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Technical Leadership
Masterclass
By Ruth Malan
Bredemeyer Consulting
Twitter: @ruthmalan
Module from our
Decisions
Leadership and
decisionmaking
Decisionsconstrain
andenable
Whendowemake
them?
Howwemake
decisions
MentalModels
Context
Forcesand
Tradeoffs
Significance
Experimentsand
Feedback
Communication
TECHNICAL
LEADERSHIP
Image: xkcd 657
Kinds of Decisions
• Distinctions, considerations
Making Decisions
• How we make decisions
• Context and tradeoffs
Socializing Decisions
DECISIONS
TECHNICAL
LEADERSHIP
Decisions Constrain
‘Limiting or closing off
alternatives is the most
common understanding of the
term “constraint.”’
— Alicia Juarrero
Image from video posted by Will Evans, from LeanUX 2015
TECHNICAL
LEADERSHIP
Not Make Decisions?
“Questions about whether design
is necessary or affordable are
quite beside the point: design is
inevitable.
The alternative to good design is
bad design, not no design at all.”
— Douglas Martin
TECHNICAL
LEADERSHIP
Constraints Restrict, But
“But if all constraints restricted
a thing's degrees of freedom in
this way, organisms (whether
phylogenetically or
developmentally) would
progressively do less and less.”
— Alicia Juarrero
TECHNICAL
LEADERSHIP
Constraints Enable
“constraints not only reduce the
alternatives — they also create
alternatives. Constraints, that is, can
also create properties which a
component exhibits in virtue of its
embeddedness in a system, properties it
would otherwise not have.”
— Alicia Juarrero
“Causality as Contraint”
TECHNICAL
LEADERSHIP
Last Responsible Moment
“the last responsible moment
[:] the moment at which failing
to make a decision eliminates
an important alternative.”
— Mary and Tom Poppendieck
TECHNICAL
LEADERSHIP
Earliest Responsible Moment
“I prefer to make decisions
when they have positive
impacts. Making decisions early
that are going to have huge
implications isn’t bad or always
wasteful. Just be sure they are
vetted and revisited if need be.”
— Rebecca Wirfs-Brock
TECHNICAL
LEADERSHIP
Irreversible Decisions
“Some decisions are
consequential and irreversible or
nearly irreversible [..] and these
decisions must be made
methodically, carefully, slowly,
with great deliberation and
consultation.”
— Jeff Bezos
TECHNICAL
LEADERSHIP
Irreversible Decisions
“If you walk through and don’t
like what you see on the other
side, you can’t get back to
where you were before.”
— Jeff Bezos
TECHNICAL
LEADERSHIP
Reversible Decisions
“But most decisions aren’t like
that – they are changeable,
reversible – they’re two-way
doors.”
— Jeff Bezos
TECHNICAL
LEADERSHIP
Decision Making
‘You need strategies that help
rule things out. That's the
opposite of saying, “This is
what my gut is telling me; let
me gather information to
confirm it.”’
— Gary Klein
TECHNICAL
LEADERSHIP
Decisions Are Trade-offs
“For me, “engineer” means
knowing that all decisions are
tradeoffs. It means considering
both upsides & downsides of each
technical choice, and doing so
with explicit consideration of the
larger system context.”
– Sarah Mei
Image: @sarahmei
Mattias Petter Johansson, on Quora
Spotify
–
+
TECHNICAL
LEADERSHIP
Trade-offs
Space-Time Trade-Off
More space More time
Less time Less space
Spotify Example:
 Size of songs, to
 Co-ordination overhead between teams
TECHNICAL
LEADERSHIP
Trade-offs: Dyads
Control Autonomy
Global perspective Local responsiveness
Control Co-operation
More consistency More flexibility
Co-operation Autonomy
More synergy More accountability
TECHNICAL
LEADERSHIP
Trade-offs: Triads
“most organizational issues are a
balance of three variables:
individual autonomy, hierarchical
control, and spontaneous
cooperation. By learning to
frame issues as trade-offs among
these design variables, one can
see underlying patterns”
– Robert Keidel
Design Force Field
TECHNICAL
LEADERSHIP
TECHNICAL
LEADERSHIP
Sources of Forces
“we build systems out of
pure thought, in order to
balance the static and
dynamic forces of cost,
schedule, functionality,
performance, reliability,
usability, and ethical
implications”
– Grady Booch
Image source: Grady Booch
Smart Decisions
The Smart Decisions
Game highlights the
tradeoffs inherent in
each decision and
across decisions
Images from: Smart Decisions Game site: https://smartdecisionsgame.com/
Force Field Analysis
decision or
solution
approach
pros and other forces for cons and other forces against
Adapted from: Gamestorming.com, by Dave Gray, et al
driving forces restraining forces
facilitating factors
impeding factors
Forces in Dynamic Tension
Rasmussen’s dynamic
safety model describes the
feasible operating space
for a sociotechnical
system. Here, we’ve
adapted the model to
highlight the tension given
economic and market
forces, which puts pressure
on code properties
Image: Adapted from the Dynamic Safety Model presented in Cook and Rasmussen, 2005
Economic failure
“habitable zone”
Code not habitable
Software* not
habitable
miss market or
market window,
delayed revenue
stream
“ball of mud” entanglement,
brittle and hard to change,
increasing pressure on the team
privacy or
security
breaches,
scalability
failures,
not accessible,
poor fit to need
* in operation
and use
TECHNICAL
LEADERSHIP
Context Matters
“Design quality is not a
property of the code. It's a joint
property of the code and the
context in which it exists.”
– Sarah Mei
Image source: @sarahmei with permission
TECHNICAL
LEADERSHIP
Design in Context
“Alwaysdesignathing by
considering itinitsnext
largercontext.”
—ElielSaarinen
TECHNICAL
LEADERSHIP
Theory Building
TECHNICAL
LEADERSHIP
Formulating the Problem
Dancing withSystems
1. Getthebeat
Before you disturb the system in any way,
watch how it behaves.
2. Listentothewisdomofthe
system
Aid and encourage the forces and
structures that help the system run itself.
–DonellaMeadows
Image: donellameadows.org
Mental Models
‘these facets are
incorporated into
an internal
representation that
is sometimes called
a "mental model“’
— SNAFUcatchers
Image: Richard I. Cook, STELLA Report
TECHNICAL
LEADERSHIP
Context Context Context
To make a decision, we need to have a
(good enough) conception of
• Desired outcome(s)
• Forces and constraints
Arising in context of
• development
• operations
• use
• value network
development
ecosystem
operations
ecosystem
value network
/business
ecosystem
use
ecosystem
Decisions Across Boundaries
Context System-in-Context
(use, dev, ops)
System
(Ecosystem)
Strategy
Ecosystem
interventions
“Requirements"
Design of system
capabilities
Architecture
Structure and
mechanisms
System design is
contextual design — it
is inherently about
boundaries (what’s in,
what’s out, what
spans, what moves
between), and about
tradeoffs. It reshapes
what is outside, just
as it shapes what is
inside.
internal design: parts
and interactions;
theory of operation
product design technical design
UX/UI
TECHNICAL
LEADERSHIP
Decisions Across Boundaries
“It is inadequate to
architect up to the
boundaries or
interfaces of a system;
one must architect
across them.”
– Robert Spinrad*
* As quoted in Rechtin and Maier
domain
enterprise
components
service
“Power is America’s last
dirty word. It is easier to
talk about money [..] than
it is to talk about power.”
— Rosabeth Moss Kanter
TECHNICAL
LEADERSHIP
Decisions and Power
Photo: Ardmore Ceramics http://ardmoreceramics.co.za
TECHNICAL
LEADERSHIP
How Decisions are Made
“the sources of power that are
needed in natural settings are
usually not analytical at all—
the power of intuition, mental
simulation, metaphor and story
telling”
— Gary Klein
TECHNICAL
LEADERSHIP
Experience
“Their experience let them
identify a reasonable reaction
as the first one they considered,
so they did not bother thinking
of others. They were not being
perverse. They were being
skillful.”
– Gary Klein
TECHNICAL
LEADERSHIP
Mental Simulation
‘In the middle of the meeting,
the man stood up, walked over
to the door, and closed it.Then
in a hushed voice he said, “To be
a good fireground commander,
you need to have a rich fantasy
life.”
He was referring to the ability to
use the imagination.’
– Gary Klein
Image: from Sources of Power
TECHNICAL
LEADERSHIP
Try This
• Consider the following problem
– One morning, exactly at 8 A.M., a monk began to climb a tall mountain.
The narrow path, no more than a foot or two wide, spiraled around the
mountain to a glittering temple at the summit. The monk ascended the
path at varying rates of speed, stopping many times along the way to
rest and to eat the dried fruit he carried with him. He reached the
temple precisely at 8 P.M.
The next day, he began his journey back along the same path, starting at
8A.M. and again walking at varying speeds with many pauses along the
way. He reached the bottom at precisely 8 P.M.
– I assert that there is at least one spot along the path the monk occupied
at precisely the same time of day on both trips.
– Is my assertion true? How do you decide?
Source: Visual Thinking by Rudolf Arnheim
One Approach
Image: Visual Thinking by Rudolf Arnheim
TECHNICAL
LEADERSHIP
Modeling and Sketchprototypes
Image: Simon Brown’s C4 Model https://c4model.com/
TECHNICAL
LEADERSHIP
Analogy and Metaphor
“Metaphor does more than adorn our
thinking. It structures our thinking. It
conditions our sympathies and
emotional reactions. It helps us achieve
situation awareness. It governs the
evidence we consider salient and the
outcomes we elect to pursue [..]
Analogical reasoning can also suggest
options. ”
— Gary Klein
TECHNICAL
LEADERSHIP
“All too often, managers rely on common
leadership approaches that work well in one set
of circumstances but fall short in others. Why [..]?
The answer lies in a fundamental assumption of
organizational theory and practice: that a certain
level of predictability and order exists in the
world. This assumption, grounded in the
Newtonian science that underlies scientific
management, encourages simplifications that are
useful in ordered circumstances. Circumstances
change, however, and as they become more
complex, the simplifications can fail.”
– David Snowden and Mary Boone
Image by: Sue Borchardt
Again: Cynefin and Context
TECHNICAL
LEADERSHIP
The Leadership Moment
“I always say to myself, what is
the most important thing we
can think about at this
extraordinary moment.”
– Buckminster Fuller
TECHNICAL
LEADERSHIP
Strengthening the Decision
TECHNICAL
LEADERSHIP
Recap: Characterize the decision
• Clarify outcome sought
• Understand the context(s), shaping
forces, constraints and trade-offs
Recap: Determine the response
• Next: Strengthen the proposed
approach
“Doingtherightthingisamatter
ofwisdom,doingthe thingright
isamatter ofknowledge and
understanding.”
― RussAckoff
Perspective, Illustrated
Image: wikimedia.org/wikipedia/commons/0/0e/Cassini_apparent.jpg
TECHNICAL
LEADERSHIP
Assumptions, and Perspective
A change in perspective helps make
unstated assumptions (and other options)
visible.
From Dawn Ahukanna: we need to actively
surface not just assumptions, but our
degree of confidence in them, and
continually probe and update our
understanding of the probability of the
occurrence of assumptions that shape
decisions, especially critical ones
TECHNICAL
LEADERSHIP
Alternatives
“If you haven’t thought of
three possibilities, you
haven’t thought enough.”
— Jerry Weinberg
TECHNICAL
LEADERSHIP
Decisions, Decisions
So we have understood the
context, the various interacting
desired outcomes, the
interacting forces, and
implications, and we have
developed alternatives that… all
look good… 😵 NOW WHAT???
Image: https://x.xplane.com/dot-vote-method-card-download
“Unless and until all
members of a team have a
common understanding of
the problem, attempts to
solve the problem are just
so much wasted energy.”
― Gerald M. Weinberg
And
Communicating the Decision
TECHNICAL
LEADERSHIP
Communicate, Communicate
“The longer I’m a leader, the more
I realize that communicating
something once is the equivalent
of not communicating it at all.
Communicate the bring repeatedly
until they literally ask you to stop.”
— Nivia Henry
Image source: Nivia Henry (@lanooba) with permission
TECHNICAL
LEADERSHIP
Persuasion
Rhetoric: persuasion through the use
of oral or written language
(term coined by Plato)
In The Art of Rhetoric, Aristotle
defined three modes of rhetoric
• Logos: an argument from reason
• Pathos: emotional appeal, and
• Ethos: reputation and credibility
Decisions Interact With Context
sense / make sense respond
John Boyd, “A Discourse on Winning and Losing”
TECHNICAL
LEADERSHIP
Quoted in this module
Dawn Ahukanna: @dawnahukanna
Jeff Atwood: @codinghorror
Abeba Birhane: @abebab
Kent Beck: @KentBeck
Grady Booch: @Grady_Booch
Melvin Conway: @conways_law
Richard Cook: @ri_cook
Jaana Dogan: @rakyll
Sarah Mei: @sarahmei
Diana Montalion: @dianamontalion
Shane Parrish: @farnamstreet
Mary Poppendieck: @mpoppendieck
Robert Smallshire: @robsmallshire
Rebecca Wirfs-Brock: @rebeccawb
TECHNICAL
LEADERSHIP
Quoted in this module
Sue Borchardt: @contemplatethis
Esther Derby: @estherderby
Michael Feathers: @mfeathers
Christin Gorman: @ChristinGorman
Nivia Henry: @lanooba
Phillip Johnston: @mbeddedartistry
Liz Keogh: @lunivore
Kathryn Schulz: @kathrynschulz
David Snowden: @snowded
More about our Work
and Masterclasses:
Twitter: @ruthmalan
Web: ruthmalan.com
BredemeyerConsulting
Web: bredemeyer.com
“Themostessential(and
satisfying)workoftheleader isto
create more leaders.”
—MaryParkerFollett

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Decisions and Technical Leadership

  • 1. Technical Leadership Masterclass By Ruth Malan Bredemeyer Consulting Twitter: @ruthmalan Module from our
  • 3. TECHNICAL LEADERSHIP Image: xkcd 657 Kinds of Decisions • Distinctions, considerations Making Decisions • How we make decisions • Context and tradeoffs Socializing Decisions DECISIONS
  • 4. TECHNICAL LEADERSHIP Decisions Constrain ‘Limiting or closing off alternatives is the most common understanding of the term “constraint.”’ — Alicia Juarrero Image from video posted by Will Evans, from LeanUX 2015
  • 5. TECHNICAL LEADERSHIP Not Make Decisions? “Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all.” — Douglas Martin
  • 6. TECHNICAL LEADERSHIP Constraints Restrict, But “But if all constraints restricted a thing's degrees of freedom in this way, organisms (whether phylogenetically or developmentally) would progressively do less and less.” — Alicia Juarrero
  • 7. TECHNICAL LEADERSHIP Constraints Enable “constraints not only reduce the alternatives — they also create alternatives. Constraints, that is, can also create properties which a component exhibits in virtue of its embeddedness in a system, properties it would otherwise not have.” — Alicia Juarrero “Causality as Contraint”
  • 8. TECHNICAL LEADERSHIP Last Responsible Moment “the last responsible moment [:] the moment at which failing to make a decision eliminates an important alternative.” — Mary and Tom Poppendieck
  • 9. TECHNICAL LEADERSHIP Earliest Responsible Moment “I prefer to make decisions when they have positive impacts. Making decisions early that are going to have huge implications isn’t bad or always wasteful. Just be sure they are vetted and revisited if need be.” — Rebecca Wirfs-Brock
  • 10. TECHNICAL LEADERSHIP Irreversible Decisions “Some decisions are consequential and irreversible or nearly irreversible [..] and these decisions must be made methodically, carefully, slowly, with great deliberation and consultation.” — Jeff Bezos
  • 11. TECHNICAL LEADERSHIP Irreversible Decisions “If you walk through and don’t like what you see on the other side, you can’t get back to where you were before.” — Jeff Bezos
  • 12. TECHNICAL LEADERSHIP Reversible Decisions “But most decisions aren’t like that – they are changeable, reversible – they’re two-way doors.” — Jeff Bezos
  • 13. TECHNICAL LEADERSHIP Decision Making ‘You need strategies that help rule things out. That's the opposite of saying, “This is what my gut is telling me; let me gather information to confirm it.”’ — Gary Klein
  • 14. TECHNICAL LEADERSHIP Decisions Are Trade-offs “For me, “engineer” means knowing that all decisions are tradeoffs. It means considering both upsides & downsides of each technical choice, and doing so with explicit consideration of the larger system context.” – Sarah Mei Image: @sarahmei
  • 15. Mattias Petter Johansson, on Quora Spotify – +
  • 16. TECHNICAL LEADERSHIP Trade-offs Space-Time Trade-Off More space More time Less time Less space Spotify Example:  Size of songs, to  Co-ordination overhead between teams
  • 17. TECHNICAL LEADERSHIP Trade-offs: Dyads Control Autonomy Global perspective Local responsiveness Control Co-operation More consistency More flexibility Co-operation Autonomy More synergy More accountability
  • 18. TECHNICAL LEADERSHIP Trade-offs: Triads “most organizational issues are a balance of three variables: individual autonomy, hierarchical control, and spontaneous cooperation. By learning to frame issues as trade-offs among these design variables, one can see underlying patterns” – Robert Keidel
  • 20. TECHNICAL LEADERSHIP Sources of Forces “we build systems out of pure thought, in order to balance the static and dynamic forces of cost, schedule, functionality, performance, reliability, usability, and ethical implications” – Grady Booch Image source: Grady Booch
  • 21. Smart Decisions The Smart Decisions Game highlights the tradeoffs inherent in each decision and across decisions Images from: Smart Decisions Game site: https://smartdecisionsgame.com/
  • 22. Force Field Analysis decision or solution approach pros and other forces for cons and other forces against Adapted from: Gamestorming.com, by Dave Gray, et al driving forces restraining forces facilitating factors impeding factors
  • 23. Forces in Dynamic Tension Rasmussen’s dynamic safety model describes the feasible operating space for a sociotechnical system. Here, we’ve adapted the model to highlight the tension given economic and market forces, which puts pressure on code properties Image: Adapted from the Dynamic Safety Model presented in Cook and Rasmussen, 2005 Economic failure “habitable zone” Code not habitable Software* not habitable miss market or market window, delayed revenue stream “ball of mud” entanglement, brittle and hard to change, increasing pressure on the team privacy or security breaches, scalability failures, not accessible, poor fit to need * in operation and use
  • 24. TECHNICAL LEADERSHIP Context Matters “Design quality is not a property of the code. It's a joint property of the code and the context in which it exists.” – Sarah Mei Image source: @sarahmei with permission
  • 25. TECHNICAL LEADERSHIP Design in Context “Alwaysdesignathing by considering itinitsnext largercontext.” —ElielSaarinen
  • 27. TECHNICAL LEADERSHIP Formulating the Problem Dancing withSystems 1. Getthebeat Before you disturb the system in any way, watch how it behaves. 2. Listentothewisdomofthe system Aid and encourage the forces and structures that help the system run itself. –DonellaMeadows Image: donellameadows.org
  • 28. Mental Models ‘these facets are incorporated into an internal representation that is sometimes called a "mental model“’ — SNAFUcatchers Image: Richard I. Cook, STELLA Report
  • 29. TECHNICAL LEADERSHIP Context Context Context To make a decision, we need to have a (good enough) conception of • Desired outcome(s) • Forces and constraints Arising in context of • development • operations • use • value network development ecosystem operations ecosystem value network /business ecosystem use ecosystem
  • 30. Decisions Across Boundaries Context System-in-Context (use, dev, ops) System (Ecosystem) Strategy Ecosystem interventions “Requirements" Design of system capabilities Architecture Structure and mechanisms System design is contextual design — it is inherently about boundaries (what’s in, what’s out, what spans, what moves between), and about tradeoffs. It reshapes what is outside, just as it shapes what is inside. internal design: parts and interactions; theory of operation product design technical design UX/UI
  • 31. TECHNICAL LEADERSHIP Decisions Across Boundaries “It is inadequate to architect up to the boundaries or interfaces of a system; one must architect across them.” – Robert Spinrad* * As quoted in Rechtin and Maier domain enterprise components service
  • 32. “Power is America’s last dirty word. It is easier to talk about money [..] than it is to talk about power.” — Rosabeth Moss Kanter TECHNICAL LEADERSHIP Decisions and Power Photo: Ardmore Ceramics http://ardmoreceramics.co.za
  • 33. TECHNICAL LEADERSHIP How Decisions are Made “the sources of power that are needed in natural settings are usually not analytical at all— the power of intuition, mental simulation, metaphor and story telling” — Gary Klein
  • 34. TECHNICAL LEADERSHIP Experience “Their experience let them identify a reasonable reaction as the first one they considered, so they did not bother thinking of others. They were not being perverse. They were being skillful.” – Gary Klein
  • 35. TECHNICAL LEADERSHIP Mental Simulation ‘In the middle of the meeting, the man stood up, walked over to the door, and closed it.Then in a hushed voice he said, “To be a good fireground commander, you need to have a rich fantasy life.” He was referring to the ability to use the imagination.’ – Gary Klein Image: from Sources of Power
  • 36. TECHNICAL LEADERSHIP Try This • Consider the following problem – One morning, exactly at 8 A.M., a monk began to climb a tall mountain. The narrow path, no more than a foot or two wide, spiraled around the mountain to a glittering temple at the summit. The monk ascended the path at varying rates of speed, stopping many times along the way to rest and to eat the dried fruit he carried with him. He reached the temple precisely at 8 P.M. The next day, he began his journey back along the same path, starting at 8A.M. and again walking at varying speeds with many pauses along the way. He reached the bottom at precisely 8 P.M. – I assert that there is at least one spot along the path the monk occupied at precisely the same time of day on both trips. – Is my assertion true? How do you decide? Source: Visual Thinking by Rudolf Arnheim
  • 37. One Approach Image: Visual Thinking by Rudolf Arnheim
  • 38. TECHNICAL LEADERSHIP Modeling and Sketchprototypes Image: Simon Brown’s C4 Model https://c4model.com/
  • 39. TECHNICAL LEADERSHIP Analogy and Metaphor “Metaphor does more than adorn our thinking. It structures our thinking. It conditions our sympathies and emotional reactions. It helps us achieve situation awareness. It governs the evidence we consider salient and the outcomes we elect to pursue [..] Analogical reasoning can also suggest options. ” — Gary Klein
  • 40. TECHNICAL LEADERSHIP “All too often, managers rely on common leadership approaches that work well in one set of circumstances but fall short in others. Why [..]? The answer lies in a fundamental assumption of organizational theory and practice: that a certain level of predictability and order exists in the world. This assumption, grounded in the Newtonian science that underlies scientific management, encourages simplifications that are useful in ordered circumstances. Circumstances change, however, and as they become more complex, the simplifications can fail.” – David Snowden and Mary Boone Image by: Sue Borchardt Again: Cynefin and Context
  • 41. TECHNICAL LEADERSHIP The Leadership Moment “I always say to myself, what is the most important thing we can think about at this extraordinary moment.” – Buckminster Fuller TECHNICAL LEADERSHIP
  • 42. Strengthening the Decision TECHNICAL LEADERSHIP Recap: Characterize the decision • Clarify outcome sought • Understand the context(s), shaping forces, constraints and trade-offs Recap: Determine the response • Next: Strengthen the proposed approach “Doingtherightthingisamatter ofwisdom,doingthe thingright isamatter ofknowledge and understanding.” ― RussAckoff
  • 44. TECHNICAL LEADERSHIP Assumptions, and Perspective A change in perspective helps make unstated assumptions (and other options) visible. From Dawn Ahukanna: we need to actively surface not just assumptions, but our degree of confidence in them, and continually probe and update our understanding of the probability of the occurrence of assumptions that shape decisions, especially critical ones
  • 45. TECHNICAL LEADERSHIP Alternatives “If you haven’t thought of three possibilities, you haven’t thought enough.” — Jerry Weinberg
  • 46. TECHNICAL LEADERSHIP Decisions, Decisions So we have understood the context, the various interacting desired outcomes, the interacting forces, and implications, and we have developed alternatives that… all look good… 😵 NOW WHAT??? Image: https://x.xplane.com/dot-vote-method-card-download
  • 47. “Unless and until all members of a team have a common understanding of the problem, attempts to solve the problem are just so much wasted energy.” ― Gerald M. Weinberg And
  • 49. TECHNICAL LEADERSHIP Communicate, Communicate “The longer I’m a leader, the more I realize that communicating something once is the equivalent of not communicating it at all. Communicate the bring repeatedly until they literally ask you to stop.” — Nivia Henry Image source: Nivia Henry (@lanooba) with permission
  • 50. TECHNICAL LEADERSHIP Persuasion Rhetoric: persuasion through the use of oral or written language (term coined by Plato) In The Art of Rhetoric, Aristotle defined three modes of rhetoric • Logos: an argument from reason • Pathos: emotional appeal, and • Ethos: reputation and credibility
  • 51. Decisions Interact With Context sense / make sense respond John Boyd, “A Discourse on Winning and Losing”
  • 52. TECHNICAL LEADERSHIP Quoted in this module Dawn Ahukanna: @dawnahukanna Jeff Atwood: @codinghorror Abeba Birhane: @abebab Kent Beck: @KentBeck Grady Booch: @Grady_Booch Melvin Conway: @conways_law Richard Cook: @ri_cook Jaana Dogan: @rakyll Sarah Mei: @sarahmei Diana Montalion: @dianamontalion Shane Parrish: @farnamstreet Mary Poppendieck: @mpoppendieck Robert Smallshire: @robsmallshire Rebecca Wirfs-Brock: @rebeccawb
  • 53. TECHNICAL LEADERSHIP Quoted in this module Sue Borchardt: @contemplatethis Esther Derby: @estherderby Michael Feathers: @mfeathers Christin Gorman: @ChristinGorman Nivia Henry: @lanooba Phillip Johnston: @mbeddedartistry Liz Keogh: @lunivore Kathryn Schulz: @kathrynschulz David Snowden: @snowded
  • 54. More about our Work and Masterclasses: Twitter: @ruthmalan Web: ruthmalan.com BredemeyerConsulting Web: bredemeyer.com “Themostessential(and satisfying)workoftheleader isto create more leaders.” —MaryParkerFollett