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Learning to consult. Learning to live. Irina Na...
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Irina Nazarova
September 17, 2025
Technology
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Learning to consult. Learning to live. Irina Nazarova @ Friendly.rb 2025
Irina Nazarova
September 17, 2025
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Transcript
1 Learning to consult Learning to live Irina Nazarova Evil
Martians, AnyCable, SF Ruby
2 Learning to consult Learning to live
Learning to live 3 Learning to consult
go-to agency for startups building developer products
customers 5
6 What is life? What is the purpose of life?
7 -so much randomness, chaos, chance -does free will even
exist? -everything gets lost and forgotten? -the jury is out… -… Human life a bad abstraction!
8 Human culture is a better abstraction to analyze the
war of all against all cooperation discovery creation continuation … culture 🧙
9 What is human culture? -knowledge (books, teachings) -art -way
of life How we transform ourselves and future generations
10 It’s about how your existence influences other people, whether
on purpose or not It’s not about the memoir you write when you’re wise and old
11 -how you invent your life -things you focus on
-how you solve hard problems -how you express feelings -how you do the hardest things this becomes a part of the culture
12 If you learn to collaborate, then with every interaction
you spread this knowledge and skill further!
The purpose of human culture is 13 to learn to
collaborate
14 To consult is to collaborate
15 The key to consulting: resolve the information asymmetry Information
Asymmetry: Hidden Characteristics Hidden Actions Costly Information Gathering YOU CUSTOMER
16 1. Understand value 2. Communicate value 3. Optimize value
Resolving information asymmetry
17 how your work creates value inside customer org Learn
how the customer organization works better than customer Understand not what you can do, but what their problems and goals are. Understand
18 -Test high-risk hypotheses about the world -Iterate to fi
nd a product that can be built to capture a market Understanding a startup
19 -customer seems not super happy Example: misunderstanding
20 Solution: separate product and platform engineering
21 the value your work creates what the goal is
what is achieved, outcomes expectations Flag changes to expectations immediately. Communicate
22 -we start on amazing high note: everyone’s excited -everything’s
so good, no need to communicate so much -customer looses track of progress -we loose track of purpose, the end goal -BOOM Example: miscommunicating
23 the value that your work creates inside customer org
Proactively explore and solve more and more important customer problems Trust and relationship is built Optimize
24 Example: optimizing
25 Example: optimizing How it started How it’s going
26 Bring value upfront start with sharing open source, knowledge,
experience, free consultations etc.
27 the value you create in cusomer’s organization How to
consult in 1 - 2 - 3 UNDERSTAND COMMUNICATE OPTIMIZE
28 -Understand -Communicate -Optimize Example: Startups on Rails research
29 1. Position: what you’re uniquely great at 2. Deliver
value (open source, blog, free consultations) 3. Add social proofs 4. Place links to where people see them How to market
None
31 Thank you!
32 See you in San Francisco! YOU ARE INVITED! November
19 - 21 San Francisco Ruby Conference sfruby.com
33 See you in San Francisco! evilmartians.com anycable.io
[email protected]
inazarova
@ X, Bsky
34 Adrian, Lucian, Jakob, Alex and Stefan