Marketing and Innovation
Peter Drucker, the father of modern management said, “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Marketing is required to understand the needs of the customer and innovation is required to build the product or services that fit those customer needs.
Innovation provides competitive differentiation in the markets where you have to be consistently better and smarter at creating customers than your competitors. Businesses have been using innovation as a competitive weapon for centuries to create value and differentiation, but only recently have businesses been using software to enable and accelerate business innovation.
Building and delivering software has always been a difficult race against time. I was a software developer for well over 10 years and I was always racing to a date. But over the last several years, that race has entered an even more challenging phase. Several market forces are at work, putting the pressure on the business to deliver business value faster, with better quality, and at a lower cost to the customer.
With the explosion of mobile, there is a newly empowered customer who is forcing the business to deliver quickly to prove out business ideas and innovations. If the business is not responsive enough, low switching costs enables the customer to easily migrate to another competitor. Additionally, digital competition is everywhere. Firms that use software and the cloud to disrupt established markets can move faster than more traditional businesses because software-based services can evolve faster and offer the opportunity to out-innovate market incumbents. Epic battles are already being waged across many industries between incumbents and software powered companies.
Finally, the impact of software has dramatically increased across all kinds of business. Today, business innovation is often driven by information technology, which itself demands changes to software. Software development and delivery has to change or the business will be at risk.
Innovate Faster With Lower Risk
Today, every enterprise IT organization is under pressure to simultaneously respond more quickly to enable business innovation, and at the same time provide a stable, secure, compliant and predictable IT environment. IT must maintain and update the “Enterprise Software Engine” that is running the enterprise, i.e., keeping the lights on, while also providing capacity to support business innovation. These are not mutually exclusive but actually form an integrated value chain that leverages the traditional systems of record with the customer facing systems of innovation. These pressures have given rise to Enterprise DevOps as all enterprises must enable the business to innovate faster with lower risk.
Enterprise DevOps is all about building and delivering better quality software, faster and more reliably. IT organizations that implement Enterprise DevOps practices achieve higher IT and organizational performance, spanning both development and operations. Technical practices such as Continuous Delivery lead to lower levels of deployment pain while speeding up application delivery and improving quality, security, and business outcomes. The DevOps culture promotes a generative, high trust, performance-oriented culture which enables good information flow, cross-functional collaboration and job satisfaction. This all leads to higher levels of productivity enabling business innovation with lower risk.
Micro Focus DevOps Interchange 2016
This very important topic will be the main focus of Micro Focus’s first annual global user conference, DevOps Interchange 2016 , September 18-21, 2016 in Chicago, Ill. Micro Focus’s own John Delk, Product Group GM at Micro Focus, will kick off the conference with his “Vision 2020” look at how software development and delivery technology will change and how we must adapt and embrace it. We have also invited Gary Gruver, author of “Leading the transformation – Applying DevOps and Agile principles at scale”, to give a keynote talk about DevOps, where to begin, and how to scale DevOps practices over time in large enterprises. With over 60 technical sessions, focused on how to design, build, test, and deploy applications faster, with less risk in a repeatable, reliable and secure way, this conference will be a great opportunity to network, get solutions for your problems and share your ideas and solutions. I hope to see you there!