Jeff Gothelf

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May 03, 2019

Jeff Gothelf

Hacking your Tractor with Black Market Code: A Sense & Respond Case Study

7cf08d05c2c8a367865c8bd2a832ef85?s=128

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May 03, 2019
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  1. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:

  2. EPISODE II: THE FARM AWAKENS SENSE & RESPOND:

  3. EPISODE II: THE FARM AWAKENS SENSE & RESPOND: A STORY

    IN 6 ACTS WITH A HERO AN EMPIRE AN UNLIKELY ALLY
  4. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH

    THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  5. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 1: THE USER NEED OR… THE

    BRUTAL ECONOMICS OF WHEAT
  6. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO

  7. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO

  8. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  9. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  10. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FARMERS DO NOT MARKET WHEAT.

  11. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MARKET DOES NOT CONSIDER HOW MUCH

    IT COSTS TO PRODUCE WHEAT WHEN DETERMINING THE PRICE.
  12. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ALL THE MARKET CARES ABOUT IS HOW

    MUCH WHEAT IS NEEDED TO MEET CONSUMER DEMAND, AND HOW MUCH THE CONSUMER WILL PAY.
  13. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO AT ANY GIVEN MOMENT, A FARMER CAN

    EASILY HAVE MILLIONS OF DOLLARS IN SEED AND LABOR IN THE GROUND.
  14. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  15. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LET’S DO SOME MATH (YAY!)

  16. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSHEL = 60 POUNDS (~27KG)

  17. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  18. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO A WHEAT FARMER IN GRANT COUNTY, OKLAHOMA,

    HAS A WHEAT TARGET YIELD OF 50 BUSHELS PER ACRE.
  19. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL COST/ACRE: $274/ACRE (RENT, LABOR, SEED, INSURANCE,

    FERTILIZER, HARVESTING, TAXES, DEPRECIATION)
  20. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274

  21. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE

    50
  22. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48

    BUSHELS PER ACRE 50
  23. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48

    MARKET PRICE: $5.59 BUSHELS PER ACRE 50
  24. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE

    50 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 MARGIN: $0.11
  25. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PROFIT PER BUSHEL: $.11 PROFIT PER ACRE:

    $5.50 AVG FARM SIZE (ACRES): 438 TOTAL PROFIT: $2409
  26. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  27. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL PROFIT FROM WHEAT HARVEST: $2409

  28. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN

  29. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN

  30. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “WHEAT WITH WET FEET”

  31. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  32. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IT’S PLANTING SEASON. LET’S TALK AFTER.” -

    STEVE PITSTICK, FARMER
  33. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  34. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS:

  35. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS

  36. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY

  37. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY OBEY

    MOTHER NATURE’S SCHEDULE
  38. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH

    THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  39. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  40. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 2: THE BUSINESS OUTCOME OR… MEANWHILE,

    AT HEADQUARTERS
  41. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  42. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  43. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE HARLEY-DAVIDSON OF FARM EQUIPMENT

  44. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  45. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WORD OF CAUTION: DON’T SCROLL ANY FURTHER

    DOWN THIS SEARCH RESULTS PAGE…
  46. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  47. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  48. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  49. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …AND IT’S NOT JUST TRACTORS…

  50. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRECISION AG TECHNOLOGY

  51. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A HARDWARE COMPANY

  52. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE IS A SOFTWARE COMPANY

  53. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO JOHN DEERE DOES PRODUCT DISCOVERY

  54. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TRACTORS AREN’T CHEAP

  55. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  56. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO LESS LABOR = FEWER FARMERS

  57. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHAT BUSINESS PROBLEM DOES JOHN DEERE FACE?

  58. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TO GENERATE MEANINGFUL PROFITS YOU NEED A

    BIG OPERATION
  59. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BIG OPERATION = BIG EXPENSE

  60. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY HELPS FARM LARGER AREAS WITH LESS

    LABOR
  61. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO FEWER FARMERS = FEWER TRACTOR SALES

  62. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO EQUIPMENT SALES ARE DOWN

  63. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TIME TO RECONSIDER YOUR BUSINESS MODEL…

  64. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  65. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS:

  66. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES

  67. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES

    PROTECT MARGINS
  68. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS: LESS RELIANCE ON EQUIPMENT SALES

    PROTECT MARGINS CUSTOMER LOYALTY
  69. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  70. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  71. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 3: THE PROMISE, AKA THE OFFER

    YOU CAN’T REFUSE
  72. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH THESE FEATURES WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  73. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES…

  74. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE

    VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  75. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE SEXY NEW MACHINES… SEXY NEW MACHINE

    VIDEO -THIS INTRODUCES THE INTEGRATED NATURE OF THE SOFTWARE AND THE HARDWARE
  76. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “I CAN FARM 2500 ACRES TODAY EASIER

    THAN 500 ACRES 40 YEARS AGO.” - STEVE PITSTICK, FARMER
  77. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  78. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  79. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT THERE’S ONE CATCH:

  80. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT THERE’S ONE CATCH: THE LICENSE AGREEMENT

  81. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF

    THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  82. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  83. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES:

  84. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT

  85. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE

  86. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INTEGRATED

    SERVICES (REVENUE)
  87. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INTEGRATED

    SERVICES (REVENUE) LICENSE AGREEMENT
  88. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  89. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 4: IN WHICH OUR HERO ENCOUNTERS

    A PROBLEM
  90. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE WHEAT IS RIPE, TIME TO HARVEST

  91. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…

  92. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO …BUT THERE’S A PROBLEM…

  93. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF

    THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE
  94. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO YOU CAN’T FIX IT YOURSELF

  95. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW CAN THIS BE?

  96. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  97. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “BECAUSE MODIFYING MODERN OBJECTS REQUIRES ACCESS TO

    INFORMATION: CODE, SERVICE MANUALS, ERROR CODES, AND DIAGNOSTIC TOOLS.” https://www.wired.com/2013/03/you-dont-own-your-cellphones-or-your-cars/
  98. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IF YOU BOUGHT SOMETHING AND FIGURED OUT

    HOW TO GET EXTRA VALUE OUT OF IT THAT WAS YOURS TO KEEP.” - CORY DOCTOROW
  99. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO SOLVING USER NEEDS? OR EXPLOITING USER NEEDS?

  100. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO INTERLUDE: A WORD FROM YOUR NARRATOR

  101. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  102. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?

  103. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS?

  104. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS? OR…

    THE PROBLEM WITH PEOPLE
  105. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO HOW DO WE KNOW WHAT WORKS? OR…

    THE PROBLEM WITH PEOPLE (AND CULTURE)
  106. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  107. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  108. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  109. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  110. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  111. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

  112. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

  113. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THERE’S A GOOD CHANCE THAT WE’RE

    WRONG.
  114. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  115. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO CULTURE ALWAYS WINS

  116. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO SENSE & RESPOND Ship Sense Respond

    Respond
  117. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING THIS USER NEED WITH

    THESE FEATURES WILL CREATE THIS BUSINESS OUTCOME WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  118. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE THIS EVIDENCE
  119. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 5: EVIDENCE OR…OUR HERO FINDS AN

    UNLIKELY ALLY
  120. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  121. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  122. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  123. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  124. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS

  125. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS

  126. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  127. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  128. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL

    WORK AROUND THAT POLICY.
  129. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL

    WORK AROUND THAT POLICY.
  130. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 6: HOW WILL OUR STORY END?

  131. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS

    CONCERNS WITH GREATER EFFICIENCY, INTEGRATED SERVICES CAPABILITY & A LICENSE AGREEMENT WILL CREATE LESS RELIANCE ON SALES, HIGHER MARGINS, MAINTAIN LOYALTY WE’LL KNOW WE’RE RIGHT WHEN WE SEE FARMERS DOWNLOADING CRACKED UKRAINIAN SOFTWARE???
  132. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  133. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  134. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  135. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO IT’S UP TO YOU

  136. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

  137. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE LEGAL STRUCTURES IN USE ARE ILL-SUITED

    TO CURRENT REALITY
  138. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WILL YOU USE THEM TO SERVE CUSTOMERS?

    OR TO EXPLOIT THEM?
  139. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY CAN NOT GET AHEAD OF CULTURE

  140. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WHEN YOU ENFORCE BAD POLICY, PEOPLE WILL

    WORK AROUND THAT POLICY.
  141. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT

  142. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT

  143. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE RIGHT TO REPAIR MOVEMENT

  144. @JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TAKE AWAYS…

  145. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

  146. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS
  147. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS
  148. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY
  149. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY
  150. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE
  151. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  152. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO 1. YOU ARE IN THE SOFTWARE

    BUSINESS 2. SOFTWARE UNLOCKS NEW BUSINESS MODELS 3. SOFTWARE ENFORCES POLICY 4. CULTURE TRUMPS POLICY 5. FEEDBACK LOOPS REVEAL CULTURE 6. FRAME SUCCESS IN USER-CENTRIC TERMS
  153. @JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THANK YOU! JEFF GOTHELF / @JBOOGIE

    / JEFF@GOTHELF.CO SENSEANDRESPOND.CO