Easy Agile Podcast Ep.6 Chris Stone, The Virtual Agile Coach

TL;DR

Jeff Gothelf, renowned author of "Lean UX" and "Who Does What By How Much," discusses the evolution from output-based work to outcome-focused goal setting with OKRs. Key insights: Teams need to shift from "we're building a thing" to defining success as "who does what by how much" – meaningful changes in human behaviour that drive business results; the biggest barrier to agile ways of working is that people get paid to ship features, not deliver value; leaders should change their questions from "what are you building?" to "what are you learning?"; psychological safety is critical – teams need to feel safe admitting when something isn't working; start small by simply asking "what will people be doing differently when we ship this?"; rename teams around outcomes (mobile revenue team) rather than outputs (iPhone app team); proactive transparency through weekly three-bullet-point updates builds trust with leadership. Bottom line: OKRs, when done right, are the "Trojan horse" that enables all other agile practices to succeed.

Introduction

For years, agile practitioners have championed better ways of working – Lean UX, design thinking, continuous discovery, customer centricity. Yet despite widespread adoption of these practices, many teams still struggle with the same fundamental problem: they're rewarded for shipping features, not delivering value.

In this episode, our CEO Mat Lawrence sits down with Jeff Gothelf to explore how this misalignment of incentives undermines even the best agile practices, and why customer-centric OKRs might be the missing piece that makes everything else click into place.

Jeff Gothelf is a renowned author, speaker, and consultant whose work has shaped how product teams approach collaboration and customer-centricity. Along with co-author Josh Seiden, Jeff wrote "Lean UX," which revolutionised how designers work in agile environments. Their follow-up book, "Sense and Respond," helped leaders understand how to manage in software-based businesses. Their latest book, "Who Does What By How Much," tackles the thorniest problem yet: how to align incentives and goals with customer outcomes.

This conversation traces Jeff's journey from helping designers work better in agile teams, to helping leaders create the conditions for success, to finally addressing the root cause – the goals and incentives that determine what gets celebrated, rewarded, and promoted in organisations. It's a masterclass in shifting from output thinking to outcome thinking, with practical advice for both team members and leaders navigating this transformation.

About Our Guest

Jeff Gothelf is an author, speaker, and organisational consultant who has spent over 15 years helping companies build better products through collaboration, learning, and customer-centricity. His work focuses on the intersection of agile software development, user experience design, and modern management practices.

Jeff is best known as the co-author (with Josh Seiden) of three influential books that have shaped modern product development practices. "Lean UX" (now in its third edition) began as a guide for designers working in agile environments but has evolved into a comprehensive framework for cross-functional collaboration and risk mitigation in product development. The book's core principle – moving from deliverables to outcomes – has influenced how thousands of teams approach their work.

Following "Lean UX," Jeff and Josh wrote "Sense and Respond," a book aimed at leaders and aspiring leaders. It makes the case that the overwhelming majority of businesses today are software businesses, and that managing software-based businesses requires fundamentally different approaches to team structure, management, and leadership. The book provides a roadmap for creating organisations where teams can actually practise the collaborative, customer-centric approaches described in "Lean UX."

Jeff's latest book, "Who Does What By How Much," represents the natural evolution of this work. After years of helping teams work better and leaders manage differently, Jeff and Josh identified that the real barrier to change was incentives and goals. Teams kept saying, "That's great, Jeff, but I get paid to ship features." This book tackles that problem head-on, showing how to use objectives and key results (OKRs) to create customer-centric goals that align with – rather than undermine – modern ways of working.

Beyond his books, Jeff has also authored "Forever Employable" and "Lean vs Agile vs Design Thinking," and he regularly speaks at conferences and consults with organisations on product strategy, team effectiveness, and organisational transformation. His approach is characteristically practical and rooted in real-world experience, making complex concepts accessible through clear frameworks and relatable examples.

Jeff's work continues to evolve as he helps organisations navigate the challenges of building products that customers actually want and need, whilst creating work environments where teams can thrive.

Transcript

Transcript

Note: This transcript has been lightly edited for clarity and readability.

Why Write Another Book? The Journey from Lean UX to OKRs

Mat Lawrence: Well, Jeff, welcome. I'm Mat Lawrence for our audience. I'm COO at Easy Agile, and today I'm talking with Jeff Gothelf, who is the renowned author, speaker, and consultant. You've written a good few books, Jeff. I've been looking through the list – Lean versus Agile versus Design Thinking, Forever Employable, and co-authored a few. The latest one being "Who Does What By How Much," and I was just telling Jeff in the intro here how you've managed to get across a lot of the things that I care about when trying to build teams and get them to understand OKRs. I've already given it to a few people and I'm definitely going to be giving it around. So, Jeff, welcome.

Jeff Gothelf: Thank you so much, Mat. That's very kind of you on all of that stuff. I appreciate it. Thanks for having me.

Mat: I'd love to cover a little bit around the book and the concept you're trying to get across. So I suppose the first question I have is what problem are you hoping to solve with the book? Why did you write it?

Jeff: It's really interesting. I wrote a blog post about this a while back because somebody challenged me on LinkedIn – and I appreciate a good challenge. They said, "How can you write about all this stuff? There's no way you know enough about each one of these topics to write a book. You're spreading yourself way too thin."

I thought that was a really interesting challenge. No one had ever asked that question, and it got me thinking. The answer that I came up with is that this book, "Who Does What By How Much," and it's a conversation about customer-centric objectives and key results, is the natural evolution of the work that Josh Seiden and I have been doing together for more than 15 years.

"We started with Lean UX, and Lean UX was a solution for designers helping them work more effectively in agile software development environments. The response to that book was, 'That's great, Jeff and Josh. We'd love to work this way. My company won't let me work this way.'"

So we wrote "Sense and Respond," which was a book for leaders and aspiring leaders to inspire them to manage differently, to recognise that the overwhelming majority of businesses today are software businesses, and that managing software-based businesses is different.

As we began to work with that material and talk about that, we kept bumping up against the same ceiling, and that ceiling was incentives and goals. No matter how hard we tried to convince people to be customer-centric, to learn continuously, to improve continuously, to work in short cycles, they said, "That's great, Jeff. But I get paid to ship features."

The goal, the measure of success, was shipped – preferably on time and on budget. That's what got celebrated and rewarded, incentivised and promoted. It was in the job descriptions and all that stuff. So it felt like we were really fighting a losing battle.

Objectives and key results has been gaining momentum for the last decade or so. To us, that felt like the perfect Trojan horse – and I know Trojan horse has a negative connotation, but I don't think of it in this case as a negative thing. It was the perfect way to have a conversation about goals in a customer-centric fashion that, if applied in the way that we describe in the book, would enable everything else that we've done to happen more easily.

"What Will People Be Doing Differently?" – The Question That Changes Everything

Mat: I love the evolution of it, Jeff. I've been working in tech now for about 15 years. Prior to that, I used to work in the arts and special effects, which in itself is a very agile industry where you're constantly building prototypes and figuring out what things need to do before they go on stage or be filmed.

When I entered into the tech world as an inexperienced founder and product developer, I was designing to solve problems, and I found the teams I was working with responded really well to that. "What are we trying to do? What are we trying to get here?" They used to give me feedback all the time on whether I was helping them see far enough ahead with the value we're actually trying to deliver.

When I joined Atlassian in 2014, when we were introducing OKRs there, I think we were facing a problem that you described really well in the book, which is around people focusing on shipping their to-do list. They have a backlog that is predefined, full of great ideas, and they really want to get it out the door. Trying to change that conversation to be around "how do we know if this is any good?" – the answer was we just don't know.

I'd love to touch on how have you guided teams to move from that more traditional output-based metrics and shipping into that outcome approach? Maybe you could give an example of where that shift has led to some significant success.

Jeff: Sure. The title of the book is "Who Does What By How Much?" Overwhelmingly, the teams that we've worked on and with over the years have focused on delivering output, making stuff. The question that we tried to get them to understand is: if you do a great job – let's say when – when you do a great job with this feature, how will you know? What will people be doing differently?

That's the question that starts the mindset shift from outputs to outcomes. Outcomes, the way that we describe them, is a meaningful change in human behaviour that drives business results. The human that we're talking about is the human that consumes the thing that you create.

"The question is how will you know you delivered value to that human? Traditionally, it's been like, 'Well, we made the thing for them. There it is.' We made the Sharpie. Terrific. Did anybody need a Sharpie? Anybody looking for a Sharpie? How do we know? What are people doing now that the Sharpie is out there?"

The mindset shift starts with that question. Even in an organisation that just doesn't get this yet, it's a really safe question. I think it's a safe question to say, "Okay, we're gonna build the thing. What do we expect people to be doing differently once we ship this thing?" And when I say people, let's get specific about who. Which people? Who?

This is the evolution of the book title and how we teach this stuff. So what would people be doing differently before we start? Which people? Who? Okay, it's accountants in large accounting firms. Great. When we ship this new system to them, what are they gonna be doing differently than they're doing today? Well, they'll be entering their data more successfully and finishing their work in half the time.

Terrific. What are they doing? Who does what? And how much of that do we need to see to tell us that this was actually valuable? Well, today they're seeing at least a 30% error rate in data entry. Okay, great. What's meaningful? What's a meaningful improvement? If we cut that in half, that's a meaningful improvement. By how much?

All of a sudden, we've constructed the success criteria that has moved the team away from "we're building a thing" to "accountants in large accounting firms reduce their data entry errors by 50%." Who does what by how much. That begins the mindset shift in that conversation in a safe way because we're not saying let's set new goals, let's rewrite our incentives. We're just saying, "Look, I'm just asking a question."

Then once we start to build stuff, and especially once we start to ship stuff, you remember that conversation we had three months ago? We talked about who does what by how much. Is it happening? Do we know? Can we find out? And if it isn't, let's figure it out.

The Non-Profit That Changed Their Approach - From One Million Buses to Ten Iterations

Jeff: I'll give you an example. There was an organisation I worked with – I really loved working with them. They were a non-profit organisation that was looking to address major diseases in the developing world. They had three or four very specific diseases that they were targeting in very specific locations around the world, and I was thrilled to be working with them and helping them.

They managed everything with a task list. They were like, "We're gonna create this campaign and we're gonna put it on buses in China." And I was like, "Okay. How do you know that? So what? If the campaign works, what will people be doing differently?"

"Well, they'll scan the QR code that's on the bus."

"Okay, alright. And then what?"

"They'll sign up for an appointment to get a cardiovascular check."

"And then what?"

"For those who need actual care, they'll sign up for care."

"All of a sudden, we've taken 'put an ad campaign on a bus' to 'who does what by how much.' When we started to think about it that way, they fundamentally were rethinking the level of effort."

Because you might imagine, it was going to be one million buses and hope that it works. Instead, they decided, "Hey, we're gonna do 100 of these in one locality, and we're gonna give it a week, and we're gonna not only see what happens, but find out if people saw the ad, if it speaks to them, if they understood what it said. Then based on that learning, we're gonna iterate on the campaign."

So instead of getting one giant shot at this advertising campaign to drive people to take better care of themselves, now they're gonna get ten iterations. I think that was massively impactful in helping that organisation do better work and help more people.

Mat: I love how you're bringing that back to the experimental and iterative approach that people so often want but really struggle to get to. I've seen so many occasions where OKRs end up describing something that takes three, four, five months to build and ship, and they're only trying to measure the big outcome at the end, whereas what you're talking about there is breaking it down, making it far more iterative and experimental.

Jeff: Reducing your risk. Imagine this organisation had, let's say, £100,000 for this campaign. Traditionally, they would spend that whole hundred grand and hope. The reality is there's no need to do that. They could spend 10 and learn and do a better job with the next 10 and a better job with the next 10, and if they've de-risked it enough, take the last 50 and dump it on the thing that you've actually validated.

It's a de-risking strategy as well. You're increasing the value you're delivering and reducing the risk of spending money on stuff that isn't gonna work. Feels like a no-brainer, doesn't it?

The Reverse Five Whys - Asking "So What?" to Find Your Outcome

Mat: You make it sound like everyone should be doing it, which I agree with. There was something that you did in the middle of that conversation which I really like, and it's kind of like the opposite of the five whys. You know, where you see the problem and you ask why, why, why and you go back to the root cause. Whereas you took that in the other direction there.

Jeff: Right. We were moving forward in time for the desired outcome.

Mat: Yeah, exactly. You said, "Okay, you want to put this thing on a bus. So what?" And you took that three or four steps forward to get to that ultimate outcome. I love that, and that's probably a tactical, practical approach that our audience can take.

I think some of the stuff that I've struggled with over the years is getting teams who are new to OKRs to understand how to move from writing their to-do list, writing their backlog, turning that into their key results, and actually getting it into the outcome base. I think that's one of the things that a lot of teams find hardest to grasp.

Jeff: And as I kicked off with, if your entire career you've been rewarded for shipping and producing and ticking off a to-do list, then it's really hard to break away from that without some form of leadership buy-in. That's coming back to that incentives and performance management criteria side of things. That's really hard because that's what people optimise for.

We can preach outcome-based work until we're blue in the face, as they say in America at least. But if you're paid to ship product, you're gonna optimise in most cases for what gets you paid. That's an important component of this that I think gets ignored a lot.

Two Audiences, Two Approaches - What Should Teams and Leaders Do Differently?

Mat: Let's talk practically around this. We're probably going to have different people listening to this. We could probably give two bits of advice. One is somebody who's in a team and they really want to try this, or maybe they've been trying this and struggling because the incentives don't match. The other group may be someone who's in leadership who is trying to change their organisation to move into this more outcome-based approach. What advice would you give to each of those people?

Jeff: Great question. Let's start with the folks trying to make this happen initially. In my opinion, one of the easiest ways to move this conversation forward in your organisation is to ask that question I mentioned: What will people be doing differently when we ship this?

Have that conversation. Position it any way you'd like, word it any way you'd like. But ultimately, you're not challenging the work. You're not saying "I'm not gonna do the work." You're not pushing back yet.

"All you're saying is, 'Look, we're gonna build this thing, and we're gonna do a great job. What do we hope people will do with this once we have it out there? What are we trying to see? Are we trying to see them increase average order value? Do we want them to abandon their shopping carts less? Are we trying to get them to sign up for a medical check-up at least once a year?'"

That starts it. That starts getting people to think about more than just "I am making a thing."

Mat: If you took that to leadership and said, "Yeah, we're gonna get this stuff out the door, but I want to check with you that you're happy that this is the outcome we're trying to get to, that this is the result if we get it right."

Jeff: I think that's great, and I think that you should come back to them after you ship and say, "Look, remember we met three, six, nine months ago and I said we're building this and we're hoping people will do this? Well, we built it as designed, on time, on budget, and so far we're not seeing the results that we anticipated. We talked to some customers, and here's why we think that is. What we'd like to do next..."

To me, that should be a safe conversation inside your organisation.

Mat: I can imagine people listening to this and getting some cold sweats at the concept of going to someone and saying, "I did everything that you expected from me, but it wasn't good enough."

Jeff: It's not that. What tends to happen in these situations is a lot of upfront planning and commitments, and then we execute. Regardless of all the work that people have done to convince people that there are better ways of working, that's generally speaking how people are doing work still. We did the thing, and guess what? It didn't work. It didn't work as we had hoped. It's not because we built it poorly. It works as designed. We did usability testing on it. People can use it, they can get through the workflow.

What we think is it's not solving a meaningful problem, or we decided to put it somewhere in the workflow that didn't make sense, or whatever the case is. I understand it's not a risk-free conversation. I'm not encouraging people to do things that are career-limiting per se, but at some point we've got to talk about this kind of stuff. Otherwise, we're just a factory. I don't think anybody wants to work in a factory.

It's Not About the Quality of Your Code, It's About Learning

Mat: I couldn't agree more, and I think that the heart of what I spend a lot of my time doing is helping people understand how to get the benefits out of being agile, that agility piece. What we've been discussing there is that key part of learning. You can plan and you can build, you can have alignment on those things, you can improve how you're building all the time and reach quality standards and pass usability testing. But ultimately, if you don't learn, you're never gonna get the insight that you need to adapt what you do next.

"Where a lot of people fall down with agility is they go through all of the motions up to that point, and then through fear, self-preservation, or they've just not seen anybody else around them do it before, they hesitate to say, 'This thing that we've all invested all this time and effort into isn't working as expected.' It does take some courage to do that."

Jeff: It does. I agree. But it's an evidence-based conversation. It's not "we did a crap job." We didn't. It's bug-free, it's high performance, it's scalable, it's usable. But you can build products like that – there are infinite stories of products that were amazingly executed that didn't meet a need, didn't solve a problem.

Mat: Yeah, I built one of those and had to close a business for it, so I know that all too well. If there's a lesson I learned through the years of doing that, which you touched on earlier, it's around by focusing on the outcomes that you want to see, those behaviours you want to change, and bringing the work down, de-scoping the work to start to experiment and iterate, you de-risk all of that. You'll learn a lot earlier whether you're on the right track or not rather than getting that big bang at the end.

Jeff: Yeah. Again, you're reducing the risk of building something that people don't want. Let's just use round numbers because they're easy. If you have a million-pound budget to build something – a new product, a new feature, a new service – and you spend 100 of that million and find out that this isn't the right thing to make, it's not a real problem, for whatever reason, you've just saved the company £900,000.

They should hoist you up on their shoulders and sing your praises, parade you around the halls. That's how it should be. You're a hero, and now we can take that £900 and do something that actually will deliver value with it.

If You're a Leader: Stop Asking "When Will It Be Ready?" and Start Asking "What Are You Learning?"

Mat: The second half of that question was around if you're a senior leader in an organisation and you want to move to an outcome-based approach, maybe you start with celebrating the people who are trying to do that and positively reinforcing it in that way. But what advice would you give that person?

Jeff: Absolutely. Celebrate anybody – literally hoist them up on your shoulders and parade them around the halls and say, "Look, this team tried this, figured out it wasn't going to work, and pivoted, and saved the company a million pounds." That should be a regular conversation and a regular thing that the company celebrates.

What's interesting is that you can find yourself on a team with resistant leadership, and you can also find yourself in leadership with resistant teams. And for a variety of reasons, not the least of which is that they've never actually been allowed to work this way and don't believe you that you're gonna let them work this way.

"Without getting caught up in too much process or training or dogma, I think as a leader you start to soften the conversations around this stuff by changing the questions that you ask."

Normally, it's like, "Hey, what are you guys working on? When will it be ready? How much is it gonna cost me? What do you predict the ROI is gonna be?" That's a typical line of questioning for a product team.

Conversely, you can say, "Hey, folks. What are you learning this week? This sprint? This quarter? What did you learn?" You might get a bunch of blank stares initially. They'll say, "What do you mean, what did we learn? We're building what you told us to build."

"Okay, well, cool. Next quarter when we meet, I'd love for you folks – I'm gonna ask you this question again. What did you learn this quarter about the product, about the customer, about the value of the thing that we're delivering? If you don't know how to answer those questions, I can help. I can get training for you. I can get some folks who've done this in other parts of the company to show you how they're doing this work."

To me, you're not enforcing. One of the issues of organisations just mashing process on top of organisations is folks don't understand why. Why are we doing this, and how is this supposed to make anything better? One of the ways to ease folks into a different way of working is to change your expectations of them and make that clear to them.

Instead of saying "What are you building? When will it be ready? What's the ROI?" say "What are you learning? Are we doing the right thing? How will we know?" And then if they don't know how to get the answers to that, don't make them feel stupid. Say, "Look, I'm gonna help you with that. I'll show you how the other teams are doing it. I'll get you some training. We'll work on this."

That's super powerful because you're changing the expectations that you have for your team, and you're making it explicit to them.

Navigating Conflicting Forces - Outcomes vs. Predictability

Mat: I've got this image in my head of people in a large organisation where they're on this journey that you've described with their team. Maybe they're a leader somewhere in the middle of the organisation, working with multiple teams, and they're starting to see some progress. The teams are on board, they trust that the questions you're asking are genuine and authentic, and they really want to understand the outcomes.

They're starting to come back with great questions themselves around who does what, what's the behaviour we're trying to change, how are we trying to change it, are we successfully doing that or not. Whilst that starts to get some traction and momentum, at the same time this leader's got other people in the organisation – maybe some more traditional executives who are getting investors on their boards asking for their KPIs to be met and the efficiency and the predictability they expect so they can forecast.

They have jobs to do themselves, and they seek some predictability. How do you help guide that person to navigate those two conflicting forces?

Jeff: It's hard. I've seen it multiple times. I think there are a couple of ways to navigate those political challenges in an organisation. One is you have to model the behaviour that you want to see both in your teams and in your colleagues as well.

Every interaction that you have with your peers at leadership level should contain these types of conversations around the customer, around learning, around value, around risk mitigation, and continuing to model the behaviour you want to see.

Someone says, "Well, we just have to build the iPhone app."

"Okay, great. But why? Why do we have to build the iPhone app?"

"Because we have to increase mobile revenue."

"Why? What is it today? What are we hoping to get?"

The Power of Renaming Teams

There's a super simple trick I wrote about probably a decade ago. If you're in a leadership position to get the organisation to start to think differently about how to do work, it's simply changing the names of the teams.

For example, let's say you and I work on the iPhone app team. What's our mission? Build an iPhone app. Exactly. So that's the iPhone app team, and that's the CRM team and that's the Android app team, whatever.

"What if we change the name of that team? Same team, same people. But it's the mobile revenue team. All of a sudden, the purpose of the team has fundamentally changed. It's no longer 'build iPhone app.' It's 'increase revenue through the mobile channel.'"

That might be an iPhone app, might be an Android app, might be a better website, might be a million different things. But from a leadership perspective, one of the things that you can influence is the name of these teams, and how you name them determines what work they do. That's really powerful.

Prove the Model

The other thing that you can do as a leader is prove the model. There's a lot of "my idea is better than your idea" type of conversations at work. Instead of saying, "I think we should work this way," say, "Look, I've got a pilot team in my group that's been doing this for the last three months. Here's what the team looks like. Here's the work that they're doing. Here's how they work. Here's what they're producing. Here's their happiness score. Here's their productivity. Here's their efficiency. Here's the impact of the work that they're doing with the customer."

If you've got one or two of those teams working that way, that's a compelling argument for saying, "Look, let's give it a shot." You've got the evidence that says this is a better way of working. Proving the model is always a good way to go.

Team Autonomy and Empowerment

Mat: One of the things that I'm picking up on in what you're saying leads to an outcome within teams that I've seen – around autonomy and empowerment within teams. Something I'm always trying to do in my role in organisations is make myself redundant. If the team don't need me anymore, I've done my job.

I'm at work where I've been very clear with the rest of the leadership team: I'm getting involved in way too many decisions, and I need to remove myself from those decisions because I'm slowing us down. If I have to have all of the context to be able to get involved with that and help move us forward, then we're gonna go slower than we should.

We're very quickly removing me from decisions, and it's been a great journey. Terrifying for me because I don't know as much about what's going on. But I'm seeing the teams themselves equipped with questions like "who does what by how much?" – that's one tool around the OKRs. Also equipped with other tools and ways of working, and usually it comes down to: are they asking the right questions? Are they applying the level of critical thinking to achieve those outcomes?

"Ultimately, if we can get teams to be more autonomous, leaders have a much better time of scaling themselves without burnout, without having to get really drawn in. When teams make decisions when you're not in the room that are fighting to achieve the outcome that you also want to achieve, that's when you really start to move quicker. That's when you start to really see the benefits of agility."

Have you got any thoughts on that that you'd like to share?

Jeff: It's a really tough sell. I see it all the time because I think that leaders have defined themselves – I don't want to speak in absolutes, so the majority of leaders have defined themselves in a way that says, "I tell people what to do." That's my job.

If you ask any kid – 10 years old, 12 years old, 9 years old – "What's a boss?" they'll say "A boss is someone who tells people what to do." I think we grow up with that, and I think leadership canon for the last hundred years has roughly said that, with the exception of the last 20 to 30 years where we've seen a lot of agile-themed, agility-themed leadership books and materials come out.

Still, I think the overwhelming majority of people believe that it's their job when they're in a leadership role to tell their teams what to do and to be keenly aware of every little detail. Because what if my boss comes to me and says, "Hey, what are your teams doing?" If the answer is "I don't know," that's probably a bad answer.

I agree with you. Day-to-day decision stuff – who better to make that decision than the teams doing the work day to day? They know far more about it than I do. They're with the work every day, they're with the customer every day, they're getting the feedback.

There's no reason for you to run these tiny things past the leader every day. It's exhausting for the leader, as you said, and the team knows more about it. Big strategic shifts, invalidated hypotheses, radical shifts in the market, new competitive threats – absolutely, let's talk about that.

The Two-Way Solution

I think there's a two-way solution here. Number one, leaders need to let go a little bit and understand that the most qualified people to make decisions about the day-to-day trivial stuff are the team doing the work.

David Marquet said this in "Turn the Ship Around." He ran the worst-performing nuclear submarine crew in the American Navy and turned it around to the best-performing crew. Basically, what he said was he pushed decision-making down as close to the work as possible. The only decision he kept for himself was whether or not to launch a nuclear missile, because people are gonna die and he didn't want that on anybody. That's his job as the leader.

Same thing here. You're gonna push decisions all the way down, and we've got to get folks to think about that.

Demand Proactive Transparency

To make that easier for people to swallow, people who are not used to this way of working, I think we have to demand greater proactive transparency from the teams.

Teams love to play the victim. "They don't let me work this way. My boss won't let me work this way. My boss doesn't get agility, doesn't get customer-centricity. She just comes down here and yells at us."

"What if on a weekly basis, without being asked for it, you sent your leader three bullet points in an email every week? Here's what we did this week. Here's what we learned. Here's what we're planning on doing next week."

If there's anything significant, you're gonna put that in there as well. But otherwise, just those three things. You're not even asking for a response. Weekly update, three bullet points, 15 minutes max of effort on your part.

In my opinion and in my experience, what happens is leaders chill out. Because all of a sudden they know what's going on. They see that you're doing work, that you're making objective decisions, and that you're taking the time to keep them informed. When their boss comes to them and says, "Hey, what are your teams doing?" they can just look at that email and be like, "This is what Mat's team is doing, this is what Jeff's team is doing."

To me, if there's a role here – and it's not an insignificant one – for the teams to play to improve their ways of working or to improve the comfort level that leaders have with new ways of working, this is it.

Mat: I have had the privilege of being someone on the recipient of those equivalent three-bullet-point emails running 12 different product teams, trying to understand what was going on. You're right – the stress levels go down when you understand proactively what's going on. It became the first thing I would do on a Monday morning knowing I had all that information.

It was something that teams were doing as part of their own weekly reviews as a team, and they just captured it and shared it. So there's no extra work for them. But it made this huge difference of suddenly I could understand where did I need to actually spend my time to help, rather than trying to chase and get information or get too close into managing people who didn't need it because they had it in hand.

I was able to prioritise and think, "Oh, that team looks like they're struggling, so we're gonna go and ask them some questions, see how I can remove some blockers for them."

Jeff: And if there is a blocker, add it in there. "We've been trying for three months to get access to customers. The sales team keeps blocking us. Can really use your help here."

The Shift from Being Rewarded for Knowing to Being Rewarded for Learning

Mat: There's a thing I've observed over the years – it takes a while to get there before you actually start getting rewarded for it in most organisations. In forward-thinking, very agile organisations, it starts a lot earlier, and I think that's something I'd like to try and shift left, try and get it earlier in people's careers.

It's this shift between: spend your entire career being rewarded for being knowledgeable, for being the expert, and knowing how to do something. You get promoted for that, you'll get a bonus for that, you'll get rewarded for it time after time. The more you learn, the more capable you become, the more experienced you are, you've got the answers for everything, you get promoted. You work your way up the career ladder.

Then you hit this tipping point where you hit a level where you realise there aren't many people around you at that point who are seeing the problems. Everyone's busy, everyone's focused on their thing. Then you realise that actually it's your job to call out that this thing isn't working. It becomes your responsibility to say, "There's a problem here we need to address as a company, as an organisation."

As an exec – Nick Muldoon is our CEO – we have an exec weekly, and the majority of that conversation is each of us saying what we don't understand, what we don't know, what we haven't figured out yet. We trust each other that all the rest of it's in hand and working beautifully. The things we really want to talk about is what don't we understand and what are we learning or what are we seeing that we need to try and figure out what to do with.

I see people struggle with that transition if they've not started it earlier in their career. Going back to the basics around sharing the learnings and are we actually achieving what we wanted to, are we seeing the behaviour shift, are we seeing it measured – if we're saying no, having the freedom to be able to call that out earlier, I think it makes that transition in life a lot more straightforward.

Jeff: Look, there's a level of seniority, and the subtheme here that we are dancing around but haven't yet named is psychological safety. It's this feeling that I'm comfortable calling things out that are against the grain, that contradict the plan, that are not working, and I keep seeing and nobody's addressing.

"I think there's a level of seniority that brings some psychological safety. But ultimately, organisational culture has to make it safe."

In other words, if leaders like you and your leadership team are consistently curious – "What do we not know? What are we not aware of? What's not working?" – your teams are going to feel comfortable calling those things out to you because you're asking those questions.

When they change the questions that they ask, it models psychological safety. It models the kinds of questions they want their teams to ask, and that's how change starts.

Building Psychological Safety - "If You Don't Know How, I'll Help You"

Mat: I couldn't agree more, Jeff. I think we've covered a lot of ground today, and psychological safety is one of those really hard intangible things for some people, particularly if they've never experienced it. We see it when we get new people joining our team. We're in a privileged environment where we have a lot of psychological safety.

When new people join from organisations that haven't had that, their behaviour is almost fighting against it. They hold on to their protected ways of working where they get a little bit territorial and they don't want to be vulnerable. It can take a good few months for people to settle in and relax into it.

There was a piece that I want to go back to, and maybe we wrap up on this. You talked earlier around a leader talking to their team and asking them questions to help them understand that it's okay to come back and say, "This thing that we've been developing, this product that we've been getting out the door, isn't having the desired impact." To look at it, question it, be curious, and come back to it.

The thing that you touched on there which I really love was that supportive nature of it. It's okay to do this, and if you don't know how to do it, I'll help you. If you were to give one last tip to our audience – how would you encourage people, leaders specifically, to move more into that space?

Jeff: I think it's a question of asking the right questions. I've been married a long time – half my life, it turns out. I did the maths the other day. If I've learned nothing in my 20-plus years of being married, I've learned that you don't start out immediately solving the problem. You listen and you ask questions. I've learned that. It took a long time.

I think that's our nature as leaders as well. The tendency is "let me solve that for you." Well, hang on. Before you jump to solutions, dig into the problem. What's the issue here? What's the problem? How can I best help you?

"Well, listen, we've set these customer-centric goals now. We've got great OKRs. Thanks for teaching us how to do that. Normally though, we're told what to do, and no one's telling us what to do now, and we don't know what to do. We have no idea how to figure that out. In the past, people have told us. Now I don't know what to do. Can you help us? How do we figure that out?"

To me, those are the kinds of answers you want to elicit from your teams. What's actually going on here?

This is where five whys comes in. "Well, you know, we keep hearing that we should be talking to customers. The reality is it's really difficult to get to our customers."

"Why is it difficult?"

"Well, because we're in a B2B space and we sell aeroplane engines."

"Okay, great. And why does that make it difficult to reach customers?"

"Well, because we have a sales team."

"Why does that make it difficult?"

"Well, because they guard their contacts and they don't want us messing with it."

"Okay, now I understand."

"I think if it's about asking the right questions as a leader, and then when you get to the root cause, you say, 'Well, listen, I can try to unblock it in this way. Do you think that would be helpful? Yes or no?' That becomes far more of a partnership than a hierarchical relationship."

Then you trust me to be honest with you about how well things are working and where things need help, and that's tremendous.

I run a very, very tiny business in the sense of number of people – it's three and a half people total. Even in a three-and-a-half-person business, people try to do good work and people don't want to bother you with what's going on. Sometimes people get overwhelmed, whether it's with work or personal stuff or a combination of the two, and then things start to slip.

The more you can foster that kind of transparency and trust, psychological safety, the less you find out that something is broken with the consequences of it being broken. You find out well in advance of anything actually happening.

Mat: I love that, Jeff. I think that's a great place to wrap up. I'm really grateful for your time, really enjoyed the conversation, and thank you for sharing your wisdom.

Jeff: My pleasure, Mat. Thanks so much for having me. This was fun.

---

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Thank you to Jeff Gothelf for joining us on this episode of the Easy Agile Podcast. To learn more about Jeff's work and get your copy of "Who Does What By How Much," visit jeffgothelf.com. You can also find his other books, including "Lean UX" and "Sense and Respond," which provide the foundation for the customer-centric approach to OKRs discussed in this episode.

‍

Subscribe to the Easy Agile Podcast on your favourite platform, and join us for more conversations about agile, product development, and building better teams.

"That's a wrap on Agile2022! It was great to be able to catch up with so many of you in the agile community in-person!" - Tenille Hoppo

This bonus episode was recorded LIVE at Agile2022 in Nashville!

The Easy Agile team got to speak with so many amazing people in the agile community, reflecting on conference highlights, key learnings, agile ceremonies + more!

Thanks to everyone who stopped by the booth to say G’Day and enjoyed a Tim Tam or two ;)

Huge thank you to all of our podcast guests for spending some time with us to create this episode!

• Cody Wooten
• Gil Broza
• Maciek Saganowski
• Lindy Quick
• Carey Young
• Leslie Morse
• Dan Neumann
• Joseph Falú
• Kai Zander
• Avi Schneier
• Doug Page
• Evan Leybourn
• Jon Kerr
• Joshua Seckel
• Rob Duval
• Andrew Thompson

Transcript

Caitlin:

Hi, everyone. Well, that's a wrap on Agile 2022 in Nashville. The Easy Agile team is back home in Australia, and we spent most of our journey home talking about all of the amazing conversations that we got to have with everyone in the Agile community. It was great catching up with customers, partners, seeing old friends, and making lots of new ones. We managed to record some snippets of those amazing conversations, and we're excited to share them with you, our Easy Agile Podcast audience. So enjoy.

Maciek:

[inaudible 00:00:26].

Tenille:

Maciek, thanks so much for taking time with us today.

Maciek:

No worries.

Tenille:

[inaudible 00:00:30], can you let us know what was the best thing you've learned this week?

Maciek:

Oh, that was definitely at Melissa Perri's talk. When she talked about... Like, to me, she was talking about slowing down. And what we do in Agile, it's not just delivery, delivery, delivery, but very much learning and changing on things that we already built, and finding out what value we can give to customers. Not just ship features, it's all about value. That's what I learned.

Tenille:

That's great. Thank you. So what do you think would be the secret ingredient to a great Agile team?

Maciek:

Humility. Somehow, the team culture should embrace humility and mistakes. And people should not be afraid of making mistakes, because without making mistakes, you don't learn. That's what I think.

Tenille:

So what would be, I guess, if there's one Agile ceremony that every team should do, what do you think that might be?

Maciek:

For sure, retro, and that comes back to the mistakes and learning part.

Tenille:

Yeah. Fantastic.

Maciek:

No worries.

Tenille:

That's great. Thanks so much for taking time.

Maciek:

Okay. Thank you.

Tenille:

Cheers.

Gil:

[inaudible 00:01:42].

Caitlin:

Gil:, thank you so much for chatting with us. So we're all at Agile 2022 in Nashville at the moment. There's lots of interesting conversations happening.

Gil:

Yes.

Caitlin:

If you could give one piece of advice to a new forming Agile team, what would it be?

Gil:

It would be to finish small, valuable work together. It has a terrible acronym, FSVWT. So it cannot be remembered that way. Finish small, valuable work together. There's a lot of talk about process, working agreements, tools. This is all important, but sometimes it's too much for a team that's starting out. And so if we just remember to finish small valuable work together, that's a great story.

Caitlin:

Yeah, I love that. And you were a speaker at conference?

Gil:

Yes.

Caitlin:

Can you give our audience a little bit of an insight into what your conversation was about?

Gil:

What happens in many situations is that engineering or development doesn't really work collaboratively with product/business. And instead, there is a handoff relationship. But what happens is that in the absence of a collaborative relationship, it's really hard to sustain agility. People make a lot of one-sided assumptions. And over time, how decisions get made causes the cost of change to grow, and the safety to make changes to decrease. And when that happens, everything becomes harder to do and slower to do, so the agility takes a hit. So the essence of the talk was how can we collaboratively, so both product and engineering, work in ways that make it possible for us to control the cost of change and to increase safety? So it's not just collaboration of any kind. There are very specific principles to follow. It's called technical agility, and when we do that, we can have agility long-term.

Caitlin:

Great. I love it. Well, thank you so much and I hope you enjoy the rest of your time at the conference.

Gil:

Thank you.

Caitlin:

Great. Thank you.

Tenille:

Hi, Tenille here from Easy Agile, with Josh from Deloitte, and we're going to have a good chat about team retrospectives. So Josh, thank you for taking the time to have a good chat. So you are a bit of an expert on team retrospectives. What are your top tips?

Josh:

So my top tips for retrospective is first, actually make a change. Don't do a lessons observed. I've seen lots of them actually make a change, even if it's just a small one at the end. The second, and part of that, is make your change and experiment. Something you can measure, something that you can actually say yes, we did this thing and it had an impact. May not be the impact you wanted, but it did have some kind of impact. The second tip is vary your retrospectives. Having a retrospective that's the same sprint after sprint after sprint will work for about two sprints, and then your productivity, your creativity out of the retrospective will significantly reduce.

Tenille:

That's an excellent point. So how do you create [inaudible 00:05:03]?

Josh:

Lots and lots of thinking about them and doing research and using websites like TastyCupcakes, but also developing my own retrospectives. I've done retrospective based on the Pixar pitch. There's six sentences that define every Pixar movie. Take the base sentences, apply them to your sprint or to your PI and do a retro, and allow the team that creativity to create an entire movie poster if they want to. Directed by [inaudible 00:05:34], because it happens. People get involved and engaged when you give them alternatives, different ways of doing retrospectives.

Tenille:

That's right. So for those teams that aren't doing retrospectives at the moment, what's the one key thing they need to think about that you... What's the one key thing you could tell them to encourage them to start?

Josh:

If you're not doing retrospectives, you're not doing [inaudible 00:05:54]. So I shouldn't say that. But if you're not doing retrospectives, if you truly believe that you have absolutely nothing to improve and you are 100% of the best of the best, meaning you're probably working at Google or Amazon or Netflix, although they do retrospectives. So if you truly believe that you are the equivalent of those companies, then maybe you don't need to do them, but I'm pretty sure that every team has something they can improve on. And acknowledging that and then saying, how are we going to do that? Retrospective's a very fast, easy way to start actually making those improvements and making them real.

Tenille:

Fantastic. Great. Thanks so much for taking the time to chat to us briefly about retrospectives.

Josh:

Thank you.

Caitlin:

We're here with Leslie, who is the president of women in Agile. Leslie, there was an amazing event on Sunday.

Leslie:

Yes.

Caitlin:

Just talk to us a little bit about it. What went into the planning? How was it to all be back together again?

Leslie:

It was amazing to have the women in Agile community back together, right? Our first time since 2019, when everyone was together in Washington DC for that event. The better part of six or seven months of planning, we had about almost 200 people in the room. Fortunately, we know the [inaudible 00:07:10] of what these women in Agile sessions that we do, part of the Agile Alliance conferences every year, right? We've got a general opening. We've got a great keynote who is always someone that is adjacent to the Agile space. We don't want to just like... We want to infuse our wisdom and knowledge with people that aren't already one of us, because we get all of the Agile stuff at the big conference when we're there.

Leslie:

So that part, we always have launching new voices, which is really probably one of my most favorite women in Agile programs. Three mentees that have been paired with seasoned speakers, taking stage for the first time to share their talent and their perspective. So that's really great. And then some sort of interacting networking event. So that pattern has served us really well since we've been doing this since 2016, which is a little scary to think it's been happening that long. And it's become a flagship opportunity for community to come together in a more global fashion, because the Agile Alliance does draw so many people for their annual event.

Caitlin:

Yeah, for sure. Well, it was a great event. I know that we all had a lot of fun being there. What was your one key takeaway from the event?

Leslie:

I'm going to go to [inaudible 00:08:14] interactive networking that she did with us, and really challenging us to lean into our courage around boundaries and ending conversations. We don't have to give a reason. If some conversation's not serving us or is not the place that we need to be for whatever reason, you absolutely have that agency within yourself to end that conversation and just move on. I love the tips and tricks she gave us for doing that well.

Caitlin:

Yes, yes, I love that too. That's great. Well, thank you so much. Appreciate it.

Leslie:

Yeah. Thanks for having me.

Tenille:

Hi, Evan. How are you?

Evan:

Very good.

Tenille:

That's good. Can you please tell me what's the best thing you learned today?

Evan:

The best quote I've got, "Politics is the currency of human systems." Right?

Tenille:

Wow.

Evan:

So if you want to change a human system, you got to play the politics.

Tenille:

Fantastic.

Evan:

Which feels crappy, but-

Tenille:

It's the way it is.

Evan:

... that's the way it is.

Tenille:

[inaudible 00:09:07]. Okay, next question. What is the Agile ceremony that you and your team can't live without?

Evan:

Retrospective. With the retrospective, you can like create everything else.

Tenille:

Fantastic. That's really good. And what do you think is probably the key ingredient to a good retrospective?

Evan:

Oh, trust. Trust requires respect. It requires credibility. It requires empathy. So trust is like that underpinning human capability.

Tenille:

Yeah. Fantastic. Thanks very much.

Evan:

Thank you.

Tenille:

Yes.

Caitlin:

Right. We're here with Cody from Adfire. So Cody, how you enjoyed the conference so far?

Cody:

I'm really loving the conference. It's been awesome. To be honest, when we first got here, it seemed maybe a little bit smaller than we thought, but the people here's been incredible, highly engaged, which was always great. And plus, a lot of people are using Jira and Atlassian. So lot of big points.

Caitlin:

Win-win for both, huh?

Cody:

Yeah. Always, always, always.

Caitlin:

Very good.

Cody:

Yeah.

Caitlin:

Lots of interesting talks happening. Have you attended any that have really sparked an interest in you? What's [inaudible 00:10:15]-

Cody:

Yeah. I can't remember any of the talk names right off the top, but they've all been incredibly insightful. Tons of information. It seems like there's been a topic for everything, which is always a great sign and stuff like that. So my notes, I have pages and pages and pages of notes, which is always a good sign.

Caitlin:

Yeah, that's [inaudible 00:10:34].

Cody:

So I'm I have to go back and [inaudible 00:10:35] again.

Caitlin:

Yes.

Cody:

But it's been incredible and the talks have been very plentiful, so yeah.

Caitlin:

Good. Good. And what is the one key takeaway that you are looking forward to bringing back and sharing with the team?

Cody:

Well, I think one of the key takeaways for us was that... I talked about the engagement that everybody has, but one thing that's been incredible is to hear everybody's stories, to hear everybody's problems, their processes, all of that stuff. So all of that information's going to be a great aggregate for us to take back and create a better experience with our product and all that good stuff. So yeah.

Caitlin:

For sure. I love it. Now, I have one last question for you. It's just a fun one. It's a true or false. We're doing Aussie trivia. Are you ready for this one?

Cody:

Okay.

Caitlin:

Okay.

Cody:

Hopefully.

Caitlin:

So my true or false is, are Budgy Smugglers a type of bird?

Cody:

Are buggy smugglers-

Caitlin:

Budgy Smugglers.

Cody:

Budgy Smugglers.

Caitlin:

A type of bird.

Cody:

True.

Caitlin:

False. No.

Cody:

What are they?

Caitlin:

Speedos.

Cody:

Yeah. Well, I've got some of those up there in my luggage. So I'll bring the budgys out now.

Caitlin:

With your Daisy Dukes.

Cody:

Exactly. Exactly.

Caitlin:

Yeah. And cowboy boots, right?

Cody:

Yeah.

Caitlin:

Well, thank you so much.

Cody:

Thank you.

Caitlin:

Very appreciate it.

Cody:

Yeah. Thank you.

Tenille:

Doug, how are you?

Doug:

I'm great. Thank you.

Tenille:

Awesome. Well, tell me about, what's the best thing you've learned today?

Doug:

I think learning how our customers are using our products that we didn't even know about is really interesting.

Tenille:

That's amazing. Have you had a chance to get out to many of the sessions at all?

Doug:

I actually have not. I've been tied to this booth, or I've been in meetings that were already planned before I even came down here.

Tenille:

[inaudible 00:12:01].

Doug:

Yeah.

Tenille:

That's good. So when you're back at work, what do you think is probably the best Agile ceremony that you and your team can't live without?

Doug:

I think what I'm bringing back to the office is not so much ceremony. It's really from a product perspective. I work in product management. So for us, it's how we can explain how our product brings value to our customers. So many lessons learned from here that we're really anxious to bring back and kind of build into our value messaging.

Tenille:

Fantastic.

Doug:

Yeah.

Tenille:

Thanks. That's great. Thanks very much.

Caitlin:

He was one of the co-authors of the Agile Manifesto. Firstly, how are you doing in conference so far?

John:

Well, working hard.

Caitlin:

Yeah, good stuff.

John:

Enjoying Nashville.

Caitlin:

Yeah. It's cool, isn't it? It's so different from the [inaudible 00:12:46] what's happening.

John:

Yeah. It's good. Yes. It's nice to see a lot of people I haven't seen in a while.

Caitlin:

Yeah. Yeah.

John:

And seeing three dimensional.

Caitlin:

Yes. Yeah, I know. It's interesting-

John:

It's there-

Caitlin:

... [inaudible 00:12:54] and stuff happening.

John:

Yeah, IRL.

Caitlin:

Lots of interesting [inaudible 00:13:01] that's happening. Any key takeaways for you? What are you going to take after to share with the team?

John:

Oh, well, that's a good question. I'm mostly been talking with a lot of friends that I haven't seen in a while. [inaudible 00:13:14].

Caitlin:

Yes.

John:

And since I've only been here a couple days, I haven't actually gone for much, if anything. To be frank.

Caitlin:

I know. Well, we're pretty busy on the boots, aren't we?

John:

Yeah. Yeah. But certainly, the kinds of conversations that are going on are... I was a little bit worried about Agile. Like, I don't want to say... Yeah, I don't want to say it. But I don't want to say, Agile's becoming a jump turf.

Caitlin:

Yes.

John:

But I think there's a lot of people here that are actually really still embracing the ideals and really want to learn, do and practice [inaudible 00:14:00].

Caitlin:

Yeah.

John:

So I'm frankly surprised and impressed and happy. There's a lot. If you just embrace more of the manifesto, and maybe not all of the prescriptive stuff sometimes, and you get back to basics. [inaudible 00:14:22]-

Caitlin:

Yeah. So let's talk about that, the Agile Manifesto that you mentioned. Embracing that. What does embracing mean? Can you elaborate on that a bit more? So we know we've got the principles there. Is there one that really stands out more than another to you?

John:

Well, my world of what I was doing at the time, and I'd done a lot of defense department, water haul, and built my own sort of lightweight process, as we call it before Agile. So to me, the real key... This doesn't have the full-

Caitlin:

Full manifesto, yeah.

John:

But if you go to the website and read at the top, it talks about like we are uncovering ways by doing, and I'm still learning, still uncovering. And I think it's important for people to realize we really did leave our ego at the door. Being humble in our business is super important. So that might not be written anywhere in the principles, but if the whole thing at the preamble at the top, and the fact that we talk about how we value those things on the blog versus the whole... There's a pendulum that you could see both of those things collide. That, in my opinion, one the most important trait that we should exercise is being humble, treating things as a hypothesis. Like, don't just build features [inaudible 00:15:58] bottom up, how do you seek up on the answers, that's what I want people to takeaway.

Caitlin:

That's great. That's great advice. Well, thank you so much, John. Appreciate you taking the time to chat with us.

John:

You're welcome, Caitlin.

Caitlin:

Yeah. Enjoy what's [inaudible 00:16:11].

John:

Thank you.

Caitlin:

Thank you.

John:

[inaudible 00:16:13] tomorrow.

Caitlin:

All right.

Tenille:

Abukar, thanks for joining us today. Can I ask you both, what do you think is the best thing you've learned today?

Avi:

Best thing I've learned?

Tenille:

Yeah.

Avi:

That's a really interesting one. Because I'm here at the booth a lot, so I'll get to attend a lot of things. So there were two things I learned that were really important. One, which is that the Easy Agile logo is an upside down A, because it means you're from Australia. So it's down under. And then the second most important thing I learned about today was we were in a session talking about sociocracy, and about how to make experiments better with experiments, which sounded a little weird at first, but it was really all about going through like a mini A3 process. For those of you listening, that's something that was done to Toyota. It's a structured problem solving method, but instead of going [inaudible 00:17:02] around it and going through the experiment, going around two or three times and then deciding that's the right experiment you're going forward.

Tenille:

Thank you. How about your time?

Kai:

I've been at the booth most of the time, but from that you meet a lot of people all over the world. And we really have like one thing in common, which is wanting to help people. And it's really been nice to be in a room of people if they're at the beginning of their journey or their really seasoned, that their motivation is just to really empower others. So it's been really nice to be around that kind of energy.

Avi:

We've really learned that our friends from Australia are just as friendly up here as you are on the other side. I feel when you come on this side, you get mean, but it turns out you're just as nice up here too.

Tenille:

Well, it depends how long you've been on flight.

Avi:

Oh, exactly.

Tenille:

[inaudible 00:17:44], we're okay.

Kai:

Yeah.

Avi:Abukar:

Exactly. Good.

Tenille:

All right. One more question here.

Avi:

Sure.

Tenille:

What do you think is the secret ingredient for a successful team?

Avi:

What do I think the secret? Oh, that's a really good question. That's a-

Kai:

He's the best one to answer that question.

Avi:

That's a little longer than a two-second podcast, but I'll tell you this. It may not be psychological safety,-

Tenille:

Okay.

Avi:

... just because Google said that and Project Aristotle show that. I think to have a really, really successful team, you need a really skilled scrum master. Because to say that the team has psychological safety is one ingredient, it's not the only ingredient. A strong scrum master is someone who's really skilled to create that psychological safety, but also help with all the other aspects of getting ready to collaborate and coordinate in the most positive way possible. Plus, searching for... Her name is Cassandra. On Slack, she calls herself Kaizen. You get it? It's a joke. But that's the whole thing is that a really skilled scrum master helps the teams find the kaizens that they need to really get to become high performing. So psychological safety is an enabler of it, but that doesn't mean it creates the performance. It's an ingredient to make it happen.

Tenille:

Fantastic.

Kai:

There's no better answer than that one. Let's do exclamation.

Tenille:

Excellent. Thanks very much for taking the time.

Avi:

Thank you so much.

Kai:

Of course.

Hayley:

We're here with Carey from Path to Agility. Carey, what have you been really loving about this conference?

Carey:

I think I've loved the most about this conference so far is the interaction with all the people that are here. It's really nice to get together, meet different folks, network around, have the opportunity to see what else is out there in the marketplace. And then, of course, talk about the product that we have with Path to Agility. It's a wonderful experience to get out here and to see everybody. And it's so nice to be back out in person instead of being in front of a screen all the time.

Tenille:

Yeah, absolutely. Have you had a chance to get to many of the sessions?

Joseph:

I've tried to as much as I can, but it's also important to take that time to decompress and let everything sink in. So here we are having fun.

Tenille:

Yeah, absolutely. So thinking back to work, what do you think is the one Agile ceremony that you take that helps you and your team the most?

Joseph:

I think that finding different ways to collaborate, effective ways to collaborate. And in terms of work management, how are we solving some of the problems that we have? There's so many tools that are here to make that easier, which is made pretty special. Speaking to people and finding out how they go about solving problems.

Tenille:

And what do you think makes a really great Agile team?

Joseph:

Well, you could say something very cliche, like being very adaptive and change and so on and so forth. But I think it really comes down to the interaction between people. Understanding one another, encouraging one another, and just the way you work together.

Tenille:

Fantastic. Great. Well, thanks very much for taking the time to chat.

Joseph:

Thank you. It was nice chatting with you guys all week long.

Tenille:

Cheers.

Tenille:

Dan, thanks for taking the time to chat.

Dan:

You're welcome.

Tenille:

[inaudible 00:22:54] questions. What do you think is the best thing you learned today?

Dan:

Oh, the best thing I learned today, the morning products keynote was excellent. Got a couple tips on how to do product management, different strategies, how you have folks about seeing their focus on the tactical and the strategic. So just some nice little nuggets, how to [inaudible 00:23:12].

Tenille:

[inaudible 00:23:13], thanks for joining us today. Can I start by asking, what do you think is the best thing you've learned this week?

Speaker 17:

The best thing I've learned this week is there's no right way to do Agile. There's a lot of different ways you can do it. And so it's really about figuring out what the right process is for the organization you're in, and then leveraging those success patterns.

Tenille:

Well, I guess on that, is there one kind of Agile ceremony that you think your team can't do without?

Speaker 17:

The daily standup being daily. I think a lot of our teams, they talk all day long. They don't necessarily need to sync up that frequently. I've had a few teams already, they go down like three days a week and it seems to work for them. The other maybe key takeaway that I've seen folks do is time boxes. So no meetings from 10:00 to 2:00 or whatever it may be, and really driving that from a successful perspective.

Tenille:

I guess on that note, what do you think makes a really successful Agile team?

Speaker 17:

The ability to talk to each other, that ability to communicate. And so with all of our teams being either hybrid or remote, making sure that we have the tools that let them feel like they can just pick up and talk to somebody anytime they want, I think is key. And a lot of folks still don't have cameras, right, which is baffling to me. But that ability to see facial expressions, being face to face has been so nice because we're able to get that. So that's the other key is just that ability to talk to each other as though I could reach out and touch you.

Tenille:

Okay. Fantastic. Well, thanks so much.

Speaker 17:

You're welcome. Thank you.

Tenille:

Okay. Rob and Andrew, thanks so much for taking a few minutes with us. Can I start by asking you, what do you think is the best thing you learned this week?

Rob:

For me, it's definitely fast scaling Agile, we learned about this morning. We're going to try it.

Andrew:

For me, I really enjoyed the math programming session and learning kind of different ways to connect engineers and collaborate.

Tenille:

Great. Next up, I guess, what do you think makes a great Agile team?

Rob:

First and foremost, that they're in control of how they work and what they work on, more than anything else.

Andrew:

Yeah. For me, it's a obviously psychological safety and just having a good team dynamic where they can disagree, but still be respectful and come up with great ideas.

Tenille:

And is there one Agile ceremony that you think a great team can't live without?

Rob:

Probably retrospective. I think the teams need to always be improving, and that's a good way to do it.

Andrew:

Agreed. Yeah. Agreed.

Tenille:

Okay. That's great. Thanks so much for taking the time.

Andrew:

Thank so much. Appreciate it.

"It was great chatting to Caitlin about the importance of the Team Retrospective in creating a high performing cross-functional team" - Chloe Hall

In this episode, I was joined by Caitlin Mackie - Content Marketing Coordinator at Easy Agile.

In this episode, we spoke about;

• Looking at the team retrospective as a tool for risk mitigation rather than just another agile ceremony
• The importance of doing the retrospective on a regular cycle
• Why you should celebrate the wins?
• Taking the action items from your team retrospective to your team sprint planning
• Timeboxing the retrospective
• Creating a psychologically safe environment for your team retrospective

I hope you enjoy today's episode as much as I did recording it.

Transcript

Chloe Hall:

Hi, everyone. Welcome to the Easy Agile Podcast. I'm Chloe, Marketing Coordinator at Easy Agile, and I'll be your host for today's episode. Before we begin, we'd like to acknowledge the traditional custodians of the land from which I am recording today, the Wodi Wodi people of the Dharawal Speaking nation and pay our respects to elders past, present, and emerging. We extend that same respect to all Aboriginal and to Strait Islander peoples who are tuning in today. So today, we have a bit of a different episode for you. I'm going to be talking with Easy Agile's very own Content Marketing Coordinator, Caitlin Mackie. Caitlin is the Product Owner* of our Brand and Conversions Team*. Now this team is a cross-functional team who have only been together for roughly six months. And within their first few months, as a team, mind you they also had two brand new employees, they worked on a company rebrand.

Chloe Hall:

A new team, a huge task, the possibility of the team being high performing was unlikely at this point in time. So, the team was too new to have already formed that trust, strong relationships, and psychological safety, but somehow they came together and managed to work together, creating a flow of continuous improvement and ship this rebrand. So, I've brought for you today Caitlin onto the podcast to discuss the team's secret for success. Welcome to the podcast, Caitlin.

Caitlin Mackie:

Thanks, Chloe. It's a bit different sitting on this side. I'm used to being in your shoes. I feel [inaudible 00:01:45]. I feel uncomfortable. [inaudible 00:01:46].

Chloe Hall:

Yeah. It's my first time hosting as well, so very strange. Isn't it? How are you feeling today?

Caitlin Mackie:

Yeah. Good. I'm excited. I'm excited to chat about our experience coming together as a cross-functional Agile team, and hopefully share some of the things that worked for us with our listeners.

Chloe Hall:

Yes, I know myself, and I'm sure our audience is very excited to hear what your team's secret to success was. Did you want to start off by telling us what was this big secret that really helped you work together as a team?

Caitlin Mackie:

That's a great question, Chloe. And that's a big question. I'm not sure if there's one key thing, I suppose, it is that ultimate secret source or that one thing that led to the success. I'm sure we all want to hear what that is. I would also love to know if there's just this one key ingredient, but I think something for us, and probably one of the most memorable things that really worked for us, and there was a lot for us to benefit from doing this, was actually doing our retrospectives. So that's probably the first thing that comes to mind when it comes to what led to our success.

Chloe Hall:

Okay. Yeah. In the beginning, why did you start doing the retrospectives?

Caitlin Mackie:

So, we were a new forming team, like you mentioned before, and we seen retrospectives as another Agile ceremony, and we saw other teams doing it and they were having a lot of success from it, so we became to jump on that bandwagon. And I think with being a new forming team, there are so many things that come into play. So, you're trying to figure each other out, how we all like to work and communicate with each other, all of that. And we were the first ever team dedicated to owning and improving our website. And we also knew it was likely that we'd be responsible for designing and launching a rebrand.

Caitlin Mackie:

So when you try and stitch all of that together, and then consider all those elements, we knew that we needed to reserve some time to be able to quickly iterate and call out what works and what doesn't. And what we did understand is that retrospectives are a great opportunity for the whole team to get together and uncover any problematic issues and have an open discussion aimed at really identifying room for improvement, or calling out what's working well, so we can continue to do that. So, I think retros allowed us to understand where we can have the most impact and how to be a really effective cross-functional Agile team.

Chloe Hall:

Wow. That is already so insightful. Yeah, it sounds like the retrospectives really helped you to gain that momentum into finding who your team is, becoming a well-working, high-performing cross-functional team. So, how often were you doing the retro? Were you doing this on a regular cycle, or was it just, "Okay. We have a problem. Some blockers have come up, we need to do a retro"?

Caitlin Mackie:

Yeah. I think initially retro, we kind of viewed retros as this thing where like, "Oh, we've done a few sprints now. We should probably do a retro and just reflect on how those few sprints went." It was kind of like this thing. It was always back of our mind. And we knew we needed to do it, but weren't really sure about the cadence and the way to go about it. So now, we do retros on a Friday morning, which is the last day of our weekly sprint. And then we jump into sprint planning after that. So after bio break as well, so let the team digest everything we talked about in retrospectives. And then we come into sprint planning with all the topics that we're discussed, and we will have a really nice, fresh perspective.

Chloe Hall:

Yeah.

Caitlin Mackie:

So, I think this works really well for us because everything is happening in a timely manner. We've just had a discussion about the best things that happened in the sprint or what worked really well, so you want to make sure you can practice the same behavior in the following, and vice versa for the improvements that you want to make. So, that list of action items that come out of a retrospective provide a really nice contact, context, sorry. And you have them all in mind during sprint planning.

Caitlin Mackie:

So for example, in the previous sprint, it might have come up that you underestimated your story points or there wasn't enough detail on your user stories. So, with each story or task that you are bringing into the sprint, you're then asking the question, is everyone happy with the level of detail? What are we missing? Or we've only story pointed this or two, is it more likely to be a five? So, everything is really fresh in your mind, and I definitely think that helps create momentum. When you've got the whole team working to figure out how you can be more effective with every sprint.

Chloe Hall:

That's such a great point that you just made Caitlin. And I love how going from doing the team retrospective, that you actually can take those action items and go into your sprint and put them into place straight away. It's really good. Otherwise, I feel like if you do the sprint retrospective on the Friday, and you're like, "Okay, these are our action items," get to Monday sprint planning and you're just thinking of the weekend. That [inaudible 00:07:20]

Caitlin Mackie:

Yeah, a hundred percent. Yeah. They're super fresher mind for everyone. So, it might not work for every team, but we find it works really well for us, because we're being really deliberate with how we approach sprint planning.

Chloe Hall:

Yeah. And then with that, I could see how doing the retro, how it could easily go over time, but then your team has sprint planning scheduled after. So, it's like you can't go over time. How have you managed to kind of time box that retrospective?

Caitlin Mackie:

Yeah, that's a really, really good question. And it is on purpose as well that they are scheduled closely together. Som as mentioned above, the discussion you've had in the retrospectives provides a nice momentum going to the sprint planning, but it does mean we have to watch the clock. And initially, this can be quite awkward, because you want to make sure that everyone feels heard and that everybody has the same opportunity to contribute. And I think this responsibility falls on the scrum master, or the product owner, or whoever's facilitating the retrospective to call it out and make sure everyone has the chance to be heard. You'll naturally have people tell the longer story or add a lot of extra context before getting to the point. And then you'll have others that will be a lot more direct. And I'm a lot like the latter. I struggle to get to the point, which doesn't work well when you're trying to time box a retrospective, right?

Chloe Hall:

And I can relate, same personality.

Caitlin Mackie:

Yes. So with this, I think it really comes down to communicating the expectation and the priority from the get go. With our team and with any team, you will want to figure out who you can perform really well and continually improve to exceed expectations and be better and learn and grow together. And I think if you all share that same mindset going into the retrospective and acknowledging that it's a safe

space to have difficult conversations. And as long as you're communicating with empathy, the team knows that it's never anything personal, and it's all in the best interest of the team. And that then helps the less direct communicators, like myself, address their point more concisely and really forces them to be more deliberate and succinct with their communication style.

Caitlin Mackie:

And that's really key to being able to stick to that time box, I think. And it does take practice, because it comes down to creating that psychological safety in your team. But once that's there, it's so much easier to call out when someone's going down a windy track, and bring the focus back and sort of say, "I hear you, what's the action item?" And just become a lot more deliberate.

Chloe Hall:

Wow. I couldn't even imagine like how hard it would be, with the personalities that yourself and I have, just trying to be so direct and get rid of all the fluffy stuff. I mean, look at what it's done to form such an amazing team that we have. So, you mentioned that aspect of psychological safety before. And how do you think being in a new cross-functional team... Only six months together, you had those new employees, do you think you were able to create a psychological safety space at any point?

Caitlin Mackie:

That's another fantastic question. And I feel like, honestly, it would be best to have a team discussion around this. It'd be interesting to hear everybody's perspectives around what contributes to that element of psychological safety and if everybody feels the same. So, I can't speak for the team, but my personal opinion on this or personal experience is that creating an environment of psychological safety really comes down to a mutual trust and respect. And at the end of the day, we all share the same goal. So, we all really, really respect what each other brings to the table and understand how all of these moving parts that we are working on individually all come together to achieve the goal. So, when we're having these open discussions in retros, or not even in retros, just communicating in general really, it's clear that we're asking questions in the best interest of the team and individual motives never come into play, or people aren't just offering their opinion when it's unwarranted or providing feedback, or being overly critical when they weren't asked to do so.

Caitlin Mackie:

So, none of those toxic behaviors happen, because we all respect that whatever piece of work is in question or the topic of discussion, the person owning that work, at the end of the day, is the expert. And we trust them, and we don't doubt each other for a second. And I think the other half of that is that we're also really lucky that if something doesn't go as we planned, we're all there to pick each other up and go again. So, this ties quite nicely into actually one of our values at Easy Agile is commit as a team. And this is all about acknowledging that we grow and succeed when we do it together, and to look after one another and engage with authenticity and courage. Som I may be biased, but I wholeheartedly believe that our team completely embraces that. And there's just such an admiration for what we all bring to the table, and I think that's really key to creating the psychological safety.

Chloe Hall:

I love that your team is really embracing our value, commit as a team and putting it into place, because that's what we're all about at Easy Agile, and it's just so great to see it as well. I think the other thing that

I wanted to address was... So again, during this cross functional team, and you've got design and dev, how do you think retros assisted you in allowing to work out what design and dev needed from each other?

Caitlin Mackie:

For sure. So, for some extra context for our listeners as well, so in our team, we've got two developers, Haley and David, and a designer, Matt and myself, who's in the marketing. So, we're very much a cross-functional little mini team. So, we all have the same goal and that same focus, but we also are all working on these little individual components that we then stitch together. So,, I think... We doing retros regularly. What we were able to identify was a really effective design and development cycle. So, we figured out a rhythm for what one another needed at certain points. For example, something we discovered really early was making sure that we didn't bring design and dev work into the same sprint. We needed to have a completely finished design file before dev starts working on it. And that might sound really obvious, but initially we thought, "Oh, well, if you have a half finished design file, dev can start working on that. And by the time that's done, the rest of the design file will be done."

Caitlin Mackie:

But what we failed to acknowledge is that by doing that, we weren't leaving enough capacity to iterate or address any issues or incorporate feedback on the first part of that design file, or if dev started working on it and design then gets told, "Oh, this part right here, it's not possible," so the designer is back working on the first part. And it just creates a lot of these roadblocks. So in retros, this came up and we were able to raise it and understand that what design needed from dev and what dev needed from design in order to make sure we weren't blockers for each other. And the action item out of the retro is that we all agreed that a design file had to be completely finished before dev picks up the work.

Chloe Hall:

I think it's so great that you were able to identify these blockers early on. Do you think like doing the retro on a weekly reoccurring basis was able to bring up those blockers quickly, or do you think it wouldn't have made a difference?

Caitlin Mackie:

No, definitely. I, a hundred percent, think that retros allowed us to address the blockers in a way more timely and effective manner. And we kind of touched on that before, but yeah, retros let you address the blockers, unpack them, understand why they're happening and what we need to do to make sure they don't happen again. So, for sure.

Chloe Hall:

Yeah. Yeah. I guess I want to talk a little bit now about the wins, the very exciting part of the retro, the part that we all love. So, how important do you think the wins are within the retro?

Caitlin Mackie:

So important. So, so, so important. It's like, when you achieve something epic as a team, you have to call it out. Celebrate all the wins, big, small. Some weeks will be better than others, but embrace that glass half full mentality. And there's always something to be proud of and celebrate, so call it out amongst

each other, share it with the whole company, publicly recognize it. Yeah, I think it's so important to embrace the wins. It just sort of creates a really positive atmosphere when you're in the team, makes everybody feel heard and recognized for their really positive contribution that they're making. And I think a big thing here as well is that if you've achieved something epic as a team, it's helpful for other teams to hear that as well, right? You figured out a cool new way to do something, share it. If it helped you as a team, it's most likely going to help another team.

Caitlin Mackie:

So I think celebrating the wins isn't even just reserved for work stuff either, right? If somebody's doing something amazing outside of work or hit a personal goal, get behind it.

Chloe Hall:

Yeah.

Caitlin Mackie:

To celebrate all the wins always.

Chloe Hall:

Yeah. And I think it's so good how you mentioned that it's vital to celebrate the wins of someone's personal life as well, because at the end of the day, we're all human beings. Yes,, we come to work, but we do have that personal element. And knowing what someone's like outside of work as well is an element to creating that psychological safe space and team bonding, which is so vital to having a good team at the end of the day. Yeah.

Caitlin Mackie:

Yeah, a hundred percent. Yeah, you hit the nail in the head with that. We talked about psychological safety before, and I definitely think incorporating that, acknowledging that, yeah, we are ourselves at work, but we also have a whole other life outside of that too, so just being mindful of that and just cheering each other on all the time. That's what we got to do, be each other's biggest cheerleaders.

Chloe Hall:

Yeah, exactly. That's the real key to success. Isn't it?

Caitlin Mackie:

Yeah, that's it. That's the key.

Chloe Hall:

So, you've been working really well as a new cross functional, high performing Agile team. How do you think... What is your future process for retros?

Caitlin Mackie:

We will for sure continue to do them weekly. It's part of the Agile manifesto, but we want to focus on responding to change, and I think retros really allow us to do that. It's beneficial and really valuable for

the team. And when you can set the team up for success, you're going to see that positive impact that has across the organization as a whole. So yeah, we've found a nice cadence and a rhythm that works for us. So, if it ain't broke, don't fix it.

Chloe Hall:

Yeah.

Caitlin Mackie:

Is that what they say? Is that the saying?

Chloe Hall:

I don't know. I think so, but let's just go with it. [inaudible 00:19:02], don't fix it.

Caitlin Mackie:

There we go. Yeah.

Chloe Hall:

You can quote Caitlin Mackie on that one.

Caitlin Mackie:

Quote me on that.

Chloe Hall:

Okay, Caitlin. Well, there's just one final thing that I want to address today. I thought end of the podcast, let's just have a little bit of fun, and we're going to do a little snippet of Caitlin's hot tip. So, for the audience listening, I want you to think of something that they can take away from this episode, an action item that they can start doing within their teams today. Take it away.

Caitlin Mackie:

Okay. Okay. All right. I would say always have the retrospective. Don't skip it. Even if there's minimal items to discuss, new things will always come up. And you have to regularly provide ways for the team to share their thoughts. And I'll leave you with, always promote positive dialogue and show value and appreciation for team ideas and each other. That's my-

Chloe Hall:

I love that.

Caitlin Mackie:

That's my hot tip.

Chloe Hall:

Thanks, Caitlin. Thanks for sharing. I really like how you said always promote positive dialogue. I think that is so great. Yeah. Well, thanks, Caitlin. Thanks for jumping on the podcast today and-

Caitlin Mackie:

Thanks, Chloe.

Chloe Hall:

Yeah. Sharing your team's experience with retrospectives and new cross functional team. It's been really nice hearing from you, and there's so much that our audience can take away from what you've shared with us today. And I hope that we've truly inspired everybody listening to get out there and implement the team retrospective on a regular basis. So, yeah, thank you.

Caitlin Mackie:

Thank you so much, Chloe. Thanks for having me. It was fun, fun to be on this side. And I hope everyone enjoys this episode.

Chloe Hall:

Thanks, Caitlin.

Caitlin Mackie:

Thanks. Bye.