Jeff Lawson, developer turned CEO of Twilio (one of Bloomberg
Businessweek's Top 50 Companies to Watch in 2021), creates a new
playbook for unleashing the full potential of software developers
in any organization, showing how to help management utilize this
coveted and valuable workforce to enable growth, solve a wide range
of business problems, and drive digital transformation. From
banking and retail to insurance and finance, every industry is
turning digital, and every company needs the best software to win
the hearts and minds of customers. The landscape has shifted from
the classic build vs. buy question, to one of build vs. die.
Companies have to get this right to survive. But how do they make
this transition? Software developers are sought after, highly paid,
and desperately needed to compete in the modern, digital economy.
Yet most companies treat them like digital factory workers without
really understanding how to unleash their full potential. Lawson
argues that developers are the creative workforce who can solve
major business problems and create hit products for customers-not
just grind through rote tasks. From Google and Amazon, to
one-person online software companies-companies that bring software
developers in as partners are winning. Lawson shows how leaders who
build industry changing software products consistently do three
things well. First, they understand why software developers matter
more than ever. Second, they understand developers and know how to
motivate them. And third, they invest in their developers' success.
As a software developer and public company CEO, Lawson uses his
unique position to bridge the language and tools executives use
with the unique culture of high performing, creative software
developers. Ask Your Developer is a toolkit to help business
leaders, product managers, technical leaders, software developers,
and executives achieve their common goal-building great digital
products and experiences. How to compete in the digital economy? In
short: Ask Your Developer.
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