Happy to reveal the final product for Electric Cloud, a company founded in 2002 by John Ousterhout, the creator of Tcl, and John Graham-Cumming. I’ve covered this company since its inception, so it was nice to take off the journalism hat for the first time and switch on my marketing brainiac helmet while still knowing so much about what the company does. Their current tagline is “Continuous Delivery solutions to automate and accelerate your end-to-end software build, test and deployment processes.”
The process was very Mad Men-inspired, as I brainstormed with Sam Fell, director of product marketing at Electric Cloud, over the best way to present the company’s thought leadership around continuous delivery. It’s a trendy topic, but still very much an aspirational practice for most companies, so Electric Cloud wanted to provide guidance for initial practices that can lead to continuous delivery. Most agree that continuous integration is a first, critical step. The challenge was to present this step in an inspirational, motivational, zen light rather than in a staid IT format. Also, how could we tie-in to Electric Cloud’s name and image? We came up with mother nature-based metaphors for dynamic flow:
“Your process is quirky and that’s OK. Like a meandering river or a bolt of lightning, it travels the path of least resistance through your unique software organization. Enhancing the process from ideation to deployment isn’t about rigid conformity, it’s about elegant ways to eliminate bottlenecks while ensuring quality and consistency.”
Another differentiation point we came up with was “Minimum Viable Process,” a play on Minimum Viable Product, the lean startup concept popularized by Eric Ries. And the Power of Habit (Charles Duhigg) reference is all me!
Personally, I think white papers should always strive to entertain as well as inform. This final result (graphic design and layout by Electric Cloud) nails it!