dublin web summit 2014 - builder's summit - twilio - jeff lawson - the ways of the software...
DESCRIPTION
Dublin Web Summit 2014 - Builder's Summit Jeff Lawson, CEO and co-founder of Twilio, talks about how every industry will become a software industry.TRANSCRIPT
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The Ways of the Software People
Jeff Lawson@jeffiel
(and the Ways of the Dodo)
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*Fictional Reenactment
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Privileged & Confidential, Copyright 2013 Twilio Inc.
Build vs. Buy
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Privileged & Confidential, Copyright 2013 Twilio Inc.
It’s bad to build.
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Privileged & Confidential, Copyright 2013 Twilio Inc.
Agile Development
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Privileged & Confidential, Copyright 2013 Twilio Inc.
big projects aren’t predictablesmall milestones are predictable
problems change more rapidly than delivery
Agile Development
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Privileged & Confidential, Copyright 2013 Twilio Inc.
Build
ReleaseRevise
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Privileged & Confidential, Copyright 2013 Twilio Inc.
RFP
ContractDelivery
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Privileged & Confidential, Copyright 2013 Twilio Inc.
Buying vendor solutions is waterfall all over again.
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Privileged & Confidential, Copyright 2013 Twilio Inc.
Reduce Risk
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Privileged & Confidential, Copyright 2013 Twilio Inc.
70%FAIL
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Software People think differently.
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We’re a software
company.
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Software Peoplesolve business problems with
magnetic particles.
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Who are Software People?It’s not a skill set, it’s a mindset.
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throughthe lens of software
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Not just developersProduct People
CEOs
Developers
Operations People
CFOs
Customer Service People
SalesMarketing
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say:“how can software solve this business
problem?”
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believe any
business problem can be
solved once it’s in the
domain of software.
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More and more of markets are addressable by Software People
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World WorldSoftware
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Text Input Text Output
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Audio Video
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EverythingElse
Problems10’s-20’s
Media Problems90’s-00’s
Textual Problems70’s-80’s
NumericalProblems50’s-60’s
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Sensors ActuatorsSoftware
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Sensors Actuators
Sensors
Sensors
Sensors
Sensors
Sensors
Sensors
Actuators
Actuators
Actuators
Actuators
Actuators
Actuators
Software
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3 AccelerometersProximity Sensor
Light SensorMoisture Sensor
GyroscopeGPS
2 Cameras2 Microphones
2 Speakers
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Not Software People Software People
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Not Software People Software People
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Not Software People Software People
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Not Software People Software People
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Not Software People Software People
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You might not be Software People when...
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Minimal Telephone Hardware
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Preserve the flexibility of software.
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User expectations have changed.
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“The only source of competitive advantage is the one that can
survive technology-fueled disruption: an obsession with
customer experience.” Harley ManningForrester Research, author of Outside-In
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Iterate quickly.Ship constantly.
Get feedback from customers quickly.
Software People move fast.
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Serving users requires agility.
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1997 Buy Servers2000 Rent by the Year2003 Rent by the Month2008 Rent by the Hour
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Queues
Load BalancersStorage
CDNMap Reduce
Business Intelligence
NotificationsServers
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Buy the PBXBuy the Minute
Buy the Message
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Phone Numbers
Call Queueing
Picture MessagingText to Speech
Voice Transcription
Conferencing
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Compose These
Elements
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ComposableBusiness
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Still going to buy,but they’re going to buy
smaller blocks.
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Value small blocks over big ones.
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Value continuous iteration over monolithic vendor
solutions.
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This comes naturally to us Software People, but is
news to much of the business world...
... which is good news.
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Those that adapt most quickly will
survive.
Natural Selection
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Every industry will become a software
industry.
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Build vs. Buy
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Build vs. Die
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Jeff Lawson@jeffiel
The Ways of the Software People(and the Ways of the Dodo)