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EPISODE II: THE FARM AWAKENS SENSE & RESPOND:

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EPISODE II: THE FARM AWAKENS SENSE & RESPOND:

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EPISODE II: THE FARM AWAKENS SENSE & RESPOND: A STORY IN 6 ACTS WITH A HERO AN EMPIRE AN UNLIKELY ALLY

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 1: THE USER NEED OR… THE BRUTAL ECONOMICS OF WHEAT

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO MEET OUR HERO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MARKET DOES NOT CONSIDER HOW MUCH IT COSTS TO PRODUCE WHEAT WHEN DETERMINING THE PRICE.

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@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.

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO AT ANY GIVEN MOMENT, A FARMER CAN EASILY HAVE MILLIONS OF DOLLARS IN SEED AND LABOR IN THE GROUND.

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSHEL = 32 POUNDS (14.5 KG)

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO A WHEAT FARMER IN GRANT COUNTY, OKLAHOMA, HAS A WHEAT TARGET YIELD OF 50 BUSHELS PER ACRE.

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TOTAL COST/ACRE: $274/ACRE

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 BUSHELS PER ACRE 50

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO COST PER ACRE $274 BUSHELS PER ACRE 50 BREAKEVEN PRICE: $5.48 MARKET PRICE: $5.59 MARGIN: $0.11

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PROFIT PER BUSHEL: $.11 PROFIT PER ACRE: $5.50 AVG FARM SIZE (ACRES): 438 TOTAL PROFIT: $2409

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO RAIN MAKES GRAIN

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “IT’S PLANTING SEASON. LET’S TALK AFTER.” - STEVE PITSTICK, FARMER

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS:

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO USER NEEDS: LOWER COSTS MORE EFFICIENCY OBEY MOTHER NATURE’S SCHEDULE

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@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

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 2: THE BUSINESS OUTCOME OR… MEANWHILE, AT HEADQUARTERS

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WORD OF CAUTION: DON’T SCROLL ANY FURTHER DOWN THIS SEARCH RESULTS PAGE…

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRECISION AG TECHNOLOGY

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

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

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE MOVE FROM FAMILY FARMS TO LEASED OPERATIONS (BRUTAL ECONOMICS CONTINUED…)

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 46% OF LAND FARMED IN THE US IS RENTED OUT BY LAND OWNERS TO AN ACTUAL FARMER

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUT TO GENERATE MEANINGFUL PROFITS YOU NEED A BIG OPERATION

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

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

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO EQUIPMENT SALES ARE DOWN

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO BUSINESS NEEDS:

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

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

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

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@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

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 3: THE PROMISE, AKA THE OFFER YOU CAN’T REFUSE

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1942-1963

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1942-1963 “Condition of driver at days end: Caked with dust from dermis to glo is, tickling sensation in seat of pants. Frozen, dehydrated depending on season. Blank stare.”

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1963-1973

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1973-1979

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO 1979-1988

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “I CAN FARM 2500 ACRES TODAY EASIER THAN 500 ACRES 40 YEARS AGO.” - STEVE PITSTICK, FARMER

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES:

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INCREASE SERVICES REVENUE

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO PRODUCT FEATURES: MORE EFFICIENT MORE CAPABLE INCREASE SERVICES REVENUE LICENSE AGREEMENT

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, 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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 4: IN WHICH OUR HERO ENCOUNTERS A PROBLEM

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

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO “AN IMPLIED LICENSE FOR THE LIFE OF THE VEHICLE TO OPERATE THE VEHICLE.” JOHN DEERE FILING, US COPYRIGHT OFFICE

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO YOU CAN’T FIX IT YOURSELF

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@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/

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO SOLVING USER NEEDS? OR EXPLOITING USER NEEDS?

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

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@JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO CULTURE TRUMPS

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

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@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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, 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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 5: EVIDENCE OR…OUR HERO FINDS AN UNLIKELY ALLY

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE UKRAINIAN HACKERS

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO ACT 6: HOW WILL OUR STORY END?

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WE BELIEVE: MEETING COST, EFFICIENCY & TIMELINESS CONCERNS WITH GREATER EFFICIENCY, 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???

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO THE LEGAL STRUCTURES IN USE ARE ILL-SUITED TO CURRENT REALITY

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO WILL YOU USE THEM TO SERVE CUSTOMERS? OR TO EXPLOIT THEM?

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TECHNOLOGY CAN NOT GET AHEAD OF CULTURE

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

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

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

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

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@JSEIDEN @JBOOGIE SENSEANDRESPOND.CO TAKE AWAYS FOR PRODUCT MANAGERS…

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@JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO

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

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

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

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@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

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@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

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@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

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@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

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@JBOOGIE & @JSEIDEN SENSEANDRESPOND.CO THANK YOU! JEFF GOTHELF / @JBOOGIE / [email protected] SENSEANDRESPOND.CO