get here? The firm
changed the way it thought about
leadership. Leadership used to be
about ideas, setting an example and
doing the right thing. Today, if you
make enough money for the firm,
you will be promoted into a position
of influence.”
"The value of your
company is driven
by your company’s
values."
      Howard Schultz, Starbucks
Scaling
Company
  Culture
  Jeff Lawson
       @jeffiel
    twilio.com

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Scaling Company Values - Twilio - TechWeek 2012

  • 1. Scaling Company Culture Jeff Lawson @jeffiel twilio.com
  • 2. January 10 August 11 February 12
  • 3. Jan ’10 “Values” Continuous Improvement Detail Oriented Learners Humble Hungry Spirit of Challenge
  • 4. What is culture? What are values? What’s the difference?
  • 5. People Product Process
  • 7. Values are observed in three tangible ways: Rituals Heroes Symbols
  • 8. Rituals New Employees Build a Twilio App in their first 2 weeks Answer 20 support tickets Attend 7 “Twilio 101” Sessions Present their app and get “knighted” Get a “Buddy” to show them the ropes New Engineers Deploy code their first day (Add their name to the website)
  • 9. Rituals Monday, 10:30 AM All Hands (w/ Bagels) Read some recent tweets Introduce new Employees Learn their Names All Hands Appreciation All Hands Q&A Monday, Noon Company Lunch, Meet new People Wednesday, 6PM Company Dinner New Employee Demo their Twilio App Track Jackets & Kindle “Knighting” Spin the Birthday Wheel of Fate Thursday, Noon Lunch w/ Tech Talk for continued learning Friday, Noon End of Sprint Demos Photoshop Friday
  • 12. Live The Spirit of Challenge ✤ Tackle hard problems. If our ambitions aren’t terrifying, we aren’t pushing ourselves enough.
  • 13. Empower Others ✤ We’re here to unleash the greatness of others, inside and outside the company.
  • 14. Start with Why ✤ Start by understanding why customers will care.  Use data to challenge assumptions.
  • 15. Create Experiences ✤ Every interaction with Twilio should inspire confidence and admiration.
  • 16. No Shenanigans ✤ Be thoughtful.  Always deal in an honest, direct and transparent way.
  • 17. Be Humble ✤ Everybody has something to learn, so seek first to understand, then be understood.  
  • 18. Think at Scale ✤ Anticipate where we’re going and invest in systems that provide a consistent customer experience as we grow.
  • 19. Draw the Owl ✤ There’s no instruction book, it’s ours to draw.   Figure it out, ship it and iterate.
  • 20. Draw the Owl ✤ There’s no instruction book, it’s ours to draw.   Figure it out, ship it and iterate.
  • 21. Be Frugal ✤ Profit is the engine that lets us achieve our goals. If we do more with less, we can do more.
  • 22. Live The Spirit of Challenge Our 9 Things Empower Others Start with Why Create Experiences No Shenanigans Be Humble Think at Scale Draw the Owl Be Frugal
  • 23.
  • 24. “How did we get here? The firm changed the way it thought about leadership. Leadership used to be about ideas, setting an example and doing the right thing. Today, if you make enough money for the firm, you will be promoted into a position of influence.”
  • 25. "The value of your company is driven by your company’s values." Howard Schultz, Starbucks
  • 26. Scaling Company Culture Jeff Lawson @jeffiel twilio.com