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Hacking Your Tractor With Black Market Code

August 2, 2017

Jeff Gothelf

Video


Slides

Summary

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 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 management practices don’t always influence corporate agendas while highlighting ways that leadership must engage to build a truly successful Sense & Respond loop.

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