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Anatomy of a Developer Evangelist

            Adam FitzGerald
     Director of Developer Relations
              VMware, Inc.
Adam FitzGerald
Anatomy of a Developer Evangelist
Anatomy of a Developer Evangelist
Personality Types: Myers Briggs
Extroversion(E)                        Sensing (S)                      Thinking (T)       Judging (J)
              vs                                 vs                                  vs         vs
 Introversion(I)                      Intuition(N)                        Feeling (F)     Perception (P)

          Action                           Practical                        Objective        Closure
         Thought                          Innovative                        Subjective     Open ended

       Frequent                           Factual                              Logic         Decision
      Substantive                       Hypothetical                          Emotion       satisfaction

          People                            Detail                           Analysis          Work
           Solo                           Big picture                        Devotion          Play


Source: Please Understand Me by David Keirsey and Marilyn Bates ISBN 0-9606954-0-0
Personality Types: US Distribution

          ISTJ                             ISFJ                         INFJ   INTJ
       11-14%                             9-14%                         1-3%   2-4%

         ISTP                             ISFP                          INFP   INTP
          4-6%                             5-9%                         4-5%   3-5%
        ESTP                              ESFP                          ENFP   ENTP
          4-5%                             4-9%                         6-8%   2-5%
         ESTJ                             ESFJ                          ENFJ   ENTJ
        8-12%                             8-13%                         2-5%   2-5%


Source: http://www.capt.org/mbti-assessment/estimated-frequencies.htm
Personality Types: Guide
Personality Types: Software Dev

          ISTJ                                ISFJ                               INFJ              INTJ
        11-14%                               9-14%                               1-3%              2-4%

          ISTP                               ISFP                               INFP               INTP
          4-6%                                5-9%                               4-5%              3-5%
         ESTP                               ESFP                               ENFP                ENTP
          4-5%                                4-9%                               6-8%              2-5%
          ESTJ                               ESFJ                               ENFJ               ENTJ
         8-12%                               8-13%                               2-5%              2-5%


Source: Software Engineer Personality Types - Jan 2010 IT Pro published by IEEE Computer Society
Personality Types: Dev Evangelism

  ISTJ    ISFJ     INFJ     INTJ
 11-14%   9-14%    1-3%     2-4%

 ISTP     ISFP     INFP    INTP
  4-6%    5-9%     4-5%     3-5%
 ESTP     ESFP     ENFP    ENTP
  4-5%    4-9%     6-8%     2-5%
 ESTJ     ESFJ     ENFJ    ENTJ
 8-12%    8-13%    2-5%     2-5%
Where to find such rare beasts?
Manage: Motivation
Manage: Content
Manage: Measurement
Managing: Freedom & Flexibility
Manage: Career Path
Archetype: Zealot


               Developers,
               Developers,
               Developers,
               Developers,
                    …
              Hhhrrrrggghhh!
Archetype: Professor
Good news everyone!
 I’ve created a Haskell
DSL that improves SVM
approximations to NP-
complete problems by
  a factor of O(log(n)).
Archetype: Social Maven

                I just live tweeted
                   the meet-up,
                posted the demo
                  to YouTube and
                  accepted a pull
                    request on
                      GitHub.
Anti-Archetype: Tech Trendster

                                                                                    Javascript? Ha!
                                                                                  Node.JS is so 2012,
                                                                                  I’m already using….




Image Source: http://www.mademan.com/4-types-of-hipsters-you-will-see-drinking-pabst-blue-ribbon/
Summary
Developer Evangelists are:
• A scarce resource
• Commonly not self-identified
• Uniquely motivated

A successful Developer Evangelist can
• Elevate a technology
• Empower a community
• Generate massive web visits, leads, opportunities
Questions




afitzgerald@vmware.com

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Anatomy of a Developer Evangelist

  • 1. Anatomy of a Developer Evangelist Adam FitzGerald Director of Developer Relations VMware, Inc.
  • 3. Anatomy of a Developer Evangelist
  • 4. Anatomy of a Developer Evangelist
  • 5. Personality Types: Myers Briggs Extroversion(E) Sensing (S) Thinking (T) Judging (J) vs vs vs vs Introversion(I) Intuition(N) Feeling (F) Perception (P) Action Practical Objective Closure Thought Innovative Subjective Open ended Frequent Factual Logic Decision Substantive Hypothetical Emotion satisfaction People Detail Analysis Work Solo Big picture Devotion Play Source: Please Understand Me by David Keirsey and Marilyn Bates ISBN 0-9606954-0-0
  • 6. Personality Types: US Distribution ISTJ ISFJ INFJ INTJ 11-14% 9-14% 1-3% 2-4% ISTP ISFP INFP INTP 4-6% 5-9% 4-5% 3-5% ESTP ESFP ENFP ENTP 4-5% 4-9% 6-8% 2-5% ESTJ ESFJ ENFJ ENTJ 8-12% 8-13% 2-5% 2-5% Source: http://www.capt.org/mbti-assessment/estimated-frequencies.htm
  • 8. Personality Types: Software Dev ISTJ ISFJ INFJ INTJ 11-14% 9-14% 1-3% 2-4% ISTP ISFP INFP INTP 4-6% 5-9% 4-5% 3-5% ESTP ESFP ENFP ENTP 4-5% 4-9% 6-8% 2-5% ESTJ ESFJ ENFJ ENTJ 8-12% 8-13% 2-5% 2-5% Source: Software Engineer Personality Types - Jan 2010 IT Pro published by IEEE Computer Society
  • 9. Personality Types: Dev Evangelism ISTJ ISFJ INFJ INTJ 11-14% 9-14% 1-3% 2-4% ISTP ISFP INFP INTP 4-6% 5-9% 4-5% 3-5% ESTP ESFP ENFP ENTP 4-5% 4-9% 6-8% 2-5% ESTJ ESFJ ENFJ ENTJ 8-12% 8-13% 2-5% 2-5%
  • 10. Where to find such rare beasts?
  • 14. Managing: Freedom & Flexibility
  • 16. Archetype: Zealot Developers, Developers, Developers, Developers, … Hhhrrrrggghhh!
  • 17. Archetype: Professor Good news everyone! I’ve created a Haskell DSL that improves SVM approximations to NP- complete problems by a factor of O(log(n)).
  • 18. Archetype: Social Maven I just live tweeted the meet-up, posted the demo to YouTube and accepted a pull request on GitHub.
  • 19. Anti-Archetype: Tech Trendster Javascript? Ha! Node.JS is so 2012, I’m already using…. Image Source: http://www.mademan.com/4-types-of-hipsters-you-will-see-drinking-pabst-blue-ribbon/
  • 20. Summary Developer Evangelists are: • A scarce resource • Commonly not self-identified • Uniquely motivated A successful Developer Evangelist can • Elevate a technology • Empower a community • Generate massive web visits, leads, opportunities

Editor's Notes

  1. Background:The Object PeopleBEA SystemsSpringSourceVMwareCloud FoundryPrincipal Evangelist (BEA Systems) 2005Run Developer Relations teams 2006-presentInterviewed over 100 candidatesHired ~25+ Developer EvangelistsNext: So we are talking about Developer Evangelists…who are they
  2. Characteristics description:http://www.ajot.me/being-a-developer-evangelist/ - AmitJotwani-Excite-Simplify-Create community-Reflect the true face of your company/technologyhttp://developer-evangelism.com/ - Chris HeilmanmSpokesperson, mediator, translatorImage:Dominik, ApplicakeRoR developer (http://www.applicake.com/team)Next: Build
  3. Anatomy: Brain (intelligence), heart (passion), voice, productivity (hands), travel (legs), Next: Think, feel, speak informs Personality Type – intro to MBTI
  4. http://en.wikipedia.org/wiki/Myers-Briggs_Type_Indicator – need to define and explain (MBTI for short)Source: Please Understand Me by David Keirsey and Marilyn Bates ISBN 0-9606954-0-0Ben covered on Monday the Intuitivevs Logical dichotomy for the brain. Attitude:Introversion vs ExtroversionFunctions: -Perceiving: sensing and intuition (information gathering) -Judging: thinking and feeling (choice)Lifestyle: Judging vs PerceptionNext: These four scales produce 16 possible personality types
  5. http://en.wikipedia.org/wiki/Myers-Briggs_Type_Indicator – need to define and explain (MBTI for short)US Population break down by MBTI (Source: http://www.capt.org/mbti-assessment/estimated-frequencies.htm)Next:How to understand these different personalities?
  6. Source: http://www.deviantart.com/download/172197476/Myers_Briggs_Star_Trek_Edition_by_loqutor.jpgNext:What do these personality type mean for software development
  7. Source: Software Engineer Personality Types - Jan 2010 IT Pro published by IEEE Computer Societyhttp://www.wtst.org/2011/WTST2011CapretzPaperv2.pdfPredominant Personality types in Software Development: ISTJ, then ISTP and INTJ, with possibly INTP. Next: But what personality type makes the best Developer Evangelist?
  8. In my experience the most successful Developer Evangelists have the: ENTJ!!!Main differences: Attitude=Extroversion, Perception=IntuitiveISTJ+ISTP+INTJ+INTP = 11.6% + 5.4% + 2.1% + 3.3% = 22.4%ENTJ = 1.8%12 to 1 ratio in general population. In my experience it is much higher 20-25 to 1. Next: so Developer Evangelists are a pretty rare commodity, so when you want to hire one, where do you find them?
  9. Recruiters are generally horrible at finding these candidates, in my experience. Often people who would be good Developer Evangelists don’t even know that this is a career possibility for them. You need to find them where they live.Publicly:Stack Overflow,Community forums, Published Authors, Conference Speakers, Technology blogsInternally:Engineering – someone who submits talks to conferencesSales Engineer – runs meet-ups, enjoys customer interaction, wants to get out of the sales cycleSupport Engineer – has to be outbound Next: Now that you have found one, how to you manage them
  10. Main motivators are not the traditional incentive schemes. DevEv aspire to community/peer respect, public recognition of authoritative voice, technology visionary…adulationMany evangelists are interested in a specific open source project or open standard, contributing to make the world a better place, company where they work for is secondary.Josh Long is a good example in our team.,Mozilla Chris Heilmann,Facebook David Recordon,SalesForce Kevin MarksProblem sometimes to align their goals / the organizationThese communities of interest create stronger ties than company people work for.Spring community,Identity community,HTML5Next: What do you want them to do?
  11. At VMware Developer Evangelists are content factoriesBlog postsPresentationsGetting Started GuidesSample ApplicationsDocumentationTechnology evaluations (internal)Community feedbackNext: how do you know it is working?
  12. It is all about reach…how many impressionsWeb visits, blog views, YouTube views, app downloads, re-tweets, Non-web: conference presentation attendeesNext: How do you ensure they are productive?
  13. In my experience, if you have recruited corrected the best thing you can do is get out of the way….passion for the community will drive them to create useful content.Give them guidance, use programs to amplify voiceLocation: have to be wiling to work with a distributed team if you want the bestNext: How do you keep them happy in the long run?
  14. For some people dev evangelism is just a step in a career: from support or eng to evangelism, to product mgt, marketing, engineeringDevelop their public speaking skills, writing skills, learn many technologies, ...For others they discover it suits their strengths so well that they stick with it: few organizations have career tracks for them, with various levels where you can continue growing in an evangelism role. Large platform providers.Microsoft, Google, VMware, Mozilla, Oracle, ...Next: So what are the different types of developer evangelists
  15. Positives: Enthusiasm, expertise, commitment, clear community representationThings to watch out for:Lack of understanding for business drivers, missing the big picture, open source everything, inadvertent leaksPossible to trend towards ENFJ than ENTJ: i.e. choice is driven by passion sometimes more than logicBalmer: http://www.youtube.com/watch?v=8To-6VIJZRENext: Professor
  16. Positives: Authority, Credibility, high concepts, meta-trends, flexibilityThings to watch out for:Long research periods, low content production, too abstract to make practical, niche specializationMore likely to be an ENTJ, but INTJ possible with learned public speaking“Good news everyone! I’ve created a Haskell DSL that improves SVM approximations to NP-complete problems by a factor of log(n) ”ImageSource: Professor Farnsworth,FuturamaNext: Social Maven
  17. Positives: Amplify message, authentic, relationship building, customer/partner developmentThings to watch out for:Excitability -> flame war, social overshadow technology, social noise may not imply proper engagement model Possible for this person to be ENTP rather than ENTJNext: There is a particular Dev Evangelist you should watch out for: Anti-Archetype: Trendster
  18. “JavaScript? Ha! Node.JS is so 2012, I’m already using….”http://www.mademan.com/4-types-of-hipsters-you-will-see-drinking-pabst-blue-ribbon/Tends to be ENTP rather than ENTJNext: Summary
  19. Image source: http://www.examiner.com/images/blog/wysiwyg/image/iStock_000007651615XSmall.jpg