Easy Agile Podcast Ep.23: How to navigate your cloud migration journey

"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.

On this episode of The Easy Agile Podcast, join Nick Muldoon and Dave Elkan, Co-CEO's and Co Founders of Easy Agile. As they look forward to the next phase of growth for the company, they wanted to take this opportunity to reflect on their journey so far.

Nick and Dave talk growing a start-up in regional Australia, finding the right people, sustaining a positive team culture and the importance of having values driven teams.

"Our purpose is to help teams be agile and in doing that, we're doing that for ourselves, we're constantly trying to learn and adapt and experiment with new things. I hope that was a useful little tidbit and journey from Dave and I on how we got Easy Agile to this point."

- Nick Muldoon, Co-CEO, Easy Agile

"There's these funny little hacks and analogies and I think that's a longterm vision thing. If you are running a business which doesn't have that longterm vision and purpose, then you can go actually in multiple directions at once, and you're not going to make any progress."

- Dave Elkan, Co-CEO, Easy Agile

Be sure to subscribe, enjoy the episode 🎧

Transcript

Nick Muldoon:

Good day, folks. Nick Muldoon with co-founder, co-CEO of Easy Agile, Dave Elkan. Before we kick off, we'd just like to do an acknowledgement to the traditional custodians of the land on which we broadcast and record today, the Wodiwodi people of the Dharawal Nation. We pay our respects to elders, past and present, and extend that same respect to any of our aboriginal folks that are listening today.

Nick Muldoon:

Dave, just a bit of a reflection on five and a half years of business?

Dave Elkan:

Business? Yeah, a rollercoaster. It's been great fun.

Nick Muldoon:

It is a rollercoaster, isn't it? I guess, where's the best place to start? The best place to start is at the start.

Dave Elkan:

Yeah, I mean we can go before the start. There's always a good prequel. We can do a prequel episode later, I guess. But I guess the earliest I remember working with you, Nick, was at Level 15 at Kent Street, at Atlassian. There was this redheaded guy down the one end of the building, working on Atlassian GreenHopper and I was busy working on the Kick-Ass team at the time, building the new issue navigator, which is now the old issue navigator, back in 2011. And then you screwed off to San Francisco and I followed eventually, and then we hung out there for a while, didn't we?

Nick Muldoon:

Yeah, I remember that because we sat down, I was back to get married, and we sat down and had a coffee and a yarn about you and Rin relocating to San Francisco and how it had been for Liz and I, and what the process was like and all that sort of stuff.

Dave Elkan:

That's a great opportunity to acknowledge our lives in this amazing journey as well and if it wasn't for those, we probably wouldn't have gone to San Francisco in the first place, because a large part of the promotion of going overseas and doing that for me anyway, and for yourself, I'm pretty sure.

Nick Muldoon:

Yeah. Well, Liz was this big conversation of go overseas and experience something new and I was quite comfortable in Sydney and enjoying my role with product management at Atlassian, but it was really a push to try and experience and do something a bit different.

Dave Elkan:

Absolutely, same here. And you were there for over four years, in San Francisco, and I was there for three. But you came home, you got married, and I just grabbed you for a coffee and we sat there in Martin Place and had a chat, and you said, "Yeah, it's great. Come over, you can stay with me for two weeks." And I'm like, "Oh, I barely know you."

Nick Muldoon:

Yeah, but it was so much. I mean, even not knowing Liz or I, it was way better than the alternative. So for folks listening in, the Atlassian apartment, at the time, was in a fairly rough part of The Tenderloin in San Francisco, and it probably wasn't the greatest introduction if someone was relocating to San Francisco.

Dave Elkan:

No. But to cut a long story, there's a lot of good stories here I'm sure we can tell one day, but eventually, we both had daughters in San Francisco and we wanted to be home and closer to family. Then we came home to Sydney and found that the traffic is 20% worse or 50% worse than when we left and we were uprooted. So once you've been uprooted, you've got to plant yourself back somewhere and it's quite easy to change at that point, and you've chosen to go outside of Sydney.

Nick Muldoon:

Yeah, this Wollongong regional lifestyle.

Dave Elkan:

Yeah, where you can have a full block of land to yourself without breaking the bank and you can, relatively speaking, like times have changed a bit in that space, but since then, that's what we were chasing, wasn't it? And we looked at Newcastle, and-

Nick Muldoon:

Looked at Newcastle, looked at Brisbane, Adelaide, we even went through Wagga Wagga. We had the most amazing Indian meal in Wagga Wagga, we were almost like, "This is the place. If we can get food like this in Wagga, we're sweet." Bit too cold, but we ended up settling on Wollongong, in large part because of the proximity to the beach and the Early Start Discovery Space for the kids and just a pretty cool, chill place to raise a family. There are aspects of it as well, I think, that really reminded Liz and I of San Francisco. We used to go to the farmers market down at the Ferry Building a lot on a Saturday morning, and we found the farmers market on a Friday in Wollongong on Crown Street North, so there were these similarities to kind of enable us to transfer from one city to the other fairly easily.

Dave Elkan:

Yeah. It's a pretty easy place to live and to be. The way I like turn it, is it's just far enough away from Sydney.

Nick Muldoon:

Yeah, a nice little national park in between.

Dave Elkan:

That's right, it can't really encroach on us, it's not allowed. You can't build there so you're always going to have that buffer. But I do remember going back to Sydney for a niece's birthday and having been charged $9 an hour for parking at the beach, considering you don't even have a parking sticker anymore because I wasn't a resident, and I was like, "Wow, it's really expensive." But for anyone coming to Wollongong or the other way, you can park for free at the beach. That's just kind of like a good litmus test of the difference that we're talking about here.

Nick Muldoon:

Mm-hmm (affirmative). Yeah, I guess this regional life, like we didn't really have a tech industry here. We come from Sydney where, 10 years ago, there was this emerging tech scene and SydJS, SydCSS, other meetups up there, and in San Francisco we were thrust right in the middle of it. I remember, we were chatting the other week about a meetup where we met, the Ruby Creator at a Heroku meetup, I think it was, and a session on [detrace 00:06:17] at that company that's gone bust now, whose name I can't even remember, but we were in the heart of all the meetups in San Francisco. Then in Wollongong, there was none of it, and so it was like a question of what could we do to build a community here as well, try and meet other like minded folks?

Dave Elkan:

Yeah, it was definitely that desire, wasn't there? And we set out to do that, and I think it was Rin who termed it Siligong. I remember we were actually talking about Siligong Valley before we actually left, and we just decided to make that the name of the community. I was actually looking back on my old emails the other day and I was like, "Oh, we actually talked about Siligong before being in Wollongong," so that's pretty cool.

Nick Muldoon:

I remember early days because I think you and Rin returned on flight with [Umi 00:07:08], and Umi was six or eight weeks old.

Dave Elkan:

Yeah, October.

Nick Muldoon:

If I'm not mistaken, I dropped you at your mom's place so that you could catch up with your mom and Ken and that was kind of like home base. And it was a couple of months after that or something, where we finally had you down here. I think you stayed with Liz and I when you came down here-

Dave Elkan:

Yeah, again for two weeks.

Nick Muldoon:

... for another couple of weeks, and we were really talking about the genesis of what was, at the time, what was termed Arijea Products, and a brand that we never ended up sticking with. What do you remember about those early days and trying to get the business off the ground?

Dave Elkan:

Actually, come to think of it, you were staying in, not Coniston, [Carmila 00:07:59], it was actually less than two weeks because we all had little kids and it was just a bit crazy. So I think Rin and I organized... we came down and did inspections and we stayed with you whilst we're doing that, and then we were able to secure a place in Fairy Meadow and we moved down, so we were going back and forth a bit at that point. And then it was this six months of just literally... I didn't have a bike, I just walked to work, which is super new to me. I've always caught the bus or ridden my bike.

Dave Elkan:

Some of you may know I've never commuted to work and I hopefully will never have to do that, and we've engineered our lives around that kind of concept. But I think that it was really great, I was just living within two kilometers' walk of work, and that was for at least the first six months until I moved to Balgownie, but it was great time of my life and we had a brand new baby and just concentrating on the business, trying to [crosstalk 00:09:00]-

Nick Muldoon:

I remember, we really didn't have much of an idea of what we were doing in early days. We chased down one area and we said, "No, that's not appropriate," and then we kind of turned our attention to something else.

Dave Elkan:

Yeah. We were chasing our tails a little bit. We, at one point, had five products with two people.

Nick Muldoon:

That's right.

Dave Elkan:

I think that, that's too much, but with good conversations with the fellows around us at IXI, that we were able to have... like they were asking good questions and I remember Rob and Nathan asking us, "What is it you're good at?" And I think it was Rin, was like, "Okay, you've got this app idea, who're you going to market it to? Look at your networks." And it was, all those arrows started pointing towards Agile.

Nick Muldoon:

Yeah, I think it was this idea that Rin had like, "You can build it and they will come, or you can figure out your go-to market and your distribution piece, and what's the audience that you've already got, and how do you leverage the audience that you've already got in Agile Software Development to kind of seed and build that audience, and get some momentum?" And that's what really kicked us along and got us going. If I'm not mistaken, I think we'd actually... not that we had a lot of outgoings, but I think we were actually break-even by June of 2016, and it was kind of like this, "Hurray," moment because we were not going to have to get on the train and commute to Sydney for working at Atlassian or something like that. We'd found product-market fit and we could kind of pursue and go to the next stage.

Dave Elkan:

That's right, yeah. There's a lot in that story as well, like how we found product-market fit and the steps towards that and lots of learnings from that time as well, which is great to share eventually, I guess, but we might go down a rabbit hole if we jump into that one. But I certainly do remember good considered conversations that were held by lamingtons and tea in the Mike Codd building at the Innovation Campus at University of Wollongong, where we started. And that was really just a time to... it felt different to my prior, at the time 15 years of experience, where you actually, it's okay to stop and talk and think about what you're doing, whereas in the past, it's just been, "Go, go, go, build this thing." And it's like, "Oh, okay," so that was really refreshing for me and I think that, that was a really good step in opening up what became the story map, which was our first really successful product.

Nick Muldoon:

Mm-hmm (affirmative). You mentioned the lamingtons and tea, it was probably at least 50% of our time getting the business off the ground, was lamingtons and tea. It was chatting about stuff, it wasn't writing code, we didn't have customers to speak of. It was really trying to figure out what sort of market did we want to pursue, what solutions did we want to provide and what sort of business did we want to create? That was a large part of our time getting it off the ground.

Dave Elkan:

Absolutely. And for those listeners out there who don't know what a lamington is, it's actually a delicious piece of sponge cake dipped in chocolate sauce and then coconut, shredded coconut, so I know you can buy them in US, we actually did that at Atlassian and they were a huge success, especially because they had cream inside them as well, so real good for a cup of tea or coffee, whatever you take. But the thing is that it's a good idea to sit down with a co-founder and talk a lot more than you type, that's the kind of rule I took out of that.

Nick Muldoon:

It's interesting because it was kind of like that approach to talking instead of typing that was kind of like the genesis of one of our values, this engaged system, too. And I don't think you'd read Kahneman's book at that time, and that was something that came later, but even just this idea of, "Now, let's just take the time to think and process this sort of stuff," and the context [crosstalk 00:13:09]-

Dave Elkan:

No, I do remember. Sorry, yeah. I did a presentation at Lansing Summit in 2017 on Engaged System too.

Nick Muldoon:

16 or 17?

Dave Elkan:

16 or 17, I can't remember which one it is.

Nick Muldoon:

'16 because you went to Barcelona in '16.

Dave Elkan:

Barcelona, and that's what I did there, wasn't it? Yeah, so that was early on that I read Thinking, Fast and Slow, which I highly recommend.

Nick Muldoon:

And the context around this, for folks listening; in mid 2016, Dave had a nine month old daughter. My daughter was two years old and I had a newborn and you were to have... your number two was on the way, right? So we were building a business as we were starting and establishing our families as well, so it was, "Let's do it all," in a new city. Like, "Let's do it all at once."

Dave Elkan:

Yeah, you might as well, right? Just bite it all off and rip the Band-Aid off and get it done. I mean, my daughters were only 18 months apart, so that kind of... just get it over and done with. Get the hard part done and then you can go and enjoy yourself afterwards, just kidding. It's great to have lots of kids at a young age, like I really do miss that time. But yeah, we were pretty crazy, but we got through.

Nick Muldoon:

It gave us a constraint as well, didn't it? Because we couldn't burn the midnight oil, we couldn't flog ourselves from 05:00 AM to midnight because we simply did not have the energy and we had to get kids fed and bathed and off to bed and all that sort of stuff. So it brought a cadence and now that I reflect on that, there was another value that was kind of coming out of that, which was with respect to our balance and establishing balance in our lives.

Dave Elkan:

Yeah I do remember, sorry to interrupt, a tweet idea, I can probably dig it up, which was me hanging out cloth nappies or diapers on... it must've been, it was in Balgownie so that must've been after six months. But I was hanging out nappies and I must've been working from home that day or something like that, but that was just like me balancing life like that, with work. And I think it came back with like work, life, family balance or something like that. We would expand that to work life, family, community balance, is what we try and chase.

Nick Muldoon:

Mm-hmm (affirmative). How did we get on this journey around the values and kind of establishing the values? When was that in the life of the business?

Dave Elkan:

I can remember the place we were in, we were actually in our Crown Street office when we really sat down and really hunkered down into that, so that would've been 2018.

Nick Muldoon:

I think in November 2018, we held our first advanced Easy Agile, and that's where you ran the session, "What got us here won't get us there." And so at that point in time, we had the two products, we had Easy Agile User Story Maps and Easy Agile Roadmaps, and we had changed our brand from Arijea Products to Easy Agile, to kind of focus our energy on the Agile space. We divested the other three products that weren't focused on Agile, so we'd sold those off to another Atlassian Solution marketplace partner. I think that's where we started having these conversations around the next evolution of the growth of the business. Then it was in 2019 where we were back in Crown Street, back in the office, where we were having that conversation about codifying, establishing, writing down our values.

Dave Elkan:

That's right, and it's a highly valuable process to go through and to really just pause on the day to day, and really focus on it. That's something I've always had trouble with, like I've always got things to do, but once you just extract yourself from that process and zoom out and look at the company and what you've come up and what you hold dear, that's when you can really start having those conversations, but making it an actual thing. I think that you can't just do it on the side, you can't just do it as well as other things, it's really got to be like the priority as I like to say. Priority is not a plural, it doesn't make any sense if it's pluralized, but that should be the one thing you do in an ideal circumstance, like you just do it and really focus on it, because it's really hard.

Dave Elkan:

And it shouldn't, I guess not in one sitting, but at least when you do it, make it a serious thing because if they're real values and you live them, like they just are pretty immutable, they just keep moving forward with you. If you found you're not living them, then you should absolutely revisit them, but we've been lucky enough in that the values we put forward have stayed true and I really feel like, of all the companies I've worked at, even Atlassian, like these ones I've lived every day in very distinct ways.

Nick Muldoon:

Mm-hmm (affirmative). So what are the values we've got? We've talked about better with balance, and we talked about that a little bit. We also talked about engaged System 2 like this System 2 thinking. What are our values?

Dave Elkan:

Be the customer, give back, and [crosstalk 00:18:30]-

Nick Muldoon:

[crosstalk 00:18:30] was a big one, and commit to team. So better with balance, give back, be the customer, punch above our weight, Engaged System 2 and commit as a team. Go back to the conversation that we were having in 2017 around give back, that was something that was really System 2. How did we think about giving back to the community and what that meant to us as a company?

Dave Elkan:

I think it goes back to what you said before about the community in San Francisco we experienced and what we did here with Siligon and just making that a focal point for us to give back to the community. It doesn't build itself, like the community has to be actively built by somebody has to put their hand up and start it, and I think we did that. Since then, like we've enabled heaps of other people to be able to give back in a really easy kind of way like, "Let's host a meetup," "That's fine, here's our framework to go build that on." And also just the daily communication we have amongst each other on our Siligon Slack, which is just super valuable.

Nick Muldoon:

Super active, too.

Dave Elkan:

Oh, super active, especially in lockdown, lots of people on there talking about all sorts of things.

Nick Muldoon:

I think maybe one of the other things, so Dave and I experienced this at Atlassian, which was this idea of the Pledge 1%, but in our first or second year of Easy Agile, Atlassian along with Salesforce and a bunch of other companies came together to actually codify and build the foundation around Pledge 1% and ask other companies to commit to that. And we made that commitment in 2017 if I'm not mistaken, to do Pledge 1% donations and now, where I guess we're kind of doing Pledge 2% donations, but what was the drive behind our Pledge 1% to Room to Read?

Dave Elkan:

It's in part laziness, because I really want a system to these kinds of things and unfortunately, when you're starting a business it's hard to dedicate the time and to think about that. So I took the easy System 1 option, which is to go with what we experienced at Atlassian, which was to back Room to Read, which is a great initiative to help ensure that young ladies, specifically in third world countries, get at least a higher education, get out of primary school, get into high school, and once they've gotten to that point, it's far more likely they're going to be independent. And with that kind of thing, like that investment, it's like restarting at the beginning and enabling countries and people to help themselves. If they're educated, that's a huge step in the right direction to both fighting overpopulation, climate change, all these things which benefit from those people doing well in life.

Nick Muldoon:

Mm-hmm (affirmative). Yeah, continually improving their lot in life, right? Like raising standards of living through education.

Dave Elkan:

That's right.

Nick Muldoon:

And if we think about punching above our weight as one of these other things, I mean I remember that was something that we talked about before we wrote down our values, that was something that we really did focus a lot of energy on. You mentioned before, there were two of us and we had five products in the marketplace. I'm not exactly sure that was a great example of punching above our weight, because we might've struggled a bit, but what are some examples of where we've punched above our weight as a small team from regional Australia?

Dave Elkan:

One of our products that we built initially was really a bit of a thorn in my side, it was continually breaking and it wasn't playing to my strengths, which is traditionally front end development. So after that and getting burned by that and having to stay up all night and fix it, I opted towards apps which are more front end focused, and so we've built Easy Agile User Story Maps and Easy Agile programs and Easy Agile Roadmaps primarily as front end apps. As a matter of fact, Easy Agile Roadmaps, for the first two years, didn't even have a server, it was just a static file in a bucket in CloudFront. That's the way Atlassian Connect works, it allows you to host apps that way, and that really can't break, it's just providing a different view on Jira in essence, but architecturally, it's quite simple. So therefore, we could easily... that was a way of punching above our weight, which also allows better rebalance, so they're kind of complimentary in that respect. What other ideas [crosstalk 00:23:24]-

Nick Muldoon:

Yeah, if not much can go wrong, then you don't have to be on call, and you don't have to fix things out of hours, so you don't wake up blurry eyed and fat finger and have a bug the next day that compounds the problem.

Dave Elkan:

And if you take the analogy too far, like you could think punch above your weight is like being able to punch someone really hard and then knock them over, but this is more like just definitely, you're running around the big [fur 00:23:44]. You're not even engaging in babble, you're just sidestepping it. That's why we've run those products, and until recently, we actually do have servers now for them, and once again, it's still very simple, but they're very well monitored so if something does go wrong, that we're on top of that.

Nick Muldoon:

I think one of the other aspects with respect to technology in punch above our weight, is we've quite often... I think maybe you mentioned before, with respect to Room to Read and the give back, the laziness, but we are lazy in certain respects and we just want to automate things. And I remember the XKCD comic that you share, with what is the right time to automate something and when do you automate it to get the return on investment that you want? But I feel like we've made some fairly good decisions around when to automate things and even around how we provide customer support or the old test and deploy, toying around with products, we've done these things at pretty good times so that we can deliver products to a global audience of a couple of thousand customers, from Wollongong out of timezone with those customers.

Dave Elkan:

Yeah. It's also being ahead of the curve as well, so I think Inception Week, which is something we do every fifth week now, we give up one week to provide the team with the space to explore new things. Amazing things have come out of that, which otherwise, if you would just week to week, week to week, you would never actually realize, but when it comes to mind is our dev container, which is a docket container which contains all of the parts which are required to develop our apps. So you just check out this one repository, run a script and it sets up your entire develop environment. It's a great way for the team to share the tools that help them punch above their weight, so it's a huge punch above our weight thing and that came out of Inception Week. So I think Inception Week's a punch above thing, and also the dev container's a huge punch above thing.

Dave Elkan:

We used to have so many problems with individual versions of this or that on everyone's computer, and now that's just all gone, it's never happening again, it's never come back to bite us since, and I think it's an overwhelming success. Sure, it does need an all new RAM and all new CPU, but it does... we'll get there, like it's going to get better.

Nick Muldoon:

RAM and CPU are cheap, it's okay.

Dave Elkan:

You can never get time back, right?

Nick Muldoon:

Yeah, absolutely. So when we think about these things, how intentional do you think we were around the values in our approach to building and scaling a company versus things that just kind of happened?

Dave Elkan:

For a large part of the starting of the business, there was a lot of, "Just get it done," kind of mentality stuff, which has to happen. However, I want to hop back to when we started, everything was chaos. I remember this, early 2018, mid 2018, we'd come in on Monday, go, "What are we doing today? What's this week? Let's look at the backlog and have a look." And there was no forethought whatsoever.

Nick Muldoon:

And we'd kick a couple of things off the backlog and we'd just work through on that weekend. That was it, right?

Dave Elkan:

Yeah, pretty much. And so you proposed the idea, it was at the beginning of the year, it must've been 2018. Was it 2019? Either way, let's just do one week on clarity, which is our internal CI room, essentially, and just knock out a bunch of products and problems. That was the first time we started really focusing, because since we had so many products, I think we actually might've sold them by now at this point. Yeah, I think we definitely had. However [crosstalk 00:27:28]-

Nick Muldoon:

But we still had Roadmaps, Story Maps, Clarity Week, EACS, like we had other internal systems that we used and the team was actually growing beyond Dave and me, and it was growing. There was Jared and Satvik and Rob, and so the team was growing at that point in time as well. So it gave us the opportunity to put a number of people onto one problem for a period of time, like a week.

Dave Elkan:

That's right, and from that came this idea of focus, and we started doing focused sprints, so product focus sprints, which highlighted another terrible problem of run over, if you did run over in your estimates, then you would have to come back like in nine weeks or something and it was just [diabolical 00:28:12].

Nick Muldoon:

That's right.

Dave Elkan:

So we dropped [crosstalk 00:28:14]-

Nick Muldoon:

What did we do? We did two weeks on Story Maps, two weeks on Roadmaps, two weeks on internal systems, two weeks on something and then one week on Inception Week?

Dave Elkan:

Inception Week. Yeah, I think [crosstalk 00:28:26]-

Nick Muldoon:

I can't even remember now, what that other thing was.

Dave Elkan:

It was nine weeks in total, wasn't it?

Nick Muldoon:

Yeah.

Dave Elkan:

[crosstalk 00:28:31] Roadmaps-

Nick Muldoon:

If you missed it and you didn't ship it, then we went onto the next product and moved that forward, and then we'd come back to it.

Dave Elkan:

In ages away. And it was super stressful for the team and we quickly destroyed that, the week we went with a more flexible approach to it, where we dropped the hard mandate of you have to exchange products now, we let them run over a bit and then we'd adjust the story points to the next one, blah, blah, blah. And then eventually, I'm scratching my memory, but essentially, we got to a point where we introduced opportunities, which was based loosely on Shape Up by Basecamp and we took a bunch of things from that, but most things of that didn't really gel with our way of working and our values.

Nick Muldoon:

I mean that whole opportunity cycle, we've evolved three or four times now.

Dave Elkan:

And they were ideally just two or four weeks of work, and then we'd do Inception Week and Tech Debt week, and we have a dedicated Tech Debt week as a mandate. We dropped that since, and we've got to now we have four weeks of work, which includes Tech Debt and then we have Inception Week, and that's kind of cool, right? Like we still have this mandate of Inception week, not Tech Debt week. That's the last thing; I feel like the mandates... because it's like kick starting your motorbike, you've got to really give a good kick and that's essentially what we've been trying to do over the last three years, is like get this thing running. I think we've-

Nick Muldoon:

Built momentum.

Dave Elkan:

The engine is now running... yeah. The engine is now running and we're pulling the clutch out. It's just that the mandates slowly fall away and the team finds their own way, but I still feel that, that cycle is the most important thing, that five weeks where we stop, everyone knows what's happening. Because if it just runs off into the future forever, you can't compute that in your mind, but you can see forward five weeks and go, "I'm going to plan this work, it's not going to be done to a Nth degree because that's kind of a bit weird," it's just like, "Let's try and achieve this and let's bite off one bit at a time." Then we have a break with Inception Week, let our creative juices flow and then we'll come back to it the next round.

Nick Muldoon:

Right, so I have to call timeout here. So this is a sidebar for everyone listening at home; Dave just used this analogy of kick starting the motorcycle and then pulling the clutch out. So one of the things that Dave does tremendously well, is he grabs these analogies and he uses these analogies to simplify what I otherwise feel can be fairly complex kind of concepts, and simplify them and communicate them really nicely. That's not one I've heard before but there's a new one we can add to the repertoire, Dave. I love it.

Dave Elkan:

Thanks, mate.

Nick Muldoon:

What other sorts of things? Because I guess we're charting this journey over five and a half years, where it's gone from Dave and Nick and the addition of Satvik and Teagan and Jared and Rob and Brad, and a few people over time, to the point today where we are 27, 28 people. What are some of the other markers along the way, that we've kind of gone through, that have shifted or evolved how we operate? Like the Easy Agile operating system that we've talked about in the past.

Dave Elkan:

Well, it's something that we've just discussed in the execution kind of level. Obviously, every six months, everything just goes and explodes and you have to fix it, like there's always some major thing that happens every six months, and I feel like that's good and that's healthy, and that continue to run into those things. Either they're internal or external and I feel like we're dealing with an external one right now, which I don't really want to touch in this podcast, but I think that they're healthy for the business to adapt to. But certainly, I think in that time, like really understanding that it's the people that count, right?

Dave Elkan:

The business is in there, like it's a thing, but it's nothing without the people who worked for it, and it's in service of the people who work here, as well as the customers. And so that's something we've come out of it. What do you think, Nick? Like the cultural aspects of what we've built, what do you think stands out to you?

Nick Muldoon:

I certainly think there's these inflection points. I mean, I remember a conversation with Jared when we were in Crown Street Mall, and it was in 2019 and we were talking with the team around the kitchen table there, and we could get eight people around this kitchen table and we were talking about growing the team to take advantage of the opportunity and responding to requests from customers and all that sort of stuff. I think Jared said, "Well, I quite like it the way it is."

Nick Muldoon:

And then I fast forward to an interview with Jared, which went into the five year video that we saw just before Christmas and that was around his trajectory and how he's evolved and adapted professionally and personally along with the company. I think that's the story for all of us as team members, we've all kind of been on a journey together and we're all learning and adapting together. We do live, in many respects, we do live this Agile approach where we do reflect and we take the time and we think and we experiment with new approaches to getting work done.

Nick Muldoon:

Even, I think... and we've been talking about this a bit recently with respect to pace, that first version of our learning and development program, where we wanted to provide funding for people to go and pursue something that they wanted to learn about. But we got that out, "Hey, that was a morning's worth of work," we put out an L&D, people started using the L&D program, and we called it our Version one of our L&D program, and today we're on Version, I don't know, 1.4 or whatever it is, of our L&D program. There's a lot of things that have gone out and we tweak and we improve them over time to make them ever better and better suited, perhaps, to the current state of play within the team. Is that fair?

Dave Elkan:

Yeah, it is. It is, and I think that; A, I've never worked at a business who has anything like that, and where they actively encourage you to use it, spend the money, make yourself better. If you make yourself better, the team will get better, if the team gets better, the customers get better outcomes, and the company continues to improve, and it will be probably a better place for you to work in the future. So it's really a holistic kind of perspective, rather than, not narrow minded, but myopic or focused on just output. It's outcomes of output and I think that could be another value of ours, if we were to have seven, it'd be outcomes over output. So really stopping, having that permission to stop and think, and system to it and think about what it is you're trying to achieve, rather than just blindly doing stuff.

Dave Elkan:

So from a developer's perspective, the fastest code is the code that doesn't exist, and so if you can do something differently, which doesn't require 100 steps or just decide, "Hey, this is really tricky right now, this bit of code we're trying to work on or this feature is really hard. Can we just delete the feature?" And we did it on notice, I know that sounds pretty bold, but quite honestly, that kind of discussion is really healthy to have. I want to encourage the team to think that way and I think that learning development is also something you can do to bring people into it, look at their trajectory as a way of gauging their abilities, and giving them really... throwing fuel on the fire in that respect and seeing them ramp up in their ability, and help those around them.

Nick Muldoon:

Yeah, so take us through that, because that's something that we definitely talked about a few times, like when we've been looking at candidates and in a hiring huddle around candidates, we've talked about those that are on a certain trajectory and that we think that we can accelerate that trajectory. Where did that come from?

Dave Elkan:

Where do thoughts come from? I'm not sure, that's a good question. I couldn't tell you, but I think it's pretty obvious when you look at someone's CV and you see... now, there's nothing wrong with people who have long tenured positions, but if you talk to someone and they can't really say what they've done in the last 10 years and they've donned that one position for 10 years and they haven't really got anything striking they can tell about how they've made that better, that kind of says a lot about that person. Maybe they would come in and they'd just coast... they're a coaster, right? If they're coasting, that's fine, it's their call, but at the same time, we look for people who are actively trying to make their impact bigger through their work, help those around them. And you can see that, you can see, "Oh, look. They've been at the same company, that's fine, but they've gone and done these different roles or they've seen this kind of improvement in their approach."

Nick Muldoon:

This comes back down to that article, that Financial Review article, the mid-career annuity, so this was an article that we must've been kicking around in 2016, 2017, and it was around a Japanese term, mid-career annuity. You could have 20 years of experience in a role or you could have 20 first years of experience, and I think early on, and maybe it still occurs these days, I think it probably does, but it felt like we were getting 20 quarters of experience. Over that five year period, there was always some big, new challenge that we needed to learn and adapt and incorporate into the business over the first five years. So we were always learning and adapting, and we wanted folks that were on a similar journey and they were learning and incorporating and adapting and experimenting themselves.

Dave Elkan:

Yeah, it's something definitely, that can be learned, and I think that if you bring on new stars, they can just get that, this is what they do by default because you've put them into that environment. But some environments, especially older companies, can be fairly stagnant and static, so that just reflects on people's CVs. Either there's some kind of reason why the company won't give them a promotion or give them opportunities to chase, how we have a different approach where we throw too many opportunities at people, I think sometimes, and I've seen people using their L&D so much, it is actually impinging on their better with balance value. I'm like, "Whoa, this is fantastic but don't forget you've got kids and you've got to help look after them," and [crosstalk 00:39:41]-

Nick Muldoon:

Temper your enthusiasm, yeah.

Dave Elkan:

Yeah. So that's something to look for.

Nick Muldoon:

Stopping and reflecting on five and a half years, what's the purpose of the business, what's the goal over the next couple of years?

Dave Elkan:

Have fun, learn, what about you?

Nick Muldoon:

Definitely learning.

Dave Elkan:

Stay in business.

Nick Muldoon:

Oh, yeah. Stay in business, sustainable growth is always a good one. I think that's important. Yeah, I don't know, it's interesting. I feel like some days, it can be really fun and other days, it's not fun at all. That's probably due in large part, like when we started this, we were not in service of anyone but ourselves and one another, and now I feel like we are in service of a team of people that are themselves in service of the customer because we've got a couple of thousand of them. So it's the responsibility and the accountability's changed, and the way that fun comes about is, these days... it used to be fun to have lamingtons and chat, and these days, typically, there's someone else in the crew that is organizing the event that often participate in that I find fun and enjoyable with the rest of the team, rather than being able to carve out that time and do that.

Nick Muldoon:

I remember when we roped in a bunch of folks from iAccelerate and we went into town and we'd go into town and we'd go and we'd get a Laksa in town and we'd get a bowl of Laksa. It's been harder to do that in the past 12 months, given the global environment and all that sort of stuff, so hopefully we can find a bit more of that in 2022.

Dave Elkan:

And maybe ramen. There's ramen now.

Nick Muldoon:

Oh, and it's great, you know it.

Dave Elkan:

Yeah. I think refining what we do and continuing to think more about that, so specifically with the engineers, I like to use a goal based... goals are big at Easy Agile, I think you should talk a bit about goals, but we use them to help guide people in chasing down things they want to achieve, and we can align those things with what the business does to an extent. Then, you can actually go and achieve your professional and goals through the business and the business is the vehicle to do that, rather than having to it outside. That's really cool, like find that harmony there so both Easy Agile can succeed and the people who work here can succeed.

Dave Elkan:

I think it actually is quite difficult, like you go, "Hey, take a step back, think about what you want to achieve, give that to me, and then I'll see what I can do to change the course of the business to help you accomplish that. What can we do? Maybe there's a middle ground we can chase down together." And that's something new to me and I'm kind of using that instead of performance reviews so make sure you do your goals, people. [crosstalk 00:42:44]

Dave Elkan:

But yeah, also you've made sure, you want to look back in time and you want to see yourself in the future, reflecting with the team. When they've gone and moved on, [crosstalk 00:42:56]-

Nick Muldoon:

Oh, yeah. Absolutely. I was even chatting with Elizabeth Cranston this week and I was saying, "I can picture in the future, you're living down at Narooma down the coast and I can come down and have a cheese and biccies with the families and you're looking over the bay at Narooma or something, and we're reminiscing on this period of time at Easy Agile." I can totally see that. Yeah, I think it's great and I think just on the goals, the goals are important personally, and we've talked a lot about goals in the past, with respect to tenure vision for the families and that sort of stuff.

Nick Muldoon:

But it's also for the business, I remember we had okay hours in place from getting the business off the ground, we've revised them every year, we've learned and adapted a lot over the last couple of years in how we think about our objectives and our key results. And the fact that we write them on a quarterly basis and we review them on a quarterly basis, but we've got these objectives that align with a business goal that's three years out, and it all kind of flows. I mean, I think we're a lot more mature around that aspect of our... I don't know, would I say strategic planning? Vision goal setting over an extended time period? We're a lot more mature around that today than we were two or three years ago. That's really exciting as well. [crosstalk 00:44:33]

Nick Muldoon:

Come back to what you were saying before about the backlog. We'd come in on a Monday morning, and we go, "What are we going to work on this week?" And we kind of worked over a couple years, we worked it out so that, "Ah, here's the vision for the product." It was a longer term thing, and we've elevated that and it's not like, "Hey, what are we doing for the business this month?" It's now, "Here's our longterm trajectory for the business." We've been elevating that, that's pretty exciting, I think.

Dave Elkan:

And at the same time, trying to get the team to lift their line of sight as well.

Nick Muldoon:

Mm-hmm (affirmative), mm-hmm (affirmative).

Dave Elkan:

And look out further afield, but not too far. You want them to be looking at what's happening next week and next month as well, but also what's the goal, what are we chasing down? What's the bigger picture? And I think that's starting to happen.

Nick Muldoon:

What's the analogy there about golf, Dave?

Dave Elkan:

Oh. No, can you tell me? I can't remember.

Nick Muldoon:

It was this analogy about golf, like you've got to look where you're going to hit the ball and you've got to look up. You don't want to look at the tee, you want to look beyond the tee so that you... not beyond the tee, beyond the hole, sorry. You want to look beyond the hole.

Dave Elkan:

That wasn't my analogy, that's why I don't remember, but I do remember someone telling us that one. But it's a good one, like it wasn't even an analogy, isn't that the literal thing that the golf tutor would do? It's like, "Where are you looking?" And then they go, "Oh, I'm looking at the hole." "No, no, you've got to look further than the hole. Look up where you want the ball to go, and then away it goes."

Nick Muldoon:

Yeah, raise your sights.

Dave Elkan:

Raise your sights, yeah. And if you are looking at your feet, then you're probably not going to go far, but if you do look up and take stock, you can probably... that's actually a soccer analogy I can give you, like from my soccer coach, like you've got to point your toe where you want the ball to go. And that's just the magic thing, it just works. You just put your foot next to the ball with the pointing at the corner of the goal you want it to go in and you kick it, and then it just happens.

Dave Elkan:

There's these funny little hacks like that and I think that's a longterm vision thing. If you are running a business which doesn't have that longterm vision and purpose, then you can go actually in multiple directions at once, and you're not going to make any progress. I think a good analogy I read was like with a team, if you imagine all the team members are tied to a pole with a rubber band and they're all heading in different directions, the pole's not going to move because everyone's just... and the company's going to stay static and still. But if everyone just goes in the same direction, then it's going to move along.

Nick Muldoon:

Shift it, yeah.

Dave Elkan:

Yeah. And that's something that we've bitten off recently, is our purpose.

Nick Muldoon:

Mm-hmm (affirmative), to help teams be agile.

Dave Elkan:

Yeah. It's one of those funny moments when we we're talking about, and we talked about it, we set ourselves a deadline for the sake of a better word, like we had our planning session coming up in a couple of weeks, so we sat down and talked about it. And we went around and around in circles, trying to discover what it is, not to be agile, but just, what is Agile? And we know [inaudible 00:47:45], but we were trying to codify that in words. And when you said that, like it's being agile, it was kind of one of those... the way I like to describe it is, an upside down A-moment, which is our logo as you can see on Nick's jacket there.

Dave Elkan:

So when that was proposed to me, I was like, "No, that's so silly." But I was like, "Oh, but I love it." And I'm not saying that being agile is silly, but the fact that it's so simple, that's what I like about it, it's easy, it's simple, and there's a lot there if you dive into it.

Nick Muldoon:

Mm-hmm (affirmative). Yeah. Well, why don't we wrap it there? I think that's a good place to end.

Dave Elkan:

Yeah.

Nick Muldoon:

Our purpose is to help teams be agile and doing that, we're doing that for ourselves, we're constantly trying to learn and adapt and experiment with new things, being Easy Agile and as our team members here. So I hope that was a useful little tidbit and journey from Dave and I on how we got Easy Agile to this point, and some of the things that have been on our mind.

Dave Elkan:

Yeah.

Nick Muldoon:

Thank you, Dave.

Dave Elkan:

Thank you, Nick. That was fun.

Nick Muldoon:

That was fun. Oh, goody.

‍

‍

Dave Elkan, Co-Founder and Co-CEO of Easy Agile is joined by Jean-Philippe Comeau Principal Customer Success Advocate at Adaptavist.

"Hearing from JP is a sure-fire way to get excited about Atlassian Team '23. We spoke about where we are hoping to see conversations focus + more."

JP is passionate about teamwork, meeting new people, presentations of all kinds - loves a microphone and a captive audience, new technologies and most of all problem-solving.

In this episode, JP and Dave are talking about one of the most anticipated events in the tech calendar - Atlassian’s Team23! They’re talking about what to expect, tips for first timers and what they’re hoping to take away from the event.

They also dive into the future of work and the significance of coming together as a team.

We hope you enjoy the episode!

Transcript:

Dave Elkan:

Hi, all, and welcome to the Easy Agile Podcast. My name is Dave Elkan and I'm co-founder and co-CEO here at Easy Agile. Before we begin, Easy Agile would like to acknowledge the traditional custodians of the land from which we broadcast today, the people of the Dharawal speaking country. We pay our respects to elders past, present, and emerging, and extend that same respect to all Aboriginal, Torres State Islander and First Nations people joining us today. Today I am joined by Jean-Philippe Comeau or JP. JP is the principal customer success advocate at Adaptavist and is passionate about teamwork, meeting new people, presentations of all kinds, loves a microphone and a captive audience, this podcast definitely fits that mold, new technologies, and most of all, problem-solving. JP, thanks so much for being with us today.

Jean-Philippe Comeau:

Thanks for inviting me.

Dave Elkan:

Hey, no worries. It's great to have you on. We want to take some time today just to talk through Atlassian Team '23. The ecosystem is gearing up for one of the biggest events of the calendar and the ultimate event for modern teamwork. You've been to a few Atlassian Team events before and last year being the first one back in a while. Quebec to Las Vegas is quiet a gear change. What are your tips for people attending Team for the first time?

Jean-Philippe Comeau:

Ooh, yeah, that's a good question. I mean, yeah, Teams to me is a massive event. It's a beautiful moment to actually take in everything that has happened in last year for Atlassian. What I mean by that is actually more and more what's happening with Atlassian is actually what's happening in the world of work. So I think it's just a great time to reassess where you're at. So for me, it's about planning out the main things you want to hit and don't overcrowd your schedule. That's a mistake I made the first time was just I wanted to see the most of everything and I was like, "Yeah, I can absolutely do back to back to back. It's going to be fine. I'll be walking from one thing to another." Truth is after talk, you'll have some questions. Some things will popped-up. "Oh, that's interesting. I could maybe explore that."

You're going to want to do maybe some floor hunting, which is like, hey, looking through the partners. Maybe you've heard about something like an app that you really want to go look at or something like that. So, that's always going to happen and then you're going to miss that next talk. So make sure that what you highlight is really things you want to see and plan according to that. That to me is the number one thing. Don't try to do it all. Do what you feel is really, really important than the rest. Try to make it work because it's going to be a lot of walking, a lot of listening, a lot of talking. The second thing which I remind everybody is to hydrate, get a bottle of water. There's going to be plenty over there, but everybody's going to have their own branded bottle of water, so don't worry about having one or not, but get one and just hydrate. I mean, we all get very busy during the day and we all know how the nights can go, so keep drinking some water. Yeah, those are my two tips.

Dave Elkan:

That's great advice. I think hydration is certainly something to consider. I remember particularly a wall of donuts at one point distracting me from good habits like that. So yeah, it's really important to make sure you've got the basics in line. What are you most looking forward to from the lineup at Team '23?

Jean-Philippe Comeau:

Yeah. I mean, every year the keynotes are what's going to hit the most. Obviously, getting a chance to hear James Cameron talk is going to be very, very interesting. I think especially in the year of Avatar 2 is just great timing, obviously probably planned. He's probably on a tour, but it's going to be really great to hear some stories of how that movie came about. It's been a long time in the making, probably the closest thing we got to really long development on a film. It feels like a long software development cycle thing. That's a very long time. And then hearing Van talk about some of the things that he's seeing in today's world. Van Joseph, I believe, is the name of the second talker, and remember seeing him a lot on the CNN broadcast and stuff during the elections and the impact that he brought to the whole broadcast was quite something. It'd be very interesting to hear them talk.

And then as far as maybe not the big ticket items, really interested to... I think this is the year where the practices on the different tracks that Atlassian usually promotes, I think this is the year what they really start to hit. What I mean by that is I think before this year, so when you look at last year's Team and then before that, tracks were kind of like wishy-washy. Now, they actually have the products to back them. I think JSM's in a very, very good spot. I think their agile tooling is in a very good spot. I think their DevOps, which is what I expect, is going to be pushed the most, or DevOps tooling with the Jira product discovery and all their Point A stuff is got to be where it's at. So I think you're going to get really good talks on those practices. I think that's going to be the year where the tracks actually make a ton of sense and are very valuable to people.

Dave Elkan:

Absolutely. Thanks for sharing. It's really interesting. Yourself, you're a Canadian and James Cameron is a Canadian and he's talking about creating the impossible, and I think that's a theme that's coming through and what Atlassian is promoting and bringing that through. It's really interesting to see or hear you talk about the both building movies and media and CNN, the reference there, and how that can apply with a strongly software development-based audience. It's really interesting to see that building a movie is a very much a waterfall process in that you have this huge deliverable at the end, but I know that there are Pixar, for example, use this concept of Demo Trusts, we call them, or the Pixar Demo Trust. Yeah. So essentially you can test along the way as you go before you deliver this huge thing. It's really intriguing to think what we're going to hear from James in regards to how he builds these amazing projects.

Jean-Philippe Comeau:

Yeah, I think you're spot on. So I'm actually a huge Marvel fan. I don't have my book with me, but the Creativity, Inc. is a book that I love by Ed Catmull and how they built Pixar as a business, as a delivery team, not just about the movie side of it, the creative side of it, but how do you bring creativity into a more structured world that is the corporate world kind of thing, which they're now a part of? So, very interesting that you bring that up because I'm very fascinated by their process as well. I think they were the pioneers in the movie-making business or industry into bringing the agile methodologies or thinking to movie-making.

Now, what would happen historically in movies? Okay. So you don't know this, but my background is actually enacting. So when I started, when I studied, when I was a young lad, young adult, let's put it that way, I wanted to be an actor and then things changed. Obviously, I am not a prolific actor. So I'm very, very passionate about the movie-making industry. Movies historically has always been about you shoot, you shoot, you shoot, to develop, develop, develop, and then at the end, you cut it. So you make mistakes. So like we said, very, very waterfally. I think now that technology is almost like 50 to 60% of a movie now more days... If you look at Marvel movies and all that, you could argue it's 50 to 60% is going to be computer-generated, which can be a bad or good thing. Now, that I'm not going to get into that debate.

The nature of previz and all the animation work that goes behind it makes the process more agile, meaning that what they're going to do is they're going to build for a week and then they're going to review the film that's been made and then they're going to correct and do it again, right? So already you got your feedback loop going. You got your process. You got your sprints going. I can map all that out to some agile processes and I wouldn't be surprised that you're looking at something that are looking to scale up. You could even argue what are you guys going to do for your scaling methodologies? There's a lot of things that are very interesting.

I think going back to our first point, sorry, I really went on a tangent here, but going back to Avatar, when you have such a long cycle and you have a movie that's built, that one is heavily computer-generated. I mean, every actor has stuff on their face and they're acting in a blank studio. Now you're talking about agile processes because if you're building hours and hours and hours of work and you're just building and building and building and never review, I can't... Maybe James will say that's how they did it, and I'll be like, "Well, you guys were... It's very difficult. You made your life very, very difficult." But it'd be very interesting to hear because I cannot imagine them not going into some type of an agile way of building this movie.

Dave Elkan:

Oh, of course. I think that if you imagine the cutting room floor, it's an old adage and literally they used to cut the film and they'd leave it on the floor as that's something we're not doing anymore. And so, I dare say that there's a vast amount of film which is thrown away and redone. I feel that if we could see past that to this beautiful thing that they're doing behind the scenes, which is testing and iterating on their shots, it's actually quite a simple concept to apply these agile processes to filmmaking. It's just at the end you have got this big bang, same in game production. When you produce a game, you cut back. People do early access, which is fantastic. You can't early access a movie.

Jean-Philippe Comeau:

No, exactly. Yeah.

Dave Elkan:

Yeah. Going back to Pixar, that reference, I actually made the mistake. It's not actually the Demo Trust. So this is the Playbook by Atlassian. There's a play called Demo Trust, but it's the Brains Trust and it's bringing together the team to talk through does this fulfill the vision of Pixar? Does this make Pixar Pixar? And helping the team understand, so directors get that ingrained Pixarness through that process. So yeah, there's a whole team behind the scenes here. There's not one person who's just driving this at the director level. There's actually a whole team of people collaborating on this movie. So I'm really intrigued to hear that from James to hear how the teamwork comes out.

Jean-Philippe Comeau:

Yeah. I think when you look at a movie like Avatar, again, another thing that we don't think about is the connecting remote teams, which is a big, big part of what we do in 2023 is connecting remote teams so that they feel they're working on one project. When you have a movie like Avatar, your VFX is going to be somewhere. Your actors are going to be another place. And then you're going to have music and sound's going to be somewhere else. Your editors are probably going to be somewhere else. And so, there's a lot of remote work that you do. How do you bring all that together?

I remember watching the old documentaries around the Lord of the Rings movies, and they were literally flying people in and out with the actual roll of films because they were so afraid that people would steal them and so that they wouldn't put it on the internet and they would actually carry them around. So they had to fly from London to New Zealand to... It's kind of nuts when you think about it in 2023. Really, you had to take a 10-hour flight just to get your film across? It's probably easier also with the data, just the bandwidth and everything. So I think that's also going to be an interesting part is how did you connect teams?

You brought up a great point around the Pixar way or that's how they call it, the Pixar way. When you think about that, there's some really, really cool ideas behind bringing a team together and rallying them around one project. I think as teams get more remote and distanced from products and things that they're working on, and I do it myself at work. Things become generic. At some point, you're just doing the same thing over and over again. You lose touch a little bit with the work that you do. I think it's a beautiful thing to be able to rally a team around a project and say like, "Do you believe in this project? I believe in this project. Do you believe in this project?" And making sure the team does and if they don't, why don't you? What's preventing you from that? I think there's a lot of good conversations, sorry, that can come from that. Yeah.

Dave Elkan:

Absolutely. So yeah, you talk about going more remote. Is that a trend you're seeing, that we're continuing to see more and more teams go remote, or are we seeing a reversal of that to some extent?

Jean-Philippe Comeau:

It depends on what sphere you're working with, or in my position, I get to touch everything. I tend to gravitate towards the more creative teams of gaming and software development and stuff. I do work with banks. I do work with, well, corporate America, the classic suit and tie kind of places, everything. I see everything. There is absolutely out right now a battle of old versus new, old ways of working, new ways of working. There's a huge clash happening. I to this day do not know who's going to win, because even the big Silicon Valleys, I mean, we are all seeing what's happening with Apple and them putting mandatory office dates and stuff like that. You see that from an executive that is leading maybe one of the more bleeding edge companies in the world, but he's still an old school vibe of creativity.

I hate bringing it back to Pixar. I'm going to bring it back to Pixar. They have such a great office. So like I said, I'm very fascinated about what they do. They call it unplanned creativity. They truly believe that unplanned creativity happens in the office, and when you have unplanned meetings, unplanned interactions. So one of the things that they did, it's now very common, but when I was 14 years old and I was reading about them, I was like, "Oh my God, these are such cool things to do," they were doing those ping-pong places and activities and games to get people to play together and start talking about what they were doing.

And then all of a sudden you got an engineer talking to a VFX artist that's talking to a 3D or conceptual artist, that's like they would never meet in a meeting or anything like that. But because they're playing ping-pong and throwing ideas around and all of a sudden they're like, "Hey, maybe we could build this thing. That'd be amazing." Because the artist saying, "Well, now I could do clouds this way. Yeah. Nuts, I could create clouds that look like this." Then the engineer goes, "Well, you can just tweak a little bit of things."

Anyways, so I think there's this old school mentality at this. It's a question I've asked myself in our Slacks and where we talk about work. I don't know what the future is for unplanned creativity. I don't know how you recreate that in a virtual world. I think it's a big problem that some software companies have tackled with some tools. I don't know how you force someone to sit behind a computer and do something that's unplanned. How do I stumble across some... I don't know. But yeah, I think there's a bit of that in the old school mentality. I need people in an office so that they can meet and they can interact together. I still struggle to find where they're wrong, let's put it that way. I don't know where they're wrong about that theory of when you're with someone, when you're with people things happen in a different way.

Dave Elkan:

I can't agree more. I think that if I have any perspective on this, it's that there is not... Often, it's not a black and white or a zero sum kind of game. It's a combination of things that will occur and that will move forward for better or for worse. You can look back in history to Bell Labs and the creation of the semiconductor and the way that the building was designed essentially to allow people to walk past and have cross-collaboration and cross-functional conversations. Have you ever considered that the unplanned creativity that Pixar was talking about was actually planned-unplanned creativity, so they made these spaces on purpose? How can we make things on purpose to have things unknown to us happen?

Jean-Philippe Comeau:

Yeah. Yeah. Actually, you're absolutely right. I mean, yeah, they built the Pixar offices this way because of that. To me, that is the secret. If someone finds it, it's like the caramel milk or whatever, just bottle it up and sell it to people, I guess. I don't know. I have no idea what the answer is. I've looked and it's... There's an app out there. I can't remember the name of the app, but you're like a 2D sprite and it looks like an NES game and you're moving around from places to places. You can decorate your office. It's got this vibe of Animal Crossing, which is a game by Nintendo where you can just create stuff and people can visit your island and all that.

You can do that with your office space and then you can create a common area where people walking. When you look at it in a video, it's brilliant. Great, I can actually be in the office without being in the office. It has this whole technology of proximity. So if you're having a conversation with someone in an open area, people could walk by and hear what you're saying and join in. Beautiful technology, doesn't work with the humans when you really think about it. Why would I go online to walk around an office to go talk? I'll ping you on Slack, it'll be easier. All right. I don't need to walk through your office. So it's like I don't know what the secret is.

Yeah, you're right, it is planned in a way. I think we do that. I don't know for you guys at Easy Agile, how you do it. In Adaptavist, we do like to travel with teams. So whenever we do things, even if it's customer work or if we're going for an event or something, we try to make it a point to make it about also us and what we do. So we rarely traveled alone. If I'm going to a customer, we're trying to get two consultants in there, or what I'm trying to say is bring more people. It's a point, I think, Adaptavist is trying to make and I think that's what Simon, our CEO, is trying to make is use these opportunities to be with people. I think it's a beautiful thing, but it's one of the myriad of solutions. I don't know. I really don't know. What do you think? What are your thoughts on this?

Dave Elkan:

Oh, I can share how we work at Easy Agile. So here I am today in the office. This is a great place for me to do this recording. We have a room for about 50 people here in the office in Wollongong, south of Sydney. We have about 10 to 15 who usually arrive on a daily basis, and that's great. We don't mind. We love people working from home and working away, which is more convenient and relaxing for them. At the same time, we do have quarterly plan, like planning sessions that we go to. We have Advanced Easy Agile every quarter. We come together in person. We've strategically ensured that we hire in a way so that's possible, so people aren't flying across vast sways of ocean to get to this conversation. In a way, it's planned-unplanned. So we do our planning ahead of time.

When we come for Advanced Easy Agile, we'll have something that we want to either upskill the team with or whatever, and then we'll have some team bonding where people can choose from a range of different activities they want to do together. And so, for us, it's more about getting together in person because we know that's really valuable to both build an understanding of each other as a team and to build that rapport. It can't be done over Zoom to an extent. So, absolutely, our business runs entirely in a remote-friendly way and we don't rely on people to be in person, in sync in person to move forward. However, we do see there's a great value there. So we try to live in both worlds and we get the benefit from both of them. Yeah. And so, that's one thing that can work. It's not for everybody. If you have a truly distributed global business, it's not exactly easy or affordable to bring everybody together on a quarterly basis.

Jean-Philippe Comeau:

Yeah. I think it's beautiful though. So I've been in Adaptavist for close to six... I'm on my sixth year now and we used to be able to do... We didn't do quarterly. We did a yearly thing at the end of the year where everybody would get together. We called it Winter Con for the last two years, which I actually loved the idea, which was very much we could pitch ideas of what we wanted to talk about. It could be about work, could be about customers, could be about last year, whatever you wanted to talk about, could be about yourself, could be about a cool thing you did this year, whatever. We had a voting system, but really pretty much anyone that said any, you could get in.

You could just walk around and it was literally a conference center. We'd set up some rooms and you could walk in, look at a presentation, literally like Teams or whatever. It was the best experience every time that we did that. I love these because there's value. There's an ROI in having everybody learning and upskilling and breaking down these silos of, "Hey, I never worked with marketing, but here's an hour talk around something we did in marketing. I really want to join," and all these things. That's great. There was also the unplanned ROI, where you were coming out of there with multiple ideas of like, "Oh, I could explore this. We could explore that. I got this meeting set in Jan now that whenever I come back in January, we're going to be talking about this thing that we talked about for cloud migrations." All that was happening at Winter Con.

Now, we grew exponentially post-COVID, well, during and post. So while COVID was happening and all of a sudden everybody wanted work. And then as companies that were remote, I think a lot of the companies that were remote grew during COVID versus because companies that were local or anything, they slowly diluted down a little bit, let's put it that way. As we grew, we can't support that anymore as a one-time thing where you'd have... We're close to a thousand now. There's a lot of people to move and a lot of conferences, a lot of conference rooms and presentations and stuff that we just can't accommodate. So, I miss it a lot. We've been doing it remotely, but like you said, it's not the same to go on a Zoom call.

I remember sitting down in these presentations and you're sitting down next to people that someone from Arkansas, someone from Cambridge, and you start talking. Yeah, you're listening to conference, but we all know what happens when you're listening to a presentation. You start talking like, "Yeah, that's an interesting idea. What did you do last weekend?" You start talking. Those are things you can't do on Zoom. You can't really reproduce that on Zoom. It's not going to happen really and I miss that dearly. I don't know what the solution is when you have these kind of global distribution. I mean, I guess you do in a smaller way, maybe all of North America meet up or things like that, but it's just not the same, not the same at all. I think it's beautiful that you guys can still do these because everybody's close by. I think it's really nice.

Dave Elkan:

Oh, thanks. Yeah, it's something we're hoping to hold onto as long as we can. We understand that these things don't scale. At one point, we'll have to break it into different events so that people can have, I think, a higher level of involvement in that. If you have too many people at the same time, it can be just a bit read only, the way I see it. It's as if to seek participant.

Jean-Philippe Comeau:

That's nice. Yeah. Yeah, I like that. Yeah. Yeah, you're right.

Dave Elkan:

So I'd love to just quickly touch back on Atlassian Team '23.

Jean-Philippe Comeau:

I'm sorry.

Dave Elkan:

You did mention at the beginning... That's all right. We'll get there. There's these new apps, especially in the DevOps tooling space that Atlassian's working on, so Discovery. Can you just talk to me a little bit more about what you see there and why that's coming to fruition now?

Jean-Philippe Comeau:

Yeah, I think it's all about cloud. I'll be the first to say that big fan of data center, big fan of on-prem. That's how I learned the Atlassian tool set. So, a little skeptical when cloud came about. As it grew and it got better, it got better, that was great. I think it's now at a mature spot where the Point A program, which is where all of these tools are coming out of, so the product Discovery, Atlas and all that, those are the fruits of cloud. That's because now that we have cloud, they can churn out products and try things and see if they stick or not. I think that's why I think this year is the year where I think the program is mature enough. Migration's ready. I mean, we're one year out of server end-of-life. I think we're finally in a place where we can actually talk about all these opportunities. Most of the people at the conference will be able to get value from it.

I remember last year where talks were heavily around JSM and all the cool things it would do, but you still had a lot of people on server, still had a lot of people on data center. So it fell a little bit on deaf ears. A lot of people in the crowd were just like, "Yeah, it's not for me." Both keynotes were about that. So anyways, I think this year it's going to be better because of that, because everybody's bought in. I think it's right now because yeah, it's cloud. You can ship easier, faster. You can ship better. You can iterate better. You can get a product ready much, much quicker than if you're on-prem, and I think that's why you're seeing this blow up. I also think they're great ideas. Big fan of Atlas specifically. Big, big fan of Atlas.

Dave Elkan:

Yeah. Fantastic. So, how are your customers seeing the migration to cloud? On the larger end, is that something that they're open to? Is that something that they support?

Jean-Philippe Comeau:

Everybody is intrigued, I'll start there. Everybody's intrigued. Now, the level of interest depends on the industry and the size. When you have a massive... I'll use banks because to me, banks are kind of like countries. So if you look at a massive bank where you have 30, 40,000 users, usually they have solid infrastructures. They have solid administrators. They have teams that are kind of living off this. It's built its own economy, basically. It runs itself. When you go in there and you try to teach them about cloud and all the great things it'll do, they start asking questions that are very technical and they're very good. There's not really an answer in cloud for yet, and so it gets skittish. Whereas if I go to a 500,000 people organization and they start asking questions about cloud, and usually we have more answers for that. It's just easy, an easier conversation. They don't have the same worries or the same thing troubles on their mind than the admin of 40,000 people. It's just not the same reality that they're seeing.

So I think for now, and I know Atlassian's making a big push into that enterprise space, I think for now you're going to see that growth. But as long as we don't have full autonomy of where our data is and how accessible that data is, it's going to be a problem, as long as FedRAMP isn't available to all, as long as all these different SOCs and compliances aren't available to all. These are very difficult because you've built an ecosystem around a lot of integrations and Easy Agile being to me, one of those integrations because their third-party app, however you want to look at it. Adaptavist has their own third-party app. So you have script runner and all that. We all have third-party apps. So Atlassian can't be like, "Oh, yeah, I'll make a blanket statement. We can do all these things." It's not really true. I'm like, "Hold up, you got to take into account all these different app partners out there that are doing their things and you can't put us all into one roof."I think they're victims of their success. What still making Atlassian great is the partner ecosystem, apps, solutions, sorry, everything, but it's also what's causing the adoption and the speed to which adoption of cloud is happening. It's making it slower than they would want to. I think that was maybe the misstep a little bit when everything got announced was like, "Oh, you guys do rely on these apps a lot." Yeah. A lot of our customers actually would say that the apps are even more important to them than the core. It's just a thing that you're seeing. So to go back to your question, depends on the complexity of the instance. The bigger the instance, usually the more complex it is. So if I go to over 10,000 users, it's going to be a very long conversation. Very, very long conversation.

Dave Elkan:

Yes, it is. It's funny that Atlassian did ship this and say, "Hey." Well, actually, there was a presumption that the apps were covered by SOC 2 or the like as well, and that was a missing... But it was this misunderstanding. But I say as a business owner going through SOC 2, it's a very rewarding and good process to go through. It's hard. We are doing it far earlier than Atlassian did in their own journey, but the sooner you do it, the easier it is. Ideally that as a smaller company, you have less things to worry about and the processes you put in place will be easier to maintain and monitor. So we're excited to really go down the SOC 2 path and to provide that peace of mind to our enterprise customers. So yeah, very good process to go through.

Jean-Philippe Comeau:

Yeah, you guys are going through it right now. Have you acquired it yet? Did you get your compliance yet or you're on your way to getting that?

Dave Elkan:

No, we're on the way to SOC 2 type 1 at the moment.

Jean-Philippe Comeau:

Wow. Nice.

Dave Elkan:

Yeah.

Jean-Philippe Comeau:

Yeah. Yeah. We got security group now in and they're handling all that. I'm not good with the compliances. I'll say it right now, right off the bat, I don't know them very well. I know they're like letters I would like to see next to every apps. That's what I know. I don't know how in depth the processes, but I know it's very involved to the point where you need to have a team dedicated to making that happen. So what have you guys seen so far? It's coming along great. What are some of the challenges that you've seen maybe? I'm just intrigued.

Dave Elkan:

Yeah. Oh, look, so our cloud apps are all architected in the same way, so they all use the same code base to an extent, like the deployment methodology. We haven't done any acquisitions which have bolted on to make that more complicated, so we're making the most of that situation. We've done a fair bit of work over the last quarter or so to put in all the checks and the controls around that deployment. The next thing is to really put in place the processes to ensure that our team understands how to deal with different situations and the like. So, that's something we're going to tackle in the next quarter. I'm excited to go through that and do a bit of a sprint with Nick, my co-founder and co-CEO, to really see how much we can get done in a period of time and really focus on that. I think that the benefit will be that we have a much more understood and clear way of running our business, which is obvious to our customers as well, which is a very good thing. I'm all in favor of it. Yeah.

Jean-Philippe Comeau:

Yeah, that's awesome. Yeah, I think we're seeing some of the similar things, but we did acquire a bunch of stuff and so that is making everything a bit more difficult, for sure.

Dave Elkan:

I can understand. That would be very tricky to try and bridge those gaps and to homogenize enough to be able to have a really clear statement going forward. Yeah. Okay. So we touched quickly on the Atlassian apps that they're bringing. Are there any apps in the marketplace that you have got an eye on that you'd love to go and talk to, of course, Easy Agile aside?

Jean-Philippe Comeau:

I mean, of course. Yeah. A big need that I'm noticing now in the market... I don't know if it's a secret or something, I should wait because I know Team '23, they're going to be doing some stuff and I'm really excited for them. So one of the things that we're noticing is... So backups, so enterprise support, basically. Right now, when you're on the cloud, most companies, again, in the 40,000 and plus have strong backup needs and they actually have requirements, laws, things that they need to abide by as far as how long they maintain data, how long they have backups of data and all that. Right now, the way that it's done in cloud isn't nice at all. You actually have to go into the UI. You get a backup. If your backup is large, it's going to take multiple days to process and you got to remember to... It's all manual. There's nothing that really automated.

So, there is a growing market for these kinds of apps. I've been talking all that to these people at Revyz, R-E-V-Y-Z. What they do is they basically automate that process for you and they host your data. Right now, they only do it for a year, but it's still much better than what we're seeing out there. There's a lot of need for services like that, where they... Because I mean, part of the appeal of cloud is obviously hands off, don't have to worry about things anymore and Atlassian only guarantees backups for 21 days. So if you're an enterprise and you're looking for six months at least of data recovery, at least you're not going to get that. So by having a partner like Revyz or all these, there are other apps out there, I'm talking about Revyz specifically because I talk to them a bunch, but a lot of interesting things are happening.

Also, what's amazing about these apps, what these developers have found, and once they've have that process, they now get access to the structure of the data and they've started building tools around that structure. So for instance, that app can actually restore projects and issues and custom fields and configurations. So you don't need to do a full restore. You can actually pick what you want to restore, which is brilliant. It's something that even in data center wasn't easy to do. You couldn't just say like, "Hey, give me that issue." You'd have to restore the snapshot, go into the system, find your stuff. Now being able to go into my UI and Jira, go into my backup app, go and look the issued I deleted by mistake, find it, restore it the same day, it has comments saying, "This was restored by revisits, so make sure blah, blah, blah, yada, yada, yada." It's just brilliant and I'm really excited to see that grow this year.

Dave Elkan:

That's amazing. Yeah, it's a really intriguing part of this piece that I've never really thought through that that's actually a really important part of running an enterprise, that you have those continuous backups. Yeah. Cool. Yeah, that's a great insight.

Jean-Philippe Comeau:

Yeah, it's going to be an interesting market to dive into because we've been asked, even as a service partner, "Can you deliver on this?" The truth is without an app, you can't. There's no real way for me to get a backup. I'd have to go into your instance every day. I don't think you want a consultant going into every day your instance, downloading a backup and throwing it. I'd rather spend my money elsewhere. So these apps are going to be very... I think they're going to be big and I'm really interested to see what happens with all these different ventures.

Dave Elkan:

Well, certainly, a booth I'll be popping by to see if we can include the Easy Agile data in that backup as well.

Jean-Philippe Comeau:

Yes, exactly. So they are looking at other app partners and seeing what they can do. So I think, yeah, absolutely, if you want to have a chat, they're great people.

Dave Elkan:

Beautiful. Thank you so much for your time today, JP. That's a wrap. Hey, is there anything else you wanted to touch on before we wrap up? Is there anything you are hoping to get away from the event, to take away from the event? Anything on the sidelines you're going to see when you're there?

Jean-Philippe Comeau:

I mean, obviously, App Day is going to be a big thing. Really excited to meet y'all in person, see everybody. So App Day is the time where I get really technical, get my hands dirty. I don't do that a lot these days. I miss it sometimes just sitting down and doing some good old admin work. So anyway, the App Days are usually when I really get back to the nitty-gritty of let's talk about script runner, where we're at now, and let's meet with Easy Agile, with Temple, with all these different app vendors and talk about what's coming up and what they're seeing. So really looking forward to that. But other than that, no, just looking to have a good time. I'll hopefully get some good social time as well at the evening. Like I said, we won't get ourselves half the fun is also after the events every day, so really looking forward to that, for sure, and meeting all my fellow ecosystem partners and talking to everybody and seeing what they've seen in the past year.

Dave Elkan:

Likewise. I'm at least 1,000% more excited now having talked to you about it. So thank you so much for taking the time today, JP, to talk through that and I can't wait to see you there.

Jean-Philippe Comeau:

Yeah, I can't wait to see you. Thanks for having me.

Dave Elkan:

No probs. Thanks, mate.