1) Taichi revitalized the company's "10% Rule" program which allows engineers to spend 10% of their time on innovative side projects, after seeing declining participation. 2) He implemented strategies like mid-term demos, off-site camps, and internal social media to improve project quality and gather new participants. This increased the number of challengers. 3) Taichi's goal is to expand the program company-wide and potentially hold challenges between companies, envisioning a "World Cup" style competition for innovative side projects.

1. 10% Rule
- Challenge to Making Innovative team -
Rakuten. Inc, | Taichi Watanabe | Oct.20, 2012

2. Self Introduction
Taichi Watanabe
• Software engineer of
• Language : Java, C, PL/SQL
• Trying Scrum Master
twitter:@taichiw0424
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3. Self Introduction
As new Software Engneer
Graduate Software Engneer Scrum Master
Apr. 2008 Aug. 2008 Oct. 2011 Jun. 2012
Agile Training
@ San Francisco
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4. Today‟s
theme
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5. Today’s theme
1 We hold event “10% Rule”
to create innovative services
2 Challengers had been decreasing
3“ How did we revive it?
4

6. Chapter 1
What is 10%
Rule?
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7. 10% Rule
Development department of
holds “10% rule” since 2008 .
Under this rule, challengers can…
• Make product / service
• Decide freely “what they make”
• Use 10% of own business hour
• The result affect to appraisal
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8. Example of Demo
Each 3 months, LT style demo takes place.
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9. How did it start?
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10. How did it start?
In 2008 Engineers should use their own business
hours more freely.
Innovative service will be born from that!
Business Manager
of
Munechika Sato
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11. So, it started.
First 10% rule was held in 2008.
The number of challengers was 14.
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12. Many service
from 10% rule
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13. iOS / Android App
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14. Keyword Suggestion
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15. Browsing History
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16. Link generater
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17. Many Services were born from 10% rule
10% rule contributed
to creating innovative service.
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18. What is 10% rule For Me?
Also,
“10% rule is important for me!!”
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19. Chapter 2
Tough time for
10% Rule
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20. Number of challengers decreasing
Challengers of 10% Rule
20
15
Challengers
10
5
0
2008 Q3 2009 Q3 2010 Q3 2011 Q3
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21. Why?
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22. Trigger =
Organization change
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23. Organization was changed
～2009 Development Group
Development Group
compulsory Voluntary
participants participants
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24. Organization was changed
2008～2009 Development Group
2010～
Voluntary participants
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25. Some members had left…
1. Some members had left…
• Didn‟t have high motivation to 10% rule
• Became busy at new team
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26. Quality had become down
2. Quality of product had become down
• Frequency of thinking about 10% rule
was down
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27. Decreasing Quality
Challengers down
Death Loop
Motivation of challengers
down ↓ ↓ ↓ ↓ ↓
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28. Chapter 3
Taichi Stands
Up
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29. January 2012
January 2012
Apr. 2008 Aug. 2008 Oct. 2011 Jun. 2012
While I was in San Francisco,
I got impressed by hacker in the U.S.
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30. January 2012
I attended 10% rule demo.
There were only
5 presenters.
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31. Many absence
What‟s going on??
Many challengers declined it.
They said
their product wasn‟t completed.
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32. I was disappointed
What do you mean?
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33. I was disappointed
I felt …
If we
didn‟t do anything,
10% rule would
die.
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34. I moved
I e-mailed to Sato-san
“Let me conduct 10% rule.
I‟ll revive it!!!!!”
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35. I moved
He replied me right away.
“OK, go ahead!!”
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36. I had Stood Up on the Earth.
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37. New team
And I was not alone
New organizer team
was formed!!
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38. Chapter 4
What did we
Do?
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39. 2 strategies
1 Quality up of product
G Gather new challengers
2
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40. 2 strategies
1 Quality up of product
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41. How to improve quality?
Held Mid-term Demo
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42. How to improve quality?
Held Mid-term Demo
Final Demo!
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43. How to improve quality?
Held Mid-term Demo
Mid-term
Demo!
Final Demo!
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44. How to improve quality?
Held 10% Rule Lunch
• Make lunch group of several people
• Talk about their
product, progress, blocker…
• Discuss how to
improve them
Find rivals & Buddies
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45. How to improve quality?
Off-site camp
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46. • Increasing chance of thinking about 10% rule
• Finding Rivals & Buddies
Quality UP!
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47. 2 strategies
G Gather new challengers
2
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48. How to gather new challengers?
For gathering new challengers…
Created
“festival” atmosphere
Demo event
for everyone‟s enjoy!
By jessleecuizon
Festival: Awa Odori in Koenji
http://www.flickr.com/photos/eelssej_/4947810701/
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49. Snack & discussion
Discussing which demo was the best
Snacks handed out
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50. Dora & Dora-girl
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51. How to gather new challengers?
Internal SNS (yammer)
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52. Enjoyable demo
Everyone can enjoy the Demo Event
Not only Challengers also other attendees
can enjoy this event!
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53. How to gather new entrants?
Challenger Just attendee Not interested in
impressed
I wanna Looks
Cool Demo join!! interesting…
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54. How to gather new entrants?
10% rule in usual day
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55. Trophy
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56. Sticker
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57. How to gather new entrants?
Challengers Just attendee Not interested in
What‟s that?
Looks so
interesting!
I wanna
get it!!
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58. By our effort …
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59. Many member joined us!
Challengers of 10% Rule
25
20
Challengers
15
10
5
0
2008 Q3 2009 Q3 2010 Q3 2011 Q3 2012 Q3
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60. Our improvement
is not
finished
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61. Idea from IZAKAYA
After Demo at July, 2012
Retrospective Meeting with Beer
Team match is
interesting, isn‟t it?
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62. Team match
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63. Team match
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64. Team match
Atsushi Yajima
- “Rakuten Travel X RPG”
• Got impressed by
8 bit Google Map
• Tried to make RPG
with javascript
⇒ GoTo Movie
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65. Result
How did this happen?
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66. Anyway
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67. We improve
10% rule
continuously!
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68. By the way…
Why my target is
only own department?
Why don‟t I held event to
whole Rakuten?
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69. It’s a “Small World”
Let‟s 10%!!
Whole Rakuten Development Unit
Not
effective…
More
effective!!
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70. Influence “passion”
impressed impressed
impressed
impressed
impressed
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71. From other department
From other department, new challenger have come!
They are directors from “Creative & Web Design Dept.”
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72. My dream
My Dream „s champion
World Cup!!
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73. My dream
„s champion
Also
VS other company!
„s champion Y D G A G
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74. My dream
In addition World champion!!
Really World Cup!!
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75. How do you think?
Why don‟t you hold 10% rule
at your company?
and…
Let‟s hold “World Cup”
together!! 74

76. Please contact me!
@taichiw0424 75