Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Culture by Design

Dug Song
August 01, 2021

Culture by Design

Workshop for Venture for America fellows on building, aligning, and managing culture at various stages of organizational development, from a decade+ building Duo Security.

Dug Song

August 01, 2021
Tweet

More Decks by Dug Song

Other Decks in Business

Transcript

  1. Culture By Design
    @dugsong

    View Slide

  2. On a scale of 1-5 (least to most),
    how important is culture to you in
    choosing a company?
    ⓘ Start presenting to display the poll results on this slide.

    View Slide

  3. Learning Objectives
    ● Define culture
    ● Align culture with strategy
    ● Manage and shape culture

    View Slide

  4. CONFIDENTIAL INFORMATION PROPERTY OF DUO SECURITY, INC.
    Defining Culture

    View Slide

  5. What is Culture?
    Culture is the everyday reality of
    organizational life.
    “Culture is what we do and say,
    the way we behave, the way we
    treat each other, our products,
    our customers, our community
    and ourselves. In essence, it’s
    the personality of the company.”
    – Zingerman’s Delicatessen

    View Slide

  6. Duo Culture
    At Duo, culture is the operating system of our team.
    Culture defines how we come together as a team to accomplish something
    bigger than ourselves.
    It is our only long-term, sustainable competitive advantage. We do not have more
    resources, time, or talent than our competitors. Everything we produce can be
    examined, reverse-engineered, and copied. How we think and act – make
    decisions, find solutions, and incorporate learning – defines our success.

    View Slide

  7. DEMOCRATIZE SECURITY
    by making it easy & effective for all
    Mission

    View Slide

  8. Vision: The Most-Loved Company in Security
    2017 BEST PLACES TO WORK
    4.8
    70+
    NPS

    View Slide

  9. 2013

    View Slide

  10. Duo Values
    ▸ Engineer The Business
    ▸ e.g. Experimentation, Hack Days, Lean/Agile
    ▸ Learn Together
    ▸ e.g. Retrospectives, Tech Talks, Book Clubs, Training
    ▸ Be Kinder Than Necessary
    ▸ e.g. Appreciations, Feedback, Conflict Resolution

    View Slide

  11. Discovering Your Values
    1. Name 3 colleagues that exemplify the kind of people we should hire, and why?
    2. What are your best attributes that you bring to work everyday?

    View Slide

  12. What values are important
    to you or your organization?
    ⓘ Start presenting to display the poll results on this slide.

    View Slide

  13. Product, Culture, Brand
    Purpose
    The Why
    Protect Others From Harm
    Mission
    The How
    Democratize Security By Making It Easy & Effective
    Vision
    The What
    The Most-Loved Company In Security
    Pillars
    Our Promise
    Easy Effective Trustworthy
    Values
    Our Principles
    Be Kinder Than Necessary Engineer The Business Learn Together

    View Slide

  14. MFA & Access
    Direct
    US
    Inside
    Inbound
    500 people
    Beyond
    Channel
    EMEA / Fed
    Enterprise
    Outbound
    250+ people
    Growth Takes Change 2018
    G
    row
    th
    Scale
    Ludicrous
    M
    ode!!!

    View Slide

  15. Right Team
    Positive & purposeful, with
    diverse skills, experiences,
    mental models, frameworks
    Hackers & designers →
    Public company, SaaS GTM,
    Webscale experience
    Winning Strategy
    The right story:
    Relevant, Inevitable,
    Believable, Simple
    2FA Everywhere →
    Access Security →
    Zero Trust Security
    Culture Drives Behavior; Behavior Drives Results
    Strong Execution
    Predictable, consistent
    growth
    Velocity, US, Inside →
    Enterprise, International,
    Channel, Verticals

    View Slide

  16. CONFIDENTIAL INFORMATION PROPERTY OF DUO SECURITY, INC.
    Aligning Culture
    with Strategy

    View Slide

  17. CONFIDENTIAL INFORMATION PROPERTY OF DUO SECURITY, INC.
    Punk Rock, Jazz, or Marching Band?
    Seed + Series A
    ● Productize
    ● Build product
    ● Product/market fit
    ● Early traction
    Series B
    ● Operationalize
    ● Management team
    ● Grow distribution
    ● Reliable results
    Series C...
    ● Strategize
    ● Growth portfolio
    ● Revenue models
    ● Leadership
    Startup
    ● Builders
    ● Rapid Change
    ● Not Predictable
    ● Many Hats
    Growth
    ● Improvers
    ● Iterative Change
    ● Some Predictability
    ● Roles Forming
    Scale
    ● Operators
    ● Controlled Change
    ● Predictable
    ● Defined Roles

    View Slide

  18. CONFIDENTIAL INFORMATION PROPERTY OF DUO SECURITY, INC.
    What stage company will
    you be joining?
    ⓘ Start presenting to display the poll results on this slide.

    View Slide

  19. Ann Arbor: A Culture of Learning, Teamwork, ...

    View Slide

  20. … and Revolution

    View Slide

  21. What makes for a winning team?
    Creative Rebels, Fast Learners,
    Team Players (... or Freaks, Geeks, Jocks)
    What do you select for?
    History, Skills, Values, Motivation

    View Slide

  22. How can you be successful?
    Make a bunch of right decisions!
    How do you make right decisions?
    Make a bunch of wrong ones!

    View Slide

  23. Push decision-making down
    Do what’s right for our
    customers, company, community
    We win or we learn
    Blameless retrospectives

    View Slide

  24. Manager Manifesto
    ● Build Trust
    ○ First job of any leader - confidence born of 2 dimensions:
    ○ Character: your integrity, motive, and intent with people
    ○ Competence: your capabilities, results, and track record
    ○ Listen first, demonstrate respect, keep commitments, assume positive intent
    ● Create Clarity
    ○ Alignment through transparency
    ○ Give direct feedback: ♢ and ♤, not ♡ and ♧
    ● Drive Results
    ○ Through delegation & accountability
    ○ Agree on: What’s to be done, how they’ll be supported, how you’ll measure success
    ○ Push decision-making down: we create and own our own commitments
    ○ Have courage to fail: we win or we learn

    View Slide

  25. Management Systems
    ● Regular 1:1s
    ○ 3 part agenda: about you, about us, your professional development
    ● Professional Development
    ○ Roadmaps to Promotion (RMTP)
    ○ Shadowing & Rotation
    ● Training
    ○ Internal - Duo University, Lunch and Learns, peer-led
    ○ External - courses, conferences, certificates
    ● Blameless Retrospectives
    ○ Agile, QBRs
    ● Planning
    ○ Offsites, summits, MBOs

    View Slide

  26. CONFIDENTIAL INFORMATION PROPERTY OF DUO SECURITY, INC.
    Managing Culture

    View Slide

  27. © 2019 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
    **

    View Slide

  28. Culture by Design
    Duo optimizes for transparency, alignment, & connectedness:
    ● Duo Lightning Talks Global monthly all-hands (DLT)
    ● Ask Duo Anything At DLT, plus Slack channel, anonymous feedback, ADA Hub
    ● Board Reports Every 6 weeks
    ● Duo Pulse Survey Bi-annual, plus working groups
    ● Sales Dashboard Bashboard app & office displays, Slack channel
    ● Appreciations & Karma At meetings & DLT, thanks@ app & office displays, duobot
    ● Duo Hack Day Practice collaborative innovation, 3x year
    ● Duo Tech Talks & LnLs Creating community and sharing knowledge
    ● Community Support Through service, sponsorship, engagement
    ● Coffee Roulette/Brew:30 Slack channel, bot, $5 coffee gift cards
    ● Duo Circles Slack channels & meetings of employee resource groups
    ● Culture Day Onboarding for every employee, led by leaders
    ● Local Conversations Site leaders, standups, rotations, Slack channels
    ● Cultural Production Videos, swag, stickers, company, team, releases, events

    View Slide

  29. Duo Cultural Development
    2011
    5 HC
    Team Meetings
    Company Updates
    2012
    21 HC
    Culture Deck
    Duo Lunch Talks & Bios
    Appreciations & Karma
    Hack Day
    Holiday Parties
    Equitable Benefits
    2013
    44 HC
    Strategic Plan / OKRs
    Board Reports
    Ask Duo Anything
    Sales Dashboard
    Open Houses
    Interview Training
    2014
    79 HC
    Culture Day
    Duo Gives
    Duo Pulse Survey
    2015
    195 HC
    Duo Kickoff
    Sales Bootcamp
    Summer Picnics
    Duo Tech Talks
    2017
    547 HC
    Coffee Roulette
    2018
    726 HC
    Culture Zine
    Duo Circles

    View Slide

  30. Duo Pulse Survey (via CultureAmp)
    Factor Q3 2014 Q1 2015 Q4 2015 Q2 2016 Q1 2017 Q4 2017 Q2 2018
    Participants / Invited 77/77 97/100 174/177 269/276 371/393 490/514 626/664
    Participation 100% 97% 98% 97% 94% 95% 94%
    Engagement 77% 85% 87% 92% 91% 91% 96%
    Performance 56% 76% 77% 81% 87% 87% 82%
    Leadership (MTeam) 67% 81% 86% 84% 93% 91% 88%
    Direct Manager 64% 78% 76% 83% 89% 88% 85%
    Culture - 75% 77% 84% 89% 89% 90%
    Feedback 61% 72% 69% 82% 78% 81% 80%
    Comm. Effectiveness 78% 69% 63% 81% 82% 80% 82%
    Work & Life Balance 70% 59% 70% 67% 72% 75% 75%
    Learning & Development 72% 71% 71% 68% 69% 67% 56%
    The Office 56% 73% 66% 66% 82% 76% 70%

    View Slide

  31. Company Action Plan
    Learning Advisory
    Committees
    Dedicated team of Duo
    leaders and team
    members with focus on
    providing support to
    those identified as
    initiative owners, and
    serving as a champion for
    initiative / program
    launches.
    Create spaces to continue the review and analysis of survey results, guide the ongoing program and
    initiative needs, and encourage sharing and learning on the team & individual level
    Engage Duo
    Circles
    A review of survey results
    demographic data with
    the appropriate Duo
    Circles to identify trends,
    identifying where overlaps
    and intersections occur
    across demographics, to
    guide future programming
    and community
    engagement.
    Manager Learning
    Cohorts
    Self identified cohort of
    managers to connect on
    identified areas of
    learning, crowdsource
    best practices and serve
    as an advisory for future
    learning & development
    initiatives and
    programming.
    Dept / Team
    Action Plans
    Department and team
    specific action groups
    created to analyze results
    and address low trending
    areas of focus,
    championed by the
    Department head /
    managers with
    involvement of all
    employees
    ACTION TO BE TAKEN
    THIS MONTH
    IDEAS BEING DISCUSSED
    THIS QUARTER

    View Slide

  32. Next Steps: how you can be involved
    ❏ Participate in the review of your Department / Team results
    ❏ Join your Department / Team action planning efforts
    ❏ Consider joining a Duo Circle as they analyze and action plan any
    demographic information
    ❏ Have feedback on Company Action plan? Send to pbp@
    ❏ Have other ideas? Please send them to pbp@ or share with your
    Department leader

    View Slide

  33. Board Reports
    ● Communicate our plans, progress, problems every 6 weeks
    ○ 3-5 paragraphs per department, plus CEO summary
    ● Sent to board as GDoc with comments enabled
    ○ Board meeting to focus on 2-3 topics of strategic concern
    ● Shared with entire company
    ○ After every quarterly board meeting and mid-quarter call
    ○ Typically ahead of DLT
    ● Also useful in onboarding
    ○ 8 per year, since 2014
    ○ Effectively comprises the Book of Duo

    View Slide

  34. Appreciations & Karma
    ● Model the behavior we want to see
    ○ Uphold success - not top-down, but all across the business
    ● Give diamonds, not hearts
    ○ Timely & specific, vs. general positive feedback
    ● Positive feedback in public, critical feedback in private
    ○ At DLT, on Slack (#thanks/duobot), thanks@ app for office display
    ● Social trust required to give or receive feedback well
    ○ Build Trust - #1 directive of Duo management (#2: Create Clarity, #3: Drive Results)
    ● “Be Kinder Than Necessary” - go out of your way to help others succeed
    ○ Not always comfortable - like pointing out spinach in someone’s teeth

    View Slide

  35. Sales Dashboard, #thegong

    View Slide

  36. Duo Hack Day
    ● Why hack?
    ○ The best ideas come from all parts of the company
    ○ We have exercise our innovation muscles to be successful
    ○ You can get a lot done in a single day with focused effort and the right team
    ○ If we’re not experimenting and failing frequently, we’re not taking enough risk
    ○ Have fun and create new social connections!
    ● Great hack day projects…
    ○ Take risk, make bold bets
    ○ Involve cross-functional teams
    ○ Are not your day job!

    View Slide

  37. Duo Tech Talks
    ● Monthly tech talk series
    ● World-class security leaders
    with BlackHat-quality talks
    ● Hosted across Ann Arbor,
    Austin, and San Francisco
    ● 40+ meetups
    ● 3200+ members
    ● 100+ average attendees

    View Slide

  38. Coffee Roulette

    View Slide

  39. Reducing Barriers to Brilliance
    ● 16-week paid parental leave
    ● Paid medical, bereavement, jury duty, military leave
    ● Unlimited book budget
    ● Free healthcare option
    ● Same-sex domestic partner coverage
    ● 9-5 working hours
    ● Unlimited PTO with 3-week minimum
    ● Stocked snacks, drinks, mini-kitchens
    ● ASL interpreters
    ● Prayer/reflection rooms
    ● Gender-neutral bathrooms
    ● Nametag day / pronouns

    View Slide

  40. Duo Circles
    Duo’s Diversity and Inclusion (D&I) vision is to reduce barriers to brilliance. To accomplish this, we aspire to evolve diversity practice, focus on
    employee connectedness, and drive equity in tech for a sustainable impact. With the vision and strategy in place, our Duo team helps implement
    programs and initiatives to deliver on it.
    Duo Circles are a critical pillar of our overarching Diversity, Inclusion, & Connectedness strategy. Duo’s D&I dream is to become a place where
    connectedness is the cornerstone of our culture. Here is what Duo Circles hopes to accomplish:
    Engage and build community with each other. Through formal and informal interactions, we will get to know other team members across
    departments and build relationships that help us feel connected to one another.
    Give back to the communities around us. We hope to have a positive sustainable impact for communities connected to the Circle’s focus.
    Learn across difference and become the better for it. Learning together is one of our core values at Duo. We grow when we engage with people
    who are different in multiple ways.
    Develop leaders. By allowing a way for team members to step up by leading a Circle, we discover leaders with different talents.
    Rightsize equity in tech. By building a robust D&I program, we hope to build a brand as an employer who puts people first, cares deeply about
    culture as we scale by drawing the most talent and diverse team as possible.

    View Slide

  41. Duo Circles
    Disability:
    inclusion and
    justice for
    those with
    disabilities
    Race &
    Ethnicity:
    community for
    inclusion &
    racial justice
    Gender:
    equality &
    empowerment
    across the
    gender
    spectrum
    Faith: a
    community for
    all faiths,
    spiritualities &
    meaning
    Families:
    inclusion for
    caretakers
    Social Class:
    community for
    economic
    justice &
    inclusion
    Veterans:
    inclusion and
    empowerment
    for those who
    have served
    Global:
    inclusion for
    nationalities,
    languages &
    home countries
    LGBTQ+:
    inclusion &
    justice across
    all sexual
    orientations
    Generations:
    community and
    wisdom across
    generations

    View Slide

  42. View Slide

  43. Audience Q&A Session
    ⓘ Start presenting to display the audience questions on this slide.

    View Slide

  44. View Slide