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
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ACT 1:
THE USER NEED
OR… THE BRUTAL ECONOMICS
OF WHEAT
@JSEIDEN
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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
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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!)
@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
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@JSEIDEN
@JBOOGIE
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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
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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
@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
THE SEXY NEW MACHINES…
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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:
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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
@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
INTEGRATED SERVICES (REVENUE)
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@JSEIDEN
@JBOOGIE
SENSEANDRESPOND.CO
PRODUCT FEATURES:
MORE EFFICIENT
MORE CAPABLE
INTEGRATED SERVICES (REVENUE)
LICENSE AGREEMENT
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@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
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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
HOW DO WE KNOW WHAT WORKS?
OR… THE PROBLEM WITH PEOPLE
(AND CULTURE)
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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.
@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, 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
@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, 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???
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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
IT’S UP TO YOU
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@JSEIDEN
@JBOOGIE
SENSEANDRESPOND.CO
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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…
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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