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@@ -3,3 +3,79 @@ title: "Product market misfit: Adventures in user empathy"
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+Mitch from aviatrix -a former software engineer who has now switched over to product managment.
+
+## Opening Thesis
+
+Opening with the Atari 2600 E.T. game as very bad fit sample.
+Thesis: Missing user empathy
+
+* A very hard game aimed at children without the will to trail and error
+* Other aspect: Some of the devalopers were pulled together from throughout the company -> No passion needed
+
+### Another sample
+
+* Idea: SCADA system with sensors that can be moved and the current location get's tracked via iPad.
+* Result: Nobody used the iPad app - only the desktop webapp
+* Problem: Sensor get's moved, location not updated, the measurements for the wrong location get reported until update
+* Source: Moving a sensor is a pretty involved process including high pressure aka no priority for iPad
+* Empathy loss: Different working endvironments result in drastic work experience missmatch
+
+## The source
+
+* Idea: A software engineer writes software, that someone else has to use, not themselfes
+* Problem: Distance between user and dev is high and their perspectives differ heavily
+
+## User empathy
+
+* The art of taking on the perspective of one's users/customers
+* Without this your product will fail
+
+## Stories from Istio
+
+* Classic implementation: Sidecar Proxy
+* Question: Can the same value be provided without a sidecar anywhers
+* Answer: Ambient mode -> split into l4 (proxy per node) and l7 (no sharing)
+* Problem: After alpha release ther was a lack of exitement and feedback
+* Result: Twitter Space event for feedback
+
+### Ideas and feedback
+
+* Idea: Sidecar is somewhat magical
+* Feedback: Sidecars are a pain, but after integrating istio can be automated -> a problem gets solved, that already had a solution
+* Result: Highly overvalued the pain of sidecars
+* Idea: Building istio into a platform sounds easy
+* Feedback: The platform has to be changed for the new ambient mode -> High time investment while engineers are hard
+* Result: The cost of platform changes was highly undervalued
+* Idea: Sidecar compute sound expensive and networking itself pretty cheap
+* Feedback: Many users have multi-region clusters -> Egress is whery expoenive
+* Result: The relation between compute and egress cost was pretty much swapped
+
+### What now?
+
+* Ambient is the right solution for new users (fresh service mesehes)
+* Existing users probaly won't upgrade
+* Result: They will move forward with ambient mdoe
+
+## So what did we lern
+
+### Basic questions
+
+* Who are my intended users?
+* What exites/worries them?
+* What do they find easy/hard?
+* What is ther biggest expense and what is inexpensive?
+
+### How to get better empathy
+
+1. Shared perspective comes from proximity
+   1. Where they are
+   2. What they do -> Dogfood everything related to the platform (not just your own products)
+2. Never stop listening
+   1. Even if you love your product
+   2. Especially if you love your product
+   3. Invite critical feedback
+
+### Takeaways
+
+* Don't ship a puzzlebox (landscape) but a picture (this integrates with this and that)