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How do we know we’re delivering value,
quality, and having a beneficial impact?
Presented by Kevin Burns
@
Agile Day Twin Cities
November 17, 2017
@kevinbburns, kburns@sagesw.com
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David Hussman
Kevin Burns
Agile/Lean Product Development Coach
Org Change Agent

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http://modernagile.org/

Merging Product Discovery and Product Delivery
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http://productagility.org/

Themes to achieving
Quality,
Value,
and
Making a Difference…
• Transparency
• Caring
• Continuous Learning
• Measures
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Transparency
How transparent are you?
7@kevinbburns, kburns@sagesw.com

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Robert M. Pirsig September 6, 1928 – April 24, 2017

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And what is good,
Phaedrus,
And what is not good –
Need we ask anyone to
tell us these things?

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The place to improve the world is first in one's own heart and
head and hands, and then work outward from there. - Robert M. Pirsig

Is value determined by delivery on time, on budget, and on scope?
Are they using everything we delivered?
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Is the scope delighting the customer?

Assumptions
Challenged?
3 things we wish were true
• Customers knows what they want
• Developers know how to build it
• Nothing will change along the way
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3 things we have to live with
• Impact isn’t known until software is
used in production
• Developers discover how to build it
• Many things change along the way

How transparent is
your org today?
Transparency leads to…
• Accountability
• Psychological safety
• Creativity
• Innovation
• Opportunity
• Ideas

kburns@sagesw.com, @kevinbburns 15

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Caring
What do you care about?

kburns@sagesw.com, @kevinbburns 19@kevinbburns, kburns@sagesw.com

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Are you proud of what you’ve built?

Business resilience isn’t only about innovation and money, it’s also
about social and environmental responsibility.
Does society see us as having a socially redeemable pursuit?
Are we behaving ethically?

Building an ideal work environment

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Continuous Learning
The Search for Truth

Didactic and binary
challenge
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• Esthetic vs Classical
• Artistic vs Technological
• Subjective vs Objective
• Metaphysic vs Scientific
• Methos vs Logos (myth vs logic)
• Mind vs Matter
• Dialogue vs Rhetoric
• Plutonic vs Socratic
• 0 vs 1

Quality is no longer The Problem…
Analysis is The Problem
The problem is with logic and rational thought.
In order to be able to reason, we need to be able to define things.
Without definition, we can’t reason.
If we can’t define Quality, we have a problem with Analysis.
30Zen and the art of motorcycle maintenance page 196. @kevinbburns, kburns@sagesw.com

What do you see?
Seven Habits of Highly Effective People - Stephen Covey

Were these cake instructions implemented correctly?
Was the customer delighted?

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Social economics and unconventional wisdom change the game.

Is Quality subjective? Is Truth Relative? Are Facts
Alternative? Is News Fake?
35Zen and the art of motorcycle maintenance page205-223.
“Does this undefined ‘quality’ of yours exist in the things we observe?” they asked,
“Or is it subjective, existing only in the observer?”
Therefore, quality is just a fancy name for whatever you like.
Is what we like truly subjective or has it been programed by society?
Quality is neither subjective nor objective. If it’s defined by the Observer, where did
the observer get his/her thoughts…from society?
It’s monism. It’s above mind and matter.

Are you purposely
injecting chaos into
your environment
to see how resilient
it is?

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Measures
What’s your single
most important
measure?

If I had an hour to solve a problem
and my life depended on the
solution, I would spend the first
55 minutes determining the
proper question to ask, for once I
know the proper question, I could
solve the problem in less than five
minutes.
Albert Einstein

Which measures are
meaningful & why?

Strategizing what to measure
KPI’s – Key Performance Indicators
OKR – Objective and Key Results
Market Differentiation Strategy – Value/Quality,
Convenience, Price

Direct
Customer/Prospect
Feedback Methods
• Interview (in-person/phone)
• Survey/Poll
• Email/Chat
• Focus Groups
• Observation
• Usability Testing

Indirect Feedback
Methods
• A/B Testing
• Progressive Testing
• Click-through rates
• Abandonment rates
• Conversation rates
• Net Promoter
• Social media
• 3rd party data (Nielsen, Gallup, LexisNexis, etc)

Be careful about
what you think
you’ve learned
• What people say they would pay, isn’t
what they would actually pay.
• What a user says they want and what
they actually need (or want) are two
different things.
• Users and buyers aren’t always the
same person.
• Users are very different (as are buyers)
• 70% of IoT innovation is stuck in POC

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It’s the unknown unknowns and
epistemic arrogance that kills

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Can we learn from our experience and
focus on the signal in the noise?
Bad science is 70% behaviorally based
Half of all scientific research isn’t trust worthy
Lies – Damn Lies - Statistics

Pirsig’s Scientific Method
1. State Problem,
2. Hypothesis cause of problem,
3. Design Experiments to test hypothesis,
4. Predict results,
5. Observed results, and
6. Draw Conclusions.
The real purpose of scientific method is to make sure Nature hasn’t
misled you into thinking you know something you don’t actually know.
49Zen and the art of motorcycle maintenance page 93. @kevinbburns, kburns@sagesw.com

Mind your hubris
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It is a puzzling thing. The truth knocks on the door and you say,
"Go away, I'm looking for the truth," and so it goes away. Puzzling.
- Robert M. Pirsig

User, Customer, Client
Business
Valuable
Design Usable
Software EngineeringBusiness Sponsor
Technically
Feasible
Do you have the right balance to deliver Quality, Value, & Innovation?
Quality
Innovation
Value

Do you have the right balance?

Impact-Drive Development

How to measure anything – Douglas Hubbard
http://www.howtomeasureanything.com/

Measurement Basics
• A measurement is an observation that quantitatively reduces uncertainty.
• A good object of measurement is something that is clearly defined and it’s observable.
• Uncertainty is the lack of certainty: the true outcome/state/value is not known.
• Risk is a state of uncertainty in which some of the possibilities involve a loss.
• Much pessimism about measurement comes from a lack of experience
• Your problem is not as unique as you think.
• You have more data than you think.
• You need less data than you think.
• An adequate amount of new data is more accessible than you think.
Douglas Hubbard

Select a measurement
method
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To figure out which category of measurement
methods are appropriate for a particular case, we
must ask several questions:
1. Decomposition: Which parts of the thing
are we uncertain about?
2. Secondary research: How has the thing
(or its parts) been measured by others?
3. Observation: How do the identified
observables lend themselves to
measurement?
4. Measure just enough: How much do we
need to measure it?
5. Consider the error: How might our
observations be misleading?

Conclusion
• Customers don’t always know what they want
• People don’t buy features they buy benefits
• The value you’re offering isn’t unique…it is evaluated in terms of it’s relationship
to what they already have, know or use (substitution cost)
• People will buy your product at a price commensurate with perceived benefits
received at a cost lower than your competitor or some other substitution cost
• Given this, how fast can you find-out whether you’re on the right track

Questions
&
Next Steps
• How many of us know what
business/user outcomes and impacts
we’re trying to achieve?
• Do we have the right people and
metrics in place to evaluate our
progress as well as how successfully
we’re achieving the outcomes and
impacts we’re intending?
• Who want’s help creating some
objective measures?
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Life, the Universe, and Everything

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