For years, we treated product discovery and software delivery as two entirely separate phases. First came wireframes and a mock-up. Then came the “real” implementation.

That model is over and done with.

Today, small teams can move from idea to working software in days instead of weeks. The line between prototyping and delivery has blurred to the point where the two are becoming indistinguishable. Pair that with the web’s increasing role as the world’s largest runtime environment, where no company’s interests can set up virtual obstacles to version releases, and you have an entirely new reality.

The roles of design, engineering, and product management have changed completely. But so has the agency’s relationship with its clients. The amount of work that can be done in a two-week sprint could easily take a day to demo, and the number of discoveries that need attention will easily overburden product owners.

In this talk, Kristoffer will share what it feel like to have been surpassed by the relentless evolution of technology for the third time in his career. He'll share his view that modern software development looks less like assembling Lego and more like sculpting David from a block of marble. Start large, then chip away everything that isn't necessary until the final product emerges.

Using ideas from Cynefin, Wardley Mapping, and Jobs to Be Done, he’ll share ideas and insights on how teams can work effectively in this new reality.

This is not a talk about replacing engineering discipline with vibes. Reliability, uptime, and maintainability still matter as much as ever, if not more. But they need to be applied at the right moment.

The result is a more honest way to build software: prototype earlier, longer, and faster, and explore more.

aimed at people who have been part of a team building a software solution
40 minutes
no technical knowledge required