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The People-to-Source Code Relationship a Google Firestarters provocation by Ian Fitzpatrick, 3 December, 2014
Operating System: a collection of assumptions and convictions compiled into repeatable routines.
Code compounds. Lines of Code, Windows OS, 1992-2009
1992
WIN 3.1 •
2.5MM
1993
NT 3.1 •
4.5MM
1994
NT 3.5 •
7.5MM
1995
WIN 3.51
• 9.5MM
1996
NT 4.0
• 11.5MM
2000
WIN 2K •
29 MM
2006
WIN VISTA
• 40MM
2009
WIN 7 •
50 MM
So do assumptions & convictions. Publicis Groupe Employees, 2000 - 2014
2000
29K
2005
36K 2006
40K2009
45K
2014
63K
“Products have their attendant bureaucracy embedded within them. It is this that enables them to plummet or soar.” Dan Hill in Dark Matter and Trojan Horses
When we speak of agencies as ‘nimble’, ‘large’, ‘lean’ or ‘massive’, we’re talking about lines of code, not scale or billings.
For your consideration: The new agency OS is defined by the parts of the agency source code we strip away, not what we layer on top of it.
For your consideration: The new agency OS is defined by the parts of the agency source code we strip away, not what we layer on top of it.
the people we hire how we organize the role of leadership the financial model what we deliver
For your consideration: The new agency OS is defined by the parts of the agency source code we strip away, not what we layer on top of it. t-shaped people
acting like a startup tribes innovation labs
What is the people-to-code relationship? Smaller isn’t necessarily leaner. There are plenty of large 30 person agencies in the world.
LEGACY AGENCY OS NEW AGENCY OS
Maximize talent
Organize by role for repeatability and process
Optimize the efficiency of the model
Retainer-based compensation with hourly billing
Serves the hardware: manages cycles, memory and resource
allocation
Advertising
Maximize the talent-to-legacy code ratio
Organize for the capacity to plug into networks and existing client programs
Optimize the capacity of the organization to adapt
Hybrid model with project work and value-based pricing
Serves the user: manages interoperability, contextual relevance and value
Communications products
HIRING & PEOPLE
AGENCY STRUCTURE
ROLE OF LEADERSHIP & ADMINISTRATION
OPTIMIZED TO
FINANCIAL MODEL
DELIVERS
A provocation: If you were starting a comms agency today, would you begin by hiring people from advertising agencies? If not:
How would they organize themselves? Would they begin with briefs? Would they divide learning and making into discrete roles? What kinds of client relationships would keep them engaged? What would your agency feel like?
A provocation: If you were starting a comms agency today, would you begin by hiring people from advertising agencies? If not:
How would they organize themselves? Would they begin with briefs? Would they divide learning and making into discrete roles? What kinds of client relationships would keep them engaged? What would your agency feel like?
We are Scott Forstall. Most agencies build down from an existing OS. How, then, do we decode ourselves?
Gum up human resources. Insist that our teams make concerted efforts to hire talented people who aren’t precious about the role or methods of advertising.
Update our libraries and APIs. Replace the oppressive language of means with the language of measurable client business outcomes.
Find open formats. The value of your output will be measured not only by its quality, but by its value both across the client organization and through the client’s networks.
Eliminate peripherals. Add scale and functionality by plugging into new networks, not by growing new operational appendages.
Finally, delete bad code. If someone can’t point to the connection between ‘this is how we do it here’ and a closely-held organizational conviction, then it’s not code worth keeping.
You’re very kind. @ianfitzpatrick
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