The Art of Booth

I originally wrote this up as an internal blog post, but I think it may be useful for other people, too, so I’ve cleaned it up a bit and taken out most of the proprietary stuff, and added some explanations. I had never in my life done boothwork before this job, so I was surprised to find I had so many opinions, but if you’re going to do something, you might as well do it well.

I wanted to start a place where we could keep resources about how to be the best booth person you can be for Your Company, and what that means. 


  1. Be there for your shift. You have a calendar page that shows you when we expect you to be on-duty, and we need you there. If you have a conflicting meeting, let the booth manager know so we can get coverage.
  2. Be present. There are slow times when we all check our email, but if your laptop is open, you are more likely to seem unavailable to answer questions or chat with someone who comes up.


Saying hello

I like to wait until people slow down and make eye contact with either me or the booth. Then I say, “Hi, can I answer any questions for you?”. Usually you’ll get one of the following:

  • What is <your product>? A: You need a one-sentence answer here. A catchphrase. Way shorter than an elevator pitch. The great thing about a conference is that you have lots of chances for experimentation and iterative improvement.
  • How does that work? A: Again, super short. People are filtering at this point to see if you have any relevance to them.
  • Can you tell me more? A: Sure! What’s your job role? Tailoring the answer to the job role saves you a lot of time answering the wrong question, and also lets you practice understanding the personas that someone hopefully briefed you on.
  • Can I get a t-shirt? A: Sure! What size would you like? Saying that way avoids asking people what size they ARE. Also, t-shirts are the bane of my existence. Have some lovely socks.

Two men face away from the camera and toward a banner for LaunchDarkly. One is pointing to something on a demo screen

If you’re bored, and it’s slow, you can leave one person on the booth and the other person can go take a tour of other people’s booths and listen to their pitches. It’s remarkably educational. Just keep an eye on your partner and be sure to be back by the next scheduled rush. When you introduce yourself to another sponsor, make it clear that you’re not anyone worth pitching to, and if they want to scan you, you can ask that they mark you no-contact. Odds are, if you’re working a booth, you’re probably not buying software for your company – different roles.

Remember to make eye contact and talk to women. They are often overlooked or elbowed out in conference crowds, and they can be very influential in purchasing decisions. If someone shows up with several co-workers to show off the booth, remember to speak to all of them, not just the champion.

When someone comes up to say they’re a customer, or were a customer, thank them! They’re making the effort to say we make their lives enough better that they’ll stop and talk to us. You don’t have to scan them, but you can, or you can keep a tally sheet of who does this, just because it’s such a great feeling, and we should share it with other people at the company. I think a tally sheet might have a row for Company name, and columns for “Love the product” “Love the design” “Miss using you” “Changed my life”. Or maybe that’s too much.

HOWEVER, if they’re a current customer and they have a question – tell them they can write support, but also either scan them or make a note. There’s some reason they haven’t contacted support already – they didn’t know it was there, or they don’t know how to frame their question, or they think it’s their fault for not understanding something. If it’s something you can answer right away, like a UI question, answer it! Otherwise, make sure support knows how to find them.


I try not to scan someone until they’ve made it past the first question and asked me a follow-up question. Number of leads is important, but it’s more important that they be leads with actual value. If it’s just someone who has no interest, why put them in the funnel?

Ask before you scan. It’s a bad experience to have your personal data taken without permission.

Scan everyone in a group, if they come together. You can never tell who the champion is going to be.

If you have any time at all, rate the lead on warmth or add any pertinent info. That can include where they’ve heard of us before (Edith’s podcast, Heidi’s talks, blogpost, etc) if they happen to offer it.

Make sure the scanner is charged overnight and at slow times.

If we have to use our phones as scanners, try not to leave it lying on the table. No one wants their phone stolen, especially since it probably has a bunch of proprietary information on it.


I covered clothes for conferences in this post.


Your booth manager will take care of most of the initial setup, including making sure there’s a monitor. Double-check that the monitor and the computer don’t look grungy. A clean monitor makes us look better.

Until we have a computer that exists just to go to shows, the demo is usually run off the computer of someone working the booth. I suggest you open the following tabs:

  • LaunchDarkly-specific tabs, but it’s good to have an idea of what you want to pull up. Don’t have anything else in that window.

You’ll also have a bunch of stickers and material, which is covered in Stuff.


  • Try not to set your food or Starbucks cups on the table. We are sometimes paying $10k for this dinky table, and putting other stuff on it diminishes our brand value. It’s fine to drink at the booth, but keep it to an unbranded bottle or keep it off the main table. Hopefully we provide enough breaks that you don’t need to eat at the table. It looks super untidy.
  • Try to keep the table and area around the booth tidy. It’s almost never enough space, and if we leave our backpacks on the floor, someone will trip on them.
  • If you are using your own adapter to connect to the booth video, please just order a new one. Eventually we will get enough, but I’ve already lost 3.
  • Dress for standing all day. There are usually chairs, but it’s not always engaging to be sitting down. Also, there’s a lot of walking and standing in line.


NOTE: This is very LaunchDarkly-specific, but I’m leaving it in as an example of how to write about the things that you want to happen at your table.

We have sent you a bunch of stuff in the Pelikan cases that hold the booth supplies. Depending on how big the conference is, and how many we have going on, you’re going to have:

  • Main brochures. These go in the clear acrylic holder and a few of them can go in a stack on the table. It’s nice to have at least one upside down so you can point out the supported SDKs and marquee customers.
  • Accordion brochures. Set one of each color out, standing up and telescoped out. When people pick that one up, replace it from under the table. Do not attempt to stack these, it will just end up all over creation. If you have one of the little blocks with a gripper on it, you can put one in that, or you can use it for stickers.
  • T-shirts: None! T-shirts cost $12 each to print, and then they have to get shipped and size sorted, and they take up table room. I love our t-shirts, and I think they should go to everyone who makes an affirmative effort to get one, by visiting our trial or conference website.

  • Stickers! There are three types of stickers: 
    • Die-cut – these are the ones that are irregular shapes, like Toggle and the rocketship logo. Put out 10 or so at a time of each type, and either stack them neatly or fan them out.
    • Hexes – Put out one of each type abutting each other to show that they work together, and then have stacks of ~20 or so spaced out behind that display. Don’t try to stack stickers more than 20 high, they’ll just get knocked over all the time, but people need to be able to get their fingers around each one, so you can’t stack them up touching.
    • Minis – these are tiny 1-inch circles. It is impossible to get them stacked neatly, so I usually just have them in individual piles. NOTE: Each of the flags means something different and it is helpful for all of us, and for re-ordering if you keep the types separate as much as possible – don’t just sweep them all off the table at the end, put them back into individual baggies. The minis come in the following types:
      • Dark blue – regular LaunchDarkly. You will go through the most of these.
      • Rainbow – Gay/queer pride. If anyone asks, you can point out that the brown and black stripes represent queer people of color who are often left out of the story of queer politics.
      • Pink/white/blue – Trans pride. Leave them out, but never comment on anyone taking them. Some people think they look like they’re for little kids, some people have little kids who are trans. Who are we to say?
      • Pink/purple/blue – Bi pride. Bisexuals also have a pride flag. So do lesbians, but it’s not well-standardized yet.

The thing with all of this stuff that we send along to the conference is that it costs money. The stickers cost up to 50 cents apiece. So if we don’t give it out, we want to make sure that it survives to the next show. If we toss everything back into the case, and the case gets treated in the way of all luggage, we’re going to waste a lot of money on stickers and brochures that end up damaged and unusable. So I know you are so ready to get out of there once the show is over, but please make an effort to stow things safely.


This may seem like overthinking, but the money, time, and opportunity cost that a booth represents is pretty immense, so it’s worth it to think through what you want to have happen before you get there. Talk to your peers about what has worked for them. Walk the show floor and see what seems like a good idea. I have a whole album of pictures that I share with my design and marketing team so we keep up with what’s current and trending. If you don’t do that, you end up with a booth design that makes people strangely nostalgic for grunge music and clove cigarettes and AOL CDs, and that’s not the goal.

Mostly, though, you’re here at a booth because you have an awesome product that can actually improve people’s day, and if they want to hear about it, you want to tell them, and honestly, that feels pretty great. Go, do good work, and hide your coffee cups!

A grey cat on a red blanket stares into space

The naming of cats… or feature flag patterns

Eeee! I’m super excited to start this year because something I’ve been working on for a while is ready for all of you to look at!

Feature Flag Glossary

It’s hard to use a pattern, or even imagine it, if you don’t have a name for it, so we put together all the names for feature flag patterns we could come up with in one place. I’m sure we’ll keep adding to it, and you’re welcome to, as well.

Here’s a snippet:

A listing of terms and definitions.

Bonus poetry content:

The Naming Of Cats 
by T. S. Eliot
The Naming of Cats is a difficult matter,
It isn’t just one of your holiday games;
You may think at first I’m as mad as a hatter
When I tell you, a cat must have THREE DIFFERENT NAMES.
First of all, there’s the name that the family use daily,
Such as Peter, Augustus, Alonzo or James,
Such as Victor or Jonathan, George or Bill Bailey–
All of them sensible everyday names.
There are fancier names if you think they sound sweeter,
Some for the gentlemen, some for the dames:
Such as Plato, Admetus, Electra, Demeter–
But all of them sensible everyday names.
But I tell you, a cat needs a name that’s particular,
A name that’s peculiar, and more dignified,
Else how can he keep up his tail perpendicular,
Or spread out his whiskers, or cherish his pride?
Of names of this kind, I can give you a quorum,
Such as Munkustrap, Quaxo, or Coricopat,
Such as Bombalurina, or else Jellylorum-
Names that never belong to more than one cat.
But above and beyond there’s still one name left over,
And that is the name that you never will guess;
The name that no human research can discover–
But THE CAT HIMSELF KNOWS, and will never confess.
When you notice a cat in profound meditation,
The reason, I tell you, is always the same:
His mind is engaged in a rapt contemplation
Of the thought, of the thought, of the thought of his name:
His ineffable effable
Deep and inscrutable singular Name.
A grey cat on a red blanket stares into space

On the Origin of the Speciated Conference

I go to so many conferences! It’s an awesome and amazing part of my job. I speak at them, but I also attend them. I sit in the front row and live-tweet. I attend talks. I participate in unconference sessions. I talk to people in lines, and at lunch, and at the afterparty. I give out stickers and I say hi to the vendors. Conferences are something I’m an expert at. And when I’m not doing technology stuff, I am support crew for science-fiction conference runners.

Given that, I’m surprised that I haven’t seen a taxonomy of technical conferences, something that would help you understand which flavor of conference you’re about to go to. As near as I can tell, about 10 years ago, there was a great flowering of conference types.

Originally, we had The Technology Conference. People paid a lot of money, they sat in large conference rooms (over 100 people, say), and they listened to industry experts. Some/many of the industry experts were also vendors giving pitches.

Then, a decade ago, many people decided that this method was not meeting their needs, and they wanted more interaction, more peer contact, more connections. We ended up with some new species of conference:

  • The regional variant of a language conference. No longer just PyCon, but PyConAU, and EU, and the same for JSConf and Ruby. It was cheaper to get people to someplace close to them, the conferences were smaller, the odds of meetings speakers and experts was higher.
  • Single-track conferences with registration caps. Write the Docs, The Lead Developer, and (I think) Monitorama use this method. Everyone attends the same talks, but the registration cap means that it’s still possible to identify and talk to a speaker. A well-run single-track conference allows a lot of time between talks so people can mingle and talk.
  • DevOpsDays. The DoD format is flexible, but tends toward the single-track morning, unconference afternoon. They also work really hard to fit into budgets that allow people to attend on their own, with lowish registration fees and locations all over.
  • No Fluff, Just Stuff. The first unsponsored conference I’ve spoken at. No vendors, and a high rate of repetition for speakers and a lot of tracks, so odds are good that you will be in a small group.
  • Birds of a Feather. Not unique to any one conference organizing system, but a way for people interested in a similar problem to find each other and do collaborative learning. Mostly these happen during non-programming time.

All of these conference styles prize collaborative learning over authoritarian instruction. If you’re a speaker coming from a more authoritarian background, I have to imagine the change is a bit of a shock. I know I have felt weird when presented with a large audience that I can’t see. I don’t want you to think that one way or the other is better – depends on what you need. 50k people wouldn’t go to AWS Reinvent if there wasn’t a value to be found in it. And Reinvent has small, unrecorded sessions as well as the massive keynote sessions.

Hotel ballroom filled with a few hundred people, all facing toward a podium and the camera.

DevOpsDays Toronto

So who are the stakeholders for running a conference?

  • Attendees
  • Sponsors
  • Speakers
  • Organizers

When you maximize the happiness or utility for one group, the utility for other groups goes down, or may go down. There are some overlaps. Attendees want content that answers their questions. Speakers want to provide content that is new and promotes their personal brand. Organizers want to select speakers who bring good value and are reliable. Sponsors want their speakers selected because talking about a product drives sales. Attendees, on the whole, don’t want sales-pitch talks. You see the problem!

As a speaker, I prefer single-track conferences. That way, I never miss other people’s talks! The talks are also usually very highly curated, since a day-long conference might only have 7 speakers, so it’s pretty darn flattering to get picked. As an attendee, I like conferences that are sized so each speaker ends up talking to about 50 people. It’s small enough that I feel engaged, and big enough that the speaker doesn’t feel like they have to stop to take questions. As a sponsor, I want multiple tracks with large spaces where people have to walk past my booth to get caffeine. As an organizer, well, I’m still working on that.

I’m thinking about this because LaunchDarkly is assembling our first conference this year (2019), in the spirit of Gremlin’s Chaos Conference and Honeycomb’s o11ycon. What do we want to give people, how many people do we think we’ll have, and how do we make the experience useful?

In the spirit of testing in production, we’re going to try a combination of things – keynotes will be one-track, so everyone has a common thing to talk about, and then we’ll split into other configurations in the afternoon.

We’re looking for people who want to join us on April 9 at Trajectory to talk about feature flagging, trunk-based development, devops tools, testing in production, blue-green deployments, and other ways to speed up your development and delivery…safely.

If you want help with your pitch, or want to noodle around an idea, let me know. I’ll be back at work on the 7th and ready to think it through with you! (Yes, we’ll do bigger announcements later!)

Help, I need somebody!

I may have mentioned that I have an executive function disorder. That is the category AD(H)D falls into. What that means for me is that it is often a lot of work for me to make decisions and organize tasks. All of the traits that make me an excellent systems thinker, like holistic views, consideration of concepts outside the standard solution, and interrelationships are present all the time.

Most people, when they go to book a hotel room, get on a site like Travelocity that triages by price and distance, and they just pick something. What I do is do that, and then think about how much it would take to get Lyft to and from where I need to be and if that’s a savings worth staying further away, and is there anything else I need to visit while I’m there, and is it in my 3 loyalty networks, and does it have late-night room service, and is it close to someplace that I can get groceries, and does it have a fridge, or a microwave? Is it in the loose budget my company asks for? Is there a reason that it’s more expensive, such as holidays or major events? How does that compare to the per diem for federal employees, which is what I use as my heuristic for judging which cities are just annoyingly expensive?

I think all those things pretty much every time. And I think in that scope for almost everything. I used to think that loyalty programs like airline mile memberships and hotel points were for a) optimizers b) rich people c) frequent travelers. I’m really only a member of c), but it turns out that they’re also great for d) people who need to reduce computational complexity.

I went to 44 events this year, I think (accurate year-end roundup later). Are you exhausted thinking about that level of planning? I was. And then I was facing down 3 weeks in Europe and I complained to my boss and he told me that a personal assistant was an allowable business expense.

I’m working with a lovely woman named Carly, from an organization called Aim2Assist, and it is making my life so much better. Suddenly, I understand why executives get executive assistants and why it matters to their productivity. Because I can delegate.

How does it work?

Yes, I have signed over a great deal of personal information to this person. There’s no way around it. The way I did it was to share LastPass entries for all my frequent flyer/hotel/credit card information. I can revoke those at any time, and keep them updated. This is much easier with a company credit card, because the company has the ability to get recourse if something goes wrong (which I don’t suspect will happen, but they have more money than I do).

Then I gave her a rough set of parameters to work with. I prefer to fly Delta. Window seats. No AirB&B if we can help it. Hotel rooms in the $150-$250 range if possible. I’ll take care of my own transportation on-site. We also did a chat where I talked about things I just liked in general, and what it means when I travel for work. (14 hours days a norm)

So, for the Europe trip, I booked my inbound and outbound flights, and then sent Carly that information and the dates of the conferences and meetings in London, Bordeaux, and Marseille. Those were my fixed points. I told her that I wanted to spend some time in Bath (which was magical), and that I preferred the train to flying in Europe. She sent back an itinerary for my approval. For all my London stays, I was in one hotel, which was nice and consistent and I just had to learn one route to and from the Tube. Because I wanted to do walking in Bath, she booked me a hotel in the historic parts that was lovely and gracious and still less expensive than staying in London. In Bordeaux, she found this ridiculously lovely off-season glamping/chateau experience.

King-size bed in a rustic wood and canvas room.

It was in Bordeaux that I was desperately grateful to have her. I had gotten pickpocketed in the half hour I spent in the Paris Metro, so I only had my backup card, which was an American Express. It’s not the card of preference in Europe, if you were wondering. Instead of me trying to argue with taxi drivers about what kind of payment they’d take, she booked me a car and driver. And when the train I was booked on told her that they weren’t going to stop in Marseille due to flooding, she rebooked me onto a flight so I would get there in time.

When I got home and there were all the usual annoyances of travel, like my hotel nights were not properly credited and I needed a refund for the cancelled train ticket, I could hand those off to her instead of trying to deal with it myself.

None of this was impossible for me to do. She’s not a travel agent with access to their mystical systems. She’s a human who gets paid to make things happen for me, another human. And it’s such a blessing to me. Her decision matrix is much smaller than mine. I’ve told her my preferences, she optimizes for them, but she doesn’t end up deep in the weeds of what’s professional and what’s self-indulgence. I don’t want to walk more than half a mile to get to a conference venue, she accounts for that and doesn’t wonder if it’s worth an extra $20/night to save 10 minutes, etc etc.

NOTE: if you are a frequent traveler and no one has given you a company credit card, raise hell. If you WANT to put it all on your personal miles card, that’s fine, but you are traveling for company business, and they are going to pay eventually, so make sure they pay now. This is especially true for people who are young, have low credit limits, or have shitty credit. I can drop 10k on a month of travel bookings, easily. I do not have a personal credit card with a 10k limit, nor do I want one. Companies should not make private wealth a prerequisite to career advancement.

What can you ask for?

LaunchDarkly is paying for this service, because it’s cheaper to pay her rate than to pay my “rate” for me to do this, only less well. Those hours I don’t spend on travel booking I spend on watching conference talks or reading articles or writing blog posts. It’s better value for money.

Because my employer is doing this, I try to keep my requests to work-related things, mostly travel. I would also feel ok asking Carly to file my expenses (if our system wasn’t so stupid-easy), or send confirmations or other things that related to traveling and speaking.

If I were paying her myself, I could also ask her to book medical appointments, send birthday presents, order flowers, get someone in to clean up my lawn. We have apps for a lot of this now, but it still takes time and effort to do, and time and effort is exactly what I don’t have to spare right now.

If you ever watched The West Wing and admired Mrs. Landingham as a highly-competent person who enables Jed Bartlett to be Bartlett, that’s like the highest expression of getting help to delegate executive function to. Few of us can have a secretary, but many of us could possibly spend a day’s wages to save that time and thought for something else.

But what if?

I think the scariest thing for most of us is having our identity stolen. Going through a proper organization is going to buffer against that. I wouldn’t hire someone random off Craigslist to do that, even though they’d probably be fine. I like having someone who is accountable. Also, let’s be real, our identity is scattered across a dozen databases on the dark web already.

What if your assistant screws up? Well, so far my assistant’s track record of screwing up is far below my own record. I am the queen of being really bad at booking flights that cross midnight and realizing belatedly I’ll arrive on the wrong day. Inevitably it will happen, but when it does, I’ll have someone to help me figure that shit out.

In conclusion

Yes, it’s totally worth the money to get an assistant if you have a life like mine. I was feeling guilty about being “lazy” when I felt overwhelmed about booking my own travel, until a friend pointed out that for me, it’s an accommodation, and for everyone, it’s an efficiency.

It is a build vs. buy proposition.

I could work hard to make this work in my own system, or I could pay money and save opportunity cost to get a better end product.

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

My first year, a personal review

I woke up to a cheery email today telling me that a quarter of my stock options had vested. That means I’ve been with LaunchDarkly a whole year! (there are worse anniversary notes to get).

And what a year it’s been. I thought about doing a photo essay of all the conferences I went to in the last year, but there have literally been 36 this year, and I had speaking slots at all but 5, and of those 5, I ran open spaces at 3. Too many pictures!

I went to 3 other countries – Australia, Santo Domingo, and Canada. I made platinum status on my airline, missed my kid’s 13th birthday and every single concert, and wore out a TravelPro suitcase. I made a bunch of new friends and acquaintances, and got to know others better, and worked my ass off to learn a new career.

When I started, I had exactly one day in the office to get my new laptop, meet my new co-workers, and have an enthusiastic and influential conversation about stickers. Then it was off to Kansas City Developer Conference, my first official conference as an official Developer Advocate.

Let’s just say I was glad for my thorough interview prep!

You can see that my sticker conversation ended well. This is Velocity New York, I think.

I made it back to Oakland for LISA and the office Halloween party

I celebrated company milestones, even if I wasn’t always in the office for the official parties. I ate this bread pudding in New Orleans at RubyConf. It was delicious.

I sewed a bag for the sticker collection I tote with me to conferences. The inside fabric was an in-office thank-you gift, and the fastener is one I got in the Garment District of New York

Toggle the Space Explorer in a bag of stickers

I met this sleepy lion when I was in Sydney to visit Atlassian. It was my first customer on-site and it was kind of mind-boggling. They had so many great ideas for new features and ways to work with our product.

Lion outside the Atlassian Sydney office

There was a caricaturist at Index San Francisco. I’m pleased that I happened to be wearing this jacket that I made.

Caricature drawing of a white woman with brown, pink-tipped hair and blue eyes

This was a sketchy diagram I took a picture of and sent to our awesome product/graphic person, Melissa. She’s the one who does all our striking stickers and visual look and feel. This ended up as a slide in my Waffle House talk.

Messy handwriting diagram of success/failure continuum.

Here is my glamorous life. I took a nap in the office before a redeye flight home. This is the old office, which we have now outgrown, but the view was amazing. I am wearing technology socks, but I can’t remember right now whose.

A person's socked feet, a view of the clocktower in Oakland

The key to never feeling bad about putting stickers on your work laptop is to first cover said laptop with a clear case. It gives you a little bit of ablative impact resistance, and when you change computers, you can keep the case for your wall!

I’m proud of the work I did, and in the next post, I’ll talk a little bit about what I think is happening.

Praise is a vitamin

I was thinking about how happy I am when I get the kind of praise I need. It doesn’t make me feel smug or complacent, it makes me feel strong and empowered and like what I’m doing matters and is seen. Which is kind of the opposite of burnout. I don’t think you can entirely stave off burnout with praise – it’s systemic and situational, but I think you can certainly help.

I mostly get enough vitamins in my daily diet, so I don’t take a multivitamin. I will take specific stuff if it seems called for – folic acid while pregnant, vitamin D in the dark northern winters, salts when I’m doing a lot of sweating. (Pro-tip: If Gatorade actually tastes good to you, keep drinking it until it returns to its normal grossness).

You would think that most work would also give us what we need to feel rewarded, but some people are just better at metabolizing vitamins from food than other people. Some people can eat all the right stuff and still be desperately short of magnesium, or whatever. Our jobs continue to pay us, our boss is not yelling at us, our coworkers speak to us, surely that’s enough? For some of us, yes. For others, not so much.

For some of us, it’s hard to store praise, just like it’s difficult to store some vitamins. You can take a massive dose, but the body will take what it needs and dump the rest, and you’ll be short again in a couple weeks. Some of us can store praise for a long time, but it’s difficult to replenish, or we can use it all up in a burst.

Some of us walk into work with a chronic deficiency and we’re just going to need the same type of reassurance and praise over and over again, and we can’t help it. We do believe you when you tell us nice things, but it wears out, and we can’t generate it ourselves, anymore than we can generate our own Vitamin C.

Lots of managers realize that we all need praise and attempt to address this with the compliment equivalent of multivitamins. They’ll pat us on the back and say “Good job, I like your work.”, and hope that suffices. It does, for lots of people. But those of us, like me, with specific deficiencies, need more than that. We need something targeted and specific, like a B12 shot, something that can’t be brushed off as lip service or a generality. I like praise about actions that I have taken, especially if they are tied to a goal. So, for example, “Hey, your talk on data privacy really affected people – I heard some guys walking out talking about what they could do to be better.” That’s going to keep me happy about writing talks and giving them for weeks! It’s one of my goals to change people’s thinking and behaviors. On the other hand, “We’re getting a lot of leads from conferences you go to,” is… sales leads are not really my goal? I mean, I’m happy about that, but I don’t know if they’re valuable leads, and I can’t see them, so I’m glad that the company is getting worth from that, but it’s not going to feed me when I sit down to write the next new talk.

As a manager, you’re going to deal with people who have scars from nutritional deficiencies. They may nervously expect that praise always has a dark side, or they may be praise-insecure and never sure that they are going to get it again so they guard it from others. It’s not really your job to diagnose what’s going on, just to figure out what it is that your report is lacking and supply it as best you can, honestly, realistically, and sustainably.I’m working on a new theory where I admit I am anxious and that in the absence of positive feedback, I start getting more and more nervous that there is nothing good to say, and my immanent firing will come soon. People who think they are about to get fired are terrible employees – no creativity, no joy, limited teamwork – for good reason. Rather than end up in that spot, I’d rather say directly, “I need this kind of praise to stay healthy.” Better for me, better for my manager and company.

What kind of praise feeds you? Have you asked for it?PS – Due to my odd childhood, I have a strangely inclusive knowledge of nutritional deficiency diseases. Because I am kind, though, I have not included any of those pictures.

PPS – Did you know that because we use Vitamin C to build collagen, people with severe scurvy can have old healed wounds reopen as the scars dissolve? There’s a metaphor to be had there.

This job is undoing me

… in the best way possible.

My protective casing of hard-earned cynicism is being rubbed away by all this genuine kindness, cooperation, good culture, and all that jazz. It’s honestly kind of uncomfortable, like molting.

You need to understand – I have this hard-ass candy shell for a reason. My first job in technology was 1996. My first college boyfriend introduced me to BBSing through what we would now call a troll community. I have been “one of the guys”, and “that girl”, and “the writer, whats-her-name”. I have gotten my ass grabbed at work and gotten dirty texts and chats from co-workers and been propositioned in creepy ways at conferences. The technical writer is hired too late and fired early in the startup process, but I love startups. No company has ever previously make me feel like I have valuable things to contribute and they consider themselves lucky to have me.

I thought at first it was perhaps due to the change in my role, this exciting new job title that means I never have to write release notes, but today I realized that it wasn’t that. I was walking with the new person on my team, and trying to download to her what I’ve learned about the company and the things I asked about and can just tell her.

  1. You will not get fired because The Internet Hate Machine is angry about something. We know about the internet hate machine and don’t consider them valuable feedback.
  2. No one is going to yell at you if you mess up your expense accounting, especially at the beginning. We’re all working from a place of mutual respect and shared interested and assumed good intentions.
  3. You are not required to sacrifice quality of life to save company money. Be reasonable, stick to the budget outlines, but it is worth a hotel night to have you bright and functional instead of trying do do a conference after an early morning flight.
  4. You have time to learn your job. We’ll be happy as soon as you contribute, but you need time to ramp up and that’s expected and normal.
  5. It’s ok to ask questions. No one expects you to know everything, we hired you because we think you have the potential to learn. Very few of us knew about this technology or industry when we started. You don’t have to know it all when you start.
  6. Maintaining human relationships with your coworkers and other people in our ecosphere is important, and will be counted as work, not fluff.
  7. If something happens at home while you’re on a business trip and you need to leave, it’s ok to just leave. No single event is more important than your outside-of-work life.

How am I supposed to maintain a cheerful cynicism about people who genuinely like working together and also sometimes hanging out at tea parlors with a kid in tow? How is my cool detachment going to go when I get raises and positive feedback without even asking for it? What if it doesn’t feel like high-stakes gambling to be able to bring my whole self to work, even the wacky futurist parts and the parts that can’t code and the parts that are noisy feminist politics? What if “being me” is not high stakes, but table stakes, for everyone?

This job is breaking me because all of that shielding and cynicism were adaptive for other companies, but not actually very useful at this one, and in order to succeed here, I need to take all that armor off and be real, and vulnerable, and let people help me. It’s terrifying, and I wouldn’t have it any other way.


Teaching and learning

At LaunchDarkly, we’ve been hiring really aggressively, because we’re doing amazing things. (Come work with me!)

That means that we are also doing a bunch of training, and I’ve been working on doing the training for our non-technical employees, folks like marketing, design, outbound sales. They’re important to our success and they have a TON of domain knowledge that I don’t have, but we’re all going to work together more successfully if they know what they’re selling. Also, selfishly, the more people who can help work a table at a conference, the easier it is for everyone working at the conference.

Me, I’ve been doing tech for 20 years, at all levels, including hardware through to cloud. I bring a ton of domain knowledge with me every time I start a new job. But for this training, we need to explain enough about the software lifecycle to be able to talk about the problems that LaunchDarkly solves. That gave me a chance to really dig in and figure out how to explain the basics in a way that’s useful to people who haven’t been accidentally drinking from the devops firehose.

  • What are developers trying to do? What does their work life look like?
  • What is deployment and how is it hard?
  • How does software get to the user?
  • What are waterfall and agile and how does that relate to us?
  • What are APIs, SDKs, CDNs, CI/CD, devops, feature flags, polling and streaming updates?
  • What’s a monolith vs a microservice?
  • Why wouldn’t everyone just build their own software?
  • What is Software as a Service?

It was satisfying to realize that I can define and describe all of that in pithy and accessible terms for people. It’s the same thrill I get from writing a really solid document. I know that I am helping actual humans by describing something they need at the moment they need it.

I hadn’t thought about internal training as being part of my job duties, but when we realized we needed it, it seemed logical and easy to do it. After all, my whole purpose is explaining the product to people, and understanding and explaining people’s pain points to my company. This is a natural fit. Plus it was super fun!

In my infinite free time, I’m thinking about recording these explanations with a couple slides, so we have bite-sized concepts when people want to look them up.


Screaming in the Cloud with Corey Quinn

Corey Quinn, slasher of AWS bills and frequent conference speaker, had me as the first guest on his brand-new podcast, Screaming in the Cloud. We had a great time talking about feature flags, the all-iPad conference setup, testing in production, and how I feel about technical documentation.

And if you’re like me and don’t always have time to listen to podcasts, there’s also a transcript!

(This is the third time I’ve been asked to help kick off a podcast. Feel free to ask me for your own podcast!)