Jeff Gothelf (ES)
Author of Lean UX
Talk: Hacking your Tractor with Black Market Code: A Sense & Respond Case Study
You’re in the software business. You may not realize it yet but it’s the only way you’re scaling in the 21st century. Whether you’re in retail, financial services or health care, no industry is immune. This includes agriculture.
In this rich, detailed case study Jeff will share the story of John Deere. The legendary American farm machine manufacturer, keenly aware and on top of the technological revolution, has built up a surprising Sense & Respond practice to help them innovate their product offerings — especially their tractors and combines.
However, Sense & Respond is not just a practice for product and design teams. It has significant management and leadership implications. As the case study will show, despite their deep understanding of customer needs, John Deere struggled to reconcile that feedback with their leadership agenda leading to some fascinating customer practices that left both the farmer and the company in sub-optimal positions. This vivid story will illustrate that even great product and design practices don’t always influence corporate agendas while highlighting ways that leadership must engage to build a truly successful Sense & Respond loop.
Jeff is co-author of the award-winning book Lean UX and the Harvard Business Review Press book Sense & Respond and Lean vs Agile vs Design Thinking. He helps organizations build better products and executives build the cultures that build better products Jeff works as a coach, consultant and keynote speaker helping companies bridge the gaps between business agility, digital transformation, product management and human-centred design. He is very active on Medium. Swedes? Have a look at his post about the Vasa Ship and Prototyping. This is Jeff’s second time at FBTB.