My first year, a professional review

A bit over a year ago, I applied to a startup. I’d never been a developer advocate before, and I wasn’t sure what the job actually entailed, but the person who recommended me (thanks, Rach!) and the hiring manager said that probably my experience doing talks about technical writing was enough to make me a plausible candidate.

I wasn’t sure then exactly what developer relations actually was, and now I’ve been doing this for a year and in an active community of other people doing it, and I think it is like the parable about the elephant – it looks different to everyone because we’ve all got different parts of the same beast.

For me, it looks like going to conferences – a lot of conferences! And being on twitter and writing blog posts and talking to people and being available to answer or route questions. It looks like offering a feature flags open space at every possible place I can. It looks like reading a dozen articles a day, looking for insight and parallax and industry position and good ideas, and funneling it back to the team. It looks like meeting teams who are actually developing with our tool and taking notes on all the things that are annoying them. It means really, truly, non-sarcastically caring about stickers and swag and conference sponsorship and organization and postcards and follow-up.

It’s not an entirely new skillset, but a lot of it is new, and I’ve never been this close the the sales and marketing parts of a company before, and I’m more convinced than ever that it is a really technical skillset that is tragically under-rated for difficulty.

If you’re observant, you’ll see what’s missing from my list: coding. It’s on my list for next year, because I have some neat ideas that I’ll need to use our tool to implement, but it’s not actually very relevant to what I’m trying to do right now.

My goals for this year

I didn’t really write down my goals when I started, because, like I said, I didn’t know what I was doing. But here are the things that I was working toward:

  • Give talks about feature flags/feature management at technical levels from “what is a feature flag” to “how does that work with containers”
  • Standardize the industry term on “feature flags”, so everyone was talking about the same thing. (Kelsey Hightower said feature flag, and you bet I screencapped that. I was delighted.)
  • Visit real live people using our product and funnel their needs back to the right people on our side.
  • Explain what a feature flag was often enough, in enough places, that people started to recognize the concept.
  • In September and October, I would go to conferences and say to someone, “Do you know what a feature flag or toggle is?”, and I would get a lot of blank looks. This July I went to a conference and someone who wasn’t me proposed an open space of feature flags. That’s anectdata, but I think the needle is moving, and I’m giddy. It’s not just me – there are dozens of people talking about this. Martin Fowler hosted a post from Pete Hodgeson on his blog in October of 2017. Willy-Peter Schaub writes about them from the Microsoft MVP perspective, and Raven Covington from MailChimp gave a talk on feature flags at Bath Ruby.
  • It’s partly me, though. I’ll take some credit. If we assume an average audience of 50 people, by 30 conferences, that’s 1500 people who have gotten to hear me enthuse about Testing in Production and Democratizing Release and Progressive Deployment and Continuous Deployment Means Shipping Broken Code and Kill-Switch/Circuit Breaker Patterns. (It’s not quite perfect math, because not all my talks are about feature flags, but not all my audiences are as small as 50.)


I’m not going to spread my whole retrospective out here, because there’s a lot of it that’s purely personal or company internal, but here’s a sampling.

What went well

  • Conference acceptances are encouraging
  • New talks making good impact
  • Feel like I can explain the product with a reasonable degree of technical accuracy and depth
  • Honestly like my company and my co-workers
  • I love learning things. Going to conferences is like all the good parts of college, with much less homework
  • Feel like I did ok mentoring other speakers

Could improve

  • Nearly burned myself out on travel
  • Planning to get speech coaching to hone my skills
  • Want to learn to do code-ier demos
  • Continue improvement in travel booking and organizational skills around writing blog posts and talks
  • Got tired of my conference dresses. Need to sew more batches when I’m home

Looking ahead

  • I’d like to set up some client meetings while I’m visiting places for conferences.
  • Need to not totally drop fitness goals while I’m on the road.
  • Be slightly more selective about conference submission and acceptance. Fine-tune for conferences that have the audiences we need.

    It’s been a good year, and I’m looking forward to next year and don’t feel like there’s any reason for me to worry about finding interesting things to do in the coming year.

    In the meantime, if you want to ask me a question about feature flags, or conference speaking, or the care and maintenance of bright pink hair, you can reach me at