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What if the world is our customer?


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In agile development we often talk about that our highest priority is to satisfy the customer or that we welcome change for the customer's competitive advantage. However, we always assume the customer is a business customer. In this session I want to attempt to broaden our horizon to have a more holistic perspective on who our customer is (or could be) and how this can change our actions. I will share both ideas about possibilities and examples from companies who make already attempts in implementing this holistic perspective.
So, open your mind and explore with me how the agile community can expand their responsibility.

Published in: Business
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What if the world is our customer?

  1. 1. | @JuttaEckstein11 What if the world is our customer? Jutta Eckstein | @JuttaEckstein
  2. 2. | @JuttaEckstein2
  3. 3. | @JuttaEckstein3
  4. 4. | @JuttaEckstein4 An organization produces a design that reflects the organization's biases. Eckstein’s Law
  5. 5. | @JuttaEckstein5 Differences & Exchanges Source: high low Exchanges Differenceslow high
  6. 6. | @JuttaEckstein6 Changing Differences & Exchanges high low Exchanges Differences ◼ Decrease exchanges: • Reflection • Separation • Rest ◼ Decrease differences: • Identifying similarities • Creating common group stories ◼ Increase differences: • Identifying differences • Asking for opinions ◼ Increase exchanges: • Using questions and stories low high
  7. 7. | @JuttaEckstein7 Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Larry Fink, Chairman and CEO of BlackRock, January 2018 open letter to CEOs.
  8. 8. | @JuttaEckstein8 Chef & Homeland Security © company-chef-will-let-ice-contract-expire/
  9. 9. | @JuttaEckstein9 It is time for the computing community to face up to computing’s growing environmental impact – and take responsibility for it! Andrew A. Chien, Editor-in-Chief of the CACM
  10. 10. | @JuttaEckstein10 ©UnitedNationsUniversity:TheGlobalE-wasteMonitor2017
  11. 11. | @JuttaEckstein11 ©Nature.Jones,N.: Howtostopdatacentresfromgobblinguptheworld‘selectricity
  12. 12. | @JuttaEckstein12 In 2017 alone, we purchased more than seven billion kilowatt-hours of electricity […] from solar and wind farms that were built specifically for Google. This enabled us to match 100% of our annual electricity consumption through direct purchases of renewable energy… ©GoogleWhitePaper.Movingtoward24x7Carbon-FreeEnergyat GoogleDataCenters:ProgressandInsights
  13. 13. | @JuttaEckstein13 “No single entity, (or sector) no matter how large or powerful, can solve the complex problems in our current systems. Rather, the key to our success lies in optimizing the activities, relationships, and interactions among all the parts of the system.” Srik Gopal, & Tiffany Clarke
  14. 14. | @JuttaEckstein14 Transparency & Societal Awareness ◼ Collects & publishes research data – also to competitors – about climate change since the 70’s. ◼ They’re convinced that – …only transparency allows them to learn from others & to improve the data. – …this increases the general societal awareness of climate change & their own resilience.
  15. 15. | @JuttaEckstein15 Different Cultures ©
  16. 16. | @JuttaEckstein16 Masculinity versus Femininity (MAS) ◼ Masculinity represents a preference in society for – achievement, heroism, assertiveness, and material rewards for success. ◼ Femininity, stands for a preference for – cooperation, modesty, caring for the weak and quality of life. ©
  17. 17. | @JuttaEckstein17 For Serving the World, Pay Attention to … …People: – Cross-functionality means also diversity & inclusion …Planet: – Responsibility for the full lifecycle of the product, like: • Usage • Energy-consumption & pollution …Profit: – Transparency is a precondition for collaborative learning And… A feminine culture over masculine culture Seealso:
  18. 18. | @JuttaEckstein18 Thank you! Jutta Eckstein, @JuttaEckstein @AgileBossaNova