Easy Agile Podcast Ep.10 Kate Brodie, Director of Digital AI and CCAI Program at Optus

"Great convo with Dave & Eric! Key takeaway: revamp Easy Agile's org structure representation. Exciting stuff!"

Nick Muldoon, Co-Founder and Co-CEO of Easy Agile, is joined by Dave West, CEO, and Eric Naiburg, COO, from Scrum.org.

In this episode, Nick, Dave, and Eric unpack the current agile landscape, discussing the role of the agile native and emphasizing the importance of building connected teams by flipping the hierarchy and putting leaders in supporting roles.

They emphasise the importance of empowering the people closest to the problem to make the call, and ultimately creating an environment for success to happen.

We hope you enjoy the episode!

Share your thoughts and questions on Twitter using the #easyagilepodcast and make sure to tag @EasyAgile.

Transcript:

Nick Muldoon:

Hi folks. Welcome to the Easy Agile Podcast. My name's Nick Muldoon. I'm the co-founder and co CEO at Easy Agile, and today I'm joined with two wonderful guests, Eric Naiburg, the Chief operating officer at scrum.org, and Dave West, the chief executive officer at scrum.org. Before we begin, I'd just like to acknowledge the traditional custodians of the land from which we broadcast today, the people of the Dharawal speaking country. We pay our respects to elders past, present, and emerging, and extend the same respect to all Aboriginal, Torres Strait Islander and First Nations people that are joining us today. So gentlemen, thank you so much for making some time. We really appreciate it.

Eric Naiburg:

Thank you.

Nick Muldoon:

I guess I'd love to just jump in and, Dave, I've got a question for you first and a follow on for you, Eric. I'd love to just get a quick assessment, Dave, of the Agile landscape today and I guess the shifts that you may have seen now that we're out of these COVID lockdowns, these back and forth, COVID lockdowns.

Dave West:

Yeah, it's interesting. So I've been the CEO almost eight years here at scrum.org, and it has changed a bit during those eight years. I think what we're seeing and is a, dare I say, the deployment phase, mass deployment of these Agile ways of working and this Agile mindset throughout industries and throughout all organizations. It's more than an IT software development thing. And I think that that was accelerated during COVID. What's interesting though is many of the characteristics of Agile that became so important during COVID, particularly around empowered teams, particularly around trust, particularly around the hierarchy and the reduction of hierarchy, some of those things are being challenged as we return to the new normal, which some people would rather was just the normal. So I am seeing some of that. However, generally Agile is here, it's here to stay. I think the reality is that most knowledge workers, particularly those knowledge workers dealing in complex work are going to be using some kind of Agile approach for the foreseeable future.

Nick Muldoon:

And last week you... Was it last week? I believe you were in Paris for the first face to face?

Dave West:

[foreign language 00:02:37] I was and it rained the entire time actually, Nick. So yeah, I spent a lot of time inside in Paris.

Nick Muldoon:

Well, what was the sentiment from the Scrum trainers there, from the conversations they're having?

Dave West:

Yeah, it was interesting. We talked a lot about at scale, enterprise adoption, the challenges. It is funny that the challenges are challenges that you expect, and most of them are about people, legacy systems, people status, power position. We talked a lot about the challenges that teams are getting in these large complicated organizations. That continues to be the conversation. There is, obviously, this is Europe, they're very close to Ukraine and the conflict there. So there's definitely some conversations about that. We have six Ukrainian trainers and also about the same number of Russian trainers as well. So that's always a conversation. And then there's a general downturn of the economy that was also being talked about.

Layoffs are happening throughout Europe, and particularly in the technology sector, but I think that's growing to some extent. Vodafone just announced today that they were laying off, it's about 6,000 employees, and they're one of the biggest telecommunication companies in Germany, for instance. So there was definitely some of that, but so if you add enterprise, you add conflict uncertainty, you add economic uncertainty, those three things will come together. But what was funny in it is that throughout all of this, they were incredibly upbeat and excited. And I think because they're talking to people that they've never spoken to before, they're talking to people about how Scrum is a natural way of working, talking about the challenges of empowered teams, empiricism, continuous improvement.

And I had some really exciting conversations with trainers who were like, Yeah, well we're doing this in this aerospace company or this electric car supplier in Germany or whatever, or this financial services startup that's using blockchain for the first time. And of course they're using Agile. And so it was funny. It was almost as though all of those things, though there were the backdrop, it was still incredibly positive.

Nick Muldoon:

So this is interesting, and I guess if I reflect on the background for both of you, Eric, I'm looking at, you two have worked together from rational days-

Eric Naiburg:

A few times.

Nick Muldoon:

... a few times, but the prevalence of the Agile... I would describe you two as Agile natives and it sounds like, Dave, you've got your tribe there in Paris last week that are Agile natives. And I guess Eric, for you, what's the sense around the people that you are interacting with from a leadership perspective in these companies? Can you identify the Agile natives? Yeah, I guess is it an easier conversation if you've got Agile natives in leadership levels?

Eric Naiburg:

It's definitely an easier conversation if they're there. Sometimes they're in hiding, sometimes they're not Agile natives masquerading as Agile natives as well, which always makes it a little bit difficult because you have to peel back that onion and peel through who are they and what's their real agenda. I was talking to a CIO last week, and he was talking about the typical CIO lasts two to three years. So what is their real agenda? What are they trying to achieve? And Dave mentioned the people part of this, and people often become the hardest part of any Agile transformation or working in an Agile way. People want to protect themselves, they want to protect their turf, they want to do the things that they need to do to be successful as well. So you see that as talking to leaders within organizations, and they want to do better, they want to improve, they want to deliver faster, but they've still got that pressure. Organizations, at least large organizations, haven't changed. They still have boards, and they still report to those boards, and those boards still have their agendas as well.

Nick Muldoon:

You're making me recall a conversation that I had, this is several years ago, but on a trip through Europe, and it was with the Agile native, that was the Agile practice lead and probably wasn't masking, probably was legitimately an Agile native, yet they were talking about the mixed incentives for their, maybe not their direct leader, but the VP further up. And it was actually a, I don't want to say a zero-sum game, but there was some kind of fiefdom thing going where the various VPs would fight for resources, people, whatever, because that would unlock further bonus. But at the end of the day, it was not optimizing the entire financial services company. Are we still seeing that today?

Dave West:

Oh, very much so. In fact, a colleague of ours says, "Science used to have a saying, science progresses one funeral at a time." And I think Agile definitely has some of that, not funerals hopefully, but retirements.

Nick Muldoon:

Retirements

Dave West:

Retirement.

Nick Muldoon:

Yeah.

Dave West:

Yeah. The reality is that when you don't have incentives aligned, where you don't have teams aligned to those incentives and leadership aligned to those consistent incentives, then you're going to always be dealing with some challenges. What's so frustrating is we all know the industrial revolution, and particularly the recent revolution of mass production and oil, which just happened in the deployment phase just after the second World War, was enabled by changing working practices created by people like Ford and Deming and all of these people. We all know that. The digital revolution is happening around us. It may even pass us if you believe the AI buzz that's happening. We may be put to the side and computers may just take over, but this digital is happening, and you are in with leaders and they're like, "Yeah, totally respect that. We are going to be a hundred percent digital. We are an airline, but really we are a digital company with wings."

They describe themselves in this way, and then they don't want to challenge the fundamentals of how authority, how value is managed, how risk is made transparent, how governance is, it happens, how funding is made and planning, et cetera. They don't want to challenge any of those assumptions. They like that the way it is. But we are going digital. It is ironic that it still is happening. However, that isn't totally hundred percent. The organizations that get it, the organizations that have leaders that are either insightful, either motivated, or maybe they want to write a book or something. Maybe their reasons aren't always as clear, but those leaders are dragging these organizations into the 21st century.

Great example. Proctor and Gamble, Gillette. Gillette, the latest exfoliating razor. I can see you haven't used it, unfortunately, Nick, with your rather handsome beard. So yeah. Anyway, I use it a lot, as you can tell. The exfo... Was built using Scrum and Agile. This is Proctor and Gamble, an ancient, okay not ancient, an older organization, but really has got it. They realize that if they want to keep up with their customers, their partners, their suppliers, they need to work in quite different ways. And so it isn't roses, but there are roses in the garden as it were.

Eric Naiburg:

And it goes beyond, when you think of that organization, you think of what Gillette has done, is it goes beyond traditional Agile thinking. Traditional Agile thinking, we think software, and this is engineering, this is manufacturing, this is bringing together marketing because in those types of organizations, marketing drives what the product's going to be, and then engineering figures out how to deliver that product and so on. So it's really bringing together the whole organization into how do we deliver something, and deliver it together. I think that's one of the big things that we're seeing. And one of the big changes that Agile helps to drive is that team. So you talked about incentives and team incentives, that's a piece of it, but it's team ownership. It's team togetherness.

It is that ultimately they all feel accountable, and bringing that accountability together as a team versus, and I think even... So my wife's in manufacturing and it's always... She's on the R and D side of it, and complaining about the marketing people. You have those conversations of, "Well, they don't realize what it takes to actually build this thing. They just have the dream." And by bringing them together in that team, and really they're having their daily scrums, they're planning together and they're having those hard conversations respectfully, that starts to build that team and build them in a way that they're able to actually deliver faster and more what the customer wants.

Dave West:

Can I just lean in, I'm sorry, we just taken over here a little Nick, but I just want to lean into something that Eric said around it is all about the teams. One of the fundamental problems we see in many organizations is hierarchy. Because if you get these massive hierarchies, obviously there's, "I've got to be in control of something. I need to take ownership of things. I need to be off irresponsible for certain things." That's how hierarchies work. And so that often undermines the ability of a team to effectively function. We need to flip that so that these hierarchies become, instead of being on top of the teams, they need to be underneath the teams supporting them. Think of them as those support trusses on bridges or whatever. You have some fabulous bridges in Australia and in Melbourne and in places like that and in Sydney.

So think of it upside down, holding up the teams. But that means, going back all again to incentives again, that those leaders need to understand what they're responsible for in this new world. And they're doing it for very good reason. They're doing it because the teams need to be, they're closer to the problem, they need to be empowered to make the decisions in real time based on the data, the information they have, they need to have clean line of sight to the customer. All of those things are the reason why a hierarchy is just too slow to respond and too bureaucratic. So we need to flip it and enable those teams. And that's a huge challenge.

Nick Muldoon:

I Love this. You two have given me something to ponder. So for the first six years of the company's life, of Easy Agile's life, we did have a very simple team page, and Dave and I as co-CEOs were at the bottom of the page. And then you had the leaders of the pillars. So you had, at the time, Tegan was the head of product, the leader, and they sat on top of Dave and I, and then the team sat on top of that. And it's interesting, I'm actually trying to reflect now, it's probably only in the last 12 or 18 months as we went through 40 people, that that page or that visualization has flipped. I've got an action item obviously to come out of this, thank you gentlemen, to actually go and flip it back because it's a communications mechanism, but if we actually put ourselves at the foundation in this supporting role for supporting the folks, that sets the tone, I imagine, for the team members in how they think of themselves and maybe that accountability piece as well, Eric.

Eric Naiburg:

Yeah. Yeah. That's interesting because sometimes it's those little things that change how people think and feel. I use a lot of sports analogies when I talk and meet with people, and especially with where Dave was talking of empowering the people closest to the problem. We have to do the same in sport. If we have to wait for the manager to tell us to pass the ball, it's never going to happen. We've got to allow the people to make decisions and make those decisions on the field. We need to apply that to business as well. Allow the people who are closest to the problem, closest to what's happening, make those decisions within the business as well.

Nick Muldoon:

So if we come back to Proctor and Gamble, and we don't have to rabbit hole on it, but they're one of the large, long-lived companies, and I don't know about their approach, in particular, but I think about GE, and GE had their internal training university program, and they were training their leaders, training their managers how to manage, training their leaders how to lead. How does a Proctor and Gamble go about shifting that conversation internally, and what's that timeframe? Because presumably you've start with someone that's on a team. Do you have to elevate them over time through the hierarchy of the company?

Dave West:

It is interesting. I'm fortunate to spend maybe because we're both British people living in Boston, I'm fortunate to spend quite a lot of time with, and there's videos on our site with this, by the way, interviews with Dave Ingram who runs R and D for male grooming, it's called, in the Gillette part of P and G. And the case study is out there. So I talked to him a lot about how you drive it in a huge organization where they've got everything to lose. They've got products that are amazing, they've innovated, those products are the products that you put into your shopping cart as you walk down the aisle. They don't want to muck that up. Let's be frank. If suddenly, because of some innovation, there's no razors on the shelves, then I, as a board man need a razor. So I will buy an alternate product, and it's possible that then I'll always buy that product.

So they've got to be very, very careful. They've got more to lose. So we talk a lot about how you manage change and it's all of the above. What he's done very smartly is he's empowered the product owner role or the person, the glue role, whether it's using Scrum or something else, and he's really invested in these change agents in his organization, and he's definitely led by doing, he's been very honest and open about that, and very clear that he doesn't have all the answers and he's looking for them to help him during this, which isn't perhaps what you'd expect from a traditional organization where-

Nick Muldoon:

The leader might need to feel that they have the answer to all of these questions.

Dave West:

Exactly. And he's done a really, really good job of doing that. And primarily because he says, "Well, my success is ultimately their success, so if I can make them be a little bit more successful, there's more of them than me, so let's make it work." Which I think is an unusually honest and very insightful view of it. So he's driven it predominantly through product management ownership areas. He's then provided a support environment around that. He's then definitely advertised the successes. He's spent a lot of time building cross-functional teams. The thing that Eric was talking about. And really been very careful working with their leadership. If you're material science, there's a whole department, if there's marketing, there's this whole channel thing that they have. Basically working with their leaders to create the environment for success to happen. And I don't think it's easy. I think there's many surprising roadblocks along the way, and I can't speak for him on this, but he's taken that divide and conquer approach, focusing on that catalyst role.

Nick Muldoon:

Because you, obviously, you're providing a lot of training for various, well, I guess people at various levels in these companies. And obviously it's a far cry from having a CST and a CSM and a CSPO certification going back a decade, decade and a half. What's the uptake around the leadership training? And what does that look like, Eric? Is there renewed interest in that at the moment or are people demanding more of that leadership training? Is it fit for purpose for today's leader?

Eric Naiburg:

So I think to a point it is. We're certainly seeing growth in the leadership training. Matter of fact, Dave and I were just looking at those numbers earlier this week or yesterday, I guess. Today's [inaudible 00:21:29]

Nick Muldoon:

Are there are any numbers you can share with us?

Eric Naiburg:

It's hard to share the exact numbers, but we're seeing double-digit growth in number of students taking our leadership classes. Both how do you measure, so our evidence-based management classes, as well as our leadership training, but that also only goes so far because a lot of those folks, depending on how high up, especially in the organization you go, aren't willing to take lots of time out to take such training. So a lot of it happens in that coaching. They're hiring the executive coaches or the Agile coaches that are in there. The scrum masters that are in there are actually working to help coach those folks. And a lot of it's less about the training and more about the mindset shifts. So if you look at our Agile leadership course, a large part of it is spent on getting people to think differently. And really some of it's hit you over the head type of activities, where it really helps to drive those points across of, "Wow, I need to think differently. I need to work differently. I need to treat people differently."

Nick Muldoon:

Differently.

Eric Naiburg:

It's that, and we're seeing good success with that because especially when that light bulb goes off for folks, and that light bulb that goes off saying, "Wow, this is different." We have some exercises in our classes that really get you thinking and get you... There's one, for example, where you're thinking you're doing the right thing for the customer, and you're thinking you're doing exactly right until it kills the customer, because you didn't necessarily think through the whole. It's, "Well, this is what the customer wanted, so we need to do it, but maybe I should have got together with the team and let the team make decisions." I'm going a little extreme, but-

Nick Muldoon:

No, I appreciate it.

Eric Naiburg:

... it's those sorts of things that we have to change. And a lot of what we do in the course is educate leaders on what those teams are going through, and what the individuals on those teams need, and the type of support that they need, not how do you manage those teams, not how do you manage those people. But how do you empower and enable those people to be successful?

Nick Muldoon:

I want to just rewind for a second, sorry.

Eric Naiburg:

Killing people.

Nick Muldoon:

It sounded like there's a friction point in actually getting these leaders to take the time out of the office to go and get some education.

Eric Naiburg:

There is, yes.

Nick Muldoon:

Is that correct?

Eric Naiburg:

Yeah.

Dave West:

It's incredibly hard if you're at a large organization, in particular, when your schedule is overlapping meetings continuously eight to nine hours a day for them to take that moment to step back. Everybody, I believe very strongly, Nick, that everybody needs to take time to invest in their own personal and professional development. And that time is not a waste. Ultimately it is an incredibly good investment.

Nick Muldoon:

Yes.

Dave West:

We know-

Nick Muldoon:

It's great ROI.

Dave West:

Totally. Even if it just resets you, even if you have that moment of clarity because of it. it's not a surprise that people like Bill Gates go on retreat every three to six months and he takes his big bag of books-

Nick Muldoon:

Books.

Dave West:

And he goes off grid for a few days just to reset. I think that that time is incredibly effective. But what's interesting is, we are under, in America in particular, and I'm sure it's true in Australia, it's certainly true in England, where I'm from, motion is more important than outcomes. It's all about the motions. If you look busy, you're not going to get fired. And I think to some extent we learned that in school. I don't know if your parents said to you or maybe you got your first job. I was working on a delicatessen counter at the co-op supermarket, and I remember there was an old worker there, turned to me, he goes, "Whatever you do, when the manager walks by," Mr. Short-

Nick Muldoon:

Look busy.

Dave West:

... was his name. And he was everything that name implies. "Mr. Short walks by, look like you're doing something, start cleaning something, otherwise he'll take you off and make you do provisions, and you don't want to dealing with that milk, it's rancid." And I remember that. Look busy. And I think we've got a lot in our culture. I try to take time every week. I book, for instance, my lunch hour, I book it and I always try to do something in it. I try to watch a TED talk, read something, just to clear your mind to think about something different. I think that time is incredibly important. However-

Nick Muldoon:

Get exposed to some new perspective, right?

Dave West:

Exactly. Even if it means, even if the stuff you're watching or whatever isn't that relevant necessarily. Sometimes that lack of relevance is exactly what you need because your mind does something.

Nick Muldoon:

A mental break.

Dave West:

Exactly. And however in corporate America, and I think that's corporate in general, that doesn't happen. People are overly leveraged, they're incredibly busy. They have to attend these meetings, otherwise their profile is diminished. And I think that's at the detriment of the organization and the company. Here's a question, Nick.

Nick Muldoon:

Yeah.

Dave West:

Who have you helped recently?

Nick Muldoon:

Who have I helped recently? I spend most of my time, and I get most of my energy out of coaching conversations with individuals. So on my [inaudible 00:27:35] profile, I've got futurist very high up, and so I love exploring what is your life and your career going to look like in five years time? They're the conversations that I really get jazzed by.

Dave West:

And that's what everybody... Who have you helped is more important than what have you done.

Nick Muldoon:

Yeah.

Dave West:

And I think you need to balance that.

Nick Muldoon:

I pulled up these stats because I thought you might find them interesting. We did a survey last year of a subset of our customers. And we had 423 teams. So it's not a huge sample size, but 423 teams. And the reason I think about it is because there's a lot of, what was the statistic here? So just to give you a sense, most common sprint duration is 14 or two week sprints. Most teams have six people that are involved. Fibonacci for story pointing, an estimation. 10% of these teams achieved what they set out to achieve at the start of the sprint. And so the teams, this 10% of teams, the subset, they did add work into their sprints, but teams that were unsuccessful, rolled work from sprint to sprint.

And so perhaps what it indicated to us is that there are teams that over commit and under deliver, and in fact 90% of them, 90% of the survey teams, it would appear that they over commit and under deliver. And then there are teams that are, maybe, leaving time, Dave, maybe for some education or some spare time in their two-week sprint. And they actually happen to pull on more work and they achieve that. And I'm just thinking about that from a sense of, are 90% of these teams trying to be busy or are they trying to be perceived to be busy? Even if it's at the expense of actually delivering?

Eric Naiburg:

Or are they even pushed into it? It's interesting, there's a question on our professional scrum master one, our PSM one test that often people get wrong. And I think it's a great question, which is, I'm paraphrasing because I don't remember it exactly, but it's essentially how much of the sprint backlog needs to be filled coming out of sprint planning. And a significant number of people say it needs to be complete coming out of sprint planning. Which goes in the face of Agile and Scrum.

Dave West:

Exactly.

Eric Naiburg:

Because we don't know there. There's that uncertainty. All we need is enough to get started, and once we get started, but I think people are fearful of, "Well, we've got two weeks, we need to be able to plan those two weeks and we better be able," and this is some of that top-down pressure that we talked about. "Well, we need to show that we've got two weeks worth of work here and that we're not sitting around, so let's fill it up." And those are some of the misnomers about Agile and Scrum. "Well, it's a two-week sprint, we need to plan two weeks." Well, no, we don't. We need to have a goal. Where are we going to get to? How we achieve it is going to take time because we're going to learn as we go. As a matter of fact, the scrum team that I'm on right now, we were running a three-week sprint, and two weeks in we've actually achieved our goal. And now we're able to build upon that goal. And we already delivered on that goal a week early, which is great.

Nick Muldoon:

Do you think, Eric, that there's a fear from leadership that if people haven't got two weeks worth of work teed up, that they're just going to be twiddling their thumbs?

Eric Naiburg:

I don't know that it's a fear from leadership. I think it's a perception that the workers have of what leadership is thinking. I think it's more that. And I think it's the, "Well, we said we've got two weeks," and they are going to ask us, management's going to say, "When will you deliver?" I don't know that we'll ever get away from that when will we deliver question, even though we continually try to get away from that answer. But they're going to ask it. So if they're going to ask it, I better be prepared, which means I better have a whole bunch of work laid out. And that just breaks everything that we teach. It breaks everything that we think in Agile.

And all I need in planning is I need a goal, and some idea of how I'm going to get there. And over time let's revisit it and let's continue to revisit it and go to it. But it amazes me how often that some of the answers to that question are, you have a full sprint backlog go coming out of sprint planning, you have enough to get started. I forget what some of the others are. But it amazes me how many times when I review tests people put the full back sprint backlog where it even says, right in the scrum guide, "You're going to inspect and adapt throughout the sprint." Well, how do I inspect and adapt if I've already decided what I'm going to do?

Nick Muldoon:

Who's the onus on? If it's not actually the leadership's wish that you fill up all your time and you operate at a hundred percent capacity, then is the onus on the leader to make it known or is the onus on the team to engage in the conversation?

Dave West:

It's the leader.

Eric Naiburg:

Yes.

Nick Muldoon:

Yeah. Yes, both. Yeah.

Dave West:

I think it's more the leader because I think they have to create the environment where the team actually can challenge it, and actually have that very clear conversation. What worries me about your stan is the fact that I don't... The first few sprints. Yes, maybe you get overly excited, maybe you fill the sprint, which you don't need to. Maybe you're just keen. That's okay. The thing is, what happens on sprint three or four or five, when the same pattern is manifesting itself over and over again. That's worrying. And I think that speaks really clearly to the lack of help the team's having. Whether you call it an Agile coach, and in Australia, I think the Agile manager is a phrase that's used, or whether it's an Agile, or whether it's a scrum master, whatever. Scrum.org has a scrum master.

And the reason why we have a scrum master isn't because we don't know scrum, though there's some days it might be questionable. But cobbler's children, all that stuff. But the reality is, we do know Scrum, we talk it, we breathe it, we love it. But having somebody that steps back and says, "Hang on, Westy, what have you done there? Have you forced encouraged the team to fill the sprint? Have you set them an unrealistic goal? Have you listened to them and asked them the questions? Or have you told them what you want? And what do you think that's going to do?" I know that I have, because Eric and I fund the sprints, as it were. When we go to a sprint review and we say stuff, because a sprint review is ultimately there to provide feedback to the team, to allow them to inspect and adapt for the next sprint.

You can't change the past, but you can change the future based on feedback. If I go in with, "Oh, well that's rubbish and you should do this, and what about that?" Yeah, it's going to have an impact. So ultimately we have to think about, as leaders, what we bring, and also have somebody often helping us to be the leader that we need to be because we get excited and we get enthusiastic and we get, "Oh, you can do this and that? Let's do it. That sounds awesome." And sometimes that can...

Eric Naiburg:

And that's part of why I say it's both. That's why I said the yes. It's on the leader, but the leader needs to be reminded of that. The leader needs to be supported by that, especially by the product owner and the scrum master. The product owner has to be able to say no. The product owner has to... I talk about happy ears and most CEOs and senior leaders are-

Nick Muldoon:

Happy ears?

Eric Naiburg:

Yeas. Most CEOs and senior leaders I've worked with have what I call happy ears. They come from one customer or they talk to one person and heard something that-

Dave West:

Do this.

Eric Naiburg:

... that one person might have thought was great. And next thing you know, they're putting all these new requirements on the team. And I've worked in many startups and big companies where, even at IBM, that happened. And the product owner needs to be able to say, "Whoa, hold on. That's a great idea. Let's think about it. And we'll put it on the backlog, we'll think about it later. But let's not distract the team right now from what we're trying to do and what we're trying to achieve." And that's why I say it's both. It's not just on the leader. You're not going to fully change the leader. You're not going to fully change them to not have those exciting moments. And that's what makes them entrepreneurs. That's what makes them who they are.

But the team needs to be able to push back. The leader needs to be accepting of that pushback and the scrum master and the product owner, as well as others on the team, need to be able to have that pushback. I remember very, very early in my career, I worked for a company called Logicworks. We had a data model, a little data modeling tool called Irwin. And I remember sitting in my cube, and the CEO had just come back from a meeting with one client, and comes over, and I was a product manager-

Nick Muldoon:

Eric, do this.

Eric Naiburg:

And starts talking about, we need to go do this now, and blah, blah, blah, blah, blah. It's like, well, hold on. It's like, but blah, blah, blah said they'd buy it. Well one, did you actually talk to the people using it? Or did you talk to somebody way up here who has no idea how they're actually using the tool? Which the answer was talking to CEO to CEO conversation. And just because they'll buy it, will anybody? But you have to be able to have those conversations. You have to build that trust with the leader from the team, and from the team to the leader, to be able to have those pushbacks and be able to say, "That's an interesting idea. We'll take it under consideration for the future, but right now we have a focus. We've got a sprint goal and we're not going to destroy our sprint goal because you got excited about something."

Dave West:

As you can see, Nick, I have a really hard time getting any of my ideas into our organization because they ask things like this. So annoying, Nick. They say, "Okay, that's great. Is that more important than these five things that are currently driving our product goal?" I'm like, "Ugh, what do you mean? I can't have dessert and main course and an appetizer? I have to pick one that's just so not fair." And they said, "Well, we could spin up another team and then that requires investment. It's going to take time." And I'm like, "Oh gosh, don't you hate it when you have intelligent, smart teammates?" It's just hard.

Nick Muldoon:

Dave and I have definitely, so Dave Elkin, my co-founder, he comes from an engineering background and I come from a product background. And we've definitely noticed in the last, again, probably in this timeframe, in the last 18 months, as the team's grown or through a certain inflection point, in the past, we would quite come comfortably have conversations about what about this idea and how about that? And we'd try and tease things out, and we'd tease them out with the team, but there was no expectation that that stuff would get picked up. And then we had few examples where teams would go and take on and think that they needed to look at this stuff and we're like, "Oh, no, no, no, sorry, we should clarify that we just wanted to get a brainstorm or we wanted to get a thought out of our head, and we wanted some perspective on it, but this should absolutely not mean that you should chase it down." And so the language and how we've had to approach things like that, or activities like that, has certainly changed.

Eric Naiburg:

I've seen that a lot lately-

Nick Muldoon:

[inaudible 00:39:50] Inflection point.

Eric Naiburg:

... probably in the last two or so years. And I think maybe because of remote, it's made it even worse, because you don't get all the emotion and things. But I've definitely seen a lot more of that, of, "Well, I'm just," I've been told this doesn't translate, "but I'm just spit balling and I'm just throwing an idea out there just to have a conversation." And because the leader said it, people think it's fact and that they want to do it. And all they were doing is, "Hey, I heard this thing. What do you think?"

Nick Muldoon:

What's your perspective?

Eric Naiburg:

Yeah, exactly. And I think as leaders, we have to be very careful to understand the impact of what we're saying, because we may be thinking of it as, "I'm just throwing it out there for some conversation." Somebody sitting at the desk just heard, "Oh, they want us to go do that." And I've seen that a lot in companies recently, including in ours, where the way something's said or what is said is taken on as we must do this versus, "Hey, here's an idea, something to noodle on it." So you're not alone, Nick.

Nick Muldoon:

I love it. Hey, Eric, Oregon, that's a great place to call it. That is, and you have given me, you've both given me a lot to noodle on, so I'd like to say thank you so much from our listeners and from the crew at Easy Agile for joining us today. I really appreciate it. It's been wonderful having you on the podcast.

Dave West:

Well, thank you for inviting us. We're really grateful to be here, and hopefully some of this has made sense, and yeah, let's continue to grow as a community and as a world working in this way, because I think we've got a lot of problems to solve. I think the way we do that is people working effectively in empowered ways. So let's change the world, man.

Nick Muldoon:

I love it. Okay, that's great. Thank you.

"It was amazing to talk with Ida and Ulrika from TietoEVRY, they are truly leading the way in sustainability" - Rebecca Griffith

Rebecca and Caitlin are talking with Ida and Ulrika from TietoEVRY, about big picture sustainability and the role of business in supporting sustainability initiatives.

🌍 Implementing sustainability in daily business operations
🌍 The role of technology in advancing sustainability
🌍 Ensuring your sustainability & DEI report doesn't turn into a stagnant document
🌍 Framing challenge in a way of opportunity
🌍 Getting the whole team on board

An important listen for everyone, enjoy!

📲 Subscribe/Listen on your favourite podcasting app.

Transcript

Caitlin Mackie:

Hi, everyone. Welcome to the Easy Agile Podcast. I'm Caitlin, marketing coordinator at Easy Agile.

Rebecca Griffith:

And I'm Beck, team and operations assistant at Easy Agile, and we'll be your host for this episode. Before we begin, we'd like to acknowledge the traditional custodians of the land from which we broadcast today, the worthy, worthy people of the Tharawal nation and pay our respects to elders past, present and emerging. We extend that same respect to all aboriginal and Torres Strait Islanders people joining us today.

Caitlin Mackie:

Today, we're joined by Ida and Ulrika from TietoEVRY. Welcome. Thanks for joining us.

Ida Bohman Steenberg:

Thank you so much for having us.

Ulrika Lagerqvist Von Unge:

Thank you.

Rebecca Griffith:

It would be great if we could start with some introductions. Ida and Ulrika, could you tell our listeners a bit about yourselves and your role at TietoEVRY?

Ida Bohman Steenberg:

Yes, of course. I'm Ida and I'm heading up the sustainability team at TietoEVRY since four years back. And Ulrika?

Ulrika Lagerqvist Von Unge:

Yeah. I work within the sustainability team as a sustainability manager also here at TietoEVRY.

Rebecca Griffith:

Excellent. Thank you. Thanks for the introductions. Let's jump in. For our listeners who might not be familiar with TietoEVRY, can you give us a bit of an overview about what the company does?

Ida Bohman Steenberg:

Yes. Sure. We are a company based in the Nordics, like very, very far away from sunny Australia. We are a tech company. We provide different solutions. For instance, in software, cloud and infra and also business consulting. I think nowadays, we are the biggest tech provider in the Nordic, at least.

Caitlin Mackie:

Sustainability is a huge part of TietoEVRY. You really have a robust sustainability game plan and your strategy for 2023, which highlights your key priorities for ethical conduct, climate actions and creating an exciting place to work for your employees. Can you elaborate on the sustainability game plan for 2023?

Ida Bohman Steenberg:

Yeah, we would love to. The sustainability game plan is our long term plan that we created last year. We were actually two companies merging into one last year. We had different legacies. X Tieto were good at some things and X EVRY were good at some things, but of course, we had lots of challenges too. We had to sit down and really try to find out what should be our focus going forward and not only actually to build upon what we already have, but also look at the major challenges out there to see like, where do we want to be and what role do we want to have? We created a game plan that is two-folded. We have like the responsible operations that is the traditional sustainability work that you would find at any organization that takes sustainability seriously.

We have the ethical conduct where we have business, ethics, and the corruption, cyber security, privacy, human rights, responsible sourcing, for instance. Then, we have exciting place to work, which is more like HR related because we're people companies, we have to be very good at this in order to attract the right talent and also to keep the talent that we have. We have major challenges when it comes to bringing in and keeping women in our sector, for instance, so we have to be very good at diversity and inclusion and also employee experience, of course, to make this a fun place to work at. Then, of course, climate action may be the one thing that people think about most when they think about sustainability due to the emerging climate crisis. We work a lot with that, of course, and also circular economy and our take on that.

That is like the foundation for us that we have to be very good at like our license to operate, and we work throughout the value chain with these topics, but then because we are a tech company, we also wanted to see what can we do to not only improve our own sustainability performance, but foremost our customers? What's due, I think, and what really stands out for TietoEVRY now is that we have this really, really strong business focus going forward for this sustainability game plan. I was thinking maybe Ulrika could take over and explain and elaborate a little bit about the upper half of the circle.

Ulrika Lagerqvist Von Unge:

Yeah, exactly. What we identified when we were developing this strategy or long term plan was that some of our biggest impacts also actually resides among our customers. We have a lot of capabilities and we have a lot of customers, so why not combine those and see where do we have the biggest opportunity in terms of actually helping our customers to become more sustainable? We developed a methodology where we investigated our capabilities, our customer pain points, our customer opportunities and landed in four broad impact opportunities. That's where we have business opportunities in making our customers sustainable. Those are new focus areas within our sustainability long term plan, where we engage with our own business to drive these areas and develop together with our customers to create positive impact on people, planet and societies.

Ida Bohman Steenberg:

I think also if I may add to that, Ulrika, so we set the plan to do that, and we had of course, a lot to build upon. We had lots of good reference cases, but of course, we needed to pin it down to get the buy-in from management. Also, of course, get the resourcing. We started with identifying those areas where we think that other people have, or other customers or stakeholders have impact opportunities, which means a business opportunity for us. We must not forget that, but in order to actually deliver in a good way and at the speed that our customers require, we also had to create a consultancy team that could help in the delivery organization because the customer requirements become... The pressure was so high.

For our little team group sustainability, we couldn't really handle everything, so we created something that we call the sustainability hit team, which is a consulting team consisting of consultants that knows data and sustainability within business consulting. Ulrika, you have been given also... You have the role of leading this group, perhaps you would like to say something more about that group?

Ulrika Lagerqvist Von Unge:

Yeah. Yeah. Sure. Well, this is a group of people that, just as Ida said, they have this kind of expertise, combining sustainability knowledge with IT and technology. We work together to identify both ongoing projects that might be related to sustainability in one way or the other that we perhaps can scale and create synergies, but we also work to identify new opportunities, having our ears towards the ground and listening into what do the customers actually want to have. Then, we take in these opportunities and try to see how we can develop them to actually support our customers. Hopefully, this team will just continue to grow and us with our other efforts, become very integrated in all our business operations. That is at least our aim, so the responsibility lies where the responsibility is sort to say.

Rebecca Griffith:

That's wonderful. Now, I think you've kind of touched on this in a broader sense, but in the TietoEVRY annual report, you talk about implementation of sustainability into daily business operations. What are some other key ways that you're doing this?

Ulrika Lagerqvist Von Unge:

Yeah. If I can start, Ida?

Ida Bohman Steenberg:

Sure.

Ulrika Lagerqvist Von Unge:

I think one of the most important things is to involve everyone from the beginning in what we actually should focus on and what are the most important topics in terms of sustainability, both for all our stakeholders, but also for our business, so that we actually give the ownership of sustainability to the organization. Not so that they feel it comes from the side or from above, but it's actually something that is relevant and that the organization owns. That means that each and everyone has the responsibility to also contribute to our joint targets that we also have involved the different business leaders and parts of the organization in setting. I think that ownership is a keyword here to actually enable integration of sustainability in the operations. Ida, do you agree?

Ida Bohman Steenberg:

Yeah. No, but the group sustainability, our group, we are a small team consisting of specialists with long experience, but we are only so many, so we have to have a very integrated way of working in order to make this fly. What we've been focusing on a lot since many years back is to get it integrated. For instance, if we look at responsible sourcing, which is crucial how we handle our supply chain. We work closely together with a chief procurement officer. The sustainability goals that we have that are public and that we disclose every year in our annual report is just as much his goals as it is our goals, so we really get some power behind driving it and we get the results that we need in order to move forward. That is one thing. Then, as Ulrika explained earlier in the last question about the sustainability hit team, how we also now have taken this step further to really approach the business in a more structured way that we have done before. As I said, we had very good reference cases and we have a portfolio of sustainability related services, but now we're doing this in a much more structured manner because of the market, the demands that has increased so much.

Caitlin Mackie:

Yeah. That's great. I think what you mentioned, having that structure helps with that company buy in and getting everybody on board and realizing that it's everybody's commitment and it's like a journey you're all on together. Yeah. I think that's great. Something that's often talked about is the overlap between business and sustainability and the role of the business in addressing some of the major challenges we face as a society. I think so many look to clearly distinguish their responsibility and draw a line somewhere, but I'm not so sure that's the right approach. TietoEVRY certainly recognizes they have an important role to play and really pave the way towards carbon neutrality. What's your approach to this?

Ida Bohman Steenberg:

Okay. First of all, I think there must be an overlap or there must be like, if you are a company like we are, we cannot do things that we don't think also is good for us, like financially long term. That is the beauty of sustainability. If you have good and long term targets, it's also support the growth of the company in financial terms, so we always have both those perspectives in mind, creating strategies going forward. For us, we work both for our own operations when it comes to climate change to decrease our carbon footprint, obviously, so we are changing. We have renewable energy in all our data centers and offices. We are now currently at 80% and approaching 100. It's going to be difficult. The last percent is always the most difficult ones, but we have a good development as for now.Then, of course, we work super hard because this is the, I think number one question that our customers is asking for, ways to manage their own carbon footprints. Here we are strong in data, of course. Do you want to add something around that?

Caitlin Mackie:

No, but I think that the first reflection that you had that we have this financial perspective also when developing the sustainability plan, it's important because I think that what we see is that... Our business is doing business. Yes, of course. But if you don't do it right, there will be no business on a dead planet, right? So that you have to have the long term perspective where you take into account all the different aspects. It's not only the financial, because they're also interlinked. I think that also the risks that are connected to, for example, climate change for business operations, so the inbound risks that the surrounding is posing to us are becoming more and more clear. I think that it's also becoming evident that if you don't have sustainability integrated in your operations, you will no longer have a license to operate in 2021 and beyond. I think it's just a smarter way of doing business, to be honest.

Rebecca Griffith:

We can all acknowledge that climate action is one of the biggest global challenges for our generation. In recognizing that this is one of your key priorities to address, how do we take these challenges and frame them in a way of opportunity?

Ida Bohman Steenberg:

Well, this is the beauty of being a tech company. We have the luxury of not having lots of goods that we need to take care of cotton or food or so, so we can go straight to the point, I think, and start to listen to what our customers need and create services and solutions that support them in their journey to decrease their carbon footprint. It sounds very easy when I say it like this. It's not that easy, of course. It requires a lot of hard work and everything, but that's what we should do. I think that when you look at the crisis that is emerging, the tech industry is also seen by the other industries as the great enablers. I think that we have a key role to play. I think that we have a responsibility to our stakeholders to be there and to be in the forefront.

I think that's what we've been doing. For instance, for the last year, the guest team has been working on a very interesting solution called the sustainability hub, which actually addresses this spot on. Would you like to...

Ulrika Lagerqvist Von Unge:

Yeah. Yeah. Definitely. I totally agree with you, Ida. The tech industry, it's really an enabler and that also means that there's a lot of business opportunities. As you said, the sustainability data hub voice, one of our responses to these kind of business opportunities that we see out there, so what happened was that we were sitting and discussing and realized that one of the biggest obstacles for companies to actually integrate sustainability into decision making, into risk management analysis, et cetera, is the lack of data as you have now produced your own ability report, the big hurdles that comes with actually collecting the data for that report, it sits in shattered data sources.

The collection is often manual. The data might not be in the right shape. Most companies actually collect the non-financial data once a year for their annual sustainability report. That means that when you have that data, you are actually steering through the rear view mirror because you are not steering proactively by taking fresh data into account when you take your decisions or plan your operations. What we did was that we started to develop a solutions, which builds on automating the data collection of sustainability data by helping customers to identify where does the data sit? How can we actually automate it? Is it via automation, via IoT solution? Who will use the data? Which KPIs and metrics do we want to map it against? How often do we want the data to be updated? Then, visualize it in real time? A modern way of an ERP system for ESG data, you could say, so that it is actually possible to equate non-financial inform and with financial information.

That should give the opportunity for companies to treat the data in the same manner and actually integrate sustainability into the decisions that they take. For example, let's think about the impact of us going from working at the offices to now working hybrid. What are the actual impacts? Can we see that the sick leave has increased or decreased? How has the carbon emission been impacted by us not traveling back and forth to the offices? If we have that data, we could also use that to decide whether we should continue with hybrid working, or if we should force our employees to come back to the office, or if everybody should be working from home. If you can get hand of that collective view of the activities that you take, you could also make more holistic and informed decisions. That's one response kind of how we try to treat sustainability as a business opportunity and identify which are the pain points that our customers have in terms of co-creating a sustainable future, and where can we tap in into that? That is the kind of beauty, as you said, our industry.

Ida Bohman Steenberg:

It is.

Rebecca Griffith:

Really interesting looking at it in real time, as you said, as opposed to a retrospective assessment of the data, which really, you can't change.

Ulrika Lagerqvist Von Unge:

Exactly. Yeah.

Ida Bohman Steenberg:

Yeah.

Rebecca Griffith:

What's the point in waiting another 12 months to then look at it again when you have completely done [crosstalk 00:18:32]?

Ida Bohman Steenberg:

Yeah. Both sustainability.... Yeah. Sorry. Both sustainability and tech is moving extremely fast. I think we need to work like this. I think customers are going to require... We see more and more before they wanted us to report once a year, but now so many of our customers, they want us to report different types of data related to the solutions or our delivery to them on a quarter basis. The more we can have real time data, I think it's going to be the new normal very soon.

Ulrika Lagerqvist Von Unge:

Me too. That will be a huge game changer for companies. When the data is there, you can get it black on white. There is no excuse for taking bad decisions, right?

Caitlin Mackie:

Yeah. Yeah.

Rebecca Griffith:

Quite exciting.

Caitlin Mackie:

Exactly. I don't know about you, Beck, but I'm definitely sitting here being like, "Wow," at all, like this would've been super handy 12 months ago.

Ulrika Lagerqvist Von Unge:

Yeah.

Ida Bohman Steenberg:

It's out there. Yeah.

Ulrika Lagerqvist Von Unge:

Yeah.

Ida Bohman Steenberg:

It's on the market, so you're more than welcome.

Caitlin Mackie:

All right.

Ulrika Lagerqvist Von Unge:

I think that's also typical from sustainability that you have to understand that the solutions to all of these kind of complex problems, they can't be solved by any actor. We need to work in ecosystems and everybody will have to bring their expertise to the table. Then, we can get things to actually be solved. I hope that that logic will also impact other areas so that we more try to cooperate instead of having the cake ourselves, because then there will be no cake left over. That would be sad.

Caitlin Mackie:

It's so, so refreshing to hear you say that. I think for so long businesses have always had this idea about, "Oh, competition," and like, "Keep what's yours. Keep it to yourself. We're going to succeed in this area." But moving into this space, it's just not about that anymore. It's about how we can collaborate together to reach those solutions. I think that's so powerful.

Ida Bohman Steenberg:

For sure. No. Sustainability is horizontal work. As an organization, as an entity, as a company, we are not stronger than our closest stakeholders anyway. Our performance is very much reliant on their performance.

Ulrika Lagerqvist Von Unge:

I think it's so interesting also because since we come from that kind of background, Ida and I also always working across all silos, across all kind of company functions. We also get a special role in our company because we don't have the legacy of working in silos, so we just totally break them all the time because we're not aware of them. That's just what is needed to be able to get the job done. I think that it's really interesting to see how the organization actually appreciates that.

Ida Bohman Steenberg:

Yes. Sometimes, they don't.

Ulrika Lagerqvist Von Unge:

Sometimes, they don't. Exactly. Sometimes, they don't. Yeah. That's true. Yeah.

Ida Bohman Steenberg:

But we have our battles internally. If you're a sustainability professional working in a big organization, you must be very prepared to have those tougher discussions as well, but we all get there, not always on time from our perspective, but that's the way it has to be. Fearless and just...

Ulrika Lagerqvist Von Unge:

Stubborn.

Ida Bohman Steenberg:

Stubborn, and don't be too bothered about silos or hierarchies or so, because then you will never get anything done.

Caitlin Mackie:

I wanted to highlight or expand on the idea of opportunity and the fact that we constantly need to be exploring new and better ways of doing things so that we can move forward. It would be great to get your thoughts on the role of technology in advancing sustainability. I know you've touched on it, but it'd be great to elaborate.

Ulrika Lagerqvist Von Unge:

If I start, then you can build on it.

Ida Bohman Steenberg:

Sure.

Ulrika Lagerqvist Von Unge:

I think that some of the business opportunities or the solutions that we can develop are cross industrial. For example, the need for data and the need to get hold of it and to visualize it and to be able to act on it, is of course, something that all companies in all industries could make use of. But then, I think that for many solution, they are industry specific. For example, logistic. They need certain solutions to be able to optimize their logistic, their rooting, or to better pack their lorries and trains, et cetera. But I think that... There are both this industry specific solution and this cross sectional business opportunities stuff that you have, and also one of the hidden gems within the IT sector is the side effects of digitalizing services or solutions.

It's also important to understand that even though a solution might not be developed and deployed for the use of mitigating or climate change, for example, the actual impact of its implementation might lead to less carbon emission. Let's think about we have a solution that is called patient engagement. It means that you could engage with your doctors and nurses over your phone, which means that you don't have to take the public transportation or your own car to the hospital or to the medical clinic, which of course saves that transportation and in turn, saves carbon emissions if you travel with something except for an electric car. Many of the digital solutions actually have that positive hand print impact or effect, I would say. Of course, the opportunity of expanding on those is also massive and to identify them, perhaps it's the possibility. If you have a patient engagement app, could you use it for other purposes for other users to increase the impact.

Rebecca Griffith:

At Easy Agile, one of our goals was to establish a baseline and publish our very first sustainability and diversity report, which I believe we've shared with you. We'll also share that report as well as the TietoEVRY annual report in the show notes for our listeners. But what advice would you give to organizations to ensure that these kind of documents don't turn into a stagnant document or a mere check of the box exercise? How do we use these reports to encourage conversation and continually seek ways to improve?

Ida Bohman Steenberg:

Okay. I get so many thoughts now. First of all, keep up with an upcoming frameworks. Don't get stuck in all the good old GRI for instance. In the European Union, so we are now approaching the taxonomy reporting or TCFD or so on. Go for those new ones. Also, of course, everybody has to do the ground work. You have to do your stakeholder engagement, the dialogues, the materiality analysis in order to know that you focus on the right things and so on, and you have to have really concrete goals and action plans and KPIs and everything, so you can measure your performance against the goals that ultimately what sustainability reporting is about. But then, I think the opportunity with reporting, because reporting can be a little bit boring too, in a sense, and it can feel stagnant in a way. It is that it's such an important tool in the strategy work.

This is where you get the attention from the leaders like, "What goals are we going to have and how did we do and so on?" That's where you can have the good discussions or you can also raise the ambition level as you go along. That I think is really crucial. Use it as a strategy tool as well, and then never get stuck in like, "Oh, yeah. It's good. We met our targets. We moved 3% forward or whatever." Don't think so much about that. Think about lie what are the major challenges right now? What is your role as an organization? No matter what organization you are, find your way to be part of the solution instead. We have that discussion sometimes internally. People are like, "Oh, but you're doing so good. You have a good results and so on."

But for me and Ulrika and our sustainability professionals, we're like, "Yeah. Okay. We move forward. That's good." But from a greater perspective where we are reaching the tipping point for the planet, so we feel other pressure in order to move forward faster. Don't end up in like, "Yeah. We move forward. We're keeping the pace." Full on power ahead, and speed is of essence going forward.

Ulrika Lagerqvist Von Unge:

Yeah. No, I fully agree. I think that's really good reflections to hook the sustainability reporting up on the challenges to understand. What are the purposes? What are we actually trying to achieve by this report? We are trying to contribute to minimize the negative impact and to increase the positive impact, and the sustainability report is a tool for that. I think another thing that is really important is to actually also engage with the organization to get them define their own targets and their own metrics to report on, so that they feel ownership. For some of the areas that we have in our sustainability report, when we have an engaged partner within the organization that themselves have ideas on targets, we develop their own KPIs.

They feel that, "I really believe in this. I want to work with this." Then, the follow up and the continuous reporting is much easier than while we have perhaps other parts of the organization where there isn't so much clear targets internally, so that the sustainability report is more felt like something that is done on an annual basis just collecting the data, but not making use of it actually. Just create that commitment and build on the company's own targets and own KPIs that are useful. Then, of course, sometimes if you do report according to a sustainability framework such as the GRI standards, which is commonly used in Europe, then you, of course, need to report according to some of the metrics in that standard, but then add your own key guides, your own metrics, because that will make the organization feel engaged, I could say.

Ida Bohman Steenberg:

Yeah. Yeah. Basically to summarize that, so three things, do the groundwork according to the upcoming and fresh frameworks, and then two, use it as a strategic tool to have those important discussions with management and make it a part of the overall strategy, so you don't end up with the sustainability strategy and an overall strategy. Then, three, be bold. Look at the challenges and not only what's doable or keeping the trend or whatever. Those three things, I think is important to have in mind.

Rebecca Griffith:

Spot on.

Caitlin Mackie:

Yeah. I love that. I think that's great advice, especially the idea of you're mapping out what you're doing internally and what that looks like, but being able to take that step back and say, "Okay. But what does this contribute to in the big picture? What are we actually helping and what are we doing to move in the right direction?" Something that I often think about is things like the UN sustainable development goals and looking at those and being like, "Well, what can we do to of map where we are at and where can we offer? What can we be doing in this space that helps reach those targets?" Yeah. Great advice. I love it. But I think just to wrap us up, our last question for both of you is looking forward, what keeps you hopeful?

Ida Bohman Steenberg:

It keeps me hopeful. Well...

Ulrika Lagerqvist Von Unge:

For me, I think the younger generation, to be honest. I think that seeing my brothers' daughters that are teenagers, or to see [inaudible 00:31:19] and the commitment that she's able to steer up, I think that gives me hope that things will move faster in the future. I think that's positive.

Ida Bohman Steenberg:

Yeah. I also second that. I think I visited the school last week with students like 18, 19 years old, and I've been doing that every year for a couple of years now and I always ask them, "What do you know about sustainable? What do you think about it?" Before, it was like, "Yeah. The environment or recycling maybe," but now they were like, "Yeah. The UN SDGs..." So the level of knowledge has increased so much. There is huge interest and when I gave them, "What can you do on a practical level if you want to live a more sustainable life?" They were like, "Yeah. Don't buy a new party cup for the Friday night. Borrow from your friends, or there are these sites. I can text you these sites where you can borrow dresses and stuff like that." They are doing it in real life in such a good way where they combine technology and sustainability, so they're much more tech savvy than we are. I was very inspired by that.

Ulrika Lagerqvist Von Unge:

They're also willing to actually sacrifice stuff. It's like, "No, we don't fly. We don't do this because we would like to have a future to live in." I think that that is something which we are so comfortable and so used to having a certain lifestyle, but they are perhaps not and they are challenging that lifestyle that we have been having, which has also led to where we are today.

Ida Bohman Steenberg:

I think also to add to that, I think that finally the leaders of our countries are getting it, at least getting close to getting it. I think things are changing, so that's good, but my hope stands to the young ones still.

Rebecca Griffith:

It's nice to feel that it's becoming a normal part of consciousness for the newer generations where it's something that we had to learn to appreciate and respect and to take action on, but it seems to be a part of their upbringing and a way of life now, which is great.

Caitlin Mackie:

Well, I think that's great. I think it's great to leave the episode on such a high and leave the audience with a bit of inspiration moving forward. Thank you both for taking the time to chat with us and sharing your expertise with the Easy Agile audience.

Ida Bohman Steenberg:

Thank you so much for having us. It was fun to talk to you, and it's nice also to talk about the perspectives from the Nordics and from the tech industry. Thank you very much.

Rebecca Griffith:

Thank you.

"It was great to be able to have this conversation with Maysa and have her share her story. So many great takeaways." - Nick Muldoon

Join Nick Muldoon, Co-founder and Co-CEO of Easy Agile as he chats with Maysa Safadi, Engineering Manager at Easy Agile.

As a woman, growing up in the middle east and being passionate about pursuing a career in the world of tech, don’t exactly go hand in hand. Navigating her way through a very patriarchal society, Maysa talks about her career journey and how she got to where she is today.

Having the odds stacked against her, Maysa talks about challenging the status quo, the constant pressure to prove herself in a male-dominated industry, the importance of charting your own course and her hopes for the future of women in tech.

This is such an inspiring episode, we hope you enjoy it as much as we did.

Transcript

Nick Muldoon:

Hi, team. Nick Muldoon, co-founder co-CEO at Easy Agile, and I'm joined today by Maysa Safadi, who's an engineering manager here at Easy Agile. We'll get into Maysa's story and journey in just a little bit, but before we do, I just wanted to say a quick acknowledgement to the traditional custodians of the land from which we are recording and indeed broadcasting today, and they are the people of the Dharawal speaking country just south of Sydney and Australia. We pay our respects to elders past, present, and emerging, and extend that same respect to all Aboriginal Torres Strait Islander and First Nations people that are joining us and listening in today. Maysa, welcome. Thanks for joining us.

Maysa Safadi:

Thank you, Nick. Thank you for inviting me.

Nick Muldoon:

So, Maysa's on today. We're going to explore Maysa's journey on her career to this point, and I think one of the things that interests me in Maysa's journey is she's come from a fairly patriarchal society in the Middle East, and has overcome a lot of odds that some of her peers didn't overcome, and she's managed to come to Australia, start a family in Australia, has three beautiful children and is an engineering manager after spending so many years as a software engineer. So, Maysa, I'd love to learn a little bit about the early stages of your life and how you got into university.

Maysa Safadi:

I was born and raised in United Arab Emirates. I am one of nine. I have three brothers and five sisters. I'm the middle child actually. Dad and mom, they were very focused on really raising good healthy kids and more important is to educate all of their kids regardless if they are boys or girls. Started my education at schools there. When I graduated from high school, I end up getting enrolled in a college like what you call it here in Australia, TAFE.

Education in United Arab Emirates, it's not free. Being one of nine and having that aim and goal for my father to educate all of us. When it comes to education, it was two factors that play big part of it. Can dad afford sending me to that college or university? and then after I finish, will I be able to find a job in that field? One of my dream jobs, I remember growing up I wanted to be a civil engineer, and I remember my older brother, he's the second, was telling me it's good that you want to study civil engineering. Remember, you will not be able to find a job.

Nick Muldoon:

Tell me why.

Maysa Safadi:

United Arab Emirates, it's male dominated country. Civil engineering is a male dominated industry. If you are going to look for a job after a graduation, it is pretty much given to males and Emirati males first. So, kind of it needs to go very down in the queue before it gets to me, and to be realistic, sometimes you give up your dreams because you know that you are not going to have a chance later in life.

Nick Muldoon:

Oh, my gosh, this is demoralizing.

Maysa Safadi:

Unfortunately.

Nick Muldoon:

Okay,

Maysa Safadi:

So, the decision for me to get to engineering, it was, again, I couldn't really go to university because it was too expensive. My older sister had a friend who told her about this institute that they are teaching computers. When it came to mom and dad, they really told us, "Do whatever you want, study whatever you want, it is you who is going to basically study that field and you need to like it and you need to make sure that you can make the most of it." So, with that institute, it was reasonably okay for my dad to pay for my fees and they were teaching computers. I thought, "Yeah, all right, computers, it is in science field, right? I can't maybe study civil engineering, but I'm really very interested to know more about computers."

Nick Muldoon:

Similar, close enough.

Maysa Safadi:

Close enough. I end up getting enrolled and I remember the very first subject was fundamentals of computers or computer fundamentals, something like this, and I thought, "Yeah, all right, that is interesting," and I did really finish my education from there. After two years I ended up getting a diploma in computer science.

Nick Muldoon:

So, was this a unique situation for you or were most of your girlfriends from high school also going on to college?

Maysa Safadi:

It's unique actually, unique to my family. I'm not saying it's rare, you will find other families doing it, but it's not common. It is unique because, yes, most of the girls, if not all they go to school, it's compulsory in United Arab Emirate, but very small number of them pursue higher education. Pretty much girls, they end up finishing school and the very first chance to get married, they end up getting married and starting their own family. I remember-

Nick Muldoon:

And you've chosen a different path because-

Maysa Safadi:

Oh, yeah.

Nick Muldoon:

... yes, you have a family today obviously, but you established your career, you didn't finish school and get married.

Maysa Safadi:

I think I really give so much credit to mom and dad in that sense. They told us education is more important than starting a family or getting married. They said, "Finish your degree, finish your education, then get married." The other thing they said, "Do not even get married while you are studying because for sure you won't be able to finish it. Maybe because your husband wouldn't want you to finish it. Maybe you will become so busy with the kids and you will put it back." I remember actually so many times with my older sisters when someone, it's traditional marriage there, when some people come and propose to marry or to propose for their hands, my dad always used to say, "No, finish your education first."

Nick Muldoon:

So, this is interesting because I think your eldest was born when you went and actually continued education and got your master's, is that correct?

Maysa Safadi:

Yes. I got diploma in computer science. However, I always wanted a bachelor degree. I knew that there is more to it. I fell in love with computing but I wanted more, and always I had that perception in mind, "If I'm going to get a better opportunity, then I have to have a better certificate or education." So, I thought getting a bachelor degree is going to give me better chances. I was working in United Arab Emirates and saving money, and Wollongong University had a branch there in Dubai. So, I had my eyes on finishing my degree there. Eventually I end up enrolling at Wollongong University, Dubai campus, to get my bachelor degree in computer science.

Nick Muldoon:

So, just for folks that are listening along, Wollongong is the regional area of Australia where Maysa and I and many of our team live. So, University of Wollongong is the local Wollongong University that has a branch in Dubai.

Nick Muldoon:

So you were with University of Wollongong doing this bachelor degree, and how did you make the transition and move to Australia?

Maysa Safadi:

When I was studying at Wollongong University, Dubai campus, and was working at the same time to be able to pay the fees, I met my husband at work, and happened that he has a skilled migrant visa to come to Australia, coincident. So, I was thinking, "All right, he is going to go to Australia, he is a person that I do really see spending the rest of my life with. So, how about if I transfer my papers to Wollongong University here in Australia, finish my degree from here, while he gets the chance to live in the country, and then we can make our minds. 'Is it a place for us to continue our life here?' If not, it was a good experience. If good, that is another new experience and journey that we are going to take." So, we end up coming to Australia. I finished my degree from here.

Nick Muldoon:

What did you find when you arrived at Australia? How was it different from United Arab Emirates? How was it different for women? How was it different for women in engineering given what your brother had said about civil engineering in Dubai?

Maysa Safadi:

I had a culture shock when I came to Australia. Yes, I was in a country that.... male-dominated country, third world country, no opportunities for females, to a country where everything is so different. The way of living, the communication, the culture, everything was so different. When it comes to engineering, because I didn't really finish my degree in United Arab Emirate, so I didn't even get the chance to work in engineering though. However, knowing about the country and knowing about the way they take talents in, I knew I had slim chances. Now, coming to Australia and to finish my degree at the university, it was challenging. Someone from the Middle East, english is second language, being in computer degree where looking around me, "My god, where are the girls? I don't really see many of them around." And then, yeah, getting into that stereotype of industry or of a field where it is just only for males.

Nick Muldoon:

Yeah, so a bit of a culture shock coming across. I guess fast forward, you've spent a decade in software engineering and then progressing into engineering leadership. What was the change and how did you perceive the change going from a team member to a people leader?

Maysa Safadi:

I graduated from Wollongong University and I end up getting a job at Motorola as a graduate software engineer. In the whole team there was three females.

Nick Muldoon:

How big was the team?

Maysa Safadi:

How big was the team? It was around 20.

Nick Muldoon:

Okay.

Maysa Safadi:

Yep. There was the network team which had, I can't remember how many, but it was a different team. The team I was in, it is development team, and there was three girls in there, one of them another graduate that end up coming to the program and one that started a year before. Interesting, these two females, they are not in IT anymore. I really loved the problem solving, I really loved seeing the outcome of my work in people's hands because I was developing features for mobile phones. So, all was in mind then as an IC, how to become better at my work, how to learn more, how to prove myself to everyone that I'm capable as much as any other male in the team.

Nick Muldoon:

Do you think, Maysa, that that's something that you've had to do throughout your career to prove yourself?

Maysa Safadi:

Yes, yes. It's a tough industry. Really not seeing so many females it makes it hard because you look for role models that makes you think, "Oh, she made it. I can make it. If she's still in there, then I can learn from her." I missed all of that. I never had another mentor in my career or having even a female manager in all of the jobs I had before. So, always I was dealing with males, always I was trying to navigate my way to show them the different perspective I can bring. Even the subtle interactions I used to have with them giving me that, "You are not capable enough. You are not there yet. This is our territory. Why are you here?" All of these things, it does really, without you think about it, it does really sink your self-esteem and the self-worth when you are in industries like this. Yeah.

Nick Muldoon:

So, I'm conscious, you know are in this position now, you've kind of talked about you can't be what you can't see. If you can't see a woman that's a people leader and you're not reporting to one, then it's hard to see how you can become that. But, here you are, you have become that, and for our team here, you are one of the women leaders in the company, which is fantastic. So, I guess, what are the sorts of activities that you are undertaking to try and be present and be visible that you can be a woman people leader in the engineering field. I think it was earlier last month perhaps that you were at WomenHack in Sydney.

Maysa Safadi:

Yes, I've been-

Nick Muldoon:

What's WomenHack?

Maysa Safadi:

Okay. WomenHack, it is organization to bring diverse talented women intake together, to support them, to educate them, and not just only that, to try to connect them with other companies that they appreciate diversity and inclusion, and basically try to recruit... Pretty much, it is finding opportunities for women in tech, in companies that they do value the diversity.

Nick Muldoon:

Okay. So, I think it's interesting, I see these parallels here between your mom and dad that kind of went out on a limb and extended themselves financially to get six girls through a college and university education in the Middle East, and they were doing something that was perhaps fairly progressive at the time. You said it wasn't common. It sounds like WomenHack is bringing together more progressive companies these days, that are creating opportunities for women to get into leadership or even to accelerate their careers.

Maysa Safadi:

Yes, it is so pleasing to see the change that has happened over the years. When I reflect back in 2000, when I graduated and end up working in IT, and all of the behaviors, there was no knowledge or there was no awareness how much diversity is important, and they were not even aware that really females are really quitting the field or not that many females enrolls in the first place in degrees like computing or engineering. Even education through the school, no awareness was there. Then you see now the progress that is happening, more awareness is during school. Universities, they are trying to make the degrees or the fields more inviting for females and diversity. They are trying to bridge the gaps. So, many companies that are taking action to make it easier for females to be in the field and to progress in the field.

So, WomenHack, there are so many other groups like Women in Tech, there are so many companies that are allies to females in tech as well, where they are trying to really support and make their voice heard by other companies. Is as well all of the research and the science, are really proving that having diversity in teams, it is going to be more beneficial for the companies, for the teams, to have more engaging teams having these differences. So, yeah, there is a lot of awareness happening at the moment, and so many companies are trying to do something about it. I wish if that was early on.

Nick Muldoon:

Earlier in your career.

Maysa Safadi:

Earlier in my career, yes. So, many times I felt so isolated. So many times I was sitting back and saying, "Is it worth the fight?" Why do I have to work always twice as hard, to just only prove that I'm capable? Why does it have to be this way? Why I'm not equal?" That what actually made me change my career from IC to people leader. I didn't want to put other females... Being people leader wasn't just only for females, it was for me to voice, to be able to help pretty much. People leader to be able to help anyone in the field regardless if they are males or females. Moreso is to lead by example, is to be a role model for others, is to show others that if I can make it, then definitely you can as well, is to provide the support, it's to build that trust.

Nick Muldoon:

So, how can we, as an industry, I guess, how do we change... I'm reflecting on Iran at the moment, and the activities that have taken place over the last 60 days in particular, but really just more media coverage for hundreds of years of oppression of women. What do you hope, you being a people leader, a woman that's come from the Middle East, what do you hope for these young women and girls in our Iran over their trajectory? If we're still making a journey here in Australia, in a male dominated industry, what sort of hope do you have over the 20 years from here to 2040, for these women that are in the Middle East today and still haven't found a progressive society?

Maysa Safadi:

Politics. It's the game of power. Really hoping is the awareness to get there for these females in locked countries to know that there are better opportunities for them. They need to be stronger, they need to support each other, they need to empower each other. As much as it is easy said, it's not that easy done. However, all of that frustration that is built in them, it is surfacing from time to time. I'm really hoping for Iranian women, not just only Iranians, I'm really hoping for every woman in the world, regardless if it is a third world country or even if it is advanced country like Australia, is to always feel that they are worthy, is always to feel that they can have a voice, they can be part of life, and they are doing meaningful things.

Now, if they are raised in a way that always being told you are second, always being told you role only to get married and raise family, they will believe it themselves. So, it needs to come from women like us, leading by example, being role models, sending the awareness. Really media, we need to use the media very well so we can get to these people who are really locked in their countries now thinking that this is normal. It a lot of work needs to happen.

Nick Muldoon:

Well, that's an interesting observation. It is normalized for them, isn't it? So, look, reflecting on my own upbringing, I remember that my parents would always say you can achieve anything you put your mind to, but I could open up the newspaper, I could look on TV and I could see a host of people that were people that look like me, that is white males that were Australian, that were successful in business, and so I believed that I could do and be whatever I wanted to do and be. So, I guess, how do we get this message out? How do we tell your story more broadly to get this message out? That you can do whatever you put your mind to, you can achieve whatever you hope to achieve. There's something interesting for me to reflect on about the media piece that you're talking about.

Maysa Safadi:

Yeah, and I think the countries that they are advanced, the countries that they are really recognizing women more and more, they are more responsible in sending that awareness. They have to do more. It is basically, yeah, media, it is such an important thing. This is what people read everyday or watch everyday.

Nick Muldoon:

I guess, I'm conscious, like we're talking about half a world away in the Middle East, but you're actually involved in a community group here at home. What's that group that you're involved in and how's that helping women?

Maysa Safadi:

Yeah, I'm a board member for organization called Women Illawarra. It is run by women, for women. Basically this organization is to help women in domestic violence, it's basically to set them in the right path. It gives them services and it does educate them and even help them with the counseling, with legal support so they can get out of these situations. Make them believe that they can be part of this society, that they are important voice in the society, in the community, and they can really contribute and make an impact. So, by providing this education and this support, it is empowering these women to take matters their hand, and again, to really set the path for their own life and their own success. They need to take control back again, and yeah, even help their kids see their moms that they are really doing the right thing.

Nick Muldoon:

It's this interesting thread that comes through in your entire life story and your journey, that mom and dad wanted you to have an education so that you were empowered to chart your own course in life-

Maysa Safadi:

Yes.

Nick Muldoon:

... and here you are today, giving back to other women, trying to help them get an education and feel empowered so that they can chart their own course in life. I think that's fantastic. Thank you, Maysa.

Maysa Safadi:

Thank you.

Nick Muldoon:

What is your hope for women over the next 10 years? Because it sounds like we're on a trajectory, we're making progress in some countries, we're not making as much progress in other countries. What's your hope for 2030? What does it look like?

Maysa Safadi:

My hope for 2030, or my hope for... I really hope it is even five years, less than 10 years. My hope for 10 years is not to have conversations about how to reduce the gap between males and females, because by the 10 years time, that should be the way everyone operates. My hope in 10 years time is to have equal opportunities for anyone regardless what's their gender, background, language they speak, physical abilities, it needs to be equal, it needs to.... Equity, it is such an important thing. Giving exposure to the same opportunity, it is so important regardless what's your abilities. Stereotyping, I need that to get totally erased from the world.

We are all a human, we did not really choose where we born, who our parents are, what our upbringing, what our financial situation, it wasn't our choice, why do we have to get penalized for it? We have responsibility toward the world to help everyone. We are social people, we really thrive when we have good connections and good bonds, we really need to tap into the things that makes us better. So, we have so many talents that we can use it to the benefits of the world. I know countries always going to have fights and politics, that everyone is looking for the power, that's not going to disappear. But us, as people part of this world, we really need to try to uplift and upskill everyone around us. I really hope for the females in all of the other countries to know that they are worth it, to know that they are as good as anyone else. They have the power, they don't realize how much strength and power they have. So, it comes from self-belief. Believe in yourself, and you will be surprised how much you will be able to achieve.

Nick Muldoon:

There you go. Believe in yourself and you'll be surprised with how much you are able to achieve. Maysa Safadi thank you so much for your time. Really appreciate it.

Maysa Safadi:

Thank you so much Nick. Thank you everyone.