Easy Agile Podcast Ep.3 Melissa Reeve, VP Marketing at Scaled Agile

"I really enjoyed speaking with Melissa Reeve, VP of Marketing at Scaled Agile about how non-software teams are adopting a new way of working."

It's more important than ever to be customer-focused.

We talk about the danger of 'walk-up-work' and how to avoid this through proper sprint planning.

Melissa also gives an update on how agile is spreading to non-technical teams.

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Transcript

Sean Blake:

Hello everyone. And welcome to the Easy Agile Podcast. We have a really interesting guest with us today. It's Melissa Reeve, the Vice President of Marketing at Scaled Agile. We're really excited to have her on today. Melissa Reeve is the Vice President of Marketing at Scaled Agile, Inc. In this role Melissa guides the marketing team, helping people better understand Scaled Agile, the Scaled Agile Framework. In other words, SAFe and its mission. She also serves as the practice lead for integrating SAFe practices into marketing environments. Melissa received her Bachelor of Arts degree from Washington University in St. Louis, and she currently resides in Boulder, Colorado with her husband, chickens, and dogs. Melissa, thanks so much for joining us on the podcast today.

Melissa Reeve:

It's such a pleasure to be here. I really appreciate it.

Sean Blake:

Great. That's great. I really like your enthusiasm straight off the bat. So what I'm really interested in hearing about, Melissa is a little bit about how you got to where you are today. What have been the highlights of your career so far and how as a marketer, did you find yourself in the Agile space?

Melissa Reeve:

Well, thanks for asking. And I have to tell you, but just before the podcast my husband knocked on the door and he was all proud because we just got a new set of chickens and one of the chickens had laid its first egg. So that's been the highlight of my day so far, not necessarily the highlight of my career.

Sean Blake:

So you'll be having scrambled eggs and eggs on toast probably for the next few weeks now.

Melissa Reeve:

I think so. So back to the career, I really fell into marketing. My background was in Japanese literature and language. And I had anticipated this great career and international business in Asia. And then I moved out to the Navajo Indian Reservation and just pivoted. Found my way into marketing and found my way into Agile right around 2013 when I discovered that there was an Agile marketing manifesto. And that really was a changing point in terms of how I thought about marketing. Because up until that point, it really considered marketing in what's termed waterfall. Of course, marketers generally don't use the term waterfall.

Melissa Reeve:

But then I started to think about marketing in a different way. And when I came across Scaled Agile, it brought together so many elements of my career. The lean thinking that I'd studied when I studied in Japan and the lean manufacturing, it was Agile marketing that I'd discovered in 2013 and just education and technology have always been part of my career. So I really consider myself fortunate to have found Scaled Agile and found myself in the midst of scaling Agile into both enterprises, as well as marketing parts of the enterprise.

Sean Blake:

Oh wow, okay. And I noticed from your LinkedIn profile, you worked at some universities and colleges in the past. And I assume some of the teams, the marketing teams you've worked in, in the past have been quite large. What were some of those structures that you used to work in, in those marketing teams? And what were some of the challenges you faced?

Melissa Reeve:

Yes, well, the largest company was Motorola. And that was pretty early on in my career. So I don't think I can recall exactly what that team structure is. But I think in terms of the impediments with marketing, approvals has always been an issue. No matter if you're talking about a smaller organization or a larger organization, it seems like things have to go up the chain, get signed off, and then they come back down for execution. And inherent in that are delays and wait states and basically waste in the system.

Sean Blake:

Right. So, what is Agile marketing then and how does it seek to try and solve some of those problems?

Melissa Reeve:

Well, I'm glad you asked because there's a lot of confusion in the market around Agile marketing. And I can't tell you how many news articles I've read that say marketing should be Agile. And they're really talking about lowercase Agile, meaning marketing should be more nimble or be more responsive. But they're not really talking about capital-A Agile marketing, which is a way of working that has principles and practices behind it. And so that's one aspect where there's confusion around Agile marketing.

Melissa Reeve:

And then another aspect is really how big of a circle you're talking about. In the software side when someone mentions Agile, they're really talking about a smaller team and depending on who you talk to, it could be anywhere from five to 11 people in that Agile team. And you're talking about a series of teams of that size. So when you're talking about Agile marketing, you could be talking about an individual team.

Melissa Reeve:

But some people, when they're talking about Agile marketing, they're talking about a transformation and transforming that entire marketing organization into an Agile way of working. And of course, in the SAFe world, we're really talking about those marketing teams that might be adjacent to a SAFe implementation. So, I think it's a good question to ask and a good question to ask up front when you're having a conversation about Agile marketing.

Sean Blake:

Okay. Okay. And for those people that don't know much about SAFe, can you just explain, what's the difference between just having a marketing team now working in a capital-A Agile way, and what's the difference between an organization that is starting to adopt Scaled Agile? What's the difference-

Melissa Reeve:

Sure.

Sean Blake:

...between those?

Melissa Reeve:

Yeah. So what software organizations found is that Agile teams, so those groups of five to 11 people, that way of working works really well when you have a limited number of software developers when you started to get into the world's largest organizations. So I think of anybody on the Global 2000, they might have tens of thousands of software developers in their organization. And in order to leverage the benefits of Agile, you needed to have cadence and synchronization, not only within a team, but across multiple teams up into the program level and even the portfolio level.

Melissa Reeve:

And the same holds true with large marketing organizations. Imagine you're a CMO and you have 6,000 marketers underneath you. How are you supposed to get alignment to your vision, to your strategies that you're setting if you don't have a way of connecting strategy to execution. And so the Scaled Agile Framework is a way of taking those Agile practices across multiple teams and up into the highest levels of the organization so that we're all moving in a similar direction.

Sean Blake:

Okay. Okay, I think that makes sense. And from a software team's point of view, one of the benefits of Agile is that it helps teams become more customer focused. And many would argue, well, marketing has always been customer focused. But have you found in your experience that maybe that's not so true? And when marketing teams start to adopt Agile, they realize what it really means to become customer focused.

Melissa Reeve:

Yeah. I mean, you raised another great point because I think most marketers think that they're customer focused. Like many things in the world, the world is a relative place. So you can, in your mind, in theory, be thinking about the customer or you can be actually talking to the customer. So I just finished what I call the listening session. And it was during our hackathon, which is our version of an innovation, couple of days worth of innovation. So it was eight hours on a Zoom call with somebody South Africa. Just listening to her experience and listening to her go through one of our courses, slide by slide, by slide, explaining what her experience was at each step of the way.

Melissa Reeve:

So if you think about somebody who is sitting in a large enterprise, maybe has never met the customer, only knows the customer in theory, on one end of the spectrum. And you think about this listening session on the other end of the spectrum, you start to get an understanding of what we're talking about. Now, your question really pointed to the fact that in Agile practices, you're thinking about the customer every time. In theory, every time you write a story. So when you write a story, you write the story from the perspective of the customer. And I would just encourage all the marketers out there to know the customer personally. And I know that's not easy in these large organizations. It's sometimes hard to get face time with the customer, but if you aren't speaking directly to a customer, chances are you don't actually know the customer.

Melissa Reeve:

So find a way, talk to the sales folks, get on the phone with some of your customer service representatives. Go to a trade show, find a way to talk directly to the customer because you're going to uncover some nuances that'll pay dividends in your ability to satisfy the customer. And when you go to write that story again, it will be even more rich.

Sean Blake:

Oh, that's really good advice, Melissa. I remember from personal experience, some of these large companies that I've worked in, we would say, "Oh, this is what the customer wants." But we actually didn't know any customers by name. Some of us personally were customers, but it's not really the same thing as going out and listening to people and what did they find challenging about using that app or what do they actually want out of this product? So there's a huge difference, isn't there, between guessing what a customer might want or should want? And then what their day to day actually looks like, and what are the things that they struggle with? That's hugely important.

Sean Blake:

For someone who's in one of these big companies, they're in a marketing team, perhaps they don't have the power or the influence to say, "Okay, now we're going to do Agile marketing." What would your advice be for someone like that, who can see the upside of moving their teams in that direction, but they don't necessarily know where to start?

Melissa Reeve:

Well, there's a philosophy out there that says take what you can get. So if you are just one person who is advocating for Agile marketing, maybe that's what you can do is you can advocate. Maybe you can start building alliances within the organization, chatting casually to your coworkers, finding out if you have allies in other parts of the organization and start to build a groundswell type movement.

Melissa Reeve:

Maybe you can build your own personal Kanban board and start tracking your work through your own Kanban board. And through visualizing your work in that way, it's a little bit harder now that we're all remote, but should we get back into offices somebody could in theory, walk by your cubicle, see your Kanban board and ask about it. And now you might have two people using a Kanban board, three people. And really start to set the example through your mindset, through your behaviors, through your conversations in order to start getting some support.

Sean Blake:

Oh, that's really good. So be the change that you want to see in the organization.

Melissa Reeve:

Exactly.

Sean Blake:

Okay. Okay, that's really good. And when these companies are moving towards this way of working, and then they're looking to take the next level, let's say it starts in the software development teams and then say marketing is the next team to come on board. How does it then spread throughout the whole organization? Because I know from personal experience, if there's still that part of the organization that's working anti-Agile it actually still makes it really difficult for the Agile teams to get anything done. Because there's still the blockers and the processes and the approvals that you need to go through with those other teams. And I guess SAFe is the answer, right? But how do you start to scale up Agile throughout the whole organization?

Melissa Reeve:

Sure. And what you're talking about is really business agility, is taking the whole business and making the business Agile. And you pointed out something that's key to that, which is once you solve the bottleneck and the impediments in one area of the business, then it'll shift to another area of the business. So the advantage of business agility is that you're trying to keep those bottlenecks from forming or shifting. But what a bottleneck essentially does is it creates what we call a burning platform. So it creates a need for change. And that's actually what we're seeing in the marketing side is we've got these IT organizations, they're operating much more efficiently with the use of Agile and with the use of SAFe. And what's happening is the software teams are able to release things more quickly than the teams that are surrounding them, one of which could be marketing.

Melissa Reeve:

And so now marketing is incentivized to look at ways of changing. They're incentivized to take a look and say, "Well, maybe Agile is the answer for us." So let's just say that marketing jumps on board and all of a sudden they're cranking along, and except for that everything's getting stuck in legal. And so now legal has a case for change and the pressures on legal to adopt it. So there is a way to let it spread organically. Most transformation coaches will understand this phenomenon and probably encourage the organization to just go Agile all in, obviously not in a big bang kind of way, but gradually move in that direction so that we're not just constantly shifting bottlenecks.

Sean Blake:

Okay. Okay, that makes sense. And when these companies are trying to build business agility across the different functions, are there some mistakes that you see say pop up over and over again? And how can we avoid those when we are on this journey of business agility?

Melissa Reeve:

Yeah. So I feel like the most common mistake, at least the one that I see the most often in marketing, although I've seen it in software as well, is people thinking that the transformation is about processes or tools. So for example, in marketing, they might adopt a tool to "become more Agile." Maybe it's a Kanban visualization tool, or maybe they're being suggested to adopt another common ALM type tool. And so they adopt this tool and they learn how to use it, and they wonder why they're not seeing big improvements.

Melissa Reeve:

And it's because Agile at its heart is a human transformation. So we're really taking a look at in trying to change the way people think. One of the topics I speak on is the history of management theory. And while it sounds pretty dry, in reality, it's eye opening. Because you realize that a lot of the habits that we have today are rooted back in the 20th and 19th centuries. So they're rooted in assembly lines. They're rooted in French management theory, which advocated command and control.

Melissa Reeve:

They're rooted in classism. There was a management class and a laboring, and the management class knew the one best way of doing things. So more than a process, more than a tool, we're talking about transforming this legacy of management thinking into a way that's appropriate for today's workers. And I feel like that's the number one mistake that I see organizations making as they're moving into transforming to Agile, an Agile way of working.

Sean Blake:

Mm-hmm (affirmative). Okay. Yeah, that's really interesting. And it really is eye opening, is it? When you look at how the nine to five workday came about, because that's the time when the factories were open and all the history around how organizations are structured. And it's really important, I think, to challenge some of those things that we've done in the past that worked back in the industrial age. But now we're moving into the information age and into these times of digital transformation. It probably doesn't work for us anymore, does it, some of those things? Or do you think some of those things are still valuable now that we have distributed teams, a lot of people are working remotely? Are there any things that come to mind that you think actually we shouldn't get rid of that just yet?

Melissa Reeve:

Oh, I'm sure there are. John Kotter has presented in his book, Accelerate, this notion of a dual operating system. So that you have the network part of the organization, which moves fast and nimble like a startup and then you have the hierarchical part of the organization. And the hierarchy is very, very good at scaling things. It's a well oiled machine. You do need somebody to approve your expense report. You do need some policies and some guidelines, some guard rails. And so we're not actually saying abolish the hierarchy. And I do feel like that's part of this legacy system. But what we are saying is abolish some of the command and control, this notion that the management knows the one best way, because the knowledge worker oftentimes knows more than his or her manager.

Melissa Reeve:

It's just too hard for a manager to keep up with everything that is in the heads of the people who report to him or her. So that's a really big change and it was a change for me. And I think why I got so fascinated in this history of management theory is because I came across some notes from my college days. And I realized that I had been taught these historic management theories. I'd been taught Taylorism, which stems from 1911. And I realized, wow, there's a lot of undoing that I've had to do in order to adopt this Agile way of working.

Sean Blake:

Well, that's great. Yeah, that's really important, isn't it? I've heard you speak before about this concept of walk-up work, especially in the realm of marketing. But I suppose, well, firstly, I'd like to know what is walk-up work. Why is it so dangerous, not just for marketers, but for all teams? And how do we start to fight back against walk-up work?

Melissa Reeve:

Yeah. So, marketers in particular get bombarded with what I like to call walk-up work. And that's when an executive or even a peer literally walks up, so think again about the cubicle farm, and makes a request. So how that looks in the virtual world is the slack or the instant message, "Hey, would you mind?" One is that it results in a lot of context switching and there's time lost in that context switching. And then the other part is rarely do these requests come in well-defined or even with any sort of deadline detach. In marketing, it might look like, "Hey, can you create this graphic for this email I'm sending out?" So now you've left your poor graphic designer with this knowledge that here she has to make a graphic, but they don't really have any of the specs.

Melissa Reeve:

So it's very, very helpful to put these things into stories, to follow the Agile process, where you're taking that walk-up work to the product owner, where the product owner can work with you to define that story, keep the person who's doing the work on task, not making them context switch or do that. Get that story in that acceptance criteria very well defined and prioritized before that work then comes into the queue for the graphic designer. And this is an anti-pattern, whether you're talking about an organization of 50 or 5,000.

Melissa Reeve:

And what I've found is the hardest behavior to change is that of the executives. Because not only do they have walk-up work, but they have positional authority too. And it's implied that, that person will stop working on whatever they're working on and immediately jump to the walk-up work being defined by the executive. So I feel like it's really dangerous to the whole Agile ecosystem because it's context switching, it interrupts flow and introduces waste into the system. And your highest priority items might not being worked on.

Sean Blake:

Okay. So how many people do you have on your marketing team at Scaled Agile?

Melissa Reeve:

We're pretty small, still. We've got about somewhere in the 20s, 23, 25, give or take or few.

Sean Blake:

So how do you-

Melissa Reeve:

I think right now we're three Agile teams.

Sean Blake:

Three. Okay. So those 20 something is split into three Agile teams. And do they each have a product owner or how does the prioritization of marketing work in your teams?

Melissa Reeve:

Yeah, it's a good question. So we do have individual product owners for those three product teams. And what's fascinating is the product owners then also have to meet very regularly to make sure that the priorities stay aligned. Because like many marketing teams, we don't have specialized skill sets on each of those teams. So for the group of 23, we only have one copywriter. For the group of 23, we have two graphic designers. So it's not like each team has its own graphic designer or its own copywriter.

Sean Blake:

Yes.

Melissa Reeve:

So that means the three POs have to get together and decide the priorities, the joint priorities for the copywriter, the joint priorities for those graphic designers. And I think it's working. I mean, it's not without its hiccups, but I think it's the role of the PO and it's an important role.

Sean Blake:

So how do you avoid the temptation to come to these teams and say, "Drop what you're doing, there's something new that we all need to work on?" Do you find that challenging as an executive yourself to really let the teams be autonomous and self-organizing?

Melissa Reeve:

Yeah, I think the biggest favor we've done to the teams is really, I don't want to say banned walk-up work, but the first thing we did is we defined it. And we said, "Walk-up work is anything that's going to take you more than two hours and that was not part of iteration planning." And iteration is only two weeks. And so, in theory, you've done it within the past 10 days. So if it wasn't part of that and you can't push it off to the next iteration planning, and there's a sense of urgency, then it's walk-up work.

Melissa Reeve:

And we've got the teams to a point where they are in the habit of then calling in the PO and saying, "Hey, would you mind going talking to so and so, and getting this defined and helping me understand where this fits in the priority order." And really that was the biggest hurdle because as marketers, I think a lot of us want to say yes if somebody approaches us with work. But what's happened is people have, myself included, stopped approaching the copywriters, stopped approaching the graphic designer with work. I just know, go to the PO.

Sean Blake:

That's good. So it's an extra line of defense for the team so they can continue to focus on their priorities and what they were already working on without being distracted by these new ideas and new priorities.

Melissa Reeve:

Yes. And in fact, I think we, in this last PI reduced walk-up work from 23% down to 11%. So we're not a 100%. And I don't know if we'll ever get to be a 100%, but we're certainly seeing progress in that direction.

Sean Blake:

Oh, that's really good. Really good. And so your marketing teams are working in an Agile way. Do you feel that across the board, not only within your organization, but also just more generally, are you seeing that Agile is being adopted by non-technical teams, so marketing, legal, finance? Are these sort of non-technical teams adopting Agile at a faster rate, or do you feel like it's still going to take some years to get the message out there?

Melissa Reeve:

Yeah. And I guess my question to you would be, a faster rate than what?

Sean Blake:

Good question. I suppose what I'm asking is, do you feel like this is a trend that non-technical teams are adopting Agile or is it something that really is in its infancy and hasn't really caught on yet, especially amongst Scaled Agile customers or people that you're connected to in the Agile industry?

Melissa Reeve:

I would say yes. Yes, it's a trend. And yes, people are doing it. And yes, it's in its infancy.

Sean Blake:

So, yes?

Melissa Reeve:

Yeah. So all of those combined, and I'm not going to kid you, I mean, this is new stuff. In fact, as part of that listening session I mentioned and we were talking about all these different parts of the business. And there was mentioned that the Scaled Agile Framework is the guidance to these teams, to HR, to legal, to marketing could be more robust. And the answer is absolutely. And the reason is because we're still learning ourselves. This is brand new territory that we're cutting our teeth on. My guess is that it'll take us several years, I don't know how many several is, to start learning, figuring out how this looks and really implementing it.

Melissa Reeve:

Now, my hope is that we'll get to a point where Agile is across the organization, that it's been adapted to the different environments. When I've seen it and when I've thought through things like Agile HR, Agile Legal, Agile procurement, the underpinnings seem to be solid. We can even things like the continuous delivery pipeline of DevOps. When I think about marketing and I think about automation. And I think about artificial intelligence, yeah, I can see that in marketing and I can see the need for this to unfold, but will it take us a while to figure out that nuance? Absolutely.

Sean Blake:

Okay. And can you see any other trends more broadly happening in the Agile space? You know, if we're to look forward, say 10 years, a decade into the future, what does the way of working look like? Are we all still remote or how are team's going to approach digital transformations in 10 years time? What's your perspective on the future?

Melissa Reeve:

Yeah, I mean, sometimes to look to the future I like to look to the past. And in this case I might look 10 or 12 years to the past. And 12 years ago, I was getting my very first iPhone. I remember that it was 2007, 2008. And you think about what a seismic shift that was in terms of our behavior and social media and connecting and having this computer in our hand. So I ask myself, what seismic shift lies ahead? And certainly COVID has been an accelerant to some of these shifts. I ask myself, will I be on airplanes as frequently as I was in the past? Or have we all become so accustomed to Zoom meetings that we realized there's power there. And we don't necessarily need to get on an airplane to get the value.

Melissa Reeve:

Now, as it pertains to Agile, I feel like in 10 years we won't be calling it Agile. I feel like it will look something more like a continuous learning organization or responsive organization. Agile refers to a very specific set of practices. And as that new mindset, well, the practices and the principles and the mindset, and as that new mindset takes hold and becomes the norm, then will we be calling it Agile? Or will it just be the way that people are working? My guess is it'll start to be moving toward the latter.

Sean Blake:

Well, let's hope that it becomes the normal, right? I mean that it would be great to have more transparency, more cross functional work, less walk-up work and more business agility across the board, wouldn't it? I think it would be great if that becomes the new normal.

Melissa Reeve:

Yeah, me too. Yeah. And I think, we don't call the way we manage people. We don't say, "Oh, that's Taylorism. Are you going to be practicing Taylorism? It's just the way we've either learned through school or learned from our bosses how to manage people. And that's my hope for Agile, is that we won't be calling it this thing. It's just the way we do things around here.

Sean Blake:

Great. Well, Melissa, I think we'll leave it there. I really enjoyed our conversation, especially as a marketer myself. It's great to hear your insight into the industry. And everything we've discussed today has been really, really eyeopening for me. So thank you so much for sharing that with me and with our audience. And we hope to have you on the podcast again, in the future.

Melissa Reeve:

Sean, it's been such a pleasure and I'd be happy to come back anytime.

Sean Blake:

Great. Thanks so much.

Melissa Reeve:

Thank you.

On this episode of The Easy Agile Podcast, tune in to hear developers Angad, Jared, Jess and Jordan, as they share their thoughts on observability.  

Wollongong has a thriving and supportive tech community and in this episode we have brought together some of our locally based Developers from Siligong Valley for a round table chat on all things observability.

💥 What is observability?
💥 How can you improve observability?
💥 What's the end goal?

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"This was a great episode to be a part of! Jess and Jordan shared some really interesting points on the newest tech buzzword - observability""

Be sure to subscribe, enjoy the episode 🎧

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Transcript

Jared Kells:

Welcome everybody to the Easy Agile podcast. My name's Jared Kells, and I'm a developer here at Easy Agile. Before we begin, Easy Agile would like to acknowledge the traditional custodians of the land from which we broadcast today, the Wodiwodi people of the Dharawal nation, and pay our respects to elders past, present and emerging, and extend that same respect to any aboriginal people listening with us today.

Jared Kells:

So today's podcast is a bit of a technical one. It says on my run sheet here that we're here to talk about some hot topics for engineers in the IT sector. How exciting that we've got a couple of primarily front end engineers and Angad and I are going to share some front end technical stuff and Jess and Jordan are going to be talking a bit about observability. So we'll start by introductions. So I'll pass it over to Jess.

Jess Belliveau:

Cool. Thanks Jared. Thanks for having me one as well. So yeah, my name's Jess Belliveau. I work for Apptio as an infrastructure engineer. Yeah, Jordan?

Jordan Simonovski:

I'm Jordan Simonovski. I work as a systems engineer in the observability team at Atlassian. I'm a bit of a jack of all trades, tech wise. But yeah, working on building out some pretty beefy systems to handle all of our data at Atlassian at the moment. So, that's fun.

Angad Sethi:

Hello everyone. I'm Angad. I'm working for Easy Agile as a software dev. Nothing fancy like you guys.

Jared Kells:

Nothing fancy!

Jess Belliveau:

Don't sell yourself short.

Jared Kells:

Yeah, I'll say. Yeah, so my name's Jared, and yeah, senior developer at Easy Agile, working on our apps. So mainly, I work on programs and road maps. And yeah, they're front end JavaScript heavy apps. So that's where our experience is. I've heard about this thing called observability, which I think is just logs and stuff, right?

Jess Belliveau:

Yeah, yeah. That's it, we'll wrap up!

Jared Kells:

Podcast over! Tell us about observability.

Jess Belliveau:

Yeah okay, I'll, yeah. Well, I thought first I'd do a little thing of why observability, why we talk about this and sort of for people listening, how we got here. We had a little chat before we started recording to try and feel out something that might interest a broader audience that maybe people don't know a lot about. And there's a lot of movements in the broad IT scope, I guess, that you could talk about. There's so many different things now that are just blowing up. Observability is something that's been a hot topic for a couple of years now. And it's something that's a core part of my job and Jordan's job as well. So it's something easy for us to talk about and it's something that you can give an introduction to without getting too technical. So we don't want to get down. This is something that you can go really deep into the weeds, so we picked it as something that hopefully we can explain to you both at a level that might interest the people at home listening as well.

Jess Belliveau:

Jordan and I figured out these four bullet points that we wanted to cover, and maybe I can do the little overview of that, and then I can make Jordan cover the first bullet point, just throw him straight under the bus.

Jordan Simonovski:

Okay!

Jess Belliveau:

So we thought we'd try and describe to you, first of all, what is observability. Because that's a pretty, the term doesn't give you much of what it is. It gives you a little hint, but it'll be good to base line set what are we talking about when we say what is observability. And then why would a development team want observability? Why would a company want observability? Sort of high level, what sort of benefits you get out of it and who may need it, which is a big thing. You can get caught up in these industry hot buzz words and commit to stuff that you might not need, or that sort of stuff.

Jared Kells:

Yep.

Jordan Simonovski:

Yep.

Jess Belliveau:

We thought we'd talk about some easy wins that you get with observability. So some of the real basic stuff you can try and get, and what advantages you get from it. And then we just thought because we're no going to try and get too deep, we could just give a few pointers to some websites and some YouTube talks for further reading that people want to do, and go from there. So yeah, Jordan you want to-

Jared Kells:

Sounds good.

Jess Belliveau:

Yeah. I hopefully, hopefully. We'll see how this goes! And I guess if you guys have questions as well, that's something we should, if there's stuff that you think we don't cover or that you want to know more, ask away.

Jordan Simonovski:

I guess to start with observability, it's a topic I get really excited about, because as someone that's been involved in the dev ops and SRE space for so long, observability's come along and promises to close the loop or close a feedback loop on software delivery. And it feels like it's something we don't really have at the moment. And I get that observability maybe sounds new and shiny, but I think the term itself exists to maybe differentiate itself from what's currently out there. A lot of us working in tech know about monitoring and the loading and things like that. And I think they serve their own purpose and they're not in any way obsolete either. Things like traditional monitoring tools. But observability's come along as a way to understand, I think, the overwhelmingly complex systems that we're building at the moment. A lot of companies are probably moving towards some kind of complicated distributed systems architecture, microservices, other buzz words.

Jordan Simonovski:

But even for things like a traditional kind of monolith. Observability really serves to help us ask new questions from our systems. So the way it tends to get explained is monitoring exits for our known unknowns. With seniority comes the ability to predict, almost, in what way your systems will fail. So you'll know. The longer you're in the industry, you know this, like a Java server fails in x, y, z amount of ways, so we should probably monitor our JVM heap, or whatever it is.

Jared Kells:

I was going to say that!

Jordan Simonovski:

I'll try not to get too much into-

Jared Kells:

Runs out of memory!

Jordan Simonovski:

Yeah. So that's something that you're expecting to fail at some point. And that's something that you can consider a known unknown. But then, the promise of observability is that we should be shipping enough data to be able to ask new questions. So the way it tends to get talked about, you see, it's an unknown unknown of our system, that we want to find out about and ask new questions from. And that's where I think observability gets introduced, to answer these questions. Is that a good enough answer? You want me to go any further into detail about this stuff? I can talk all day about this.

Jared Kells:

Is it like a [crosstalk 00:08:05]. So just to repeat it back to you, see if I've understood. Is it kind of like if I've got a, traditionally with a Java app, I might log memories. It's because I know JVM's run out of memory and that's a thing that I monitor, but observability is more broad, like going almost over the top with what you monitor and log so that you can-

Jordan Simonovski:

Yeah. And I wouldn't necessarily say it's going over the top. I think it's maybe adding a bit more context to your data. So if any of you have worked with traces before, observability is very similar to the way traces work and just builds on top of the premise of traces, I guess. So you're creating these events, and these events are different transactions that could be happening in your applications, usually submitting some kind of request. And with that request, you can add a whole bunch of context to it. You can add which server this might be running on, which time zone. All of these additional and all the exciters. You can throw in user agency into there if you want to. The idea of observability is that you're not necessarily constrained by high cardinality data. High cardinality data being data sets that can change quite largely, in terms of the kinds of data they represent, or the combinations of data sets that you could have.

Jordan Simonovski:

So if you want shipping metrics on something, on a per user basis and you want to look at how different users are affected by things, that would be considered a high cardinality metric. And a lot of the time it's not something that traditional monitoring companies or metric providers can really give you as a service. That's where you'll start paying insanely huge bills on things like Datadog or whatever it is, because they're now being considered new metrics. Whereas observability, we try and store our data and query it in a way that we can store pretty vast data sets and say, "Cool. We have errors coming from these kinds of users." And you can start to build up correlations on certain things there. You can find out that users from a particular time zone or a particular device would only be experiencing that error. And from there, you can start building up, I think, better ways of understanding how a particular change might have broken things. Or some particular edge cases that you otherwise couldn't pick up on with something like CPU or memory monitoring.

Angad Sethi:

Would it be fair to say-

Jared Kells:

Yeah. It's [crosstalk 00:11:02].

Angad Sethi:

Oh, sorry Jared.

Jared Kells:

No you can-

Angad Sethi:

Would it be fair to say that, so, observability is basically a set of principles or a way to find the unknown unknowns?

Jordan Simonovski:

Yeah.

Angad Sethi:

Oh.

Jess Belliveau:

And better equip you to find, one of the things I find is a lot of people think, you get caught up in thinking observability is a thing that you can deploy and have and tick a box, but I like your choice of word of it being a set of principles or best practices. It's sort of giving you some guidance around these, having good logging coming out of your application. So structured logs. So you're always getting the same log format that you can look at. Tracing, which Jordan talked a little bit about. So giving you that ability to follow how a user is interacting with all the different microservices and possibly seeing where things are going wrong, and metrics as well. So the good thing with metrics is we're turning things a bit around and trying to make an application, instead of doing, and I don't want to get too technical, black box monitoring, where we're on the outside, trying to peer in with probes and checks like that. But the idea with metrics is the application is actually emitting these metrics to inform us what state it is in, thereby making it more observable.

Jess Belliveau:

Yeah, I like your choice of words there, Angad, that it's like these practices, this sort of guide of where to go, which probably leads into this next point of why would a team want to implement it. If you want to start again, Jordan?

Jordan Simonovski:

Yeah, I can start. And I'll give you a bit more time to speak as well, Jess in this one. I won't rant as much.

Jess Belliveau:

Oh, I didn't sign up for that!

Jordan Simonovski:

I think why teams would want it is because, it really depends on your organization and, I guess, the size of the teams you're working in. Most of the time, I would probably say you don't want to build observability yourself in house. It is something that you can, observability capabilities themselves, you won't achieve it just by buying a thing, like you can't buy dev ops, you can't buy Agile, you can't buy observability either.

Jared Kells:

Hang on, hang on. It says on my run sheet to promote Easy Agile, so that sounds like a good segue-

Jess Belliveau:

Unless you want to buy it. If you do want to buy Agile, the [crosstalk 00:13:55] in the marketplace.

Jared Kells:

Yeah, sorry, sorry, yeah! Go on.

Jordan Simonovski:

You can buy tools that make your life a lot easier, and there are a lot of things out there already which do stuff for people and do surface really interesting data that people might want to look at. I think there are a couple of start ups like LightStep and Honeycomb, which give you a really intuitive way of understanding your data in production. But why you would need this kind of stuff is that you want to know the state of your systems at any given point in time, and to build, I guess, good operational hygiene and good production excellence, I guess as Liz Fong-Jones would put it, is you need to be able to close that feedback loop. We have a whole bunch of tools already. So we have CICD systems in place. We have feature flags now, which help us, I guess, decouple deployments from releases. You can deploy code without actually releasing code, and you can actually give that power to your PM's now if you want to, with feature flags, which is great.

Jordan Simonovski:

But what you can also do now is completely close this loop, and as you're deploying an application, you can say, "I want to canary this deployment. I want to deploy this to 10% of my users, maybe users who are opted in for Beta releases or something of our application, and you can actually look at how that's performing before you release it to a wider audience. So it does make deployments a lot safer. It does give you a better understanding of how you're affecting users as well. And there are a whole bunch of tools that you can use to determine this stuff as well. So if you're looking at how a lot of companies are doing SRE at the moment, or understanding what reliable looks like for their applications, you have things like SLO's in place as well. And SLO's-

Jared Kells:

What's an SLO?

Jordan Simonovski:

They're all tied to user experiences. So you're saying, "Can my user perform this particular interaction?" And if you can effectively measure that and know how users are being affected by the changes you're making, you can easily make decisions around whether or not you continue shipping features or if you drop everything and work on reliability to make sure your users aren't affected. So it's this very user centric approach to doing things. I think in terms of closing the loop, observability gives us that data to say, "Yes, this is how users are being affected. This is how, I guess the 99th percentile of our users are fine, but we have 1% who are having adverse issues with our application." And you can really pinpoint stuff from there and say, "Cool. Users with this particular browser or this particular, or where we've deployed this app to," let's say if you have a global deployment of some kind, you've deployed to an island first, because you don't really care what happens to them. You can say, "Oh, we've actually broken stuff for them." And you can roll it back before you impact 100% of your users.

Jared Kells:

Yeah. I liked what you said about the test. I forgot the acronym, but actually testing the end user behavior. That's kind of exciting to me, because we have all these metrics that are a bit useless. They're cool, "Oh, it's using 1% CPU like it always is, now I don't really care," but can a user open up the app and drag an issue around? It's like-

Jess Belliveau:

Yeah, that's a really great example, right?

Jared Kells:

That's what I really care about.

Jess Belliveau:

The 1% CPU thing, you could look at a CPU usage graph and see a deployment, and the CPU usage doesn't change. Is everything healthy or not? You don't know, whereas if you're getting that deeper level info of the user interactions, you could be using 1% CPU to serve HTTP500 errors to the 80% of the customer base, sort of thing.

Angad Sethi:

How do you do that? The SLO's bit, how do you know a user can log in and drag an issue?

Jordan Simonovski:

Yeah. I think that would come with good instrumenting-

Angad Sethi:

Good question?

Jordan Simonovski:

Yeah, it comes down to actually keeping observability in mind when you are developing new features, the same way you would think about logging a particular thing in your code as you're writing, or writing test for your code, as you're writing code as well. You want to think about how you can instrument something and how you can understand how this particular feature is working in production. Because I think as a lot of Agile and dev ops principles are telling us now is that we do want our applications in production. And as developers, our responsibilities don't end when we deploy something. Our responsibility as a developer ends when we've provided value to the business. And you need a way of understanding that you're actually doing that. And that's where, I guess, you do nee do think about observability with a lot of this stuff, and actually measuring your success metrics. So if you do know that your application is successful if your user can log in and drag stuff around, then that's exactly what you want to measure.

Jared Kells:

I think that we have to build-

Jordan Simonovski:

Yeah?

Jared Kells:

Oh, sorry Jordan.

Jordan Simonovski:

No, you go.

Jared Kells:

I was just going to say we have to build our apps with integration testing in mind already. So doing browser based tests around new features. So it would be about building features with that and the same thing in mind but for testing and production.

Jess Belliveau:

Yeah and the actual how, the actual writing code part, there's this really great project, the open telemetry project, which provides all these sort of API's and SDK's that developers can consume, and it's vendor agnostic. So when you talk about the how, like, "How do I do this? How do I instrument things?" Or, "How do I emit metrics?" They provide all these helpful libraries and includes that you can have, because the last thing you want to do is have to roll this custom solution, because you're then just adding to your technical debt. You're trying to make things easier, but you're then relying on, "Well I need to keep Jared Kells employed, because he wrote our log in engine and no one else knows how it works.

Jess Belliveau:

And then the other thing that comes to mind with something like open telemetry as well, and we talked a bit about Datadog. So Datadog is a SaaS vendor that specializes in observability. And you would push your metrics and your logs and your traces to them and they give you a UI to display. If you choose something that's vendor agnostic, let's just use the example of Easy Agile. Let's say they start Datadog and then in six months time, we don't want to use Datadog anymore, we want to use SignalFx or whatever the Splunk one is now.

Jordan Simonovski:

I think NorthX.

Jess Belliveau:

Yeah. You can change your end point, push your same metrics and all that sort of stuff, maybe with a few little tweaks, but the idea is you don't want to tie in to a single thing.

Jordan Simonovski:

Your data structures remain the same.

Jess Belliveau:

Yeah. So that you could almost do it seamlessly without the developers knowing. There's even companies in the past that I think have pushed to multiple vendors. So you could be consuming vendor A and then you want to do a proof of concept with vendor B to see what the experience is like and you just push your data there as well.

Jared Kells:

Yeah. I think our coupling to Datadog will be I all the dashboards and stuff that we've made. It's not so much the data.

Jess Belliveau:

Yeah. That's sort of the big up sell, right. It's how you interact. That's where they want to get their hooks in, is making it easier for you to interpret that data and manipulate it to meet your needs and that sort of stuff.

Jordan Simonovski:

Observability suggests dashboards, right?

Jess Belliveau:

Yeah, perhaps. You used this term as well, Jordan, "production excellence." And when we talk about who needs observability, I was thinking a bit about that while you were talking. And for me, production excellence, or in Apptio we call it production readiness, operational readiness and that sort of stuff is like we want to deploy something to production like what sort of best practices do we want to have in place before we do that? And I think observability is a real great idea, because it's helping you in the future. You don't know what problems you're going to have down the line, but you're equipping your teams to be able to respond to those problems easily. Whereas, we've all probably been there, we've deployed code of production and we have no observability, we have a huge outage. What went wrong? Well, no one knows, but we know this is the fix, and it's hard to learn from that, or you have to learn from that I guess, and protect the user against future stuff, yeah.

Jess Belliveau:

When I think easy wins for observability, the first thing that really comes to mind is this whole idea of structured logging, which is really this idea that your application is you're logging, first of all. Quite important as a baseline starting point, but then you have a structured log format which lets you programmatically pass the logs as well. If you go back in time, maybe logging just looked like plain text with a line, with a timestamp, an error message. Whatever the developer decided to write to the standard out, or to the error file or something like that. Now I think there's a general move to having JSON, an actual formatted blob with that known structure so you can look into it. Tracing's probably not an easy win. That's a little bit harder. You can implement it with open telemetry and libraries and stuff. Requires a bit more understanding of your code base, I guess, and where you want tracing to fire, and that sort of stuff, parsing context through, things like that.

Jordan Simonovski:

I think Atlassian, when you probably just want to know that everything is okay. At a fairly superficial level. Maybe you just want to do some kind of up time on a trend. And then as, I guess, your code might get more complex or your product gets a bit more complex, you can start adding things in there. But I think actually knowing or surfacing the things you know might break. Those would probably be your quickest wins.

Jess Belliveau:

Well, let's mention some things for further reading. If you want to go get the whole picture of the whole, real observability started to get a lot of movement out of the Google SRE book from a few years ago. The Google SRE stuff covers the whole gamut of their soak reliability engineering practice, and observability is a portion of that, there's some great chapters on that. O'Reilly has an observability book, I think, just dedicated to observability now.

Jordan Simonovski:

I think that's still in early release, if people want to google chapters.

Jess Belliveau:

The open telemetry stuff, we'll drop a link to that I think that's really handy to know.

Angad Sethi:

From [inaudible 00:26:12], which is my perspective, as a developer, say I wanted to introduce cornflake use Datadog at Easy Agile. Not very familiar, I'm not very comfortable with it. I know how to navigate, but what's a quick way for me to get started on introducing observability? Sorry to lock my direct job or at my workplace.

Jordan Simonovski:

I would lean, I could be biased here. Jess correct me or give your opinion on this, I would lean heavily towards SLO's for this. And you can have a quick read in the SRE-

Jess Belliveau:

What does SLO stand for, Jordan?

Jordan Simonovski:

Okay, sorry. Buzz words! SLO is a service level objective, not to be confused with service level agreement. An agreement itself is contractual and you can pay people money if you do breach those. An SLO is something you set in your team and you have a target of reliability, because we are getting to the point where we understand that all systems at any point in time are in some kind of degraded state. And yeah, reliability isn't necessarily binary, it's not unreliable or reliable. Most of the time, it's mostly reliable and this gives us a better shared language, I guess. And you can have a read in the SRE handbook by Google, which is free online, which gives you a pretty good understanding of Datadog.

Jordan Simonovski:

I think the last time I used it had a SLO offering. But I think like I was mentioning earlier, you set an SLO on particular functionalities or features of your application. You're saying, "My user can do this 99% of the time," or whatever other reliability target you might want to set. I wouldn't recommend five nines of reliability. You'll probably burn yourself out trying to get there. And you have this target set for yourself. And you know exactly what you're measuring, you're measuring particular types of functionality. And you know when you do breach these, users are being affected. And that's where you can actually start thinking about observability. You can think about, "What other features are we implementing that we can start to measure?" Or, "What user facing things are we implementing that we can start to measure?"

Jordan Simonovski:

Other things you could probably look at are, I think they're all covered in the book anyway, data freshness in a way. You want to make sure the data users are being displayed is relatively fresh. You don't want them looking at stale data, so you can look at measuring things like that as well. But you can pretty much break it down into most functionalities of a website. It's no longer like a ping check, that you're just saying, "Yes, HTTP, okay. My application is fine." You're saying, "My users are actually being affected by things not working." And you can start measuring things from there. And that should give you a better understanding, or a better idea, at least, of where to start with what you want to measure and ow you want to measure it. That would be my opinion on where to get started with this if you do want to introduce it.

Jared Kells:

We're going to talk a little bit about state and how with some of these, like our very front end heavy applications that we're building, so the applications we build just basically run inside the browser and the traditional state as you would think about it, is just pulling a very simple API that writes some things into the database with some authentication, and that sort of stuff. So in terms of reliability of the services, it's really reliable. Those tiny API's just never have problems, because it's just so simple. And well, they've got plenty of monitoring around it. But all our state is actually, when you say, "Observe the state of the system," for the most part, that's state in a browser. And how do we get observability into that?

Jess Belliveau:

A big thing is really, there's not one thing fits all as well. When we talk about the SLO stuff as well, it's understanding what is important to not so much maybe your company but your team as well. If you're delivering this product, what's important to you specifically? So one SLO that might work for me at Apptio probably isn't going to work for Easy Agile. This is really pushing my knowledge, as well, of front end stuff, but when we say we want to observe the state as well, we don't necessarily mean specifically just the state. You could want to understand with each one of those API's when it's firing, what the request response time is for that API firing. So that might be an important metric. So you can start to see if one of those APIs is introducing latency, and so your user experience is degraded. Like, "Hey when we were on release three, when users were interacting with our service here, it would respond in this percentile latency. We've done a release and since then, now we're seeing it's now in this percentile. Have we degraded performance performance?" Users might not be complaining, but that could be something that the team then can look into, add to a sprint. Hey, I'm using Agile terms now. Watch out!

Jared Kells:

That's a really good example, Jess. Performance issues for us are typically not an API that's performing poorly. It's something in this very complicated front end application is not running in the same order as it used to, or there's some complex interaction we didn't think of, so it's requesting more data than expected. The APIs are returning. They're never slow, for the most part, but we have performance regressions that we may not know about without seeing them or investigating them. The observability is really at the individual user's browser level. That makes sense? I want to know how long did it take for this particular interaction to happen.

Jess Belliveau:

Yeah. I've never done that sort of side of things. As well, the other thing I guess, you could potentially be impacted in as well as then, you're dealing with end user manifestations as well. You could perceive-

Jared Kells:

Yeah sure.

Jess Belliveau:

... Greater performance on their laptop or something, or their ISP or that sort of stuff. It'd be really hard to make sure you're not getting noise from that sort of thing as well.

Jordan Simonovski:

Yeah. There are tools like Sentry, I guess, which do exist to give you a bit more of an understanding what's happening on your front end. The way Sentry tends to work with JavaScript, is you'll upload a minified map of your JS to Sentry, deploy your code and then if something does break or work in a fairly unexpected way, that tends to get surfaced with Sentry will tell you exactly which line this kind of stuff is happening on, and it's a really cool tool for that company stuff. I don't know if it'd give you the right type of insights, I think, in terms of performance or-

Jared Kells:

Yeah, we use a similar tool and it does work for crashes and that sort of thing. And on the observability front, we log actions like state mutations in side the front end, not the actual state change, but just labels that represent that you updated an issue summary or you clicked this button, that sort of thing, and we send those with our crash reports. And it's super helpful having that sort of observability. So I think I know what you guys are talking about. But I'm just [crosstalk 00:35:25], yeah.

Jess Belliveau:

Yeah, that's almost like, I guess, a form of tracing. For me and Jordan, when we talk about tracing, we might be thinking about 12 different microservices sitting in AWS that are all interacting, whereas you're more shifting that. That's sort of all stuff in the browser interacting and just having that history of this is what the user did and how they've ended up-

Jared Kells:

In that state.

Jess Belliveau:

In that state, yeah.

Jordan Simonovski:

I guess even if you don't have a lot of microservices, if you're talking about particular, like you're saying for the most part your API requests are fine but sometimes you have particularly large payloads-

Jared Kells:

We actually have to monitor, I don't know, maybe you can help with this, we actually should be monitoring maybe who we're integrating with. It's actually much more likely that we'll have a performance issue on a Xero API rather than... We don't see it, the browser sees it as well, which is-

Jordan Simonovski:

Yeah, and tracing does solve all of those regressions for you. Most tracing libraries, like if you're running Node apps or whatever on your backend. I can just tell you about Node, because I probably have the most experience writing Node stuff. You pretty much just drop in Didi trace, which is a Datadog library for tracing into your backend and your hook itself into all of, I think, the common libraries that you'll tend to work with, I think. Like if you're working for express or for a lot of just HADP libraries, as well as a few AWS services, it will kind of hook itself into that. And you can actually pinpoint. It will kind of show you on this pretty cool service map exactly which services you're interacting with and where you might be experiencing a regression. And I think traces do serve to surface that information, which is cool. So that could be something worth investigating.

Jess Belliveau:

It's funny. This is a little bit unrelated to observability, but you've just made me think a bit more about how you're saying you're reliant on third party providers as well. And something I think that's really important that sometimes gets missed is so many of us today are relying on third party providers, like AWS is a huge thing. A lot of people writing apps that require AWS services. And I think a lot of the time, people just assume AWS or Jira or whatever, is 100% up time, always available. And they don't write their code in such a way that deals with failures. And I think it's super important. So many times now I've seen people using the AWS API and they don't implement exponential back off. And so they're basically trying to hit the AWS API, it fails or they might get throttled, for example, and then they just go into a fail state and throw an error to the user. But you could potentially improve that user experience, have a retry mechanism automatically built in and that sort of stuff. It doesn't really tie into the observability thing, but it's something.

Jared Kells:

And the users don't care, right? No one cares if it's an AWS problem. It's your problem, right, your app is too slow.

Jess Belliveau:

Well, they're using your app. Exactly right. It reflects on you sort of thing, so it's in your interest to guard against an upstream failure, or at least inform the user when it's that case. Yeah.

Jared Kells:

Well, I think we're going to have to call it, this podcast, because it was an hour ago. We had instructed max 45 minutes.

Jess Belliveau:

We could just keep going. We might need a part two! Maybe we can request [cross talk 00:39:21].

Jared Kells:

Maybe! Yeah.

Jess Belliveau:

Or we'll just start our own podcast! Yeah.

Angad Sethi:

So what were your biggest learnings today, given it's been Angad and I are just learning about observability, Angad what was your biggest learning today about observability? My biggest learning was that observability does not equal Datadog. No, sorry! It was just very fascinating to learn about quantifying the known unknowns. I don't know if that's a good takeaway, but...

Jess Belliveau:

Any takeaway is a good takeaway! What about you, Jared?

Jared Kells:

I think, because I we were going to talk about state management, and part of it was how we have this ability, at the moment to, the way our front ends are architected, we can capture the state of the app and get a customer to send us their state, basically. And we can load it into our app and just see exactly how it was, just the way our state's designed. But what might be even cooler is to build maybe some observability into that front end for support. I'm thinking instead of just having, we have this button to send us out your support information that sends us a bunch of the state, but instead of console logging to the browser log, we could be console logging, logging in our front end somewhere that when they click, "send support information," our customers should be sending us the actions that they performed.

Jared Kells:

Like, "Hey there's a bug, send us your support information." It doesn't have to be a third party service collecting this observability stuff. We could just build into our... So that's what I'm thinking about.

Jess Belliveau:

Yeah, for sure. It'll probably be a lot less intrusive, as well, as some of the third party stuff that I've seen around.

Jared Kells:

Yeah. It's pretty hard with some of these integrations, especially if you're developing apps that get run behind a firewall.

Jess Belliveau:

Yeah

Jared Kells:

You can't just talk to some of these third parties. So yeah, it's cool though. It's really interesting.

Jess Belliveau:

Well, I hope someone out there listening has learned something, and Jordan and I will send some links through, and we can add them, hopefully, to the show notes or something so people can do some more reading and...

Jared Kells:

All thanks!

Jess Belliveau:

Thanks for having us, yeah.

Jared Kells:

Thanks all for your time, and thanks everybody for listening.

Jordan Simonovski:

Thanks everyone.

Angad Sethi:

That was [inaudible 00:41:55].

Jess Belliveau:

Tune in next week!

"The episode highlights that Interaction, collaboration, and helping every team member reach their potential is what makes agile work" - Terlya Hunt

In this episode join Terlya Hunt - Head of People & Culture at Easy Agile and Caitlin Mackie - Marketing Coordinator at Easy Agile, as they chat with Jazmin Chamizo and Rakesh Singh.

Jazmin and Rakesh are principal contributors of the recently published report "Reimagining Agility with Diversity, Equity and Inclusion".

The report explores the intersection between agile, business agility, and diversity, equity, and inclusion (DE&I), as well as the state of inclusivity and equity inside agile organizations.

“People are the beating heart of agile. If people are not empowered by inclusive and equitable environments, agile doesn't work. If agile doesn't work, agile organisations can't work."

📌 What led to writing the report
📌 Where the misalignments lie
📌 What we can be doing differently as individuals and business leaders

Be sure to subscribe, enjoy the episode 🎧

‍

Transcript

Terlya Hunt:

Hi, everyone. Thanks for joining us for another episode of the Easy Agile podcast. I'm Terlya, People & Culture business partner in Easy Agile.

Caitlin Mackie:

And I'm Caitlin, marketing coordinator at Easy Agile. And we'll be your hosts for this episode.

Terlya Hunt:

Before we begin, Easy Agile would like to acknowledge the traditional custodians of the land from which we broadcast today, the Wodiwodi people of the Dharawal nation, and pay our respects to the elders past, present and emerging, and extend the same respect to any Aboriginal people listening with us today.

Caitlin Mackie:

Today, we'll be joined by Jazmin Chamizo and Rakesh Singh. Both Jazmin and Rakesh are principal contributors and researchers of Reimagining Agile for Diversity, Equity and Inclusion, a report that explores the intersection between Agile business agility and diversity equity and inclusion published in May, 2021.

Terlya Hunt:

We're really excited to have Jazmin and Rakesh join us today. So let's jump in.

Caitlin Mackie:

So Jazmin and Rakesh, thank you so much for joining us today. We're so excited to be here with you both today, having the conversation. So I suppose today we'll be unpacking and asking you questions in relation to the report, which you were both principal contributors of, Reimagining Agility with Diversity, Equity and Inclusion. So for our audience tuning in today who may be unfamiliar the report, Jazmin, could you please give us a summary of what it's all about?

Jazmin Chamizo:

Absolutely. And first of all, thank you so much for having us here today and for your interest in our report. Just to give you a little bit of background of our research and how everything started out, the founder and the owner of the Business Agility Institute, Evan Leybourn, he actually attended a talk given by Mark Green. And Mark who used to be, I mean, an Agile coach, he was referring to his not very positive experience with Agile. So this actually grabbed the attention of Evan, who was a big advocate of agility, as all of us are. And they decided to embark upon this adventure and do some research trying to probe on and investigate the potential relationship between diversity, equity and inclusion and Agile.

So we had, I mean, a couple of hypothesis at the beginning of the research. And the first of hypothesis was that despite the positive intent of agility and despite the positive mindset and the values of Agile, which we all share, Agile organizations may be at the risk of further excluding marginalized staff and customers. And the second hypothesis that we had was that organizations who actually embed diversity, equity and inclusion directly into their Agile transformation and then strategy may outperform those organizations who don't. So we actually spent more than a year interviewing different participants from many different countries. And we actually ended up seeing that those hypothesis are true. And today, we would like to share with you, I mean, part of this research and also need to encourage you to read the whole report and also contribute to this discussion.

Terlya Hunt:

Amazing. And Jazmin, you touched on this a little bit in your answer just then, but I guess, Rakesh, could you tell us a bit more about what was the inspiration and catalyst for writing this report?

Rakesh Singh:

Yeah. So thanks for inviting once again. And it's a great [inaudible 00:03:51] talk about this beautiful project. The BAI was actually into this activity for a long time, and I happened to hear one of the presentation from Evan and this presentation actually got me interested into business agility and associated with DEI. So that was one thing. And second thing when Evan talked about this particular project, invited all of us, I had been with transformation in my job with Siemens for about three decades for a very long time. And we found that there were always some people, whenever you do transformation, they were not interested or they were skeptical. "We are wasting our time." And okay, that was to be expected, but what was surprising that even though Agile came up in a big way and people thought, "Okay. This is a solution to all our miseries," even though there was a focus on culture, culture was still our biggest issue. So it appeared to me that we are not really addressing the problem.

And as Jazmin talk about our goal and our hypothesis, and that was attractive to me that maybe this project will help me to understand why some [inaudible 00:05:12] to get the people on board in some of the Agile transformation.

Terlya Hunt:

Thank you. That was awesome. I think it definitely comes through in the report that this is a topic that's near and dear to all of you. And in the report you mentioned, there's a lack of consensus and some misalignment in defining some of these key terms. So thought to frame the conversation today, Jazmin, could you walk us through some of these key definitions, agility, diversity, equity, and inclusion.

Jazmin Chamizo:

That's a great question now, because over the last year, there's been a big boom on different topics related to diversity, equity and inclusion, I mean, especially with the Black Lives Matter movement and many different events that have affected our society in general. And with the rise of social movements, I mean, there's been a lot of talk in the area of diverse, equity and inclusion. And when we talk about agility, equality, equity and inclusion and diversity, I mean, it's very important to have a very clear understanding of what we mean with this terms. Agility is the mindset. I mean, it's really about having the customer, people, at the very center of the organization. So we're talking about agile ways of working. We're talking about more collaborative ways of working. So we can bring the best out of people and then innovate and put products into the market as fast as possible.

Now, when we were thinking about agility and this whole idea of putting people at the very core and customer at the very core of organization so we can respond in a very agile and nimble way to the challenges that our society presents at the moment, we found a lot of commonalities and a lot of similarities with diversity, equity and inclusion. However, when we talk about diversity, equity and inclusion, there's some nuances in the concepts that we need to understand. Diversity really refers to the mix. It refers to numbers, to statistics, all the differences that we have. There's a very long list of types of diversity. Diversity of gender, sexual orientation, ways of our thinking, our socioeconomic status, education and you name it, several types of diversity.

Now, when we talk about equality, I mean, we're talking about applying the same resources and support structures, I mean, for all. However, equality does not actually imply the element of equity, which is so important when we talk about now creating inclusive environments. With equity, we're talking about the element of fair treatment, we're talking about social justice, we're talking about giving equal access to opportunities for all. So it's pretty much about leveling the filed, so all those voices can be part of the conversation and everybody can contribute to the decision making in organizations and in society. So it's that element of fair treatment, it's that element of social justice that the element of equity has to contribute and that we really need to pay attention to.

And inclusion is really about that act of welcoming people in the organization. It's about creating all the conditions so people, everybody, can thrive and everybody can succeed in an organization. So I think it's very important, I mean, to have those definitions very clear to get a better understanding of how they overlap and how there's actually, I mean, a symbiotic relationship between these concepts.

Caitlin Mackie:

Yeah. Great. And I think just building on that, interaction, collaboration and helping every team member reach their potential is what makes Agile work. So your report discusses that there are lots of overlaps in those values with diversity, equity and inclusion. So I think, Rakesh, what are those key overlaps? It seems those qualities and traits go hand in hand. So how do we embrace them?

Rakesh Singh:

So if you see most of the organization which are big organization and being for about two decades or so, and you compare them with the startup organization, so in the traditional setup, normally people are working in their functional silos, so to say. And so the Agile transformation is taken care by one business function. It could be a quality team. It could be a transmission team. And DEI normally is a domain of an HR or people who enter the organization. And the issue is that sometime these initiatives, they are handled separately and the amount of collaboration that's required does not happen, whereas in a startup company, they don't have these kind of divisions.

So looking that as a basis, what we need to look at is that the organization should be sensitize that they work together on some of these projects and look at the underlying what is the commonality, and we can possibly either help each other or complement each other, because one example is, if I can give, it's very easy to justify an Agile transformation relating to a business outcome, okay, but any people related change is a very long-term change. So you cannot relate that to a business outcome in a shorter timeframe. So I call Agile and DEI as symbiotic. An Agile can be helped by a DEI process and DEI itself can be justified by having an Agile project. So they are symbiotic.

Now, what is the common thing between the two? So there are four items. I mean, there are many things which are common, but four things which I find are most important. Yeah? The first thing is respect for people, like Jazmin talked about being inclusive. So respect for people, both Agile and DEI, that's a basis for that. And make people feel welcomed. So no matter what diversity they come from, what background they come from, they're feeling welcome. Yeah? The second part is the work environment. So it's a big challenge to create some kind of a psychological safety. And I think people are now organizing, the management is now understanding that they think that they have provided a safe place, but people are still not feeling safe for whatever reason there. That's one thing.

The other thing is that whatever policies you write, documentation, policies or announcement, the basic things that people see, is it fair and is it transparent? Yeah? So I used to always see that if there are two people given bonus, if one person get 5% more, no matter how big is the amount, there's always felt that, "I have not got my due." Yeah? So be fair and be transparent. And the last one is that you have to invest in people. The organization need to invest in people. The organization need to invest in enabling them with opportunity to make use of new opportunity, and also grow and through learning. So these are four things that I can see, which actually can help both being an agile, and also having inclusive environment in the company.

Caitlin Mackie:

The report mentions that some of those opportunities to combine agile and diversity equity inclusion are being overlooked. Why do you think this is?

Rakesh Singh:

So I think that the reason why they're being overlooked is that, it's basically, educating the leaders. So it's just, if I'm in the agile world, I do not really realize that there are certain people related aspect. I think, if I just make an announcement, people will participate. Okay? So that's the understanding. On the other side, we got an input from quite a few responders saying that some of the DEI projects are basically words, are not really sincere about it. It's a waste of time. "I'm being forced to do certain training. I'm forced." So the sincerity part, sometime there's a lacking, so people have to be educated more at a leadership level and on at a employee level.

Caitlin Mackie:

I think a really interesting call out in your research is that many agile processes and rituals are built to suit the majority, which excludes team members with diverse attributes. Jazmin, what are some of those rituals?

Jazmin Chamizo:

Yeah, that's a great question. Now, if you think about agile and agile rituals and for example, I mean, daily standups, a lot of those rituals have not actually thought about diversity, or the design for diversity and inclusion. I mean, agile is a very on the spot and is a very, who can talk, type of rituals. But there's a lot of people, I mean, who might need more time to process information before they can provide inputs, so fast. So that requirement of processing information or giving input in a very fast manner, in daily standups, that might be overlooking the fact that a lot of people, with a different type of thought processing styles or preferences may need more time to carry out those processes.

So that would be, I mean, number one; the fact that it's very on the spot and sometimes only the loud voices can be heard. So we might be losing a lot of opportunities, trying to get feedback and input from people with different thinking styles.

Now, also, if you think about organizations in different countries, where English is not the native language of a lot of people, they may also feel a lot of disadvantage. This happens a lot in multinational organizations, where people whose, you know, first language is English, they feel more confident and they're the ones who practically may monopolize now the conversations. So, for people who's first language is not English, I mean, they might feel at a disadvantage.

If you think about older employees who sometimes may not be part of an agile transformation, they might also feel that are not being part of the team and they may not have the sense of belonging, which is so important in an agile transformation and for any organization. Another example, I mean, would be people, who because of their religious belief, I mean, they need maybe to pray five times in a day, and I mean maybe a morning stand up might mean very difficult to adapt to, or even people with disabilities or language differences, they feel a little intimidated by agile. So there's a lot of different examples. And Doug report actually collects several lived experiences, by the respondents that we interview that illustrate how agile has been designed for the majority and for a more dominant type of culture and that highlights the need to redesign many of these rituals and many of these practices.

Caitlin Mackie:

Yeah, I think just building on that in your recommendations, you mentioned consciously recreating and redesigning these agile ways of working. What are some of the ways we can rethink and consciously create these?

Jazmin Chamizo:

Mm-hmm (affirmative). Well, the good news is that, during our research, and during our field work and the conversations that we had with some organizations mean there's a lot of companies and organizations that have actively implementing them different types of practices, starting from the way they're managing their meetings, their rituals, their stand ups, giving people an opportunity to communicate in different ways. Maybe giving some room for silence, so people can process their information or providing alternative channels for people to communicate and comment either in writing or maybe the next day. So it doesn't have to be right there on the spot., and they don't feel under that type of pressure.

Now, another example would be allowing people, I mean, to also communicate in their native language. I mean, not necessarily using English, I mean, all the time as, I mean, the main language. I think it's also important for people to feel that it can contribute with their own language, and also starting to analyze, I mean, the employee experience. We're talking about maybe using non-binary options in recruitment processes or in payroll. So, I mean, starting to be more inclusive in the different practices and analyzing, I mean, the whole employee journey. I mean, those are some examples that we can start implementing to creating a more inclusive environments. And the one that is the most important for me is encouraging leadership to intentionally design inclusive work environments through the use of, like creating environments that are really where people feel safe, where they have this. Psychologically safe.

Terlya Hunt:

The whole section on exploring and challenging existing beliefs is so interesting. And I would definitely encourage everyone listening to go and read it. I could ask you so many questions on this section alone, because I think it was full of gold, and honestly, my copy is highlighted and scribbled and I read it and reread it, there was so much to absorb. The first thing that really stood out to me as a HR practitioner in an agile organization was this belief that focusing on one or two areas of diversity first is a good start. And from your research, what you actually found was that survey respondents found this method ineffective and actually harmful for DEI. And in your research, you also reference how important it is to be intentional and deliberate. So I guess, how do we balance this need for focus and creating change with these findings that being too narrow in our focus can actually be harmful? Might throw this one to you, Rakesh.

Rakesh Singh:

So actually, thanks to the reform data report, very interesting, in fact, we presented to quite a few groups. And one of the thing that I observed when we are talking about some of the beliefs and challenges, there were immediate to response say, "Hey, we do experience in our area." So, what we realized is that this whole aspect, as Jazmin talked about, many dimensions. So if you look at inclusiveness, and diversity and equity across organization, there are many streams, and many triggers. As diversity, we understand, okay, in very limited way, it may be gender, or it may be religion or country, but actually, it's much more in a working environment, there are many dynamics which are [inaudible 00:22:15]. So the challenges, what we saw was that if you pick up a project in a very sincere way and say, "I'll solve one problem, okay?" Let me say I solve problem of a region or language, yeah? Now the issue is that most of the time, we look at the most dominant and identify that problem.

So what happens is that you actually create an inequity right there, because there are other people they are suffering. They are, I won't say, "Suffering," but they're influenced by other factors of diversity and they felt, "Okay, nobody's really caring for me." Yeah? So you have to look at in a very holistic picture, and you have to look at in a way that everybody is on board, yeah? So you may not be able to find solution to every specific problem, but getting everybody on board, and let people work in some of the environment or either psychological safety or the policy level, so create an environment where everybody can participate, and issues can be different so they can bring up their own issues, and make sure they feel that they they're cared for. And that's what we actually observed.

Terlya Hunt:

And the second belief I thought was really interesting to call out was that this belief that we will adapt to somebody's beliefs if they ask. And your research found that not everyone is able to disclose their needs, no matter how safe the working environment, so that by relying on disclosure is the first step in the process,. Organizations will always be a step behind and, and also place the burden of change on marginalized groups. What are some things we can do, Rakesh, to remove this pressure and to be more proactive?

Rakesh Singh:

So there are a couple of things that we need to look at when we talk to people, actually, they discussed about the problem, and they also recommended what could be right, we are doing it. And we also discussed among ourselves. So one thing which was very clear that there was a little doubt about the sincerity of leadership. And so, we felt that any organization where leader was very proactive, like, for example, what is the basic reason, if I have a problem, if I talk about it, I am always worried what will happen when I disclose it? And is it the right issue to talk about it? So, these are the questions would inhibit a lot of people not to talk about it at all. So, that's where the proactive leadership can help people to overcome their inhibition and talk about it, and unless they discuss about it, you'll never know if there's a problem. So, that's the one thing. So, that's the approach.

So there are a couple things that we could also recommend, is proactive leadership to start with, and something which can be done is there are a lot of tools available for the managers, yeah? People leaders, I would call it. Things like coaching, so you have a grow model where you can coach an individual person, even as a manager or as an independent coach, then having a facilitation techniques. When I started my career, they were not a training on facilitation, just going to the room and conduct the meeting. But they're very nice tools, facilitation techniques, which can be brought out to get people to participate, and so things like that can be very useful for being proactive and drawing people out of their inhibition. That definitely is with the leader. That's why we call it servant leadership. It is their job to initiate and take the lead, and get people out of their shell.

Terlya Hunt:

It ties quite nicely into the next question I had in mind. You both actually today have mentioned a lot of challenging beliefs, and calling things out. We need to build this awareness, and create safe spaces, and create psychological safety in our teams. What are some examples of how we can create safe spaces for these conversations?

Rakesh Singh:

The examples of someone creating safe places is ... I would say that educating people and the leaders. What I have seen is that if the leadership team recognizes that and educates the managers and other people ... You need to actually train people at different level, and create an environment that everybody's participating in the decision making, and they're free to make choices within, of course, the constraint of the business.

The focus, where I would put it, is that there are many educational programs and people would like to educated, because I normally felt that I was never trained for being a good leader. There was never training available. But these days we find that a lot of educational programs highlighting a various issue, like microaggression, unconscious bias, psychological safety. People should understand it. Things like being empathetic. These terminologies are there, but I find that people don't really appreciate it and understand it to the extent that they need to do, even though they are in a leadership position.

Caitlin Mackie:

Thanks for sharing, Rakesh. I really love what you mentioned around proactive leadership, there. Your research found that 47% of respondents believed organizations who achieved this unity of Agile, and diversity, and equity, and inclusion will reap the benefits and exceed competitors. Jazmin, what did these organizations do differently?

Jazmin Chamizo:

Yes. That's a great question. Actually this ties very nicely with idea of servant leadership, inclusive leadership, and how leaders have this incredible challenge of creating workspaces that are psychologically safe, as Rakesh just mentioned. This is really everybody's responsibility, but it has a lot to do with a very strong leadership.

We found that several other organizations that we interviewed, they had a very strong leadership team, that they were really committed with diversity, equity, and inclusion in their agile transformation, and they were able to put DEI at the very core of the organization. That's number one, having a very strong leadership team that's actually committed to diversity, equity, and inclusion, and that does not perceive DEI efforts as isolated actions or initiatives.

This is something that we're seeing a lot nowadays. As a DEI coach and consultant, sometimes you see, unfortunately, several organizations that only try very isolated and very ... They don't have long-term strategy. What we have seen that actually works is having this committed leadership team that has been able to put DEI at the very core of their strategy.

Also a team that has been able to serve as an advocate in diversity, equity, and inclusion, and agility, and they're able to have advocates throughout the organization. It's not just one person's job. This calls for the effort of the whole organization and individuals to commit to DEI and be actively part of the agile transformation.

Also, I would say, leaders that embrace mistakes and embrace errors throughout the process. This is something that came up a lot during our conversations with people in different organizations, that in many cultures and in many organizations, mistakes are punished. They're not perceived as a source of opportunity.

One of the tips or best practices would be having leaders who are able to show the rest of their organization that mistakes are actually learning opportunities, that you can try things out of the box, and you can be more innovative. That even if you fail, you're not going to be punished, or there won't be any consequences because of that, and, quite on the country, that this is actually a learning opportunity that we can all thrive on.

Caitlin Mackie:

Yeah. I completely agree. What benefits did they see?

Jazmin Chamizo:

They definitely saw a greater working environment. This is something that was quoted a lot during our interviews with respondents, that individuals saw that they had the chance to try new and innovative ideas. Definitely greater innovation, more creativity. Business morale actually ultimately went up, because they saw that the organization was actually embracing different perspectives, even if they fail. This definitely called for greater innovation.

I would say innovation, more creativity, and a better working environment. Absolutely new products, new ideas. That if you think about the current circumstances with COVID, this is what organizations have to aim at. New products, more innovation to face all the challenges that we have nowadays.

Terlya Hunt:

Powerful things for the listeners to think about. Here at Easy Agile, our mission is to help teams be agile. Because we believe for too long the focus has been on doing, when the reality is that Agile is a constant journey of becoming.

There's a specific part in the report that really stood out to me that I'd like to read. "Agility is a journey with no fixed endpoint. The road towards creating diverse, equitable, and inclusive environments is the same. Agility and DEI can be pursued, but never fully achieved. They are a process of ongoing learning, reflection, and improvement. A team cannot enter the process of improving business agility or DEI with a mindset towards completion, and any model that unites Agile and DEI will ultimately be ineffective if those taking part are not ready to embark on an ongoing quest for self improvement."

I absolutely love this quote. Rakesh, let's explore this a little bit further. What more can you tell me about this?

Rakesh Singh:

Actually there's an interesting thing that I would like to share to start with. We wanted to look for a organization who would help us interview their people and talk to their people. The way organizations responded ... Some responded, "Shall I allow my people to talk to somebody? It could be a problem." But then we got other organizations, they were actually chasing us. "We would like to be part of this, and we would like to get our people interviewed." They were very positive about the whole thing.

I happened to talk to the DEI corporate manager, a lady, and the way she was talking was ... She was so much, I would say, passionate about the whole thing, even though at least I felt that they were very high level of awareness of DEI. But the quest for learning and finding out what they could do better was quite astonishing and quite positive.

That's where my answer is, is that ... If you look at the current pandemic, and people realized that, "Okay. We have to work from home," initially some people found it great. It's a great thing. Work-life balance. "I can attend my home." But after some time they found it's a problem. There's other problem.

The point is that, in any organization, where it's a business or a social life, or people, it just keeps changing. There's no method or policy which is going to be forever valid. There's a continuous learning process that we have to get in.

What we need to do is focus on our goal that we want to achieve. Depending on the environment, that's what we call business agility. Now bring it to people as well, because it is a people ... We talk about customer centricity, and all that. But finding it's the people who are going to deliver whatever organization want to. You have to see how their lives are getting impacted.

We are discussing about getting people back to office. The problem is that, a city like Bangalore, it's a very costly city and very clouded city. People have gone to their hometown and they can work from there. Now, to bring them back, you have to approve them back again. To cut short the explanation, our life is changing, constantly changing, and technology and everything is putting ... People have to look at methods and approach of how they can be adapting themself on a continuous basis.

Learning is a continuous process. In fact, when I got into Agile and people ask me, "How many years of experience you have?" I generally say five years, because anything that I did before five years is actually the wrong practice. You have to be continuously learning, and DEI and Agile is no stranger to this situation.

Caitlin Mackie:

I love that. I think fostering that continuous learning environment is really key. I suppose, on that, a few of the recommendations from the report are centered around getting deeper training and intentional expertise. Jazmin, what further recommendations, or courses, or practitioners are there that people can engage with after this episode?

Jazmin Chamizo:

Sure. An important part of our report was a series of recommendations to the entire agile community, and practitioners, to organizations, and agile coaches. You can see that. You could get more specific information in our reports. I would like to encourage all of you to read. Definitely when it comes to agile coaches and consultants, we're encouraging people to learn more about diversity, equity, and inclusion because one of the insights and the learnings we drew from this research is that diversity, equity, and inclusion is not specifically included in the agile world.

When we talked to the respondents in many different countries, they did not spontaneously made the connection between agility, Agile, and diversity, equity, and inclusion. But the more we talk about it, they discovered that, indeed, they were very closely overlapped. There was a symbiotic relationship between them, because you're putting the person and everything that relates to that individual on the very core of the organization, on the transformation.

Definitely we do encourage ... Leaders and agile coaches need to start learning more about our DEI, building that proficiency, learning more about unconscious bias and the impact of unconscious bias, and discrimination, and racism that we'll continue to see in organizations. They're more mindful of those voices that are not being heard at the moment in the present conversations. They can learn different techniques or different methods to be more engaging and more inclusive.

When it comes to the agile community in general and influencers, it is important to mention that Evan Leybourn, the founder of the Agility Institute, is having at the moment some conversations with important institutions in the agile community, such as the Agile Alliance, because we are looking for ... That's what Gen Z-ers are looking for. There's a big call out there for organizations to embrace this type of transformation, but putting DEI at the very core of the organization. That's what I would like to say.

Contribute to the discussion. This is a pilot project. That we are hoping to conduct more research on other DEI areas related to agility. We would like listeners to be part of the conversation, and to contribute with their experience, to improve the state of agility in the current moment.

Caitlin Mackie:

Thank you both so much for joining us today. Thoroughly enjoyed our conversation. I can't wait to see how Agile and diversity, and equity, and inclusion evolves in the future. Thank you.

Jazmin Chamizo:

Thank you so much for having us. It's been a pleasure.

Rakesh Singh:

Thanks a lot to both of you. It was nice to share our experience. Thank you very much.