Easy Agile Podcast Ep.9 Kit Friend, Agile Coach & Atlassian Partnership Lead EMEA, Accenture.

"I really enjoyed speaking with Melissa Reeve, VP of Marketing at Scaled Agile about how non-software teams are adopting a new way of working."

It's more important than ever to be customer-focused.

We talk about the danger of 'walk-up-work' and how to avoid this through proper sprint planning.

Melissa also gives an update on how agile is spreading to non-technical teams.

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Transcript

Sean Blake:

Hello everyone. And welcome to the Easy Agile Podcast. We have a really interesting guest with us today. It's Melissa Reeve, the Vice President of Marketing at Scaled Agile. We're really excited to have her on today. Melissa Reeve is the Vice President of Marketing at Scaled Agile, Inc. In this role Melissa guides the marketing team, helping people better understand Scaled Agile, the Scaled Agile Framework. In other words, SAFe and its mission. She also serves as the practice lead for integrating SAFe practices into marketing environments. Melissa received her Bachelor of Arts degree from Washington University in St. Louis, and she currently resides in Boulder, Colorado with her husband, chickens, and dogs. Melissa, thanks so much for joining us on the podcast today.

Melissa Reeve:

It's such a pleasure to be here. I really appreciate it.

Sean Blake:

Great. That's great. I really like your enthusiasm straight off the bat. So what I'm really interested in hearing about, Melissa is a little bit about how you got to where you are today. What have been the highlights of your career so far and how as a marketer, did you find yourself in the Agile space?

Melissa Reeve:

Well, thanks for asking. And I have to tell you, but just before the podcast my husband knocked on the door and he was all proud because we just got a new set of chickens and one of the chickens had laid its first egg. So that's been the highlight of my day so far, not necessarily the highlight of my career.

Sean Blake:

So you'll be having scrambled eggs and eggs on toast probably for the next few weeks now.

Melissa Reeve:

I think so. So back to the career, I really fell into marketing. My background was in Japanese literature and language. And I had anticipated this great career and international business in Asia. And then I moved out to the Navajo Indian Reservation and just pivoted. Found my way into marketing and found my way into Agile right around 2013 when I discovered that there was an Agile marketing manifesto. And that really was a changing point in terms of how I thought about marketing. Because up until that point, it really considered marketing in what's termed waterfall. Of course, marketers generally don't use the term waterfall.

Melissa Reeve:

But then I started to think about marketing in a different way. And when I came across Scaled Agile, it brought together so many elements of my career. The lean thinking that I'd studied when I studied in Japan and the lean manufacturing, it was Agile marketing that I'd discovered in 2013 and just education and technology have always been part of my career. So I really consider myself fortunate to have found Scaled Agile and found myself in the midst of scaling Agile into both enterprises, as well as marketing parts of the enterprise.

Sean Blake:

Oh wow, okay. And I noticed from your LinkedIn profile, you worked at some universities and colleges in the past. And I assume some of the teams, the marketing teams you've worked in, in the past have been quite large. What were some of those structures that you used to work in, in those marketing teams? And what were some of the challenges you faced?

Melissa Reeve:

Yes, well, the largest company was Motorola. And that was pretty early on in my career. So I don't think I can recall exactly what that team structure is. But I think in terms of the impediments with marketing, approvals has always been an issue. No matter if you're talking about a smaller organization or a larger organization, it seems like things have to go up the chain, get signed off, and then they come back down for execution. And inherent in that are delays and wait states and basically waste in the system.

Sean Blake:

Right. So, what is Agile marketing then and how does it seek to try and solve some of those problems?

Melissa Reeve:

Well, I'm glad you asked because there's a lot of confusion in the market around Agile marketing. And I can't tell you how many news articles I've read that say marketing should be Agile. And they're really talking about lowercase Agile, meaning marketing should be more nimble or be more responsive. But they're not really talking about capital-A Agile marketing, which is a way of working that has principles and practices behind it. And so that's one aspect where there's confusion around Agile marketing.

Melissa Reeve:

And then another aspect is really how big of a circle you're talking about. In the software side when someone mentions Agile, they're really talking about a smaller team and depending on who you talk to, it could be anywhere from five to 11 people in that Agile team. And you're talking about a series of teams of that size. So when you're talking about Agile marketing, you could be talking about an individual team.

Melissa Reeve:

But some people, when they're talking about Agile marketing, they're talking about a transformation and transforming that entire marketing organization into an Agile way of working. And of course, in the SAFe world, we're really talking about those marketing teams that might be adjacent to a SAFe implementation. So, I think it's a good question to ask and a good question to ask up front when you're having a conversation about Agile marketing.

Sean Blake:

Okay. Okay. And for those people that don't know much about SAFe, can you just explain, what's the difference between just having a marketing team now working in a capital-A Agile way, and what's the difference between an organization that is starting to adopt Scaled Agile? What's the difference-

Melissa Reeve:

Sure.

Sean Blake:

...between those?

Melissa Reeve:

Yeah. So what software organizations found is that Agile teams, so those groups of five to 11 people, that way of working works really well when you have a limited number of software developers when you started to get into the world's largest organizations. So I think of anybody on the Global 2000, they might have tens of thousands of software developers in their organization. And in order to leverage the benefits of Agile, you needed to have cadence and synchronization, not only within a team, but across multiple teams up into the program level and even the portfolio level.

Melissa Reeve:

And the same holds true with large marketing organizations. Imagine you're a CMO and you have 6,000 marketers underneath you. How are you supposed to get alignment to your vision, to your strategies that you're setting if you don't have a way of connecting strategy to execution. And so the Scaled Agile Framework is a way of taking those Agile practices across multiple teams and up into the highest levels of the organization so that we're all moving in a similar direction.

Sean Blake:

Okay. Okay, I think that makes sense. And from a software team's point of view, one of the benefits of Agile is that it helps teams become more customer focused. And many would argue, well, marketing has always been customer focused. But have you found in your experience that maybe that's not so true? And when marketing teams start to adopt Agile, they realize what it really means to become customer focused.

Melissa Reeve:

Yeah. I mean, you raised another great point because I think most marketers think that they're customer focused. Like many things in the world, the world is a relative place. So you can, in your mind, in theory, be thinking about the customer or you can be actually talking to the customer. So I just finished what I call the listening session. And it was during our hackathon, which is our version of an innovation, couple of days worth of innovation. So it was eight hours on a Zoom call with somebody South Africa. Just listening to her experience and listening to her go through one of our courses, slide by slide, by slide, explaining what her experience was at each step of the way.

Melissa Reeve:

So if you think about somebody who is sitting in a large enterprise, maybe has never met the customer, only knows the customer in theory, on one end of the spectrum. And you think about this listening session on the other end of the spectrum, you start to get an understanding of what we're talking about. Now, your question really pointed to the fact that in Agile practices, you're thinking about the customer every time. In theory, every time you write a story. So when you write a story, you write the story from the perspective of the customer. And I would just encourage all the marketers out there to know the customer personally. And I know that's not easy in these large organizations. It's sometimes hard to get face time with the customer, but if you aren't speaking directly to a customer, chances are you don't actually know the customer.

Melissa Reeve:

So find a way, talk to the sales folks, get on the phone with some of your customer service representatives. Go to a trade show, find a way to talk directly to the customer because you're going to uncover some nuances that'll pay dividends in your ability to satisfy the customer. And when you go to write that story again, it will be even more rich.

Sean Blake:

Oh, that's really good advice, Melissa. I remember from personal experience, some of these large companies that I've worked in, we would say, "Oh, this is what the customer wants." But we actually didn't know any customers by name. Some of us personally were customers, but it's not really the same thing as going out and listening to people and what did they find challenging about using that app or what do they actually want out of this product? So there's a huge difference, isn't there, between guessing what a customer might want or should want? And then what their day to day actually looks like, and what are the things that they struggle with? That's hugely important.

Sean Blake:

For someone who's in one of these big companies, they're in a marketing team, perhaps they don't have the power or the influence to say, "Okay, now we're going to do Agile marketing." What would your advice be for someone like that, who can see the upside of moving their teams in that direction, but they don't necessarily know where to start?

Melissa Reeve:

Well, there's a philosophy out there that says take what you can get. So if you are just one person who is advocating for Agile marketing, maybe that's what you can do is you can advocate. Maybe you can start building alliances within the organization, chatting casually to your coworkers, finding out if you have allies in other parts of the organization and start to build a groundswell type movement.

Melissa Reeve:

Maybe you can build your own personal Kanban board and start tracking your work through your own Kanban board. And through visualizing your work in that way, it's a little bit harder now that we're all remote, but should we get back into offices somebody could in theory, walk by your cubicle, see your Kanban board and ask about it. And now you might have two people using a Kanban board, three people. And really start to set the example through your mindset, through your behaviors, through your conversations in order to start getting some support.

Sean Blake:

Oh, that's really good. So be the change that you want to see in the organization.

Melissa Reeve:

Exactly.

Sean Blake:

Okay. Okay, that's really good. And when these companies are moving towards this way of working, and then they're looking to take the next level, let's say it starts in the software development teams and then say marketing is the next team to come on board. How does it then spread throughout the whole organization? Because I know from personal experience, if there's still that part of the organization that's working anti-Agile it actually still makes it really difficult for the Agile teams to get anything done. Because there's still the blockers and the processes and the approvals that you need to go through with those other teams. And I guess SAFe is the answer, right? But how do you start to scale up Agile throughout the whole organization?

Melissa Reeve:

Sure. And what you're talking about is really business agility, is taking the whole business and making the business Agile. And you pointed out something that's key to that, which is once you solve the bottleneck and the impediments in one area of the business, then it'll shift to another area of the business. So the advantage of business agility is that you're trying to keep those bottlenecks from forming or shifting. But what a bottleneck essentially does is it creates what we call a burning platform. So it creates a need for change. And that's actually what we're seeing in the marketing side is we've got these IT organizations, they're operating much more efficiently with the use of Agile and with the use of SAFe. And what's happening is the software teams are able to release things more quickly than the teams that are surrounding them, one of which could be marketing.

Melissa Reeve:

And so now marketing is incentivized to look at ways of changing. They're incentivized to take a look and say, "Well, maybe Agile is the answer for us." So let's just say that marketing jumps on board and all of a sudden they're cranking along, and except for that everything's getting stuck in legal. And so now legal has a case for change and the pressures on legal to adopt it. So there is a way to let it spread organically. Most transformation coaches will understand this phenomenon and probably encourage the organization to just go Agile all in, obviously not in a big bang kind of way, but gradually move in that direction so that we're not just constantly shifting bottlenecks.

Sean Blake:

Okay. Okay, that makes sense. And when these companies are trying to build business agility across the different functions, are there some mistakes that you see say pop up over and over again? And how can we avoid those when we are on this journey of business agility?

Melissa Reeve:

Yeah. So I feel like the most common mistake, at least the one that I see the most often in marketing, although I've seen it in software as well, is people thinking that the transformation is about processes or tools. So for example, in marketing, they might adopt a tool to "become more Agile." Maybe it's a Kanban visualization tool, or maybe they're being suggested to adopt another common ALM type tool. And so they adopt this tool and they learn how to use it, and they wonder why they're not seeing big improvements.

Melissa Reeve:

And it's because Agile at its heart is a human transformation. So we're really taking a look at in trying to change the way people think. One of the topics I speak on is the history of management theory. And while it sounds pretty dry, in reality, it's eye opening. Because you realize that a lot of the habits that we have today are rooted back in the 20th and 19th centuries. So they're rooted in assembly lines. They're rooted in French management theory, which advocated command and control.

Melissa Reeve:

They're rooted in classism. There was a management class and a laboring, and the management class knew the one best way of doing things. So more than a process, more than a tool, we're talking about transforming this legacy of management thinking into a way that's appropriate for today's workers. And I feel like that's the number one mistake that I see organizations making as they're moving into transforming to Agile, an Agile way of working.

Sean Blake:

Mm-hmm (affirmative). Okay. Yeah, that's really interesting. And it really is eye opening, is it? When you look at how the nine to five workday came about, because that's the time when the factories were open and all the history around how organizations are structured. And it's really important, I think, to challenge some of those things that we've done in the past that worked back in the industrial age. But now we're moving into the information age and into these times of digital transformation. It probably doesn't work for us anymore, does it, some of those things? Or do you think some of those things are still valuable now that we have distributed teams, a lot of people are working remotely? Are there any things that come to mind that you think actually we shouldn't get rid of that just yet?

Melissa Reeve:

Oh, I'm sure there are. John Kotter has presented in his book, Accelerate, this notion of a dual operating system. So that you have the network part of the organization, which moves fast and nimble like a startup and then you have the hierarchical part of the organization. And the hierarchy is very, very good at scaling things. It's a well oiled machine. You do need somebody to approve your expense report. You do need some policies and some guidelines, some guard rails. And so we're not actually saying abolish the hierarchy. And I do feel like that's part of this legacy system. But what we are saying is abolish some of the command and control, this notion that the management knows the one best way, because the knowledge worker oftentimes knows more than his or her manager.

Melissa Reeve:

It's just too hard for a manager to keep up with everything that is in the heads of the people who report to him or her. So that's a really big change and it was a change for me. And I think why I got so fascinated in this history of management theory is because I came across some notes from my college days. And I realized that I had been taught these historic management theories. I'd been taught Taylorism, which stems from 1911. And I realized, wow, there's a lot of undoing that I've had to do in order to adopt this Agile way of working.

Sean Blake:

Well, that's great. Yeah, that's really important, isn't it? I've heard you speak before about this concept of walk-up work, especially in the realm of marketing. But I suppose, well, firstly, I'd like to know what is walk-up work. Why is it so dangerous, not just for marketers, but for all teams? And how do we start to fight back against walk-up work?

Melissa Reeve:

Yeah. So, marketers in particular get bombarded with what I like to call walk-up work. And that's when an executive or even a peer literally walks up, so think again about the cubicle farm, and makes a request. So how that looks in the virtual world is the slack or the instant message, "Hey, would you mind?" One is that it results in a lot of context switching and there's time lost in that context switching. And then the other part is rarely do these requests come in well-defined or even with any sort of deadline detach. In marketing, it might look like, "Hey, can you create this graphic for this email I'm sending out?" So now you've left your poor graphic designer with this knowledge that here she has to make a graphic, but they don't really have any of the specs.

Melissa Reeve:

So it's very, very helpful to put these things into stories, to follow the Agile process, where you're taking that walk-up work to the product owner, where the product owner can work with you to define that story, keep the person who's doing the work on task, not making them context switch or do that. Get that story in that acceptance criteria very well defined and prioritized before that work then comes into the queue for the graphic designer. And this is an anti-pattern, whether you're talking about an organization of 50 or 5,000.

Melissa Reeve:

And what I've found is the hardest behavior to change is that of the executives. Because not only do they have walk-up work, but they have positional authority too. And it's implied that, that person will stop working on whatever they're working on and immediately jump to the walk-up work being defined by the executive. So I feel like it's really dangerous to the whole Agile ecosystem because it's context switching, it interrupts flow and introduces waste into the system. And your highest priority items might not being worked on.

Sean Blake:

Okay. So how many people do you have on your marketing team at Scaled Agile?

Melissa Reeve:

We're pretty small, still. We've got about somewhere in the 20s, 23, 25, give or take or few.

Sean Blake:

So how do you-

Melissa Reeve:

I think right now we're three Agile teams.

Sean Blake:

Three. Okay. So those 20 something is split into three Agile teams. And do they each have a product owner or how does the prioritization of marketing work in your teams?

Melissa Reeve:

Yeah, it's a good question. So we do have individual product owners for those three product teams. And what's fascinating is the product owners then also have to meet very regularly to make sure that the priorities stay aligned. Because like many marketing teams, we don't have specialized skill sets on each of those teams. So for the group of 23, we only have one copywriter. For the group of 23, we have two graphic designers. So it's not like each team has its own graphic designer or its own copywriter.

Sean Blake:

Yes.

Melissa Reeve:

So that means the three POs have to get together and decide the priorities, the joint priorities for the copywriter, the joint priorities for those graphic designers. And I think it's working. I mean, it's not without its hiccups, but I think it's the role of the PO and it's an important role.

Sean Blake:

So how do you avoid the temptation to come to these teams and say, "Drop what you're doing, there's something new that we all need to work on?" Do you find that challenging as an executive yourself to really let the teams be autonomous and self-organizing?

Melissa Reeve:

Yeah, I think the biggest favor we've done to the teams is really, I don't want to say banned walk-up work, but the first thing we did is we defined it. And we said, "Walk-up work is anything that's going to take you more than two hours and that was not part of iteration planning." And iteration is only two weeks. And so, in theory, you've done it within the past 10 days. So if it wasn't part of that and you can't push it off to the next iteration planning, and there's a sense of urgency, then it's walk-up work.

Melissa Reeve:

And we've got the teams to a point where they are in the habit of then calling in the PO and saying, "Hey, would you mind going talking to so and so, and getting this defined and helping me understand where this fits in the priority order." And really that was the biggest hurdle because as marketers, I think a lot of us want to say yes if somebody approaches us with work. But what's happened is people have, myself included, stopped approaching the copywriters, stopped approaching the graphic designer with work. I just know, go to the PO.

Sean Blake:

That's good. So it's an extra line of defense for the team so they can continue to focus on their priorities and what they were already working on without being distracted by these new ideas and new priorities.

Melissa Reeve:

Yes. And in fact, I think we, in this last PI reduced walk-up work from 23% down to 11%. So we're not a 100%. And I don't know if we'll ever get to be a 100%, but we're certainly seeing progress in that direction.

Sean Blake:

Oh, that's really good. Really good. And so your marketing teams are working in an Agile way. Do you feel that across the board, not only within your organization, but also just more generally, are you seeing that Agile is being adopted by non-technical teams, so marketing, legal, finance? Are these sort of non-technical teams adopting Agile at a faster rate, or do you feel like it's still going to take some years to get the message out there?

Melissa Reeve:

Yeah. And I guess my question to you would be, a faster rate than what?

Sean Blake:

Good question. I suppose what I'm asking is, do you feel like this is a trend that non-technical teams are adopting Agile or is it something that really is in its infancy and hasn't really caught on yet, especially amongst Scaled Agile customers or people that you're connected to in the Agile industry?

Melissa Reeve:

I would say yes. Yes, it's a trend. And yes, people are doing it. And yes, it's in its infancy.

Sean Blake:

So, yes?

Melissa Reeve:

Yeah. So all of those combined, and I'm not going to kid you, I mean, this is new stuff. In fact, as part of that listening session I mentioned and we were talking about all these different parts of the business. And there was mentioned that the Scaled Agile Framework is the guidance to these teams, to HR, to legal, to marketing could be more robust. And the answer is absolutely. And the reason is because we're still learning ourselves. This is brand new territory that we're cutting our teeth on. My guess is that it'll take us several years, I don't know how many several is, to start learning, figuring out how this looks and really implementing it.

Melissa Reeve:

Now, my hope is that we'll get to a point where Agile is across the organization, that it's been adapted to the different environments. When I've seen it and when I've thought through things like Agile HR, Agile Legal, Agile procurement, the underpinnings seem to be solid. We can even things like the continuous delivery pipeline of DevOps. When I think about marketing and I think about automation. And I think about artificial intelligence, yeah, I can see that in marketing and I can see the need for this to unfold, but will it take us a while to figure out that nuance? Absolutely.

Sean Blake:

Okay. And can you see any other trends more broadly happening in the Agile space? You know, if we're to look forward, say 10 years, a decade into the future, what does the way of working look like? Are we all still remote or how are team's going to approach digital transformations in 10 years time? What's your perspective on the future?

Melissa Reeve:

Yeah, I mean, sometimes to look to the future I like to look to the past. And in this case I might look 10 or 12 years to the past. And 12 years ago, I was getting my very first iPhone. I remember that it was 2007, 2008. And you think about what a seismic shift that was in terms of our behavior and social media and connecting and having this computer in our hand. So I ask myself, what seismic shift lies ahead? And certainly COVID has been an accelerant to some of these shifts. I ask myself, will I be on airplanes as frequently as I was in the past? Or have we all become so accustomed to Zoom meetings that we realized there's power there. And we don't necessarily need to get on an airplane to get the value.

Melissa Reeve:

Now, as it pertains to Agile, I feel like in 10 years we won't be calling it Agile. I feel like it will look something more like a continuous learning organization or responsive organization. Agile refers to a very specific set of practices. And as that new mindset, well, the practices and the principles and the mindset, and as that new mindset takes hold and becomes the norm, then will we be calling it Agile? Or will it just be the way that people are working? My guess is it'll start to be moving toward the latter.

Sean Blake:

Well, let's hope that it becomes the normal, right? I mean that it would be great to have more transparency, more cross functional work, less walk-up work and more business agility across the board, wouldn't it? I think it would be great if that becomes the new normal.

Melissa Reeve:

Yeah, me too. Yeah. And I think, we don't call the way we manage people. We don't say, "Oh, that's Taylorism. Are you going to be practicing Taylorism? It's just the way we've either learned through school or learned from our bosses how to manage people. And that's my hope for Agile, is that we won't be calling it this thing. It's just the way we do things around here.

Sean Blake:

Great. Well, Melissa, I think we'll leave it there. I really enjoyed our conversation, especially as a marketer myself. It's great to hear your insight into the industry. And everything we've discussed today has been really, really eyeopening for me. So thank you so much for sharing that with me and with our audience. And we hope to have you on the podcast again, in the future.

Melissa Reeve:

Sean, it's been such a pleasure and I'd be happy to come back anytime.

Sean Blake:

Great. Thanks so much.

Melissa Reeve:

Thank you.

"We spoke in detail about scaling agile, being a SAFe fellow, discipline, the traits of effective leaders and how to trust your people."

Transcript

Nick Muldoon:

Good day, folks. Thanks for joining us for another Easy Agile Podcast. This morning, I'm joined by Em Campbell-Pretty of Pretty Agile. Em is one of 22 SAFe fellows globally and she's been doing agile transformations at scale for over a decade now. She's also the author of two books, The Art of Avoiding a Train Wreck and Tribal Unity. So, all about culture and psychological safety here, and all about obviously scaling agile release trains, tips and tricks.

Nick Muldoon:

My key takeaways that I was really jazzed about, the traits of effective leaders for scaling agile transformations and being an effective organization, trust, as in trusting their people, an openness to learning and a willingness to learn, the ability to experiment and treat things as failures if they are failures, and discipline. Em and I talked a bit about discipline today as a trait of leaders. It's a really great episode and I took a lot from it, and you'll hear my takeaways at the end and what I need to go and learn after some time with Em this morning. So, let's get started. How many weeks a year are you typically on the road?

Em Campbell-Pretty:

How many weeks a year am I typically on the road? A lot, most. It would be unusual for me to spend four weeks without going somewhere. That would be unusual. I don't travel every week, but I travel most weeks, and I travel in big blocks. Right? So, I'll go and do ... Like I said, just before the lockdown, we did three weeks in Auckland, so that was in February-March.

Em Campbell-Pretty:

We went to Auckland, we had a client in Auckland, we just stayed there. So, three weeks in Auckland, came back here, and did not return to Auckland. Returned to support that client virtually over Teams and Zoom was how that one went. But yeah. Normally between running around Australia, Southeast Asia, Hong Kong, Singapore, Manila, the US, New Zealand, yeah, not home that often, normally. This has been truly bizarre.

Nick Muldoon:

So, this is a very unusual year for someone like yourself that's flying around visiting clients all over the world.

Em Campbell-Pretty:

Absolutely. Absolutely. It's been a very strange year. It's an interesting difference on energy as well. Not flying all the time I think is good for my body. I feel the difference. I also feel the difference sitting in a chair all the time. So, I was traveling a lot, but I was on my feet most days when I was working. Now if I'm working, I'm sitting a lot.

Nick Muldoon:

You're sitting down. Yeah.

Em Campbell-Pretty:

So, that's interesting. But I don't miss the jet lag at all. I don't miss the amount of time the travel consumes at all. In fact, it's been nice. I've had a little bit of head space. I've probably blogged more this year than I have in a few years because I've just had some head space and being able to think. But I don't get to see the world either, and all my holidays got canceled. So, nevermind work. I had trips to Europe. Four weeks from now, I was supposed to be in Canada seeing polar bears.

Nick Muldoon:

Aw.

Em Campbell-Pretty:

Tell me about it!

Nick Muldoon:

I would love to see polar bears. They look so cuddly on TV. I'm not sure that that would actually be the circumstance if I was to try to approach one and give one a cuddle.

Em Campbell-Pretty:

Yeah. I don't think cuddling was involved. I was told I could bring a camera and a tripod, which means obviously I'm going to stand some distance away from this polar bear and take photos. But that will not be happening either. So, no holidays and no travel for work, and of course, being in Melbourne, not even any, let's just go to [crosstalk 00:04:15].

Nick Muldoon:

Coffee or anything like that.

Em Campbell-Pretty:

Just nothing.

Nick Muldoon:

Nothing.

Em Campbell-Pretty:

Nothing.

Nick Muldoon:

Yeah, because you've been on legit lockdown.

Em Campbell-Pretty:

Yep.

Nick Muldoon:

So, tell me then about the shift over the last 10 or 15 years in these scaled, agile transformations. Obviously today, like you described with this client in Auckland, everything's got to be remote. Presumably, not as effective. But I'd love to get a sense of what the evolution is from the transformations 10 years ago, banking, telcos, that sort of environment to the clients that you're working with today. Describe what it was like 10 years ago.

Em Campbell-Pretty:

So, 10 years ago, and it's so interesting to reflect on this now, I read Scaling Software Agility, which is a book that Dean published in 2007. Then I discovered that wasn't the latest book, so then I read Agile Software Requirements. This was 2011. I'm this crazy, angry business sponsor with this program of work I'd been sponsoring for five years that's never delivered anything, and in this cra-

Nick Muldoon:

You were the crazy, angry business sponsor?

Em Campbell-Pretty:

Yeah. Yeah, yeah. I was the crazy [inaudible 00:05:26]. I was very angry. You would be angry too if you were me. I refer to it now as the money fire. So, basically, here's my job. Right? Go to the CFO, ask for money. Give the money to IT. IT lights a match, sets it on fire. Comes back, asks me for money. I get to go back to the CFO and say I need more money. Five years. Five years. That's all I did. Ask for money and try to explain where the other money went.

Em Campbell-Pretty:

Anyway, in the strangest restructure ever, I end up the technology GM for the same group I had been the business sponsor of for the past five years. Apparently, they couldn't find anybody appropriately qualified. So, you can do it, Em. Sure. So, I'm a bit of a geek, so I read books, and I'm reading these books by Leffingwell because I'd been doing some agile ... So, I'd been doing something I'd been calling agile. Let's just go with that.

Em Campbell-Pretty:

It was interesting to me because I could see little rays of light. But it still wasn't really making anything happen, so hence the reading. These books talk about this agile release train [inaudible 00:06:46] that sounds cool. We should so do this thing. So, I set about launching this train at a Telstra in early 2012. It wasn't called SAFe, right? It was just the books and these things called an agile release train.

Em Campbell-Pretty:

Now, to look back 10 years ago, it wasn't called SAFe. People weren't running around doing this. I was not actually really qualified for the job I was in. Well, I wasn't a technology leader by any stretch of the imagination, and I decide that I'm just going to launch an agile release train. So, there were rare and unusual beasts, and I'm not sure I really understood that when I went down the path of doing it.

Em Campbell-Pretty:

I'm big on the, I read it in a book, I read it in a blog, I heard it at a conference, I'll just try it. That's very much always been my mental model. So, I read it in a book and I just tried it. Then we discover that actually, literally nobody is doing this, so it becomes Australia's first agile release train and Australia's first SAFe implementation. Oh, boy, have I learned a lot since then.

Nick Muldoon:

Well, yeah. I was reflecting on that because I dug out The Art of Avoiding a Train Wreck, right? This is one of the ones that you signed for Tegan. But obviously, you've learned a ton since then because you've managed to put together a tome of tips and tricks and things to avoid as you are pursuing these transformations. As an industry, though, well, as an industry, I guess this spans many industries, but as a practice these days, are we actually getting better at these transformations? Are there companies out there today, Em, that are still taking piles of money and setting it on fire?

Em Campbell-Pretty:

So, I think I meet people every day who hear my story and go, "Oh, my god. You used to work here?" So, I think there's still many, many organizations that have an experience that is like the experience I had back in 2010 and what have you. So, it seems to be something that really resonates with people. I guess so many of the businesses we go into now either are not agile at all or, I guess like my world was, doing something they call agile. What we find is the something that they call agile, I wouldn't say it's not agile. But it leaves a lot to be desired.

Nick Muldoon:

They're on a journey, right?

Em Campbell-Pretty:

Yeah. Yeah. Well, I guess so because they end up having a conversation with us. So, they understand that what they're doing is not enough. They understand that what they're doing isn't getting them the results that they want. I don't know that they understand why. It's interesting to me sometimes that they look to SAFe because you asked me about how's the client base changed? One of the things that's really interesting in Australia is we get far more of the small to medium sized companies now than the big ones.

Em Campbell-Pretty:

So, they're companies that consider themselves agile. But what we're calling them, the startups that are no longer startups, right? These are organizations that they're generally old 10, 20 year old startups and they're scaling and they see their problem as a scaling problem. So, that's what leads them to a conversation around the scaled agile framework.

Em Campbell-Pretty:

When we look at them through a SAFe lens, we go, "Gee, you're tiny. But okay. I can see that you can have an agile release train and it won't do you any harm. In fact, it would probably help you a lot in terms of mid-range planning," because mid-range planning just seems to be nonexistent for a lot of these organizations. Prioritization. A lot of these small organizations, very knee-jerky in terms of how they prioritize, bouncing from one thing to the other.

Nick Muldoon:

Are they reacting to the market, or are they reacting to the leaders, maybe the lack of discipline in the leadership?

Em Campbell-Pretty:

You know what? They would say they're reacting to the market. I would say they've got a discipline issue.

Nick Muldoon:

Yeah. [crosstalk 00:11:23].

Em Campbell-Pretty:

So, I read, obviously, big reader, last summer, obviously Australian summer, US winter, I read Melissa Perry's The Build Trap. Interesting book and your well respected thought leader in product management. Not a big fan of SAFe. Probably not a big fan of agile either was the takeaway I had from her book. But the thing that she does talk about that I really thought was valuable was the lunacy in chasing your competitors. So, building features because your competitors-

Nick Muldoon:

Your competitors [crosstalk 00:12:06].

Em Campbell-Pretty:

... build them, or building features to land a contract or retain a customer. So, I thought she sees all of that as lunacy, and I tend to agree. So, that was my ... I think that's quite interesting. Her perspective is you don't know if the competitor's actually having any luck with that thing that they've built. So, if you build it because they built it, you don't know. You have no idea. So, don't just build it because they've built it. It might not be doing them any favors either.

Em Campbell-Pretty:

Of course, once you start just doing random stuff for this big customer or this big client, you start to lose your way as an organization. People end up with completely different versions of their products, branches that they can't integrate anymore. It's interesting. So, when I look at that, I go, "I feel like there's a discipline issue in some of these organizations at the leadership level."

Em Campbell-Pretty:

What is it we're trying to do? What is our vision? What is our mission? What is our market? What are we doing to test and learn in that market, as opposed to just get a gun, let's do everything, grab everything? Oh, my goodness. They were doing that over there. Stop this, start this, stop this. Of course, if you're stopping and starting all the time, you're not delivering anything, and that seems to be something that we see a lot with these organizations. They're not delivering.

Em Campbell-Pretty:

I'm not saying their delivery mechanism is perfect. There's challenges there too. But some part of the problem is the inability to stay a course. Pick a course and stay a course. I'm not saying don't pivot, because that's stupid too. But being more deliberate in your choices to pivot, perhaps. Yeah.

Nick Muldoon:

Do you get a sense, Em, that there are leadership teams in various geographic regions that are more effective at this and more effective at that longterm planning and having that discipline and that methodical approach to delivery over an extended time period?

Em Campbell-Pretty:

I think regions and cultures and nationalities certainly play a role in the leadership, I don't know, persona, personality. I don't know that I could say when I've worked in this country or this part of the world that their leaders are better at forethought. I think some cultures lend themselves to lean and agile more than others. Hierarchical cultures are really, really challenging.

Em Campbell-Pretty:

That can be both a geographic thing, but it can also just be an industry thing, right? So, government can be very hierarchical. The banks can be very hierarchical. Some of the Asian cultures are very hierarchical. But some companies are just very hierarchical as well. So, who owns the company, who leads the company, all of that can play a big role in what's acceptable because so much of success in this scaled agile journey comes down to a leadership that is willing to trust the teams, a leadership that is willing to learn, a leadership that's willing to experiment, and a leadership that's prepared to be disciplined.

Nick Muldoon:

So, leadership with trusting the teams, willing to learn, willing to experiment, and with discipline. They're those four things that you-

Em Campbell-Pretty:

Yep.

Nick Muldoon:

Yeah, okay. I'll make a note of those, Em. I'll come back to those. Trust, learn, experiment, and discipline. I'm interested, I guess, this year being a very interesting, a very unique year for doing remote transformation work and coaching and consulting, 10 years ago, what was the percentage of remote team members distributed teams? Now, you've basically, I think the big banks in Australia aren't even going back to the office until 2021. Atlassian is not going back to the office until 2021. Twitter, Jack Dorsey, my old CEO, said, "Work from home forever," sort of thing. What's the takeaway for this year and what do you expect for 2021 and beyond?

Em Campbell-Pretty:

So, look. This year has been eyeopening, and look, some things are, as I would have anticipated, some things have been different. So, obviously, we're seeing entire organizations going online. We're seeing the teams are online, the PI planning's online, everything's online. That's actually in some ways opened up opportunity. So, where we've had clients who have had the most odd setups in terms of distribution, and you can make a train work where you've got teams across two locations. But we're big fans of the entire team is in Sydney or the entire team is in India. We don't have half the team in Sydney and half the team in India.

Em Campbell-Pretty:

But organizations really struggle with that because perhaps all the testers are in India and then you want a tester on every team and now you've got a problem. How do you create a complete team and not cross the time zones? So, the opportunity becomes if I can find teams that are not physically co-located but time zone friendly, I have a little bit more option. So, I can have a train that operates between, I don't know, Sydney and India. Or I can find a four hour overlap in their day, and I can insist that that team works 100% online.

Em Campbell-Pretty:

So, the big thing that we'd advise against is I don't want that team hybrid. Right? I don't want three people sitting in the office in Sydney and three people sitting in their homes in India. I want everybody online. I want an even playing field, and I think we can do that now in a way that is more acceptable than before. Because the same advice I was giving, gee, back when I wrote Tribal Unity, same advice. Right?

Em Campbell-Pretty:

So, 2016, everybody, equal playing field. If you're going to be distributed, everyone has to be online, as opposed to some people online and some people in a room. So, that's a more acceptable answer now than it was prior to this year. So, that's good. I think that's good.

Nick Muldoon:

In 2021, then, Em, you mean this is just going to play forward. I guess there's going to be a reversion of some of these companies back to the office because they've got huge real estate and workplace infrastructure already.

Em Campbell-Pretty:

Yeah. So, look. We're seeing clients closing offices the same way that you see some of the companies in the US doing that. We're also seeing parts of Australia and New Zealand with no particular COVID impact at this point actually going back into the office, and having created that example of teams that are crossing time zones, and then going back into the office and going back to that hybrid space. So, that's interesting and [crosstalk 00:20:08].

Nick Muldoon:

So, where you're back into that environment where you might have some people working together in an office that can get a cup of coffee together and then some that are stuck still at home. I guess there's not just even regional differences, right? If you've got a team member that's got a particular health situation, they're not going to feel comfortable necessarily coming back into the office, regardless of the situation, until there's a vaccine or something.

Em Campbell-Pretty:

Absolutely.

Nick Muldoon:

Yeah, okay.

Em Campbell-Pretty:

So, yeah. Look, I think it's going to be interesting. I would strongly advocate that organizations have teams that are either in person teams or online teams, and the team just either operates 100% online or the team operates 100%-

Nick Muldoon:

In the office.

Em Campbell-Pretty:

... in person and in the office, and if you have a train that has both in any train level ceremony, everybody goes to a desk and-

Nick Muldoon:

And do it online.

Em Campbell-Pretty:

... a video camera and we do it that way. I think the thing that seems to be most sticky about the physical environment and SAFe is PI planning. Nobody needs to beat. Right? That was cool. Nobody needs to beat, no one's PI planning slipped, everybody just went. They were all online. So, we'll just PI plan online. It'll be fine. We saw people use whatever infrastructure they had available to them.

Nick Muldoon:

Yeah. [crosstalk 00:21:30].

Em Campbell-Pretty:

So, I'm sure a number of people called you folks and said, "We need a tool." But some just went, "We have Google Suite, we have Microsoft whatever it is, we have this, we have that. We're just going to make it work," and no matter what they used, they made it work and they ran the events and their events were effective and they got the outcomes. The big thing that is missing is that energy. You can't get the energy of 100, 200 people in a room from an online event. But mechanically-

Nick Muldoon:

We can achieve it.

Em Campbell-Pretty:

... we can achieve it. So, we hear everybody wants to go back to PI planning in person because of the social, because of the energy, which I think is awesome. I absolutely think that is awesome, and I can see this world in which people do a lot more work from home, work remote, whatever that looks like, and then the PI planning events are the things that we do to bring ourselves together and reconnect on that eight, 10, 12 week basis. That's my feeling. Could be wrong.

Nick Muldoon:

I guess I'll be really interested to see how it plays out, and I think we should return to this conversation in 12 months, Em.

Em Campbell-Pretty:

Yeah. Oh, no.

Nick Muldoon:

I'm just thinking, what's going through my mind is one of our customers in New York, financial services company, and for one of their arts, it was 150,000 US exercised to bring their people together once a quarter.

Em Campbell-Pretty:

Yeah. Wow.

Nick Muldoon:

I'm now going, I'm like, "Okay, yes, they're doing it digitally now." That's fine. They're going to miss out on things. But if they lose the budget, do they have to fight to get the budget back? Or does the budget sit there? There's these other unknown ramifications of this shift over the course of 2020 that we're yet to see play out, I guess.

Em Campbell-Pretty:

I think you're right, and I think it would be particularly interesting for the trains that have been launched remotely. So, if the train has been launched remotely, do you ev-

Nick Muldoon:

So, not existing trains that have been working together for six to 12, 18 months. But you want to get a brand new train started. Have you done that remotely this year with some of your clients?

Em Campbell-Pretty:

Oh, we're in the process of doing it now.

Nick Muldoon:

Cool. Tell me.

Em Campbell-Pretty:

We had one, though, literally just before the lockdown. So, they did their first PI planning face to face and then immediately moved to remote working and, yeah, now working on remotely launching a train. For us, we have a playbook. It's a bunch of workshops. It's a bunch of classes. We just use online collaboration tools. We've found things that replicate the sort of tools that we would have in a physical room, and the joy of being able to read people's Post-it notes, right? This has been the absolute highlight for me, the joy of being able to read people's Post-it notes.

Nick Muldoon:

No more hieroglyphics.

Em Campbell-Pretty:

Yeah. Absolutely.

Nick Muldoon:

What is that that you wrote, Sally? Yeah.

Em Campbell-Pretty:

Everyone can say everything at once, right? So, you think about the classroom and the workshop where there's a group of people huddled around Post-its and a flip chart paper and they're still huddled in a way in their virtual huddle, but everybody can read, right? It's not that I'm not close enough, I can't read, I can't read your handwriting. There's this great equalizer is the online world. So, I think that's great. I think the challenge for the trains launched remotely is going to be do you ever get the face to face experience?

Em Campbell-Pretty:

Because if I go back over the years, one of the things we know is your first PI planning event sets the standard. So, people get this imprint in their heads of what is possible. For example, if you skip something in your first PI planning event, you just decide to, I don't know, skip the confidence vote or something weird like that, you don't do the roam of the risks or you just skip something, you never do it because you're successful without it.

Nick Muldoon:

It never gets picked up. Yeah, okay.

Em Campbell-Pretty:

You're successful without it. So, every compromise you make, and you make a series of compromises, and then you're successful despite those compromises, and that becomes a false positive feasibility. It tells you, yes, I was right. I was right.

Nick Muldoon:

I don't need to do that.

Em Campbell-Pretty:

I didn't need to do those things because I was awesomely successful and I didn't do these things. So, it's the learning [crosstalk 00:26:15]-

Nick Muldoon:

That's confirmation bias, is it?

Em Campbell-Pretty:

Yeah, that's it. That's the one. Confirmation bias. That's exactly it. Yep. Yeah, and I think there's going to be a bunch of confirmation bias in these remotely launched trains, and unless they're inside organizations where there's enough knowledge of SAFe and the physical PI planning to know that there's going to be value in bringing them together, but I can see that being a real challenge. I think trains that are launched online may never go into a physical PI planning event because of that confirmation bias.

Nick Muldoon:

All right.

Em Campbell-Pretty:

That makes me really sad.

Nick Muldoon:

I want to come back to something you said before about the leaders, and you mentioned the trust, the openness to learning and experimentation, and the discipline. I was going back over your SAFe Global 2018 talk about the seven traits of highly effective servant leaders.

Em Campbell-Pretty:

Yep.

Nick Muldoon:

Yeah?

Em Campbell-Pretty:

Yep.

Nick Muldoon:

I guess I had some questions about this, and obviously, these are four of the traits. What are the other three traits that I'm missing? Then I've got a followup question about some of the actual things that you talked about that you picked up in your trip.

Em Campbell-Pretty:

[inaudible 00:27:29] one of those four on the list I had in 2018.

Nick Muldoon:

I'll quiz you on it.

Em Campbell-Pretty:

How awkward. So, in 2018, the answer was people first, a respect for people, that sort of lens, lean thinking, manager, teacher, learner. So, we had that one. Yeah. Learner. [inaudible 00:28:00] crazy. What else did I have? [inaudible 00:28:10].

Nick Muldoon:

Yeah. Okay. I wanted to talk about that one, actually. I made a note about that. What is that, and are there examples of that in the West?

Em Campbell-Pretty:

A lot of people talk about true north.

Nick Muldoon:

[inaudible 00:28:28]. True north.

Em Campbell-Pretty:

Yeah. True north. The translation I got, which I got from Mr. [inaudible 00:28:39], who partnered with Katie Anderson for the lean study tour I did in, I don't know, '18, '17, '18, 2018, I think, so the translation he gave was direction and management sort of things. So, it's mission, right? It's strategic mission. It's that sort of thing.

Nick Muldoon:

So, just a sidebar here for anyone that hasn't seen Em's talk on this, there's a woman by the name of Katie Anderson. She runs an annual, I think, I guess not this year, but she runs an annual-

Em Campbell-Pretty:

No, not this year. She did not go this year.

Nick Muldoon:

... not this year, runs an annual lean, Kanban, kaizen study tour to Japan and visits ... Who did you visit, Em? You visited with Katie. How many were in the crew that you went over there with?

Em Campbell-Pretty:

So, I think it was a group of about 20 from memory. Katie lived in Japan for two years and then went back to the US. She lives in San Francisco, I think. While she was there, she really liked the idea of putting together these lean study tours. She was already a lean practitioner more in the healthcare side of things. So, she got the opportunity to ... We actually were on a test run tour.

Nick Muldoon:

Oh, cool.

Em Campbell-Pretty:

So, this was her experiment. She had a relationship with Ohio State University and they brought some people to the table and she brought some people to the table and they made it happen. She also had an existing relationship with Mr. [inaudible 00:30:24], who was John [inaudible 00:30:26] first manager at Toyota. So, he's a 40 year Toyota veteran.

Nick Muldoon:

Veteran.

Em Campbell-Pretty:

He came with us for the week. So, we of course went to Toyota, but we went to a bunch of Toyota suppliers as well. Isuzu, [inaudible 00:30:43]. Then we also went to Japan Post, which was fascinating. We went to a city which name escapes me right now, but they called it 5S City because all the companies in that city practice the 5S, the manufacturing 5S.

Nick Muldoon:

Tell me about it. It's not coming to mind. I don't feel comfortable or familiar.

Em Campbell-Pretty:

You don't feel good about 5S?

Nick Muldoon:

No.

Em Campbell-Pretty:

No. That's not good. So, how would I ... The 5S is five Japanese words, which I'm going to go ... Yeah. My Japanese, nothing. But it's about standardized work. So, for example, when you go into the 5S factories, you'll see the floors marked up where you need to stand to do a particular job.

Nick Muldoon:

[crosstalk 00:31:41] This is what Paul Aikas picked up for his-

Em Campbell-Pretty:

Oh, no.

Nick Muldoon:

I feel like I've seen Paul Aikas' videos of their manufacturing in the US that everything's marked up.

Em Campbell-Pretty:

Yeah.

Nick Muldoon:

Okay.

Em Campbell-Pretty:

Probably. That would be my guess. We should ask Teddy.

Nick Muldoon:

We can ask Paul, and we can ask all these people. There's time.

Em Campbell-Pretty:

Well, yeah.

Nick Muldoon:

Okay.

Em Campbell-Pretty:

Okay.

Nick Muldoon:

So, that lean tour, the Japan study tour, that was a super effective and motivating thing for you?

Em Campbell-Pretty:

Yeah. For me, it was very reinforcing. So, I had I guess my own lens on what lean leadership meant, and I found that particular tour to be very reinforcing around the value set that I believe is part of that. Katie [inaudible 00:32:43] created [inaudible 00:32:44] that is designed to show you that. So, she's often very clear that says this is not Japan, right? This is not a reorganization into Japan. This is not every leader in Japan.

Em Campbell-Pretty:

This is, I've hand picked a series of lean leaders to show you it being practiced. But it was certainly very reinforcing for me. So, very similar messages I picked up in terms of how I like to head, how I coach others to lead was built into the messages that she delivered. So, it was very cool. It was very cool. Some of those leaders, just so inspiring, particular kaizen. I think the thing that just really hits you in the face as you're talking to these folks is kaizen, this drive to get better.

Nick Muldoon:

All the time.

Em Campbell-Pretty:

All the time. Absolutely. It's these folks looking for, they're looking for the one second, right?

Nick Muldoon:

Yeah.

Em Campbell-Pretty:

The one second improvements. There's a video that floats around. Have you seen the Formula 1 video-

Nick Muldoon:

Yeah.

Em Campbell-Pretty:

... where they do, yeah, the changeover in 63 and it takes them over a minute and they do the changeover in 90-something in Melbourne and it takes them six seconds or whatever it is. It's like that, right? It's that how do I find one more second, half a second? They're just so driven. If I can remove a step that someone has to take, can I move something closer to somebody?

Nick Muldoon:

Yeah. There was some comment in the presentation that you gave. There was some comment about if I have to take another five steps, that's an extra 10 seconds. Then that's an extra 10 seconds every time I do this activity every day, and that all adds up. So, how do we shave these seconds off and be more effective and deliberate about how we do this?

Em Campbell-Pretty:

That was just huge, right? I called it kaizen crazy in the presentation. I'm just so, so driven to improve, and just tiny, small improvements every day.

Nick Muldoon:

So, one of the other practices that I didn't grok out of that talk was about the Bus Stop. What was the Bus Stop about?

Em Campbell-Pretty:

Was that in that talk? Really?

Nick Muldoon:

I'm forcing you to stretch your mind [crosstalk 00:34:57].

Em Campbell-Pretty:

You are. You are. You are. You are quite right. It really was [inaudible 00:35:01]. Okay. Oh, you're awful.

Nick Muldoon:

Yes.

Em Campbell-Pretty:

Yes. Yes, you are. Okay. So, effective leaders are human was the tagline on that one. It was really about leaders being down to Earth and being one with the teams. So, things I saw in Japan, this factory run by a woman, [inaudible 00:35:42], I think it was, so very unusual. Not a lot of women leaders in Japan. Her husband took her name because [inaudible 00:35:52]. It's a really interesting character.

Em Campbell-Pretty:

But her company has a bunch of morning rituals. You always say good morning and thank you and how they talk every day and everybody talks and everyone interacts. Then one of the other places we went to, they all had their uniforms they wore in the factory. But everybody wore the uniform, right? The CEO, the office workers, and everybody wore the uniform. Everyone was one.

Em Campbell-Pretty:

Then I was thinking about my experience leading teams, and a lifetime ago, I was working with a team that decided to enter a corporate competition. This competition was about showing your colors and showing the corporate values, which were things like better together and courage, and then [inaudible 00:36:49] a rainbow thing. So, this team decides what they're going to do, is it an address up in the rainbow colors, and they're going to be better together and show their courage and they're going to do the Macarena and they're going to video it and that's going to be how they're going to win this competition.

Em Campbell-Pretty:

I did not participate in this Macarena because someone has to take photos and stuff, right? How else are they going to enter the competition? So, had to do my bit. Anyway, we also had this ritual, which was about teams bringing challenges to leadership to resolve, and they did at the end of every spring. So, they do this Macarena and they film it and they enter the competition and at the end of the spring, they bring their challenges to leadership.

Em Campbell-Pretty:

Their challenge is Em did not do the Macarena. You are our leader, you did not do the Macarena. We are feeling very challenged by that, and we're bringing this to you to resolve. So, I went and spoke to the team that raised and said, "Look. I got to tell you. I don't know the Macarena. So, sorry." I still remember this so clearly. One of the guys said to me, "I read this blog about the importance of leaders being vulnerable." You know who wrote that blog post, don't you?

Nick Muldoon:

Oh, Em. Oh. You have it.

Em Campbell-Pretty:

So, we negotiated. I said, "Look. I think I can manage the Bus Stop." For those not from Australia, we grow up doing this in high school dances. In my part of the world, anyway. So, I grabbed my leadership team and we did do the Bus Stop and it was part of proving that we too were the same as everybody else and doing our bit and responding to the team's feedback. So, yes. That is where the Bus Stop fits in. Thanks so much for that, Nick.

Nick Muldoon:

Okay. No, I appreciate that. Now, I'm glad that I got that context. I try and do similar things. Typically, it's a karaoke or something, or that we haven't done that in a while. Yeah, okay. So, I guess the thrust of that talk was really about to leaders to serve, and it was all about being in service of. It sounds like what you took from the Japan study tour was these leaders there were very much in service of their people.

Em Campbell-Pretty:

Absolutely.

Nick Muldoon:

Do you see that as a trait that is prevalent in the best performing companies that you deal with, and how likely are they over a five, 10 year horizon, whatever that happens to be, to outperform their competitors or to be more successful in their market? Or I guess however they define success?

Em Campbell-Pretty:

I certainly see a correlation between leaders that like to serve and/or choose to serve and success with scaled agile, and business, because I guess we have seen over, it's close to 10 years, is those who practice together, your framework with discipline get results, and they get significant results. They improve their ability to deliver products and services, their cost base goes down, their quality goes up, their people are happier, their attrition goes down. We see it every single time.

Em Campbell-Pretty:

What we also see is when the leaders don't walk the talk, when the leaders are paying lip service to the transformation, it doesn't stick. They don't get the results. People don't find it a better place to work. People aren't bought into the change. So, there is definitely a correlation there. You can get pockets of wonderfulness inside an organization.

Em Campbell-Pretty:

We often observe that the organization that's transformation is as successful is the most bought in leader. Most senior bought in leader. So, if you're the leader of a train and you show the right behaviors, your train will be really great.

Nick Muldoon:

Successful.

Em Campbell-Pretty:

But that means nothing for the broader organization, solution train, the business unit, what have you. You see this thing that goes from the leader. If the leader's showing the right behaviors, you get within that space, you get the behaviors, you get the change, you get the results. But leaders who say one thing and do another, people don't buy it, right?

Nick Muldoon:

I guess this is true of any organizational change, isn't it?

Em Campbell-Pretty:

Yeah.

Nick Muldoon:

You hit the boundaries of your pocket, as you said, within the organization and then you meet the real world, the rest of the organization. People, maybe they don't have enough energy or they don't feel that they can influence and change that, and so they just live within their bubble because they don't feel that they can exert the pressure outside of that.

Em Campbell-Pretty:

Yeah. Look. I've certainly, I've seen successful bubble influence organizations. Successful bubbles can become interesting. Chip and Dan Heath's book, which one was it, Switch.

Nick Muldoon:

Oh, yeah. Switch. Yeah.

Em Campbell-Pretty:

[inaudible 00:42:02]. Shine a light on bright spot or something like that. So, bright spots inspire, and if you can create a bubble in an organization that outperforms the rest of the organization, or even if it performs better than it has previously, then everybody looks. Right? How did the organization that goes from poor delivery to great deliveries is what is going on here? That inspires others to get interested. One of the really interesting things we've seen in Australia, we can trace pretty much every SAFe implementation in Australia back to the one at Telstra.

Nick Muldoon:

Yeah, right. They all spun off from that, from the people that were part of it.

Em Campbell-Pretty:

Well, no. People who came and saw it. People who were inspired by it.

Nick Muldoon:

They're not necessarily directly involved in it.

Em Campbell-Pretty:

No. People came and got inspired by it, and then they went, did their thing, and then they inspired someone else. I haven't tried to do it recently, but there was a point in time we just could web together all of them because we could count them when we could see them. But we can web together most of them still. It says you saw someone who saw someone who saw someone who actually was someone who went to visit us at Telstra back in 2012, 2013 and got inspired.

Em Campbell-Pretty:

So, that bright spot can be really, really powerful, and that's what it takes, right? You get to add a little bit of noise, a little bit of difference, and people start to ask what's going on. I wouldn't say it's foolproof. I think it still requires, so someone's got to come, they've got to see, and then they've got to have the courage to do it for their part of the organization.

Em Campbell-Pretty:

That's the hard bit, right? I can come, I can see, I can get inspired. But am I prepared to put myself out there? There's a lot to be said for leaders who are prepared to take risks. That was one of the-

Nick Muldoon:

This was your lesson about the Bus Stop, right? You have to put yourself out there and be vulnerable.

Em Campbell-Pretty:

Yeah. Absolutely. Absolutely. This was actually, I was thinking, was the thing I was talking about at last year's SAFe Summit was be safe or be SAFe.

Nick Muldoon:

Be safe or be SAFe. Tell me about that.

Em Campbell-Pretty:

So, be safe, don't take a risk, or be SAFe, as in the scaled agile framework, and take that leap of faith. It comes back to, we started talking today about when I did this at Telstra, I didn't really understand that this wasn't a normal everyday, this is what everybody did sort of thing. It was a very new thing. So, I took a risk from a perspective that I was a business leader in a technology space and I really felt I had nothing to lose.

Em Campbell-Pretty:

So, I look back and that and go, "What on Earth possessed me?" And I go, "Well, I'm this business person leading this technology team. I wasn't supposed to succeed anyway."

Nick Muldoon:

Put it all on the line, right?

Em Campbell-Pretty:

I found out later they actually had a plan for when I did not succeed. I was supposed to fail.

Nick Muldoon:

Wait. How much waste is that? Why did they plan for something before it was ... Okay.

Em Campbell-Pretty:

Organizational policies. What can I tell you? Anyway, I did not fail. I did succeed, and because I took some crazy, calculated risks, and I've seen it time and time again, right? So many of these leaders in these companies that make this change are taking a leap of faith. I'm always saying I can't tell you exactly what's going to happen. I don't know whether you're going to get 10% cost out or 50% cost out. I don't know if your people are going to be 10% happier or 50% happier. I don't know that.

Em Campbell-Pretty:

What I do know is if you listen to what we're telling you and you follow the guidance and you behave in line with those lean and agile values, you will get results. You'll get results every single time. But you've got to be brave enough to buy in and take it on holistically and not do this thing where you manage to customize your way out of actually doing the thing-

Nick Muldoon:

Doing anything.

Em Campbell-Pretty:

... that you wanted to do.

Nick Muldoon:

Yeah. Okay. Em, this was awesome. Before we finish up, I want to take two minutes. You've mentioned books a lot today and you reminded me of this quote, Verne Harnish, "Those who read and don't are only marginally better off than those who can't." So, today so far, you've mentioned Chip and Dan Heath with Switch, you've mentioned the Leffingwell series from the late noughties. There might have been a few others. But tell me, what are you reading today? You've been in lockdown. What are the two or three top books that you've read since you've been in lockdown in Melbourne?

Em Campbell-Pretty:

Oh, my goodness. It's very awkward. Every time someone asks me, "What did you just read?" I go, "I don't know."

Nick Muldoon:

I don't think I remember.

Em Campbell-Pretty:

Can't remember. It's terrible. What am I reading? I need to open my Kindle. I don't know what I'm reading. Geoffrey Moore, Zone to Win.

Nick Muldoon:

Zone to Win.

Em Campbell-Pretty:

Zone to Win. I think that's what it's called. It's a newer book. I know this year, because obviously, I've read The Build Trap this year-

Nick Muldoon:

Yep. Melissa Perry. You mentioned that one. Yeah.

Em Campbell-Pretty:

Yep. I've read the Project to Product, Mik Kersten.

Nick Muldoon:

What was that one, Project to Product?

Em Campbell-Pretty:

Yeah. Project to Product, Mik Kersten. One of the IT Revolution press books. So, released just over a year ago. Very tied up in the SAFe 5.0 [crosstalk 00:48:21]. The other book tied up in the SAFe 5.0 release is John Kotter's Accelerate. So, I picked that back up. I read it a number of years ago when it first came out. But I like to revisit stuff when SAFe puts it front and center. Seems to make some sense to do that at that point in time.

Nick Muldoon:

Yeah, okay. It's interesting that, thinking about Verne Harnish, the scaling up framework, no relation to-

Em Campbell-Pretty:

No.

Nick Muldoon:

... scaled agile, for anyone that's not familiar. But so much of the scaling up framework about scaling businesses, they draw on so much content from existing offers, existing tomes, points of reference and experience, and it's super valuable, and I guess SAFe is no different, right? It draws on this wisdom of the collective wisdom.

Em Campbell-Pretty:

Absolutely. Absolutely. [inaudible 00:49:14] It was very fun to say in the early days, we stand on the shoulders of giants, a quote from somebody else whose name escapes me.

Nick Muldoon:

Yeah, okay. Well, Em, look. I wanted to thank you so much for your time this morning. This has been fantastic.

Em Campbell-Pretty:

No worries. It's great to catch up with you.

Nick Muldoon:

Yeah. I guess my takeaways from this, I like the be safe or be SAFe, like either be safe and don't take any risks, or be SAFe and actually put yourself out there and step into scaled agile. I definitely have to go and do a bit of research on the five S's as well and learn a bit more about that. But thank you so much for your time. I really appreciate it.

Em Campbell-Pretty:

No worries, Nick. Great to see you.

In this episode, I was joined by Leandro Barreto - Lead Software Engineer at Miro.

Leandro is responsible for helping engineering and product teams to be more productive through metrics and KPIs with a focus on increasing their operational efficiency. Before moving to Europe, Leandro worked for an Atlassian partner company in Brazil as Head of Technical Sales.

In this episode, we spoke about;

• Ikigai - what is it and how do you achieve it?
• The benefits of OKRs
• How can we combine agile, Ikigai and OKRs?
• How Ikigai can help agile teams achieve great results and stay motivated

I hope you enjoy today's episode as much as I did recording it.

Transcript

Robert O’Farrell:

Welcome, everyone, to the Easy Agile Podcast. We have an episode today with Leandro Barreto who is a lead software engineer at Miro. I'm your host for today, Robert O'Farrel. I'm the Growth tech lead at Easy Agile. Before we kick off this podcast, I'd like to acknowledge the traditional custodians of the land from which we broadcast today, the people of the Duruwa-speaking country. We pay our respects to Elders past, present, and emerging and extend the same respect to all Aboriginal and Torres Islander, and First Nations people joining us today on the podcast.

Robert O’Farrell:

Leandro currently works as a lead software engineer at Miro where his responsibility is to help engineering and product teams to be more productive through metrics and KPIs with a focus on increasing their operational efficiency. Before moving to Europe, he worked for an Atlassian partner company in Brazil and acted as a head of technical sales with the mission to increase the service offers in Latin America. Welcome, Leandro. It's great to have you here today.

Leandro Barreto:

Yeah. Thanks, Rob. Thanks also for the Easy Agile for the invite. It's a pleasure to be here today.

Robert O’Farrell:

Fantastic. You're here to talk about Ikigai, objectives and key results or OKRs in Agile, so let's kick it off. Ikigai, what is it? Can you give us a brief or a long explanation of what it is?

Leandro Barreto:

Yeah, of course, of course. So, Ikigai I use it to say is a philosophy of life that means like a reason for being or the meaning of life. So, the world Ikigai originates from a village in Southern Japan, where the average life expectancy of people is over 100 years old. So, Ikigai is basically divided in four components. The first, things you love. Second, something that you are good at, then something that pays you well. And finally, something that the worlds need. So, when you put it all together, then you have the Ikigai, but this is not easy. So, let me explain a little bit of each of these companies.

Leandro Barreto:

So, the first thing is something that you love, something that makes you be present, something that you must ask yourself what do you really enjoy in doing? What makes you happy? What holds your intention that makes you lose time and forget about time? So, for example, reading, dancing, singing, painting, learning, teaching, et cetera. So, maybe it's a little bit difficult to answer right now, but understanding and seeking what you love must is fundamental so that you can have a healthy balance between learning, putting it in practice, testing, failing, trying again, and keep the circle repeating itself.

Leandro Barreto:

So, an example that I can give you is, for example, I had a jujitsu teacher that no matter the day, he was always training. And one day, I remember I got my arm hurt. And in the next day, I had a message from him like 6:00 in the morning, he was asking if I was okay. And I was waking up and he was texting me like, "Hey, are you okay? Are you going to be able to train today?" And I was like, "Whoa, take it easy, man." This is very funny because our class is 6:00 p.m. And he was punctually at the tatami or dojo. I don't know the English word for that.

Robert O’Farrell:

Yeah, dojo. We have dojo. Yeah.

Leandro Barreto:

Dojo. Awesome. Yeah. And he was always punctual. And after the classes, he always said that he wants to get home earlier after the classes because he has private classes. So, from morning to night, he always keeps training and you can see the passion in his eyes when he talks about jujitsu. "It's a passion for me". A little bit exaggerated.

Robert O’Farrell:

Something that definitely got him up in the morning and kept him going throughout the day to the late evening, by the sounds of it.

Leandro Barreto:

Exactly. Yes. And then, you have the second component, which is something that you are good at. Something that you can always improve with yourself. So, for example, what you are really good at. It's quite hard to answer, but what the people say is that I'm do... something correct or what they say something positive that what I do. So, for example, I remember the book Outliers by Malcolm Gladwell that says that usually, you have to spend 10,000 hours in something practicing to be good at.

Leandro Barreto:

So, don't take it as an obstacle but as a motivation to keep going, and understand this part of what you are good at. It's a good way to improve. And the third part is what pays you well? So, money is what... Some people say that "Hey, money don't bring... It's not... how can I say that?

Robert O’Farrell:

Money doesn't bring happiness?

Leandro Barreto:

Yeah, exactly. But it puts a roof in your head. It makes you provide a good life for your family. It makes you travel. It makes you have a hobby. So, according to Maslow, for example, one of the bases of human beings is to start thinking about security. So, we have to have this security in order we can improve as a person. So, money helps you to achieve it. Yeah. So, find something that makes your life as comfortable as you desire to, as you wish to. So, otherwise, you'll always be looking for something that you never had. So, for example, time.

Leandro Barreto:

So, you will spend so much time thinking how can you have more money? And here's the glitch, you will never be paid because you will be stuck on your daily basis thinking on how to get money instead of how to improve your skills to get money. Right? And then, you have the what the world needs. So, here, the idea is to find a proposal for what do you do and what is value to the society, your proposal. And sometimes it's quite difficult to find precisely because of the plurality of positions and responsibilities that we have nowadays. And even more today with the full expansion of technology that every month we have new positions to be filled by companies that needs different type of skills, soft skills and hard skills.

Leandro Barreto:

And here, the keyword is to serve. So, I will give a personal example. For example, one of the things that I missed most when I was a young teenager was having someone who could help me to explore the technology so I can get a job. So, it was in the early 2000 and it was quite hard.

Robert O’Farrell:

Yes, very much so.

Leandro Barreto:

The internet is starting, everything is new.

Robert O’Farrell:

People on dial-up, internet was slow.

Leandro Barreto:

Do you remember that sound like prshh?

Robert O’Farrell:

Oh, yeah. It comes to me in my dreams I think. I heard it so many times in that era.

Leandro Barreto:

My family and my friends, they wasn't in the IT field. So, there is no one to help me that. So, I had to learn it by myself. Seems impossible. But it took me time to learn it and enter in a company with a good position let's say that gives me money and the possibility to learn much more faster. So, since 2013, I dedicate part of my time to teach young people, acting as a mentor to help them enter in this market so they can learn new skills. I can open paths for them, put in contact with the right people, people which is going to be important for them, and all aiming to accelerate their dev development and giving them the opportunity.

Leandro Barreto:

And this for me is very meaningful because I'm helping those who don't have any references also, and sometimes don't have a chance. And the more I serve them, the more I earn and I grow with them. So, I came across like when I was introduced to Ikigai for example, another personal example.

Robert O’Farrell:

Sorry. Before we get to that, just reiterating. So, the four components, so there's something that you really lose time in doing, something that you get into the flow of doing very easily. And then, the second component is the thing that you are very confident in doing, something that you do quite well. The third one, being something that pays you well, and the fourth one, being something where there's a need for it. So, just reiterating that. That's correct?

Leandro Barreto:

Correct. Correct.

Robert O’Farrell:

So, I guess getting to that, our second question that like for yourself, you can apply obviously in a business sense, but in a personal sense, what's been your journey there, and do you believe you've achieved Ikigai, I guess, would be my next question?

Leandro Barreto:

Yeah. Well, actually personally, I have some things that's very clear in my life. I'm still not there, but let's say that I'm in the process.

Robert O’Farrell:

Work in progress

Leandro Barreto:

Exactly. Work in progress. So, I have clear goals and I have clear in my mind where I want to go in a few years, so I don't get disencouraged if the weather is cold or warm, if the stock market goes up or down. And the only thing that I focus is to be 1% better than I was yesterday. And this provides me a security that prevents me to wasting time and things that doesn't make any sense or simply doesn't matter for me in the future. So, I take my career very, and also my personal life very serious on that point. So, yeah, let's say that work in progress.

Robert O’Farrell:

I love that word security that you use there. It draws a parallel, I think, to a word that we also use when it comes to that plan that we have, which is that focus element, making sure that we do the things that matter. Do you think that it's also given you a sense of focus too on what you take on and what you say yes to and what you say no to with regards to your personal and professional development?

Leandro Barreto:

Yeah, absolutely. Absolutely. When you know where you want to go, it's more easy to say yes or no to something that came up to you. Another personal example that I remember was something like 12 years ago, 12 to 13 years ago, my focus was to learn Java, for example, Java programming. Because I know in the midterm, I would like to be a Java architect. So, I have to improve my skills on that programming language.

Leandro Barreto:

So, during that time, the company that I was working was making some changes and then they asked me, "Hey, I know you are good at Java. You are learning, but we need you to start learning this another language, Ruby on Rails during that time. But you have to at least for the moment, forget Java." And then, I was like, "Mm-mm. No, no."

Robert O’Farrell:

It's not what I want to do.

Leandro Barreto:

Exactly. I totally understand that was a company's decision. But during that point, it begins to separate my focus on what I want to achieve from the company's purpose. So, it doesn't make any sense to continue on that company. I asked to leave. And again, best decision ever, because then I entered in another company that I learned so much. And then, in three years I became a Java architect.

Robert O’Farrell:

Yeah. That's a fantastic example of that focus. I'm quite curious out of those four components that you mentioned before, what have you found quite easy, I guess, to achieve or to at least get clarity around personally? And what have you found more challenging?

Leandro Barreto:

Good question. Good question. Yeah. So, learning something that you don't know, it's always a challenge but when you have a desire or a clear focus where you want to go in a few years, things start to be clarified for you. For example, in 2014, I did extension of my MBA in United States to learn about entrepreneurship and things that for me was really, really important. But totally new field, I have no idea what to expect but it provides me the vision to... I always had the idea to have my own company in other words. So, I know that in short term, not in short term, but in midterm at least five years to four years, during that period of time, I would like to have my company.

Leandro Barreto:

So, after I did this MBA, I came back to Brazil, and then I started to put myself in situations that makes me learn these new things. And in 2016, I open up our restaurant in Brazil. So, when you have an objective, things, and it's quite funny because the universe starts to help you.

Robert O’Farrell:

You make your own luck in a lot of regards too, I think.

Leandro Barreto:

Yeah.

Robert O’Farrell:

So, if you had somebody who was looking to learn about Ikigai and came to you for some, for your experience and your advice in how to apply it to their lives, what do you think your advice to someone would be who doesn't know much about it?

Leandro Barreto:

Good question. Great question. So, one tip that I, or advice that I can give is, and I think that this is fantastic and I apply it in my daily basis. Don't waste time in small decisions on a daily basis because every day we have thousands of decisions to make and our brain capacity is limited daily, at least daily. So, there are some times that we feel like mentally exhausted after, for example, you have six meetings in a row in a day. In the end of the day, you were totally tired. Right? And I once read that the greatest minds don't waste time thinking on small things, for example, Steve Jobs always wore the same jeans and t-shirt every day. And he didn't need to think to use it. He just took it and reuse it.

Leandro Barreto:

So, during that time, what I did in 2018, more or less when I was presented to Ikigai. So, what I did, I lived alone in an apartment in Brazil. So, I decided to change it, my life. What I did, I donated my entire wardrobe of clothes with things that I almost never used. And I was only wear eight t-shirts and two jeans.

Robert O’Farrell:

Quite a collection.

Leandro Barreto:

So, I avoid making those small decisions, especially in the morning, because in the morning, you have a clear mind and you don't have to spend those in small things, because if you think on small things, probably it'll grow during the day. So, for example, another thing that helped me a lot is plan the week. So, Google Calendar exists to be used, right?

Robert O’Farrell:

Yeah. Yes.

Leandro Barreto:

So, everything that is very important for you, events or plans that need to be done, put on the calendar. And also, talking about the clothes, separate your clothes a day earlier before you go into bed. So, you wake up more calmly, you drink your coffee calmly, and you focus your efforts on what really matters. And once you have freed your mind from thinking about these small things, you can focus your time and energy on learning new things or getting things done the way it should be. And whether it's learning a new language or a new skill, or you can also read a book in the morning because you have free time, let's say. You can focus on what matters to you exactly.

Robert O’Farrell:

Yeah. I'm quite curious about this aspect of finding something that you really get consumed by. And I think in this digital age, we have so many things that distract us. Our phone has a lot of notifications where we have a lot of information at our beck and call and sometimes it can be overwhelming to know what we should focus on, and I guess what we can really get passionate about. I'm curious, do you have any insight into that as to how people can find that thing that they just lose themselves in and that they're super passionate about?

Leandro Barreto:

Yeah, absolutely. Absolutely. Another thing that worked very well for me is to turn off all the notifications.

Robert O’Farrell:

Get a dumb phone just so you don't have that level of notifications coming through. Yeah.

Leandro Barreto:

Yeah. Because I read... I don't remember where exactly, but your brain took something like 15 minutes to focus on something. So, if you don't spend 15 minutes of your time, focus on what needs to be done. You cannot focus at all. So, what I usually do, I turn off all of the notifications from my phone. So, the principal one, I just took it off and I don't care about notifications. Also, one thing that I noticed is that when I, for example, when I had Apple Watch. In the Apple Watch, even if you turn the notifications on or off, the iPhone, it keeps doing on the phone. Oh, my God. So, this is one simple device that I can say, because otherwise, you will enter in a black hole in a community and social media and news, and then you'll lose yourself.

Robert O’Farrell:

Yeah. I found that personally with the Apple Watch, having something on your wrist that vibrates is incredibly distracting. And I was always very big champion of technology, but that was one area where I just moved away from it, went back to a mechanical watch, just didn't want that level of interruption when I was trying to focus on things. So, I think it's a really key insight to focus.

Leandro Barreto:

Yeah. In addition to that, when you, for example, when you are in a meeting with someone and you are actually expecting a message for, I don't know, maybe your family, and then it pops up on your phone and you are in a meeting, and then you take a look into the watch and the people notice that you are not paying attention because you are looking into watch. No matter why you are looking, if it's a message or et cetera, you do provide a psychology... How can I say that in English? Oh, my God. Psychology interference. Let's say it.

Robert O’Farrell:

Yep. Psychological interference.

Leandro Barreto:

Interference. Yeah. Thank you. That will provide a negative influence to other people. So, yeah, that's why you made the right choice to move into the-

Robert O’Farrell:

Yeah. I've heard some people that will actually ask people to leave their phones outside when they go into meetings or leave their laptop outside so that you're present and that you are engaged in the conversation. Because I think even the mere fact that you have your phone near you is a distraction. Even if there's no notifications, its presence is enough to ensure that you're not 100% present in the conversation, which I think is quite interesting from how we focus and our dependency on that rush that we get or that endorphin rush of getting that ping on the phone or that notification.

Leandro Barreto:

Exactly.

Robert O’Farrell:

I thought we could move on to talk about objective and key results. Or for those people that may not have come across this term before, OKRs are collaborative goal-setting methodology and used by teams and individuals to set challenging and ambitious goals with measurable results. So, to break that down further, the objective part of the OKR is simply what is to be achieved and the KR part of it, which is key results, benchmark and monitor how we get to the objective. So, getting to the heart of setting successful OKR is establishing it clear and compelling why. Is there a secret formula to creating a powerful why to get everyone on board?

Leandro Barreto:

Yeah. Great question. So, OKRs, it's all about action and execution. And I think the secret formula, let's say it's having a well-defined proposal and also everyone engaged in seeking the result as the main objective. So, companies in my opinion are made of living ecosystem called human beings. And every human being has its own desires, proposals, goals. And en suite, unite all of the objectives of both the companies and all the people together. That's when we can achieve best results. And that's why some companies are focused on the cultural fit.

Leandro Barreto:

And this is one thing that I see growing a lot in the HR area, companies and persons that must, which the cultural fit must match. It basically means that the person has the same values and desires to achieve results as most of the people in the company or what the company understand as their force that they need to keep growing as a company. And I have seen many technically good people failing in selection, in process selection, simply because they don't adhere to cultural fit. And this is much more than a psychological issue because you don't know how to say like people that cannot work as a group.

Leandro Barreto:

So, it's better for the company to hire someone who can play as a team instead of someone who is like the lonely wolf that keeps working alone. And the results is for only him and not for the entire company. So, yeah, this is the classic example that I can see. And also, one thing that is good for that is nowadays, our fault tolerance is quite good because today at least serious companies don't punish failures. So, they even encourage you to learn.

Leandro Barreto:

And the Spotify models, I remember they say like, "Fail fast and learn fast." So, that was the fail wall was born. So, where everyone shared their failures and they can learn as a team, as a clan, guild. And this is quite beautiful because you can create such an environment where everyone can learn and grow together because humans can fail. And this is normal.

Robert O’Farrell:

Do you think that-

Leandro Barreto:

And-

Robert O’Farrell:

Sorry, I'm just curious. Do you think that companies are more focused around the why these days, or that why has become more important in their measure of success? And you mentioned cultural fit and I love this idea that more companies are much more sensitive to what is their company culture and how does this person work within, or are they going to fit into this company culture? Because the existing people in that company are aligned around their why. And if someone is coming in and doesn't align with that, they understand the impact on their success. So, do you think that company's becoming more and more aware of this and more sensitive to this?

Leandro Barreto:

Yes. I think they are. So, as far as they have the right people in the right environment with the right proposal, no matter the why they will find it blindly, let's say. I think it's like a sense of behavior for the people. Because if you see someone from, as your peer, let's say, that's running to an objective that was defined by the company. And you are aligned with your values and goals. You will follow it.

Leandro Barreto:

So, this is good for both persons as human beings and also for the company because they show the proposal, they show what is the why we must be, for example, the first selling company for our product in the market, why, and then people who is working on it, they will take it as a personal objective. And this is when you make the connection between the company's objective and the people's objective because when the company grows with this why, with this north star, the people will grow together with you.

Robert O’Farrell:

I completely agree. I'm quite curious too from the opposite point of view. Do you think that employees are becoming more aware of understanding the company's why before they join the company? Because we've seen with the pandemic that a lot of companies are now moving to this remote recruitment. And so, the possibilities for employees to work for a much broader range of companies now have increased. And do you think that employees are now finding better wire alignment when they're looking for new jobs because they do have a broader pool to play in per se?

Leandro Barreto:

Absolutely. Absolutely. I think that's why Glassdoor is so popular. So, when you are invited for a meeting or for an interview, you can see everything from the company. Like from salary to feedbacks from the people who works there or is not working anymore. And then, you can see if there's a match. And this is quite funny because like 10 years ago, which is not so popular, we are blindly thinking to work, let's say, in a position like software development. So, I have to be a software developer. I have to be a...

Leandro Barreto:

So, it was more focused on the position instead of the purpose. And now we are seeing the opposite. Now, the people are looking for the purpose, what the company can help me achieve. And it's more like a win-win-

Robert O’Farrell:

Situation.

Leandro Barreto:

... situation let's say, situation. Exactly.

Robert O’Farrell:

Yeah, I couldn't agree more. And I think also a lot of people are really focused on how the company takes care of them as a person. They're very sensitive to the fact that they are committing their time to that company. So, there has to be that alignment around professional goals and personal goals. And I think that it's a great shift to see, to come back to the OKR side of things. I'm curious about what benefits do setting OKRs within an organization give or provide?

Leandro Barreto:

Yeah. I think OKRs, they are very, very simple. They do not require a specific knowledge to implement it. So, when you have the people committed and engaged to the goal and the why they want to achieve, then the implementation and using of OKRs became naturally. So, company can benefit because he's straight to the point. He's like, "Objective, it's the direction. And the key results are yes or no." So, keep it simple. That's the main benefit of the companies.

Robert O’Farrell:

Yeah. I love that. The fact that there's no gray area. You either succeed or you don't, and there's a lot of clarity around that as well.

Leandro Barreto:

Exactly.

Robert O’Farrell:

I think that with that aspect of OKRs, in your experience, have you seen OKRs set that tend to stretch the team further than they normally would be stretched in terms of what they attempt to achieve than companies that don't set OKRs from your experience?

Leandro Barreto:

Yes, but I think it matters on what the company, what's the culture of the company, because I have seen companies that is setting OKRS in the good way, but I have seen companies that is setting OKRS because it's fancy. When it's fancy, you don't have a clear objective. You don't have a clear vision. You don't have the right people. And then, it's very tricky and you will never achieve what you are proposing.

Robert O’Farrell:

I'm curious to dig into that a bit more to get your insight on that. Because as somebody who would come into a company that might be setting OKRs, how would you determine that the OKRs are probably not as clearly defined or that they're implementing a process that don't necessarily have the depth or the belief in doing? So, how would somebody come in and determine that?

Leandro Barreto:

Good question. Good question. So, the idea to have a objective is like to have something that can be... How can I say that, can provide you like a, not a fear, but it's going to be like, provides you a direction for, but the people who sees it, they think like, "Hey, this is quite hard to achieve I think." So, one example for Google, for example. So, Google in 2008, they tend to launch the Google Chrome. And as I remember, the first year was like, "Hey, this is the objective." Like, "Hey, we want to launch the best browser in the world." And the key result is the number of users because the users will tell you if the browser is good or not.

Leandro Barreto:

In the first year, they didn't achieve the key result. But the second year, they rise at the bar again, like, "Hey, now we are much than double the objective." And the second year, they still didn't achieve it. But it was very, very close to it. And the third year, they pass it. So, keep in mind that the objectives must be something that seems like a challenge, a huge challenge, but at the same time, it's very inspirational.

Robert O’Farrell:

Inspirational.

Leandro Barreto:

Inspirational. Thank you so much. For those who are working on it. So, I think this is most of the point.

Robert O’Farrell:

Yes. And what do you see as some of the pitfalls when setting OKRs for an organization?

Leandro Barreto:

Awesome. Awesome. So, the pitfalls from my perspective, there are some common mistakes when implementing OKR. So, for example, as I said, not having a clear vision of the goal, so people cannot engage. And especially when you have senior engineers because they don't want to work in something that don't bring purpose for them. Right? So, this is the first one, for example. The second one could be like a system that supports the monitoring of the results. So, you cannot follow up, which is quite important to keep following it if you are, we are close to achieve it. Yes or no? So, a good point.

Leandro Barreto:

And one thing that seems quite strange, but it's very, very common in the market is that your product is not finished yet. One personal example that I faced not quite recently, but do you play video games?

Robert O’Farrell:

When I get the time. I have two young boys, so I get very little time to do that these days. But yeah, I do.

Leandro Barreto:

Yeah. I love doing, I don't have also time, but when I have a litle bit of time, I can spend. So, this little time I try to spend in the best game that I found in the market. And here is the point because some years ago, there was a game that was released and before released, there was several gaming platforms, new sites, and et cetera, that was telling us that, "Here is the game challen... no, the game changing for the gaming market, because it's going to be very good. The marketing for this game was really, really good. And the game was like highest expectations for that. It was always in the top. "Hey, you have to play this because it's going to be very great. You are going to be having a great experience on that."

Leandro Barreto:

And the funny thing is that after they launch it, a few hours later, I notice some YouTubers who start testing the game. They began to post videos about so much bugs that they are facing. And within a week, the game had to stop selling because that was a disaster.

Robert O’Farrell:

Yeah.

Leandro Barreto:

And... Yeah.

Robert O’Farrell:

I was just going to say, I can think of a few games that come to mind that fit that criteria.

Leandro Barreto:

Yeah. Probably we are thinking the same, but I can say it, so.

Robert O’Farrell:

Yeah. Yeah. Do you find that people get OKRs and KPIs confused within an organization? Or have you ever come across any examples of that, where people misunderstand the purpose of between the two of them?

Leandro Barreto:

Yes. One thing that came up to my mind is the key result is a simple measure to understand if you are going in the right direction to your objective or not, but KPIs is it's more a performance index for performing for your team. For example, if they are performing in a good way, if we have the right resources for delivering something. And so, I think this is mainly the difference is the KPI, it's a measure for you to, maybe to bonus, to create a bonus for your team or et cetera. And the KR must be not linked to bonus or salary, et cetera. Must be like a direction. Something that, yes, we are achieving it or not. Or if not, what we have to do to correct the direction.

Robert O’Farrell:

Yeah. Fantastic. So, coming around to Agile, I'm curious about this marrying of the two, of OKRs and Agile together. How can we combine Agile and OKRs in your experience and your understanding to achieve results that drive high performance?

Leandro Barreto:

Awesome. So, as the Agile manifesto says, "People over process," so I believe whenever you maintain a fail-safe environment along with a good leadership, you can get the most of your team. So, connecting what I said earlier regarding the Ikigai and when you have a good leader, for example, in a safe environment and colleagues or peers who shares the same values and goals as you, then you can extract maximum efficiency because high-efficiency teams are teams that are focused and committed with the company results, and that will achieve great business results. Sorry.

Robert O’Farrell:

I also love that aspect with the OKRs, with that clear definition, too, that Agile, that processes is that sprint by sprint activity where you're going back and you're looping around and looking at the results of that sprint and going back to the customer and getting customer feedback and that real alignment around what you're trying to achieve as well, to give you that clarity of focus that when you are going through that sprint process, you're coming back and saying, "Okay, are we acting on the initiatives that have come out of these key results that contribute to that OKR?"

Leandro Barreto:

Exactly. And also, adding to that, that's why we have the goal for the sprint, right? So, we have the direction for the sprint. So, every sprint you can measure if you are achieving this goal or not.

Robert O’Farrell:

And I love it as a mechanism, too, to link back to that, that why piece to really give a clarity around why, which I think a lot of software development sometimes doesn't focus as much as they can on. So, I'm curious, so how can Ikigai mix into this? So, we've talked about that at the start and we talked about the components of it and it was a great framework about understanding a purpose, but how can we use that to achieve better results and stay motivated as a team?

Leandro Barreto:

Great question and also quite difficult. But yeah, I believe there are two thin lines that eventually met in the future. For example, the first one is like the individual as a person. So, how he seems himself in, within the organization and how can benefit, how this relationship can benefit from this win-win relationship. And also, the second one is like the individual as a professional. So, based on the skills that he already has. How can he help the company achieve the results more efficiently?

Leandro Barreto:

So, in a given timeline, these two lines will cross and then you will be able to extract excellent results because you will have a person with excellent internal knowledge, internal as a person, and also engaged with the companies is seeking as a greater objective, as a north star, and also helping your peers to grow all together.

Leandro Barreto:

And I think this is quite like a smile. When you smile at someone unconsciously, you make the other people smile too. So, when you have someone who is genuinely working with a proposal, that person will contaminate other in a good way. And then, you have a continuous string of people delivering consistent results. And I think this is the most important.

Robert O’Farrell:

Have you experienced that yourself where you see someone working with purpose and contaminate or infect how you... infect is again, not a great word, but inspired is probably the best word there, inspired the people around them to work in a similar fashion. Has that something that you've witnessed yourself?

Leandro Barreto:

Yes, yes. I remember back in the company that I was working in Brazil, that was my first day. I was like, "Hmm, there's something strange here," because everyone is so passionate on delivering their best results for their customer, that this thought influenced me in a positive way to start being like hungry for good results, not only for the company but for me as an individual, as someone who have to learn and teach others. And nowadays, I see these companies, it's achieving a great results with a great leader because even if we have a good team, we have to get someone who is a servant leader, who you can follow and maybe follow blindly in a good way. But yeah, I experience it.

Robert O’Farrell:

That's fantastic. But I'm interested, is there anything that you wanted to talk about personally with regards to either of those three topics or even outside of that, that has been inspirational, I think, in your professional development, in your personal life?

Leandro Barreto:

Yeah, absolutely. Absolutely. I think Leandro five years ago was totally different person. And when I started looking, not only by myself inside me, but also outside and the opportunities that the world can give me and how can I serve back this, or how can I provide this back to the world? This is very funny because good things start to happen. For example, I never imagined to be working here in Amsterdam. And now, I'm here in Amsterdam, working in a great company with great people, delivering such great results, which is giving me a lot of knowledge to keep learning and keep the wheel turning on, keep the cycle.

Leandro Barreto:

And I think today, like performing the best Leandro's version ever, maybe tomorrow, a little bit more, and I can provide this knowledge to other person and I can also learn from other persons, from other people. And that's very exciting. I think that's what motivates me to wake up in the morning, do my sport things like running and jujitsu, and then let's do the work.

Robert O’Farrell:

That's fantastic. I love that, that reflection on the past five years, how far you've come. It sounds like you've had a lot of inspiration from a number of different sources, but is there something in there that you think was key to that? Or was it just a general progression over that time?

Leandro Barreto:

Yeah. Yeah. Actually, I tried to focus on people who have positive influence on others. So, I try to be more not equal because if you are equal, so you are the same person, so it doesn't provide value to the others, but try to be quite different in your own way. So, yeah, basically, that's what motivates me to get different sources of references and trying to be the best version of myself.

Robert O’Farrell:

That's fantastic. I love this mix of the philosophical, which is for me, the Ikigai, and the concrete, well, not concrete, but the workflow aspect of the Agile side of things coming together. Have you traditionally worked in Agile methodologies or did you transition between that may be starting, because if you're from the 2000s, so you probably touched on Waterfall at some point in the past and then came into Agile. Was that your professional progression over that time?

Leandro Barreto:

Yeah. Yeah. Actually, I worked a lot with the Waterfall methodology in 2008, when I was introduced to the Agile methodology with Scrum... no, actually 2009, then I saw. "Hey, this is very, very interesting." Let's learn more about it. And then, during this time, I keep working both with the Waterfall methodology and the Agile methodology. And the more I work it with the Waterfall, the more value I saw in the [inaudible 00:54:24]-

Robert O’Farrell:

In Agile. Yeah.

Leandro Barreto:

Yeah. And that was quite fantastic because then I also learn about SAFe and how to scale it, and yeah.

Robert O’Farrell:

I'm quite curious, like because we had a similar path in that regard and I reflect on where we are with OKRs and Agile, and it's interesting that Agile brought us closer to our customer and we speak to our customer on a more regular basis, which I thought was a massive win over Waterfall where you might have months and months of development, and you've got a requirement that you're trying to put into code, and then suddenly, you have this big delivery and that's when you talk to the customer. And usually, the customer comes back and says, "We want all these things changed." And it's a real pain.

Robert O’Farrell:

Agile was instrumental in that, but then going up from there and putting that layer of why on top of that, which I think is, again, one of those big fundamental shifts on how we focus on what we are doing. Do you see anything emerging from your experience, your professional experience that is tackling another key challenge with regards to, I guess, how we work and how we deliver value?

Leandro Barreto:

Yes. And for example, the customer, they want to see value on what is going to be delivered. They don't want to spend six months to wait something to be delivered. So, I think that's why cloud start being so popular, like SaaS companies, because when you are working on something that is on cloud, for example, you always have the last version. And no matter the day or the hour of the day, there will come new features. And usually, it's transparent for you. And internally from the engineering perspective, the more you deliver, the more quickly you can correct and the more you can understand the market.

Leandro Barreto:

And also, that's why some strategies, some release strategies came up so popular like Canary release. So, you deliver a few things to a particular person, and then you can test it. And if they provides you good or bad feedback, you have time to correct it. So, that's why it became so popular. So, I think during this time from now on, we must see a lot of SaaS companies starting to growing because things are in real life now, real time now, so I think it's natural.

Leandro Barreto:

By the way, there's a good strategy that was implemented by Spot 5 if I'm not mistaken that was like, but this is more for engineering perspective. They have some robots that keeps doing bad things to the servers.

Robert O’Farrell:

Oh, that's the Chaos Monkey.

Leandro Barreto:

The Chaos Monkey.

Robert O’Farrell:

That was Netflix. Yeah. Yeah.

Leandro Barreto:

Netflix, yeah.

Robert O’Farrell:

Netflix. And it would take down bits of their infrastructure and break things. Yeah, yeah.

Leandro Barreto:

Exactly. It's quite hard to see in some companies, but I think this has become to be more popular during the next couple of months or years, because it will teach the engineers how to deal with that because no one wants to stay working in the weekend. You stay with your family.

Robert O’Farrell:

Yeah. I completely agree. I remember when I first heard about the idea of the Chaos Monkey, that it shocked me that someone would inflict that upon their business and upon, I guess, their systems, but then it only takes a production incident to realize that if you had something like that, that you would've built in some provision should that eventuate. And I think that there's a lot of wisdom to it. And so, I absolutely love the idea. I love this, what you were saying about real-time delivery of value to customers.

Robert O’Farrell:

And I think back to how Agile has really been fundamental in pioneering that, well, not pioneering it per se, but with the release cadence that you get from one to two-week sprints, you're putting yourself in a position where you are delivering more often. And you mentioned Canary deploys, I think within that. Is there any other deployment strategies that you've come across that also support, I guess, that immediate delivery of value to customers?

Leandro Barreto:

Yes. There is another strategy which is called the Blue-Green release, but the difference between it is like the Canary release, you deliver something in the small portions, but the Blue-Green, you, like a switch that you turn on and off.

Robert O’Farrell:

Yes. Yes. Right.

Leandro Barreto:

Yeah, you can test it. You can deliver new version of your environment or your tool, and then everyone can use it. And if something goes failed, then you have the plan B, where you can just turn on and off, and then you can rearrange the traffic to your tool. But this is very technical.

Robert O’Farrell:

Yeah. Very interesting to me, but we might lose a few of our podcast listeners. One last question from me, just within your current professional engagement, were they implementing OKRs before you joined the company? Or was that something that you've seen introduced over that period of time?

Leandro Barreto:

From my current company, they are currently working with OKRs, so I didn't participate and implemented it. So, I'm just more focused on helping the teams in implementing the KRs. There were some companies that I worked in the PEs that I helped to build it, and also to build not only the objective but also the KRs. And the objective, it's you spend so much time because you have to understand where the company wants to be in the future.

Leandro Barreto:

So, you have to know inside what we have, what we can improve, where we can improve, and then we can base it on that, base it on the objective. We can build up to four key results to be more precise in achieving this. Yeah. But it's quite challenging, but at the same time, very exciting.

Robert O’Farrell:

I think that was going to be my question in your experience in seeing a company go from not doing that to then implementing it, what were the real challenges in doing that? And how long did you see that process take before they really got good at doing that? Because it is not only setting the meaningful objectives and obviously measurable key results but also then getting the alignment from the teams around that. What were the big challenges there and how long did you see that process take?

Leandro Barreto:

Yeah. I think it depends from company to company. I remember back in Brazil, I had to work with companies that spent months on deciding, but at the same time, I remember my own company took three months to start implementing it. So, I think it depends on the commitment of the people who is responsible for this objective. So, yeah, depends on the maturity also of the company, the people who is working, and yeah. Because the OKRs are quite old, but at the same time are quite new for people, for the companies. Right? So, this is like very challenging. And how do you balance it?

Leandro Barreto:

There are some people who doesn't know how to set the correct objective. And then, we came up with the same thing that we are discussing earlier. Like if you don't know where you're going to go, if the objective is not clear enough, no matter if you have good people or bad people, the people will not see value on that.

Robert O’Farrell:

Yeah. And you won't get your alignment because people don't either understand or don't believe in the objective.

Leandro Barreto:

Exactly.

Robert O’Farrell:

That's fantastic insight, Leandro. And I really appreciate your time today. Again, is there anything that you'd like to chat about before we wrap it up? I'm just conscious that we have been chatting for about an hour now and gone off script a little bit too.

Leandro Barreto:

Yeah, absolutely. Absolutely. No, actually I'd like to thank you, Rob. Thank you, Agile team, everyone. I don't want to spend much time talking also. It was a pleasure and thanks for invite again. And I hope we can think good things in the future. Like, "Hey, I hope I can provide good insights on this."

Robert O’Farrell:

That's fantastic. You certainly have. I've learned a fair bit today as well. So, I'll be going back to revisit some of the talking points from this chat. So, thank you very much again for your time, Leandro. I really appreciate it. And, yes, have a great day. It's kicking off for you and it's ending for us. So, yeah, really appreciate it, mate.

Leandro Barreto:

Thank you. Thank you. I really appreciate it too. Thanks again. See you. Have a great day.

Robert O’Farrell:

You too. Cheers.

Leandro Barreto:

Cheers.

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