The new world order of business is increasingly centered on the speed in which an organization can leverage digital commerce to rapidly deliver goods and services to consumers. This movement was ignited by the success of companies such as Amazon and Google – who are disrupting traditional businesses by serving consumers better and faster with innovative technology. To move at this kind of speed, businesses must transform. This means IT needs to be a front office strategic imperative to business and not the back office support system for internal operations. The reality today is that separation between Dev and Ops in large organizations still reigns supreme. We all know this has to change. In the Ops world many of us seeDevOps as the future. Our developer brethren think about Agile development practices and moving from multi-month (or year!) development cycles to short sprints. We are all really talking about the same thing. Breaking down organizational boundary’s and integrating teams to move faster. Then integrating tool chains so that we have common tooling and don’t need to hand off artifacts (see CODE!) and continuously delivering innovation for the business. There is a process for making this transition and that we here at Opscode have seen in practice. Warning - business transformation is not for the light of heart! Speaker: Jesse Robbins is cofounder of Opscode, where he now serves as an advisor. Jesse is an active investor & advisor in PagerDuty, Fastly, and Instacart. He currently serves as Entrepreneur in Residence at DFJ. Previously, Jesse cofounded the Velocity Web Performance & Operations Conference and was edited the Web Operations book. Prior to founding Opscode in 2008, he worked at Amazon.com with the title of “Master of Disaster” where he was responsible for Website Availability for every property bearing the Amazon brand. Jesse is a volunteer Firefighter/EMT and Emergency Manager, and led a task force deployed in Operation Hurricane Katrina. His experiences in the fire service profoundly influence his efforts in technology, and he strives to distill his knowledge from these two worlds and apply it in service of both.

1. Jesse Robbins
Cofounder & Advisor, Opscode
@jesserobbins
jesse@opscode.com
Dev+Ops = Change
DevOpsDays SV 2013
Friday, June 21, 13

2. Friday, June 21, 13

3. “The Web is changing the way we
live and touches every person alive.
As more and more people depend on
the Web, they depend on us.”
Forward to “Web Operations” 2010
Friday, June 21, 13

4. DevOps* is the ability to consistently
create and deploy reliable software to an
unreliable platform that scales
horizontally.
4
http://radar.oreilly.com/2007/10/operations-is-a-competitive-ad.html
Friday, June 21, 13

5. The right culture & tools are a
requirement for survival &
success.
...and that is why we are all here.
Friday, June 21, 13

6. Friday, June 21, 13

7. Mobile Traffic as % of Global Internet Traffic =
Growing 1.5x per Year & Likely to Maintain Trajectory or Accelerate
0%
5%
10%
15%
20%
25%
30%
12/08 12/09 12/10 12/11 12/12 12/13 12/14
%ofInternetTraffic
Global Mobile Traffic as % of Total Internet Traffic, 12/08 – 5/13
(with Trendline Projection to 5/15E)
0.9%
in 5/09
2.4%
in 5/10
15%
in 5/13
Source: StatCounter Global Stats, 5/13. Note that PC-based Internet data bolstered by streaming. 32
6%
in 5/11
10%
in 5/12
Trendline
E E
Friday, June 21, 13

8. Applications became customer service vehicles
• Prior to this transition, customer service problems
were mitigated by human beings
“The goal as a company is to have customer
service that is not just the best, but legendary.” –
Sam Walton (Walmart)
• They are now mitigated by software and
infrastructure updates
“If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.” – Jeff Bezos (Amazon.com)
Friday, June 21, 13

9. Friday, June 21, 13

10. Friday, June 21, 13

11. Friday, June 21, 13

12. LevelofStrategicPlay
Die
Adapt
Choice
Step 1
http://blog.gardeviance.org/
Friday, June 21, 13

13. Copyright © 2010 Opscode, Inc - All Rights Reserved 13
Friday, June 21, 13

14. U.S. Postal Service Mail Volume Peaked in 2006 Owing to Email Rise
Profitability Plummeted
Pieces of Mail Delivered (MM) and Net Profit / (Loss) ($MM) of U.S. Postal Service,
1886 - 2012
Source: Annual Report of the Postmaster General. Data not available for 1914 - 1925.
($20,000)
($15,000)
($10,000)
($5,000)
$0
$5,000
0
50,000
100,000
150,000
200,000
250,000
1886 1900 1914 1928 1942 1956 1970 1984 1998 2012
NetProfit/(Loss)($MM)
PiecesofMailDelivered(MM)
Pieces of Mail (MM) Net Profit / (Loss) ($MM)
94
Friday, June 21, 13

15. Friday, June 21, 13

16. meanwhile... back at the office.
Friday, June 21, 13

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19. Friday, June 21, 13

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21. Friday, June 21, 13

22. misaligned
incentives
Friday, June 21, 13

23. Convergent Evolution
Friday, June 21, 13

24. http://www.flickr.com/photos/garymacfadyen/6860004327/
elephants cannot fly just by
flapping their ears harder...
Friday, June 21, 13

25. elephants cannot fly by flapping
their ears harder...
http://www.flickr.com/photos/lhirlimann/4872199920/
To fly you must have wings, surface area, and a
high power to weight ratio...
Friday, June 21, 13

26. You have been duly warned.
Many companies are disrupted not
by unexpected market changes but
entirely predictable market
changes they could not see.
http://blog.gardeviance.org/
Friday, June 21, 13

27. Copyright © 2010 Opscode, Inc - All Rights Reserved 27
Friday, June 21, 13

28. Copyright © 2010 Opscode, Inc - All Rights Reserved 28
Friday, June 21, 13

29. Copyright © 2010 Opscode, Inc - All Rights Reserved 29
Friday, June 21, 13

30. Conway’s law:
“Organizations which design systems ...are
constrained to produce designs which are copies of
the communication structures of these
organizations...”
Brook’s found (in Mythical Man-Month):
“Quality is strongly affected by organization
structure.”
Friday, June 21, 13

31. Fundamental Attributes of Successful Cultures
1) Shared Mission & Incentives
2) Infrastructure as Code
3) Application as Services
4) Dev + Ops + All as Teams
Friday, June 21, 13

32. Common Attributes of Successful Cultures
Infrastructure
as Code
‣ Full Stack Automation
‣ Commodity Hardware
and/or Cloud Infra
‣ Reliability in software
stack
‣ Datacenter or Cloud
Infrastructure APIs
‣ Core Infra Services
‣ Infrastructure as
Product
‣ App as Customer
Application
as Services
‣ Service Orientation
‣ Lightweight Protocols
‣ Versioned APIs
‣ Software Resiliency
(Design for Failure)
‣ Database/Storage
Abstraction
‣ Complexity pushed up
the stack
‣ Deep Instrumentation
Dev / Ops / All
as Teams
‣ Agile
‣ Shared Metrics /
Monitoring
‣ Incident Management
‣ Service Owners On-call
‣ Tight integration
‣ Continuous Integration
‣ Continuous
Deployment
‣ SRE/SRO
‣ GameDay
Shared Mission & Incentives
Friday, June 21, 13

33. Change takes time
(sorry about that)
Friday, June 21, 13

34. www.Amazon.com
didn’t switch to EC2 until
November 10, 2010
Friday, June 21, 13

35. You cannot change everyone or
everything at once.
Friday, June 21, 13

36. Jesse’s Rule:
Don’t Fight Stupid,
Make More Awesome!
Friday, June 21, 13

37. Changing Culture:
1. Start small, build trust & safety
2. Create Champions
3. Use metrics to build confidence
4. Celebrate successes
5. Exploit Compelling Events
37
Friday, June 21, 13

38. http://thisisindexed.com/2008/12/might-as-well-own-this-meltdown/
Friday, June 21, 13

39. The future depends on you.
Friday, June 21, 13

40. Jesse Robbins
Cofounder & Advisor, Opscode
@jesserobbins
jesse@opscode.com
Friday, June 21, 13