An overview of the Decision Quality Canvas, presented by Shashi Jain at the Decision Analysis Affinity Group (DAAG) conference on June 25, 2020. The DQ Canvas is a worksheet that helps you apply Decision Quality principles to strategies in about an hour. For more information, visit https://www.shashijain.co/dqcanvas

1. DAAG 2020
Presenter: Shashi Jain
June 25, 2020

2. © 2020 Shashi Jain | All Rights Reserved
Hey, I’m Shashi
Strategic Innovation Manager
- Internet of Things
- AI in Space Exploration
Innovation Coach
Decision Quality Practitioner
2
in/skjain2 | @skjain2

3. © 2020 Shashi Jain | All Rights Reserved 3
Agenda
MOTIVATION THE DECISION
QUALITY CANVAS
PUTTING THE DQ
CANVAS INTO ACTION
NEXT STEPS

4. © 2020 Shashi Jain | All Rights Reserved 4
The PowerPoint Strategy
Good
Do Nothing
$0
Cede the market to
Big Competitor
Better
Build a modest
ecosystem
$100k
Utilize existing
Assets, scale over 1
year
Best
Do ALL the things!
$6M
Beat Everyone, all
the time

5. © 2020 Shashi Jain | All Rights Reserved
Also NOT Strategies
A Mission
Statement
Singularity U - “to educate, inspire, and empower leaders to apply
exponential technologies to address humanity's grand challenges.”
Buzzwords “Social. Local. Mobile.”
A Goal “We want to be #1 in the Market!”
A Secret “If I told you I’d have to kill you.”
5

6. © 2020 Shashi Jain | All Rights Reserved 6
Why don’t they DQ?
1. Too much process / learning curve
2. Too many inputs
3. Large time investment
4. Culture of Advocacy -> Culture of Inquiry
How do we make Decision Quality the obvious tool?

7. © 2020 Shashi Jain | All Rights Reserved 7
The Decision Quality Canvas
A Worksheet for Building a Strategy with DQ in about an Hour.

8. © 2020 Shashi Jain | All Rights Reserved
When to Use the Canvas
Building a Pathfinding strategy
Create a Starting Point for
Negotiations
Aligning a Team
Influence Organizations; Vision-
building
8
Disclaimer: Not a Substitute for Decision Analysis or the full DQ Process!

9. © 2020 Shashi Jain | All Rights Reserved
Two Sides
DECISION SIDE
• Iterate on Questions (frame), Risks, Values
• Capture important Voices
• Create options through inquiry
STRATEGY SIDE
• Visualize strategies as sets of realistic options
• Expand the frame
9

10. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
THE PURPOSE
WHAT PROBLEM OR OPPORTUNITY
ARE WE ADDRESSING?

11. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
THE TRADEOFFS
STATEMENTS THAT CONVEY POSITIVE OR NEGATIVE FACTORS THAT MATTER TO US

12. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
THE VOICES
UNCOMFORTABLE PERSPECTIVES
YOU MAY REQUIRE
RECOMMENDERS / ADVISORS
SUBJECT MATTER EXPERTS

13. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
THE FRAME
GIVENS: GUARD RAILS OR DECISIONS MADE
FOCUS NOW: FIVE QUESTIONS THAT MUST BE ANSWERED NOW. WITH 3-4 OPTIONS.
DEFERS: EVERYTHING ELSE.
ANSWER FOCUS 5 QUESTIONS
WITH MULTIPLE, REALISTIC OPTIONS
THAT REFLECT DIFFERENT
VALUES, RISKS, PERSPECTIVES.

14. Customer Focus
Alternatives Test
Key Results
Org Scope
Taxonomy for Writing a Good Question
(The Goldilocks Principle)
14
Tactical
Individual/Team
Individual/Group
Reacting
Binary (Yes/No)
Strategic
Cross-
Group/Customer
1-2 Levels
Anticipating/Growing
3-5 Specific
Visionary
Company/Industry
Multiple Levels
Influencing
General Guidance
“Just Right”“Too Small” “Too Broad”

15. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
15

16. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
16
COPY FOCUS NOW HEADINGS HERE
COPY OPTIONS (REALISTIC ALTERNATIVES) HERE

17. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
BUSINESS AS USUAL
System Integrator
Vertically Integrated
OEM
Hardware System
Data Sciences
Combination (HW + DS)
Ingredients Only
SAAS
PAAS [ingredients + SAAS]
Productization Pipeline
Brand/Subsidiary
Don’t
Full
Limited
None
THEIR BUSINESS MODEL OUR TECH STACK OUR BUSINESS MODEL TECH PARTNER SUPPORT 3RD PARTY TECH
System Integrator
Vertically Integrated
OEM
Hardware System
Data Sciences
Combination (HW + DS)
Ingredients Only
SAAS
PAAS [ingredients + SAAS]
Productization Pipeline
Brand/Subsidiary
Don’t
Full
Limited
None
System Integrator
Vertically Integrated
OEM
Hardware System
Data Sciences
Combination (HW + DS)
Ingredients Only
SAAS
PAAS [ingredients + SAAS]
Productization Pipeline
Brand/Subsidiary
Don’t
Full
Limited
None
System Integrator
Vertically Integrated
OEM
Hardware System
Data Sciences
Combination (HW + DS)
Ingredients Only
SAAS
PAAS [ingredients + SAAS]
Productization Pipeline
Brand/Subsidiary
Don’t
Full
Limited
None
System Integrator
Vertically Integrated
OEM
Hardware System
Data Sciences
Combination (HW + DS)
Ingredients Only
SAAS
PAAS [ingredients + SAAS]
Productization Pipeline
Brand/Subsidiary
Don’t
Full
Limited
None
CHOOSE ONE ALTERNATIVE PER COLUMN (PER QUESTION)
MEMORABLE
STRATEGY NAME

18. © 2020 Shashi Jain | All Rights Reserved 18
7 Steps to 1-Hour Strategy
1. Facilitated – Fill it yourself or work with a Facilitator
2. Narrative - Write a story about how you got here. Name the Canvas..
3. Voices - Put yourself in the Recommender, Expert’s shoes and quote them.
4. Frame - Iteratively build Givens/Defers, expose 5 “Focus Now” questions
5. Tradeoffs - Risks, Values that serve as a lens/filter for creating options
6. Options - For each “Focus Now” write realistic alternatives
7. Strategies - Create named strategies by choosing one alternative per column.

19. © 2020 Shashi Jain | All Rights Reserved
Hypothetical Case Study: Community Events
NARRATIVE
• TechCo hosts community events for the
networking software community.
• When developers choose the topics, events are
amazing
• Universities want to make Open Source
Software contribution.
• Struggles with measuring success, lead to
funding issues.
• Community wants path to product.
STARTING QUESTIONS
How do we get networking software developer
mindshare?
▪ Continue working with broad community
▪ Restrict or Prioritize developers per business unit’s
priorities
▪ Invitation
What do we train developers on?
▪ What they want (pull)
▪ TechCo’s prioritized subjects
19

20. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community
Developers
• Network Builders Developers
• Large company developers
• Startup developers
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not
100% related to TechCo's products.
20

21. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community
Developers
• Network Builders Developers
• Large company developers
• Startup developers
• Who are the specific speakers?
• Which specific communities?
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not 100%
related to TechCo's products.
• We will continue doing
Community Events this year.
21

22. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community
Developers
• Network Builders Developers
• Large company developers
• Startup developers
• Who are the specific speakers?
• Which specific communities?
• Organic growth to 2100 members (250 companies)
• We are a great partner to communities/groups.
• We value strong partnerships with smaller companies in our community
• Our stakeholders value a mix of developers from LARGE Companies
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not 100%
related to TechCo's products.
1. We will continue doing NPG
Community Events in 2019.
2. Flat budget (at least)
3. People resources will be
available and interested in after-
hours meetups
4. What measures matter?
• Attendance dB (name/contact)
• Feedback form (NPS) – (15% at
evening, 90%)
• Opt-In to receive TechCo info
(40-50%)
• Conversions
22

23. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community
Developers
• Network Builders Developers
• Large company developers
• Startup developers
• Who are the specific speakers?
• Which specific communities?
• Do we continue doing geo
events?
• How many events should we be
doing?
• Which community partners?
• Which types of communities to
focus on?
• Engaged developers avoid our Meetups because of perceived repetition.
• We rely on promo emails, which puts at mercy of spam filters.
• We might lose budget if we lose momentum.
• Organic growth to 2100 members (250 companies)
• We are a great partner to communities/groups.
• We value strong partnerships with smaller companies in our community
• Our stakeholders value a mix of developers from LARGE Companies
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not 100%
related to TechCo's products.
1. We will continue doing NPG
Community Events in 2019.
2. Flat budget (at least)
3. People resources will be
available and interested in after-
hours meetups
4. What measures matter?
• Attendance dB (name/contact)
• Feedback form (NPS) – (15% at
evening, 90%)
• Opt-In to receive TechCo info
(40-50%)
• Conversions
23

24. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community Developers
• Network Builders Developers
• Large company developers
• Startup developers
What kinds of events?
• Evening Meetup (Social+Speaker)
• Day Meetup (Technical Tutorials on
campus)
• Community partner event (TechCo
sponsors venue/food, content
influence/track)
• Special Perk Events for Partners
How do we involve
partners?
• Topic Selection Meetings
• Speakerships / Panel discussions
• Demos
• Partner $$$ Sponsorship
• Who are the specific speakers?
• Which specific communities?
• Do we continue doing geo
events?
• How many events should we be
doing?
• Which community partners?
• Which types of communities to
focus on?
• Engaged developers avoid our Meetups because of perceived repetition.
• We rely on promo emails, which puts at mercy of spam filters.
• We might lose budget if we lose momentum.
• Organic growth to 2100 members (250 companies)
• We are a great partner to communities/groups.
• We value strong partnerships with smaller companies in our community
• Our stakeholders value a mix of developers from LARGE Companies
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not 100%
related to TechCo's products.
1. We will continue doing NPG
Community Events in 2019.
2. Flat budget (at least)
3. People resources will be
available and interested in after-
hours meetups
4. What measures matter?
• Attendance dB (name/contact)
• Feedback form (NPS) – (15% at
evening, 90%)
• Opt-In to receive TechCo info
(40-50%)
• Conversions
24

25. Givens Write decisions that are made for you. Treat
them as guardrails for this canvas. Focus 5 Five or fewer questions that must be answered
now. Include realistic answers/options. Defer Questions that can be put off to later. If you have
>6 Focus Now, move some here.
Recommender Voices: people who will sway your decision
Expert Voices: opinions from subject matter expertise
Risks Items that may cause harm or delay but are not in your control. Values These are concepts that you value or that state your intent, but are not really decisions
What is the Big Strategy? Who is it for?
© 2020 Shashi Jain
How do we select topics?
• Partner/Developer-Selected
• TechCo-Selected
• Mix (Developer-led)
• Mix (TechCo-led)
Who do we target?
• All developers in a vertical
• Open Source Community Developers
• Network Builders Developers
• Large company developers
• Startup developers
What kinds of events?
• Evening Meetup (Social+Speaker)
• Day Meetup (Technical Tutorials on campus)
• Community partner event (TechCo sponsors
venue/food, content influence/track)
• Special Perk Events for Partners
How do we involve partners?
• Topic Selection Meetings
• Speakerships / Panel discussions
• Demos
• Partner $$$ Sponsorship
What is the follow-on Path for
developers?
• Joint Projects / Open Source contributions
• Paper contributions
• Conference Speakerships
• Who are the specific speakers?
• Which specific communities?
• Do we continue doing geo
events?
• How many events should we be
doing?
• Which community partners?
• Which types of communities to
focus on?
• Engaged developers avoid our Meetups because of perceived repetition.
• We rely on promo emails, which puts at mercy of spam filters.
• We might lose budget if we lose momentum.
• Organic growth to 2100 members (250 companies)
• We are a great partner to communities/groups.
• We value strong partnerships with smaller companies in our community
• Our stakeholders value a mix of developers from LARGE Companies
Network Software Community ScaleUp TechCo’s Network Software Solutions
Sunil: Developer events are charity. What
is the ROI?
James: I love that we talk about packet
processing technologies, even if it’s not 100%
related to TechCo's products.
Sanjana: I need to influence, but retain
confidence of TechCo and Community
Stakeholders
1. We will continue doing NPG
Community Events in 2019.
2. Flat budget (at least)
3. People resources will be
available and interested in after-
hours meetups
4. What measures matter?
• Attendance dB (name/contact)
• Feedback form (NPS) – (15% at
evening, 90%)
• Opt-In to receive TechCo info
(40-50%)
• Conversions
25

26. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None

27. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None

28. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
BUSINESS AS USUAL
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software [ONE]
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Added while iteratingStart Here

29. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
UNIVERSITY PROGRAM
AMPLIFY OPEN SOURCE
BUSINESS AS USUAL
PATH TO PRODUCTION
EXTREME MARKETING
POSSIBLY ALIENATE COMPANIES
WHAT ABOUT PROPRIETARY?
NO CHANGES
HEAVY INVESTMENT NEEDED
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software [ONE]
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None

30. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
UNIVERSITY PROGRAM
AMPLIFY OPEN SOURCE
BUSINESS AS USUAL
PATH TO PRODUCTION
EXTREME MARKETING
POSSIBLY ALIENATE COMPANIES
WHAT ABOUT PROPRIETARY?
NO CHANGES
HEAVY INVESTMENT NEEDED
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software [ONE]
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Today’s “Strategy”

31. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
UNIVERSITY PROGRAM
AMPLIFY OPEN SOURCE
BUSINESS AS USUAL
PATH TO PRODUCTION
EXTREME MARKETING
POSSIBLY ALIENATE COMPANIES
WHAT ABOUT PROPRIETARY?
NO CHANGES
HEAVY INVESTMENT NEEDED
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software [ONE]
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Chosen Strategy

32. Strategy Table
1. Focus Now Questions in Column Headers
2. Copy Alternatives in each Cell
3. Select One Alt per column by underlining.
4. Give the row (strategy) a name. Write implications.
© 2020 Shashi Jain
AMPLIFY OPEN SOURCE
AMPLIFY OPEN SOURCE
(FINAL, AFTER DISCUSSION)
WHAT ABOUT PROPRIETARY?
MUCH MORE FOCUSED!
WHAT KINDS OF
EVENTS?
HOW DO WE SELECT
TOPICS?
WHO DO WE TARGET?
WHICH COMMUNITIES
TO PARTNER WITH?
WHAT IS THE FOLLOW-
ON PATH FOR
DEVELOPERS?
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Evening Social+Speaker
Meet at TechCo Campus
Partner Event (TechCo Sponsor)
Special Perk Events for Partners
NDA Training (“Office Hours”)
Industry (Invitation-Only)
Partner/Developer-Selected
TechCo-selected
Mix (Developer-led)
Mix (TechCo-led)
All developers in a vertical
Open Source Community
Developers
Network Builders Developers
Open Source Software
Component Software
Partner Communities
Other Meetups
Universities
Joint projects with TechCo
Open Source contributions
Demo/Paper at Conf
Conference Speakerships
None
Negotiated Changes

33. Network Software Community ScaleUp
Guiding Principles
• Engage multiple Open Source (OSS) projects related to Networking
Products
• Work with key OSS Developers on topic and project selection
• Measure event satisfaction (NPS) and deliverables from the Path
• Be flexible with event types- meet OSS developers where they are
• We trust that Universities, Startups will come along for the ride
33

34. © 2020 Shashi Jain | All Rights Reserved 34
Review & Next Steps
DQ Canvas is a worksheet to develop strategies in about an hour
Two sides: Decision Iteration + Strategy Stringing
20+ facilitated DQ sessions, hundreds trained
Fit the process to your decision / strategy
Pre-work for full Dialogue Decision Process (DDP) or Decision Analysis
Use DQ Canvas in your Org: https://shashijain.co/DQCanvas

35. © 2020 Shashi Jain | All Rights Reserved
Thank You!
in/skjain2 | @skjain2

36. 36

37. © 2020 Shashi Jain | All Rights Reserved 37
Analytical Complexity
OrganizationalComplexity
High
HighLow
Low
Quick
Significant
Strategic

38. © 2020 Shashi Jain | All Rights Reserved
Writing a good “Focus Now” Question
The Goldilocks Rule
Actionable
Right Scope
Measurable
Provocative, Outcome-focused options
38
Too Big Just Right
Too
Small
Kind of
Nosy