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Remote Events

In a normal year, this is high season for events and trade shows. Instead, because 2020, I’m at home with no immediate prospect of travel. While this lack of travel does have some benefits, I do miss events, and I hope that things will get back to normal, because virtual events — or at least, the sorts of virtual events I have attended — simply do not work for me, and I’m not the only one.

One big issue is just reserving the time to "attend" the remote event, because when we’re working from home, there’s a lot of other stuff going on.

To be fair, I also hope that we will learn from this year and add more and better options for remote attendees than just a video stream of the keynote, which has been the standard until now. I have not yet seen an event format that replicated what I love about in-person events, but there is value in doing that if we can, because whoever achieves that feat will unlock enormous amounts of value, for themselves and for their event’s attendees.

The environment is also benefiting from all of us being grounded instead of burning jet fuel, (although my luggage1 is getting very dusty!). On the other hand, the local economy in places that typically host events is suffering badly — although one sector that I hope stays dead is the one that generates useless conference swag.

Time Is Value

The most important factor is the dedicated time. An event that I attend from home will inevitably need to fit in around other tasks, personal and professional. Instead, if I have travelled somewhere and blocked out a day or a few days, I am motivated to make the most of that investment, and minimise other activities. There is also a feeling that I have permission to postpone everything else if I’m at an in-person event in a way that I at least do not feel that I have for virtual events.

There’s another aspect to time that is often overlooked, though, and that is time zones. If an in-person event is in a certain location, all the attendees agree to base their schedules on the local time zone. If it’s remote, all bets are off. Yes, there have been experiments with "follow-the-sun" conferences, with people either giving the same presentation several times, or recordings being rebroadcast after an offset, but it’s still not the same as all being there together, plus you also lose out on having one single conversation going on via Twitter or whatever social media about your announcements.

Hell Is No Other People

While perhaps not as quantifiable, the serendipitous networking is the aspect of in-person events the I miss the most, and certainly the hardest to reproduce online. You can have great conversations even just standing in the booth, if you ask punters questions about their work and situation instead of just regurgitating the same tired sales spiel for the Nth time.

In technical terms, you’re probably going to be able to give a better answer if you understand what the actual goal is. The first phrasing of a question from someone unfamiliar with your technology is probably not going to tell you that, because they are framing the question in terms of what they do know. Of course you’ll be even better placed if you can answer them in the context of what they know: "in Technology X that is indeed what you would want to do, but it has the following downsides: a, b, c; instead, in Technology Y we achieve the same goal in this other way, which delivers these benefits: foo, bar, baz; would you like to see a demo?".

A conference booth is also a great environment to practice your pitch many times, over and over, in relatively low-stakes conversations, and with lots of colleagues around you to ask for support or after-action critiques. I stood up in a booth on day two of my current gig, and by the end of the day I had learned more about actual customer needs and perception than in any office onboarding course.

Beyond that, I have benefited enormously from being dragged along in the wake of more senior colleagues, meeting people and participating in conversations that let me understand better how my industry worked. Just the questions that get asked in these senior-level conversations will tell you a lot, and topics that come up will tell you what is currently hot, what terminology is expected, and so on. In more recent years, I’ve been the one getting the invites, and so I try to bring other team mates along to benefit from their perspective and help them in their own careers.

In other words, it’s not (just) about the free drinks…

What Can We Do

There are some suggestions people have shared with me for how to improve remote events, which might also be applied as extensions to in-person events. After all, big events like WWDC or AWS re:Invent are already effectively remote events: even people who’re in town for the show end up watching video streams. Many people don't even have tickets, but they travel anyway for the networking and because everybody else is there, making it easier to meet a lot of people over the course of a week whom you would not normally have access to. Unfortunately, I am not quite convinced by any of these suggestions, precisely because they miss out on the reasons why people might travel to an event and only ever stay on its fringes.

Watch Parties

To combine remote events with at least some networking, some have suggested local user groups or similar organisations could meet up to watch the stream together. To me, this is the worst of both worlds, because I would still have to travel a bit, at least up to Milan, but my networking there would be restricted to the people who live and work there, who by and large are not relevant to me; my job is worldwide, not local or regional. This is the same objection I have to the suggestion of many local events instead of one big global event; I am specifically looking forward to getting together with everyone in the world who is interested in the same things I am. This sort of thing might make some sense if you’re in NYC and not wanting to travel to SF, or just not wanting to go to Vegas (sensible!), but it sucks for the lone person in Omaha or whatever who’s into that topic (replace US locales with your own; the same thing happens in every country/region). And again, time zones will complicate this. If you’re in Sydney, it’s going to be tough to follow a livestream from San Francisco or Amsterdam.

Portals!

I have been in many offices that have always-on video conferencing setups, usually in the kitchen or other common space, so that when you walk past you can wave at someone in the office in Bengaluru or wherever. This is the next step up from the social media walls that you (used to) see at in/person events, but again it seems to be a gimmick; a week after the first installation, nobody looks at the screens any more. They sometimes get used for all-hands meetings or similar occasions, but that’s it. They are more of a "digital transformation" checkbox, like the iPad for signing in on the front desk; gimmicks for companies trying to show how global and interconnected they are, rather than any sort of practical solution.

Another gimmicky technology that many expected to transform our lives is VR, but that's not working either, or at least not yet.

Look at the numbers

Attendance numbers are also not comparable between in-person and online-only events. The smaller numbers of people who attend in-person events have demonstrated significant commitment and are ipso facto extremely valuable contacts. The far larger numbers of people who register for online events have not made any such commitment; in fact, many have no intention of attending the live event at all, but will only look at a handful of recordings, potentially days, weeks, or even months later. How do you discount the quality of that lead? Is it any better than a webinar lead? Is it worse because of dilution (you don’t know which one session they were really interested in)?

So What?

Unfortunately, I have not found any good solutions. The best we can hope for is that by this time in 2021, we can once again have in-person events in safety, but that we also learn something about complementing the in-person experience with at least some remote-access options. Those remote options should also allow for time-shifting, whether by a few hours for people in other time zones, or by much longer periods for later review. The assumption that all speaking sessions are recorded should help ensure better content, as well as better outcomes for sessions that suffer from being scheduled across from a session on a hot topic or with a big-name speaker.

I’ll see you in my employer’s booth, and don’t forget to come to my session later!


🖼️ Photos by Samuel Pereira and The Climate Reality Project on Unsplash


  1. I even decided not to use a discount code for a piece of luggage I have wanted for ages, because I have no idea when I’ll get to use a carry-on bag again. 

One More Missed Opportunity For VR

SF authors have a lot to answer for. While they are popularly assumed to predict the future, most will be quick to disclaim any Nostradamus tendencies. Instead, they are trying to tell a story, and the setting is only a part of that effort. The problems arise when people read the story, fall in love with the setting — and decide to enact it in real life.

I’m as guilty as any other nerd, with my unmarked keyboard meant to evoke Case’s deck in Neuromancer that always got him into trouble at customs. I also have an Ono-Sendai sticker on my MacBook, just to complete the look. That sort of thing is mostly harmless. What about the people who read Snow Crash1 and decided to build the Metaverse, though? They read passages like this and think to themselves: "whoa, cool, I gotta build that":

He is not seeing real people, of course. This is all a part of the moving illustration drawn by his computer according to specifications coming down the fiber-optic cable. The people are pieces of software called avatars. They are the audiovisual bodies that people use to communicate with each other in the Metaverse.

And so they went and built those things. This is literally the origin story for a lot of the tech we have today, from the iPhone as Star Trek communicator on down. When it comes to VR, you might expect that now of all times, with nobody able to go to the office, VR would be having its moment. But it isn’t, at all.

Sure, there are hopefuls like Spatial, sometimes described breathlessly as "the Zoom of VR" — but it relies on the Oculus Quest hardware, which is hardly universal, or Magic Leap, which may never be seen at all. I tried it on the web and it’s buggy right in the signup experience, definitely not something I would introduce to colleagues, let alone clients.

Maybe when Apple brings out its AR headset we’ll have a platform worthy of the name, but right now VR just isn’t there. I’m a techie, an early adopter, and if you can’t sell me on VR when a) I can’t leave the house and b) there’s a new Halflife game which requires VR, I think it’s safe to say it’s a small niche and going to stay that way.

I’ve been fully remote for a long time, but most people, even among those who had the choice, preferred to go into offices. Now we are all forced into the WFH life, but it’s awkward. Too many Zooms, too few, how much communication is needed or wanted, what needs to be synchronous and what can go async via Slack — and how do we manage all of that when many of us are also juggling other responsibilities? The home schooling, oh God the home schooling. Give teachers raises yesterday, they earned them.

Part of the stress of WFH is communication, and the pitch of meeting in VR is to approximate the experience of a real meeting better than just a grid of people’s heads on screen. It turns out, though, that experience is sufficient for most purposes. People are using Zoom for karaoke, cocktails (quarantini, anyone?), weddings, graduations, and just about anything else.

So Where Did VR Get Lost?

Even with the head start of everyone stuck at home and hating it, VR still has not taken off. The reason is the sort of impact that always means that the future will not look like the past or even a linear extrapolation. It’s easy to think of remote working and see that it requires good bandwidth, that people with good written skills and ability to manage their own time might thrive, and so on. Not many futurists had considered the impact on a family with both parents trying to work from home while juggling child care and home schooling, for instance.

This is one reason why even in lockdown VR hasn’t taken off (that and it’s still too expensive, but that’s a chicken & egg problem). I’ve taken tons of conference calls — yes, even on video — with a baby in my arms2, or keeping one eye on the maths homework going on next to me, or simply with one ear cocked for mischief being perpetrated somewhere else. VR, if it works properly, excludes all of that.

Some of the reluctance to embrace new tech is also the fear of obsolescence. If we can all go back to the office as soon as possible, the old habits and rules that enabled people to be successful in the past can be reimposed and those people can go on being successful without having to learn something new or change their behaviour in any way.

This reluctance also applies to tech platforms themselves. Remote events — and all events are of course remote for the rest of 2020 at least — default to the tried and true format of fast-scrolling comments beside live streamed events. This format was already tired ten years ago, but nobody has come up with anything much better. Partly there wasn’t a need, because it was easier just to rent out space in Vegas or Orlando and run the conference there, and partly there wasn’t a platform to build on. That last issue is of course another iteration of the chicken-and-egg problem: nobody has been able to build a platform because the users weren’t there, because nobody had built it, and repeat.

That consideration leads us back to Apple potentially jump-starting the whole VR-AR market by pulling their usual trick of holding back, looking carefully at what’s out there, thinking really hard about the use case, and then bringing out something that defines the market such that soon afterwards it is seen as inevitable and everybody else simply has variations on Apple’s theme.

Until that happens, though, the Zoom+Slack combo is the best we have, and we had better get used to it.


We discussed the topic of remote working on Episode Two of Roll For Enterprise, a new podcast I co-host. Listen to the episode, and subscribe if you like what you hear!


🖼️ Photo by Hammer & Tusk on Unsplash


  1. My favourite Snow Crash quote, and one which more people should take to heart, is this one: "It was, of course, nothing more than sexism, the especially virulent type espoused by male techies who sincerely believe they are too smart to be sexists." 

  2. For whatever reason, when I do this, it’s adorable, and when my wife does it, it’s unprofessional. I find this very weird, and so one reason I don’t hide my kids away is to make a point of modelling this behaviour as being okay so that my female colleagues might also feel comfortable with their children being in view of the webcam. 

KonMari The Home Office

I was all ready to hate this list of work-from-home tips from Marie Kondo, but actually it’s… not bad?

I mean, some of it is disgustingly twee — striking a tuning fork to signal the start of the working day? — but other parts make a lot of sense, like keeping your work stuff in a box that you can put away outside work hours.

There is a certain amount of work-from-home advice that is not exactly helpful going about, so at this point I am reflexively sceptical of new advice. There was the Washington Post advising people to sleep in their spare room and pretend they were on a trip, to which people quite rightly pointed out that not everyone has a spare room they can just casually go and sleep in. Even leaving aside issues of sudden economic anxiety due to the lockdown, many people made trade-offs to live in smaller homes in more expensive areas that were closer to schools, parks, restaurants, or transport options — precisely none of which they can take advantage of right now.

Another strand of unhelpful advice is when people forget that other people have children, or seemingly have never met a child in their entire lives.

I’m lucky enough that I was already set up with a pretty decent home office, and I spent the early part of this lockdown fitting it out to the nines, but in my own WFH advice I tried not to assume that everyone was in the same fortunate position. Even people who had the space might not have basics like a reasonably ergonomic desk and chair, and many don’t have the luxury of dedicated space. This is where Marie Kondo’s advice chimes with mine:

  • Keep your work stuff in one place. Work from the kitchen table, and move to the couch when you’re done.
  • Separate work time from personal time. Work from the laptop, then close the laptop when you’re done.

There’s one more piece of advice that I need to add, though:

  • Give yourself and others permission to be their whole selves. Some of us are juggling home-schooling kids with work, and so work happens around other stuff. Even when I’m in my home office, my kids regularly burst in to grab something from the printer, ask a question about homework, or sometimes just to give me a hug. People seem to find it charming more than anything else. This may well be because I’m a man, so I go out of my way to reassure female colleagues that it’s okay for their kids to do the same sort of thing.

Maybe you don’t have kids, maybe it’s your dog barking or your cat deciding to sit on you, or your room-mate coming out of the shower behind you. It’s fine, we’re all in the same boat.

And it could always be worse.


🖼️ Box photo by Bench Accounting1 on Unsplash, others from Stephanie Insley Hershinow and Adam Graham via Twitter


  1. How interesting, advertising by creating a profile on Unsplash! I hadn’t seen that one before — for a non-photography business, that is. Curious to know how it works for them. 

Things That Happen When You're Working From Home

So this is me, talking to dozens of colleagues about a new project — when my daughter, I mean my coworker, decided she needed something off my desk Right Now.

My colleagues all thought she was cute, so there’s that.

Working From Home Is Good, Actually

It’s an obvious time for people to think and write about working from home. I did my own bit yesterday, and today Kevin Roose joined in with this article in the New York Times, with the clickbaity title "Sorry, but Working From Home Is Overrated".

Mr Roose used to be a fan:

I was a remote worker for two years a while back. For most of that time, I was a work-from-home evangelist who told everyone within earshot about the benefits of avoiding the office. No commute! No distracting co-workers! Home-cooked lunch! What’s not to love?

But he changed his tune:

I’ve now come to a very different conclusion: Most people should work in an office, or near other people, and avoid solitary work-from-home arrangements whenever possible.

What drove this change of heart?

[…] research also shows that what remote workers gain in productivity, they often miss in harder-to-measure benefits like creativity and innovative thinking. Studies have found that people working together in the same room tend to solve problems more quickly than remote collaborators, and that team cohesion suffersin remote work arrangements.

I don’t disagree! I’ve worked from home for fifteen years, but I’ve always spent big chunks of my time on the road, travelling and meeting people. Working in a distributed team, it’s key to meet in person on a regular basis, at least once a quarter. If I don’t leave my home office for a couple of weeks straight, I start to get cranky – so while I’m more prepared than most for remote working, not least because I have a home office that is fully set up, with big screen, ergonomic keyboard, and even a whiteboard, I am still affected by the coronavirus lockdown.

As with most things, the answer is not a simple binary:

[…] research has found that the ideal amount of work-from-home time is one and a half days per week — enough to participate in office culture, with some time reserved for deep, focused work.

Around The World

There is one more factor that I don’t often see considered, and it’s geographical coverage. I am part of a global team, and one of the things that I bring to the team is the perspective of someone who is not based in New York City or in Silicon Valley. If the whole global team sat around a long table, they would miss important perspectives and developments on the ground. But if all of us are dotted around the world, why would we go in to our various local offices? There, we would indeed sit at long tables, but with people working on very different projects. Distraction and disturbance are rife in that sort of environment (I speak from experience here).

It can still be worth taking that hit on deep work occasionally for the serendipitous conversations with other teams which can occur in that type of environment, but there’s not the same benefit to doing it long-term. The way I do it is to stop in at the local office wherever I am and sit with different teams in rotation, working to facilitate serendipity in different circumstances. That way I can take the temperature of the extended organisation and report back to the team, sharing perspectives with others who are doing the same thing.

There are also things that can be done to help cohesion of remote teams. The NYT article mentions "virtual coffee breaks", which I haven’t tried, but simple things like holding regular calls and turning on webcams during them will go a long way. Floating Slack conversations about non-work topics are also good – again, especially if they are a way to maintain bonds that are built in person and regularly strengthened that way.

Bottom line, it does not seem like the right time to be negative about remote work, right when many people and organisations are trying it for the first time. By all means warn them of pitfalls, but suggest fixes rather than just writing off the whole thing.


🖼️ Photos by Jacky Chiu and Helloquence on Unsplash

How to Survive the Home Office

Some tips from someone who hasn’t worked in an office in fifteen years

In the twenty-first century, many of us work in offices. In the EU and the US, the service economy represents roughly 80% of GDP. This growth of service work is a relatively recent phenomenon, compared to the past when most employment was in agriculture.

Office work comes with a number of perks over farming. For a start, it’s done indoors, generally in fairly comfortable surroundings. There may be perks like free refreshments, and if you are lucky you may even have fun colleagues that you like to hang out with during coffee breaks. You’re also fairly unlikely to be in any sort of physical danger, as long as you are careful with the stapler.

The problem is that the self-isolation protocols that governments and companies are putting into place require, among other things, that people work from home instead of going to the office. This is a new development for many employers and employees. In the spirit of helping out, I wanted to share some tips based on over a decade of working from home. I last had an office-based job in which I worked elbow-to-elbow with my team-mates in 2006. Since then, my situation has mostly involved team-mates and managers spread around the world, across many different time zones. Here is what I learned.

Save your Space

One of the good things about travelling to a physical location is that it enforces separation between work and not-work. If you’re in the office, you’re generally expected to be working – and if you’re at home, generally speaking you’re not working, apart from perhaps checking email or whatever.

When you work from home, you lose that separation. The risk then is that work and home life bleed into each other. On the one hand, you may find yourself working through meal times and into the evening, but on the other you might also get distracted by housework or errands.

If you can arrange it, physical separation is best. Don’t work from the couch; apart from anything else, that’s an ergonomic nightmare if you’re doing it all day, every day. Go somewhere to do work, and don’t go there when you’re not working. I’m lucky enough to have a home office that is physically separate from the family home, which is ideal, but not everyone will have that option, or be able to set it up at short notice.

At the very least, work from your laptop at the table, and close the laptop when you’re done. Even if you do dip into work after hours, do it from your phone, not from the laptop.

It might seem silly, but try to stick to office hours and dress: get out of bed and get dressed as if you were going to work. You have years of reflex telling you that when you shave or put on makeup (delete as appropriate to your own personal morning routine), you are going into "work mode". Take advantage of those reflexes even if you aren’t leaving the home.

If you are able to do so safely, i.e. without close contact with others, you may also consider replacing your commute with a run or a bicycle ride, just to start your day off.

Protect your Space

If you live with other people, you may need to negotiate this separation with them. If they see you in the house, they may ask you for your help, or to join in some activity, or just ask you questions. A physical indicator that you are working can be useful here. Again, if you have a specific location that you work from, that can be simplest: "if I’m in the spare room with the door closed, please don’t bother me; if the door is open, I’m available for coffee or a quick chat".

Make your Routine

On top of physical routine, it’s good to break up your day into units of time, and dedicate each one to a specific task. The method I use is the Pomodoro Technique, which is simple and fun. Basically, get a kitchen timer, and use it to time your tasks and breaks.

My Pomodoro timer on my desk

Over-Communicate

It can be very isolating to work at home on your own, if you are used to working cheek-by-jowl with your team. At least if everyone is self-isolating in their own homes, you don’t feel that you are being left out of impromptu conversations that happen in the office. There are ways of helping the team continue to feel and work like a team even when they are remote.

The absolute bottom line is that you need a chat platform of some sort. Slack is fast becoming the default, and has a free plan that is enough for most organisations at least to get started. Probably the biggest alternative is Microsoft Teams, but there are many other options.

Do not try to use WhatsApp, Facebook Messenger, or similar mobile-only, single-threaded tools for anything beyond the smallest groups and simplest needs. Slack and similar tools allow you to create many channels, each dedicated to specific topics, and within a channel you can split a discussion off into a thread without cluttering up the main channel.

Another benefit of dedicated work chat tools is to further that separation between work and personal time. Train yourself to stop looking at the work tool after hours. Managers, be sensitive and avoid abusing personal channels like SMS outside of actual emergencies.

Catch my Video

Text chat is great for many things, but if you’re feeling lonely and isolated away from your team, turn on that webcam! We are social animals, and seeing people face to face really helps strengthen those team bonds. The coronavirus crisis is driving a huge uptake in video chat tools, especially Zoom, which has a useful free tier.

Another benefit of video meetings is that it reinforces your work routines, if only because you have to be presentable and ready to be seen on camera.

Track and Assess

Finally, it can be hard at the end of the day to work out whether you "got anything done". There’s a simple fix for that too: track what you do during the day, and assess the results at the end of the day. You can do this as part of your Pomodoro Technique, jotting down a quick note about what you achieved during each Pomodoro interval. Depending on what type of work you are doing, this can also help you track your time, if that is a requirement. Even if you don’t have that kind of need, though, it can be good to close out the day by looking back on what you have achieved.

Plan for the Long Term

The final reason to think about this topic now is that I suspect that many organisations that were only forced into supporting remote work by this crisis will find that it’s actually a great option, at least as a complement to their ordinary setup. Don’t fall into any bad habits because you think this setup will only last for a few days or weeks. Remote working is going to be much more prevalent in the future, so it’s worth getting it right straight away.

Do share any other tips that you personally know of or that work for you. I can usually be found on Twitter.


🖼️ Photos by Dillon Shook, Harry Cunningham and Andrew Neel on Unsplash, except tomato timer – author’s own

Classification

I just found out about Kurt Gebhard Adolf Philipp Freiherr von Hammerstein-Equord, and specifically this wonderful quote of his (emphasis mine):

There are clever, hardworking, stupid, and lazy officers. Usually two characteristics are combined. Some are clever and hardworking; their place is the General Staff. The next ones are stupid and lazy; they make up 90 percent of every army and are suited to routine duties. Anyone who is both clever and lazy is qualified for the highest leadership duties, because he possesses the mental clarity and strength of nerve necessary for difficult decisions. One must beware of anyone who is both stupid and hardworking; he must not be entrusted with any responsibility because he will always only cause damage.

I do not generally like military metaphors, but this classification seems very applicable to the enterprise world. We can all think of that one person who would make an immeasurable contribution to the work by just stopping what they are doing.

See also the VP of Nope.

Conference Booth Do's and Don'ts

Conference season has started up again with a vengeance after the summer break. If you’ve ever staffed or attended a conference, you know that there is always a room (or a hallway, or an out-of-the-way closet) where sponsors can set up more or less elaborate booths and talk to attendees about their offerings.

Staffing a booth is a particular discipline, with significant variations depending on the intersection of which company you represent and which event you are at. Let’s go through some of the factors that go into deciding what goes in a booth – or not.

What is the goal of the sponsorship?

Depending on the company and the event, the goal of an event sponsorship can vary widely. Sometimes you might be there to scan literally every attendee’s badge and get their contact details so that you can follow up later. In this case, you want the flashy giveaway, the must-play game, and in general the fun, look-at-me booth. You also want to make sure that you can process people through pretty quickly; it’s a numbers game.

In other situations – different event audience, or different product and pitch on your part – that is exactly the opposite of what you want. You are aiming for a smaller number of longer and deeper conversations. The sorts of attendees you want will be turned off by queues or flashy displays, and may prefer a sit-down conversation to standing at a demo pod.

Make sure that both sales and marketing agree on the goals! I have personally been involved in events that Marketing considered a great success – "look at how many leads we generated!" – but Sales ignored as a waste of time – "those leads don’t convert". Have that conversation up front, because afterwards it’s too late.

Outside help

At many events, at least some of the booth staffers will be outside contractors, not employees of the company sponsoring the booth. A few years ago "contractor" would have been a euphemism for "booth babe", someone significantly younger than the average conference attendee, generally of the opposite sex to most of the attendees, and wearing significantly less clothing. This kind of contractor is there mainly as eye candy to attract passing traffic.

At least at the sort of conference I go to, the straight-up "booth babe" sort of thing has more or less completely died out – and good riddance to it. Even so, there are still a lot of contractors about, especially at larger events such as Mobile World Congress. They are there to give a pre-rehearsed short pitch and hand out collateral and swag, no more.

There is nothing inherently wrong with using outside help in this way, but it does influence what the typical attendee experience of your booth will be – and therefore what type of leads you will get.

Be in the room

If you’re working a booth, again, know what your goal is. If you want all the leads you can get, go stand out in the hallway with an armful of T-shirts or beer coozies or whatever your giveaway is, and scan everybody in sight. If you’re after more in-depth conversations, stay in your booth perimeter and wait for people to come to you.

Either way, don’t just hang out in the booth, playing with your phone or talking to your colleagues – and definitely don’t get out the laptop and try to work in the booth. You’re there to be available to attendees! If you need to do something urgently, step out of the booth, find a café or whatever, and work from there. There may be a sponsor lounge, or if you’re a speaker there is almost always some sort of green room with WiFi and coffee – and with any luck, a somewhat ergonomic table to work at.

Booth design matters

The booth design is also a factor, and it will change based on your company’s market profile, the event, and once again, your goal for the event. If your company is well-known enough that people will stop by just to see what you’re up to or grab the latest swag, your booth needs to be all about whatever is the newest thing you want to get out there. If you are a startup or a new entrant, you need something eye-catching that explains what your core value proposition is. Either way, keep it simple: nobody reads more than a handful of words on a booth, and they need to be able to do that from a distance, on the move, with a crush of people between them and you.

Different events may also need different designs. If you’re at, say, a Gartner event where most of the attendees are dressed formally, you need to be a bit more grown up too, both in wording and in presentation. Focus on business value and outcomes rather than tech buzzwords. On the other hand, if you’re at a tech-centric event where most people are wearing black T-shirts, you want that checklist, and your benefits need to be couched in technical terms too. This is literally a feeds & speeds crowd, and you should cater to that.

Collateral and handouts

Collateral is a hard one. I have long advocated doing away with take-home collateral entirely, and instead offering to email people about topics they care about – which is an excuse to have a conversation and uncover those topics! You might also consider a row of QR codes on a wall that people can scan to request particular items. This is both more ecological and more practical, since most printed collateral is never read.

However, in certain industries and regions people do actually want something to take away with them, so be aware of those preferences and make sure you cater to them.

The one piece of printed collateral I do like to have in a booth is an architecture diagram, because you can pick that up and use it as a visual aid in conversations with people, even if they never take it with them. In smaller situations I’ve also done this with a diagram printed on the wall or even a whiteboard in the booth, but when there are multiple people who might need to use the visual tool, it can get messy. Better to have one each!

I wrote down some more in-depth advice about conference collateral here.

Further reading

Those are my thoughts, but here are some more from Cote. There is some excellent advice here – do read it! You can sign up for his newsletter here – and if you like this sort of thing, his podcast is pretty good too.


🖼️ Photos by Jezael Melgoza and Cami Talpone on Unsplash

Problem Solving

Take intractable problem. Abandon intractable problem. Run errands. Return home. Play with coloured pens for a Pomodoro. Transfer clean copy to iPad while Mac updates itself. Accomplishment.

Two key parts: doing something else to give your brain space to mull on the problem, instead of trying to solve it by head-butting a brick wall into submission. And structure your time working on the problem, breaking it into chunks that feel approachable.

Turning Over A New Leaf

Yesterday was the LinkedIn equivalent of a birthday on Facebook: a new job announcement. I am lucky enough to have well-wishers1 pop up from all over with congratulations, and I am grateful to all of them.

With a new job comes a new title – fortunately one that does not feature on this list of the most ridiculous job titles in tech (although I have to admit to a sneaking admiration for the sheer chutzpah of the Galactic Viceroy of Research Excellence, which is a real title that I am not at all making up).

The new gig is as Director, Field Initiatives and Readiness, EMEA at MongoDB.

Why there? Simply put, because when Dev Ittycheria comes calling, you take that call. Dev was CEO at BladeLogic when I was there, and even though I was a lowly Application Engineer, that was a tight-knit team and Dev paid attention to his people. If I have learned one thing in my years in tech, it’s that the people you work with matter more than just about anything. Dev’s uncanny knack for "catching lightning in a bottle", as he puts it, over and over again, is due in no small part to the teams he puts together around him – and I am proud to have the opportunity to join up once again.

Beyond that, MongoDB itself needs no presentation or explanation as a pick. What might need a bit more unpacking is my move from Ops, where I have spent most of my career until now, into data structures and platforms. Basically, it boils down to a need to get closer to the people actually doing and creating, and to the tools they use to do that work. Ops these days is getting more and more abstract, to the point that some people even talk about NoOps (FWIW I think that vastly oversimplifies the situation). In fact, DevOps is finally coming to fruition, not because developers got the root password, but because Ops teams started thinking like developers and treating infrastructure as code.

Between this cultural shift, and the various technological shifts (to serverless, immutable infrastructure, and infrastructure as code) that precede, follow, and go along with them, it’s less and less interesting to talk about separate Ops tooling and culture. These days, the action is in the operability of development practices, building in ways that support business agility, rather than trying to patch the dam by addressing individual sources of friction as they show up.

More specifically to me, my particular skill set works best in large organisations, where I can go between different groups and carry ideas and insights with me as I go. I’m a facilitator; when I’m doing my job right, I break information out of silos and spread it around, making sure nobody gets stuck on an island or perseveres with some activity or mode of thinking that is no longer providing value to others. Coming full circle, this fluidity in my role is why I tend to have fuzzy, non-specific job titles that make my wife’s eyes roll right back in her head – mirroring the flow I want to enable for everyone around me, whether colleagues, partners, or users.

It’s all about taking frustration and wasted effort out of the working day, which is a goal that I hope we can all get behind.

Now, time to blow away my old life…


  1. Incidentally, this has been the first time I’ve seen people use the new LinkedIn reactions. It will be interesting to watch the uptake of this feature.