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Guerilla
InnerSource in
Enterprises
…during the AI hype
Oleg Nenashev, Independent
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Are you happy about
your [former] org
culture?
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No content
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Guerrilla marketing is an
advertisement strategy in which
a company uses surprise and/or
unconventional interactions to
promote a product or service
culture
investopedia.com/terms/g/
guerrilla-marketing.asp
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Today
● Books
● Beavers
● Gorillas and Guerillas
● InnerSource
Vestibulum
DevOps
congue
Inner
Source
Vestibulum
congue
Agile
Developer
Vestibulum
Experience
&
congue
Productivity
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Outline
● DevOps & InnerSource 101
● Initiating the changes in your company,
and why AI?
● What to do next?
Disclaimer: I don’t represent any employer or a client; I’m
not talking about any my past or current companies or clients;
Any resemblance is entirely coincidental
speakerdeck.com/onenashev
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Dr. Oleg Nenashev
Dr. Nenashev / Mr. Jenkins
Serial Community Builder
Developer Tools Developer / Maintainer
Tools & DevRel consultant
@oleg_nenashev
oleg-nenashev
Neuchâtel, Switzerland
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My Open Communities
Time
* Once a contributor, [almost] always a contributor
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> whoami –suisse-romande
Silicon Chalet
Ambassador
Cloud Native
Suisse Romande
API Neuchâtel (RIP,
Silicon Neuchalet?)
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Have you
adopted DevOps?
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About You
Do you REGULARLY improve…
● Your own productivity?
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About You
Do you REGULARLY improve…
● Your own productivity?
● Your team’s productivity?
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About You
Do you REGULARLY improve…
● Your own productivity?
● Your team’s productivity?
● Your company’s productivity?
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No content
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Have you read it?
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Have you read it?
A senior developer joins a rebellious
movement to revolutionize software
development culture at Parts Unlimited,
fighting bureaucracy while racing to
innovate, deliver products and save the
company - AI Summary
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The Rebellion
DevOps / DevEx Collaboration Community
* same, but HR friendly
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My Open [and not so] Communities
● Automation Guilds
● Internal Services & Shared Documentation
● Cross-University collaborations
● Industry and Academia Partnerships
Time
* Once a contributor, [almost] always a contributor
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Open Source Collaboration Principles
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Popular Synonyms in Organizations
● Slack Channel
● Guild
● Community of Practice (CoP)
● Interest Group
● Council
● // Your Options?
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Internal Community
is a foundation for InnerSource
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Vestibulum
congue
DevOps
Inner
Source
Vestibulum
congue
Agile
Developer
Vestibulum
Experience
&
congue
Productivity
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InnerSource is a software development strategy in
which companies adopt an open source approach
and culture to collaborate more effectively.
https://about.gitlab.com/topics/versi
on-control/what-is-innersource/
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InnerSource is a software development strategy in
which companies adopt an open source approach
and culture to collaborate more effectively.
https://about.gitlab.com/topics/versi
on-control/what-is-innersource/
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My definition
InnerSource is a <...> which companies adopt an
open source approach to collaborate more
effectively.
● Strategy
● Culture
● Practices
● Tools
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InnerSource
Commons
https://innersourcecommons.org/
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Adopted From presentation bu Yuki Hattori:
https://speakerdeck.com/yuhattori/innersource-for-developer-experience-and-competitive-advantages
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You do not have to start
from scratch
InnerSource
innersourcecommons.org
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InnerSource Patterns
patterns.innersourcecommons.org
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Learning Paths
innersourcecommons.org/learn/learning-path/
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THAT’S ALL GREAT, BUT
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Stereotypical “Enterprise Companies”
● Resistance to change
● Complicated Processes and Red Tape
● Top-to-bottom decision making
● Company Politics
● Little exec support for REAL innovation
https://barbaraburgess.com/2018/5-ne
arly-free-guerrilla-marketing-tactics/
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Adopted From presentation bu Yuki Hattori:
https://speakerdeck.com/yuhattor/adopting-innersource-to-maximize-developer-experience-devex
https://speakerdeck.com/yuhattor/adopting-innersource-to-maximize-developer-experience-devex
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Choose Your Hero!
VS
Community
Beaver
Guerilla
Gorilla
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https://oleg-nenashev.github.io/oleg-nenashev/
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Chop Wood,
Carry Water
Community
Beaver
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BUT
● Uphill battles
● Have no budget?
● Mostly spare time?
● Red Tape everywhere?
Community
Beaver
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* It is not about
going against the
company goals /
values
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May The Rebellion begin?
https://btr.michaelkwan.com/2010/08/19/
grammar-101-gorilla-or-guerrilla/
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May The Rebellion begin?
● Change the company culture
● … using unconventional methods
● … without violating the policies
● … without being fired (nice2have)
Guerilla
Gorilla
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Take a(!) high road
https://www.youtube.com
/watch?v=M4g1H_-2o-A
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Guerilla InnerSource
in Enterprises
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* parody content
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Do you track Developer Productivity?
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JetBrains Developer Ecosystem Survey
https://www.jetbrains.com/lp/devecosystem-2024/
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JetBrains Developer Ecosystem Survey
www.jetbrains.com/lp/devecosystem-2024/
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https://thenewstack.io/developer-productivity-whos-tracking-it-not-many/
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Most companies
can’t connect
Developer Productivity
& Culture
Source: https://imgur.com/gallery/trojan-h-st-g4IINbx#/t/trojan_horse
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What if 2026…?
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Reports on AI Adoption / RoI
●
DORA: https://dora.dev/research/ai/
●
Reports by DX: https://getdx.com/resources/
●
Lead Dev Summary
https://leaddev.com/the-ai-impact-report-2025
TL;DR? Good Summary by Laura Tacho:
https://newsletter.pragmaticengineer.com/p/measurin
g-the-impact-of-ai-on-software
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AI helps with Onboarding
https://getdx.com/blog/ai-cuts-developer-onboarding-time-in-half/
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DORA Report, Impact of Generative AI
https://dora.dev/research/ai/
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Some Keywords already go down…
https://www.gartner.com/en/articles/hype-cycle-for-artificial-intelligence
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AI-assisted development, not Generative AI
Laura Tacho, DX / Atlassian:
https://newsletter.pragmaticengineer.com/p/measuring-the-impact-of-ai-on-software
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DORA Report, Impact of Generative AI
https://dora.dev/research/ai/
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Adoption Obstacles
https://leaddev.com/the-ai-impact-report-2025
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Advanced Organisations, with ±60% AI adoption
Laura Tacho, DX / Atlassian:
https://getdx.com/podcast/ai-impact-leaddev-conference/
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Non-AI factors still outweigh AI benefits
DX - Digital
Transformation
Report, Q1 2026
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AI is great, but …
“In a world where you
can be anything, be the
person who cancels
meetings”
https://www.reddit.com/r/ProgrammerHumor/comments/bym8f
1/that_5_minutes_meeting_with_a_developer/
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Your Recipe Is
AI-Assisted
Productivity
Developer
Experience &
Productivity
Better Culture
(InnerSource
/ DevOps)
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No content
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https://twitter.com/gAmUssA/statu
s/1397255447720177665?t=n4n3
otyTvtRfltH5if8GFQ&s=19
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You do not have to start
from scratch
InnerSource
innersourcecommons.org
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One does not build a
community alone, you’ll need
allies & champions
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Establish Channels
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Build a tribe
(or a guild)
https://www.pbs.org/wnet/nature/the-gorilla-king-gorilla-family-dynamics/735/
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Onboard new
members
Processes and tools
are a universal topic
across a company
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Mentor / Influence
Juniors and Newcomers
Source: www.standard.co.uk/business/markets/reddit-s-armchair-traders-invest-350-000-in-gorillas-b924894.html
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Build relations… with your kind or not
https://www.fotocommunity.de/photo/gorillas-hand
shake-lobo-loco/14173404
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There are no enemies,
just different cultures
https://www.cultofmac.com/318994/king-kong-ain
t-got-nothing-on-this-drone-fighting-chimp/
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Share learnings,
internally and publicly
TED Talk Gorilla
https://knowyourmeme.com/memes/ted-talk-gorilla
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Showing the Value
“One of the most difficult to do in
DevRel is to prove that the
investment is worthwhile (If it were
easy, the book would not exist)”
- Mary Thengvall
Mr. Denis Nenashev, used with permission :)
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Show the Value. Keywords
●
Developer Productivity
●
Shift Left
●
Efficiency & Reuse
●
Time to Market / MTTR
●
DORA Metrics improvement
●
Marketing / DevRel / Product Led Growth
●
...
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● Do not go alone
● Find other champions
● Help them
● Give credit publicly
https://imgflip.com/meme/40288152/Hot-Gorilla
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THE END?
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TL;DR: My talk
1. DevOps collaboration culture is
The Rebellion from the book
2. InnerSource culture is a core
part of it
3. There are some tips how to
adopt it
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1. Choose your Hero Balance the Approaches
VS
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Building an Internal Community
● Culture Change is slow but
possible. DevEx / DevOps
is a good entry point
● Do not go alone
● Show value
tho
ug
or
df
foo
● Think InnerSource
ht
● Developer Productivity is a
cross-functional effort
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Internal communities
are great for YOU
● Side projects!!!
● Leadership practice
● Learning new things together
● Building Network
● Influence in the company
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Nobody
is …
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One small step…
1. Read “The Unicorn Project”
2. Check out InnerSource
Commons and the resources
3. Join a productivity / DevX
group in your org
a.
OR - Start a new one
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Do not burn out!
https://theconversation.com/the-amazon-is-burning-4-e
ssential-reads-on-brazils-vanishing-rainforest-122288
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Change the
company
or change
company
https://www.koko.org/kokopix-photo-blog/3245/is-th
at-captain-ndume-at-the-wheel/
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Resources
● innersourcecommons.org
● todogroup.org
● dora.dev/research
● getdx.com/resources
● leaddev.com
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Log the Takeaways
1. Balance the approaches to
improve developer productivity
2. Build your community, adopt
InnerSource
3. Leverage AI adoption… or
“adoption”
4. Do not burn out
5. Not every company can be
changed
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Source: https://talesfromthewilds.blogspot.com/2012/11
/beaver-logging-and-lone-american-pipit.html
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QUESTIONS?
Contacts:
E-mail: [email protected]
GitHub: oleg-nenashev
Twitter: @oleg_nenashev
#OpenToWork
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