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“We’re not doing software development anymore. We’re engineering a factory.” That single line from Matt Ferguson captures a fundamental shift happening in technology leadership. As CTO of Roof Maxx—a nationwide roofing brand with 385 dealerships—Ferguson has spent the past year transforming how his team builds software. The methodology he’s championing isn’t new, but its implications in the age of AI are profound. It’s called Document-Driven Development. And if you’re still measuring your engineering team by lines of code, you may be optimizing for the wrong century. The Cost of Software Is Collapsing Ferguson opens with a provocative claim: “The cost of software goes to zero.” He’s quick to acknowledge this is a euphemism—a deliberate exaggeration meant to spark conversation. But the directional truth is harder to dispute. When a team that once needed 100 engineers can now accomplish the same work with 10, or when the same team can produce 10x the output, the economics of software fundamentally change. “If they’re not taking into consideration the risk of their business when the cost of software goes to zero,” Ferguson says of potential vendor partners, “then they’re not gonna be a partner in two years because they’re gonna be out of business.” The data on AI-assisted coding tells a more nuanced story. A recent randomized controlled trial from METR found that experienced developers were actually 19% slower when using AI tools—despite believing they were 20% faster. Meanwhile, studies from GitHub and Microsoft show gains of 20-55%, with the strongest improvements among junior developers tackling well-defined tasks. The takeaway isn’t that AI doesn’t help. It’s that how you use it matters enormously. And that’s where Document-Driven Development enters the picture. What Is Document-Driven Development? At its core, Document-Driven Development flips the traditional software process. Instead of diving into code and documenting later (or never), teams invest heavily upfront in requirements, specifications, and architectural documentation—then use AI to generate code from those artifacts. “Our document-driven development is the concept of writing down what you want to do, what your problem is that you want to solve, in a descriptive enough way that the AI can interpret and plan the work, and through that plan can execute the code,” Ferguson explains. The approach has been championed by Ryan Vice, CEO of Vice Software, through his DocDD.ai methodology. GitHub recently validated the concept with their “Spec-Driven Development” toolkit, and AWS published their “AI-Driven Development Lifecycle” framework—both emphasizing documentation as the critical input to AI-assisted coding. Ferguson’s team has taken this further than most. His developers now spend roughly 90% of their time writing and refining requirements, and only 10% reviewing code. “Documents are your new code,” he says. “Treat them like code, put them in your GitHub repository as code, and iterate on them as your source code.” The Goal: One-Shot Code Generation The ambition behind Document-Driven Development is what Ferguson calls “one-shotting” the code—generating production-ready software on the first attempt. “We’re not here to pull the old slot machine and see what we get,” he explains. “Oh, all jacks. That’s wonderful. Oh, we didn’t win that one. Try again. Until AI gives us the right answer. That’s not what we’re after.” This stands in stark contrast to “vibe coding”—the practice of giving AI a rough prompt and iteratively debugging whatever emerges. Ferguson sees this as a recipe for unreproducible results and mounting technical debt. “If you’re not putting time into governance and you’re giving everybody free reign to do whatever they want,” he warns, “you’re gonna get different results. And when you try to build that piece of software six months from now, you might get a different result—which is not acceptable.” The key insight is that the “one shot” doesn’t mean one interaction with AI. It means extensive iteration on the documents—using AI to stress-test requirements, identify edge cases, and refine specifications—before any code is written. “We probably did a lot of interactions with AI, conversations with a highly intelligent, highly well-reasoning system,” Ferguson clarifies. “Just so that we’re getting to that point where we think a one shot is possible.” Systems Thinking: The Intellectual Foundation Underneath Ferguson’s methodology lies a deeper framework: systems thinking, particularly as articulated by Donella Meadows in her seminal work “Thinking in Systems: A Primer.” Meadows identified 12 leverage points for intervening in complex systems, ranked from least to most powerful. At the bottom are parameters and numbers—the metrics most organizations obsess over. At the top are paradigm shifts—fundamental changes in how we think about a problem. “I tell people, the first thing you should do is read the last chapter about the 12 leverage points,” Ferguson says. “Understand that your leverage point needs to start around the middle—the six or the seven—where we’re changing paradigms, where we’re actually changing how these systems impact each other.” This systems lens explains why Ferguson believes SDLC transformation is more valuable than any individual technology choice. “When I come into a company, I’m constantly thinking about the systems I’m observing,” he says. “That’s where I find I can have the greatest impact. I want to operate to make sure we’re making the right operational decisions and process decisions.” The Factory Metaphor Perhaps Ferguson’s most useful reframe is viewing software development as factory engineering rather than craft production. “We’re creating a software factory. The engine in our factory is AI. You have inputs to the system. You have feedback loops to the inputs. You can either impact the feedback loops and get reoccurring results that are virtuous, or you can just fix the toys at the end of the line and never fix the feedback loop.” In this model, software engineers become process engineers. Their job isn’t primarily to write code—it’s to design, optimize, and govern the system that produces code. “Software engineers are the process engineers of a factory,” Ferguson says. “I understand how this factory works. I understand the inputs. I understand the outputs. I understand how I can impact the inputs. If you’re gonna build a factory, you better have a systems thinking approach.” This has significant implications for hiring and team development. Ferguson is actively retraining his developers to think more like product managers—to write excellent requirements, to understand stakeholder needs, to communicate abstractions clearly. “Writing software’s not the hard part anymore,” he observes. “The value is writing great requirements, great user stories, the use cases, and making sure you’re writing those initial documents correctly.” Implications for SaaS Selection Ferguson applies the same thinking to vendor relationships. His first question to potential partners: “How are you writing software?” “If they’re not using document-driven development and can’t describe that process, they go pretty far down the list,” he says. His reasoning is economic. As AI capabilities accelerate, vendors with undisciplined development processes will struggle to compete against AI-native startups with fraction-sized teams and radically lower cost structures. “A startup is gonna run circles around you,” Ferguson warns established players. “And all it is, is marketing at that point. And it’s a price point.” The implication for CTOs evaluating SaaS purchases: due diligence on a vendor’s development methodology may be as important as feature comparisons. Partners who can’t articulate how they’re adapting to AI-assisted development may face existential pressure in the coming years. Beyond Software: Enterprise-Wide AI Ferguson is careful to note that Document-Driven Development is only part of a broader transformation. For CTOs, the mandate extends across the entire organization. “You can’t just be improving the software side of the shop,” he says. “What are you doing about ordering and marketing and all these other processes?” His framework for enterprise AI adoption centers on business process mapping—identifying where humans currently insert themselves to make processes work, then asking whether those decision points could be automated. “Where’s the human inserting themselves to make this process work? Why does that need grease from a human all the time? Do we have the right inputs that an AI could make the same decision?” The metric Ferguson uses to evaluate progress: how many agents is each team member managing? “The measurement of the people in your company needs to be, how many agents am I managing? I shouldn’t be doing work. I should be managing my agents that are doing my work for me.” Getting Started: A Practical Path For CTOs looking to adopt these approaches, Ferguson offers a straightforward sequence: First, solve the product-requirements interface. Wherever product specifications are authored in your organization, that’s your entry point. Ensure requirements are structured for AI consumption, with clear acceptance criteria and well-defined boundaries. Second, prototype and enforce a process. Document-driven development only works if it’s actually used. Model the approach yourself, build governance around it, and resist the temptation to let individual developers freelance. “Everybody can’t be doing their own thing,” Ferguson emphasizes. “We’re not building ET’s software factory and Matt’s software factory and John’s software factory. We

In this conversation, Nishant interviews Kathy Keating, Etienne de Bruin, and Scott Graves, co-authors of LIQUID: How CEOs and CTOs Unlock Flow and Momentum in Complex Systems. They discuss how the idea for the book was born, the challenges of co-authoring as three CTOs, and how they shaped the narrative through the fictional characters Alice (CEO) and Theo (CTO). The authors share how their distinct voices and strengths fused together: Scott’s deep knowledge of complex adaptive systems, Kathy’s operational lens, and Etienne’s ability to simplify and communicate concepts. Together, they created a framework that blends philosophy, practice, and story. The conversation highlights the importance of seeing organizations as complex adaptive systems and the risks of companies becoming either “boiling” (chaotic) or “frozen” (rigid). The authors emphasize that true leadership comes from navigating toward liquidity, the state where flow and adaptability are preserved. They reflect on the critical role of CEO-CTO partnership, the necessity of boundaries, and the difficulty of shifting culture once it stagnates. They also explore why the timing of LIQUID is especially relevant today. As technology accelerates, craft alone is not enough. Leaders must become sense-makers and problem-solvers at the systems level. About the Book LIQUID takes readers inside the hidden systems that drive every organization. Using the fictional journey of Alice, a founder-CEO, and Theo, her engineer-turned-CTO, the book shows how teams often slide into boiling chaos or frozen rigidity without realizing it. By illustrating the patterns of complexity through story, the authors make abstract concepts tangible and immediately useful. At its core, LIQUID argues that the most important role of the CTO is not simply delivering technology but stewarding the entire system so that people and processes remain in flow. The book introduces accessible frameworks, practical language, and vivid scenarios that help leaders spot when their organizations are shifting out of balance and how to guide them back to a liquid state. Whether you are a CEO, CTO, or executive navigating rapid change, LIQUID is a blueprint for unlocking resilience, adaptability, and momentum in your company. It bridges systems thinking with real-world leadership and equips you to see and influence the invisible dynamics that make or break technology organizations. Time Stamps 00:00: Introduction: Why LIQUID matters now02:00: Behind the authors: creativity, systems, and personal lenses07:00: Discovering each other’s strengths during the writing process13:00: Pivoting the book: from frameworks to storytelling17:00: The origin story: from CTO failures to systemic insights23:00: Defining the role of the CTO in complex systems28:00: Why now: AI, accelerated change, and systems thinking33:00: The 7CTOs connection and levels of complexity40:00: Why Alice and Theo: storytelling as a teaching tool46:00: Subjective perspectives in complex systems52:00: The hidden world of complexity and CTO boundaries59:00: CEOs and CTOs as co-sensemakers1:04:00: Simple versus complex language in leadership communication1:12:00: Culture as the hardest complexity to shift1:20:00: Coaching example: boiling versus frozen organizations1:28:00: The CEO’s challenge: orchestrating boundaries1:31:00: Partnership, empathy, and trust at the executive level1:33:00: If LIQUID had a soundtrack LIQUID: LinkedIn / Website Contact Nishant: LinkedInContact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Kathy: Website /LinkedInContact Scott: Website / LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

RSVP to the 13th CTO Colloquium on 4/17/25 In this episode, Steven Zgaljic, CTO of Jahnel Group, joins host Etienne de Bruin to share a personal story about his daughter’s health challenges. Faced with the need to meticulously track symptoms and daily activities, Steven leveraged his technical expertise to create a custom AI-powered solution using tools like N8N and Superbase. The conversation highlights how AI can transform complex problems into actionable insights, even in personal contexts. Steven discusses the challenges of using traditional methods like pen and paper for symptom tracking, leading him to build an automated workflow integrated with Slack. By applying AI for data validation and pattern recognition, he gains real-time insights into potential triggers and patterns in his daughter's symptoms. Beyond his personal use case, Steven reflects on the broader applications of AI in problem-solving and the necessity of human oversight in AI-driven systems. This conversation explores the intersection of personal challenges, technological innovation, and the potential of AI to improve lives. Timestamps 00:00 Introduction and Overview 01:00 Steven Zgaljic's Background and Family Story 03:00 Challenges with Tracking Medical Symptoms for His Daughter 05:00 Using Slack for Family Communication 07:00 Applying AI to Track and Analyze Symptoms 09:00 Exploring N8N, Superbase, and AI for Automation 11:00 Creating Validation Models for AI Accuracy 13:00 Building a Custom AI System for Health Tracking 15:00 AI Insights and Pattern Recognition in Health Data 17:00 Future Plans for AI Health Analysis 18:00 Reflections on AI in Problem Solving We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Steven: Website /LinkedIn Great news! The CTO Podcast has been featured on Feedspot's list of Top CTO Podcasts. Huge thanks to our amazing guests and listeners for being part of these conversations. Check out the full list here: Feedspot’s Top CTO Podcasts. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this episode of the CTO Podcast, host Etienne speaks with image strategist Zayna Rose about the importance of personal branding and leadership presence for technology leaders. They discuss how visual identity, color psychology, and intentional self-expression can enhance a leader's credibility and connection with others. Zayna emphasizes the need for tech leaders to be mindful of their appearance and how it impacts their professional image, while also encouraging them to embrace their authentic selves. The conversation highlights practical tips for improving one's image and the significance of digital presence in today's world. Time Stamps 00:00 Introduction to the CTO Podcast and Guest Zaina Rose 03:06 Understanding Leadership Presence 05:29 The Importance of Visual Identity 09:55 Casual Power Looks for Tech Leaders 12:18 Strategic Wardrobe Levels 16:30 Choosing Colors That Work for You 21:17 Tailored vs. Standard Looks 23:38 Experimenting with Self-Expression 30:14 Leveraging Digital Assets for First Impressions 34:33 Practical Steps for Improving Personal Branding 38:42 Enhancing Stage Presence and Communication 42:45 Closing Thoughts and Call to Action We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Zayna: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this episode of the CTO Podcast, host Etienne de Bruin speaks with Lena Skliarova-Mordvinova, CTO and Co-Founder of the Good Face Project. They discuss the origins of the Good Face Project, which aims to educate consumers about the ingredients in personal care products and promote safer alternatives. The conversation delves into the role of generative AI in analyzing ingredient safety, the challenges of navigating the venture capital landscape, and the importance of parenting in the digital age. Lena shares her insights on balancing technology and family life, as well as cultural perspectives on parenting from her experiences in Ukraine. In this conversation, Lena shares her experiences navigating the challenges of leading a tech team in Ukraine during the ongoing war, highlighting the resilience and determination of her team. She discusses the importance of maintaining a sense of normalcy and connection amidst chaos, the innovative tech stack they are using in AI, and the complexities of regulatory environments in the personal care industry. Additionally, she reflects on her passion for space research and the evolution of data mining technologies. Time Stamps 00:00 Introduction to the CTO Podcast and Guest 03:01 The Good Face Project: Origins and Mission 06:01 Understanding Ingredients: The Science Behind Personal Care 08:53 Generative AI in Personal Care: Innovations and Challenges 12:12 Venture Capital Landscape: Navigating the Hype 15:07 Parenting in the Digital Age: Balancing Technology and Family 21:04 Reflections on Parenting: Learning and Growing Together 26:56 Cultural Perspectives on Parenting: A Global View 34:03 The Power of Connection in Uncertain Times 39:14 Resilience Amidst Chaos: The Ukrainian Experience 45:09 Innovations in AI: Tech Stack and Models 53:39 Navigating Regulations in Personal Care and Supplements 01:02:22 Passion for Space: A Journey Through Research We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Lena: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this episode of The CTO Podcast, Dr. Aadeel Akhtar CEO and founder of PSYONIC, discusses the evolution of bionic hands and the advancements in robotics and AI that have made them possible. He shares his personal journey and motivation for creating prosthetics that can change lives, as well as the entrepreneurial challenges faced in bringing this technology to market. The conversation explores the design considerations of bionic hands, the integration of AI, and the future of prosthetics. In this conversation, Aadeel discusses the journey of developing innovative bionic hands through customer discovery, design constraints, and a unique funding approach. He emphasizes the importance of durability and functionality in prosthetics, the role of human users in robotics, and the challenges of navigating crowdfunding and institutional investment. The conversation also touches on the competitive landscape in prosthetic technology and the growth dynamics of his company. Time Stamps 00:00 Introduction PSYONIC and bionic hands 02:53 The Evolution of Robotics and Human-like Design 05:46 The Journey of Creating the Ability Hand 09:07 Advancements in Robotics and AI Integration 12:00 Personal Story and Motivation Behind PSYONIC 15:08 The Future of Bionic Limbs and Technology 17:51 Entrepreneurial Challenges in Bionic Technology 31:26 Customer Discovery and Design Constraints 34:46 Innovative Approaches to Bionic Hands 37:52 The Role of Human Users in Robotics 40:40 Funding Journey and Shark Tank Experience 52:06 Navigating Crowdfunding and Institutional Investment 56:15 Competitive Landscape in Prosthetic Technology 59:00 Company Structure and Growth Dynamics We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Dr. Aadeel Akhtar: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this episode of The CTO Podcast, Etienne engages with AI experts, Ksenia Palke (Director AI: Airspace), Lena Skliarova-Mordvinova (Co-Founder & CTO: Good Face Project) and Sharon Zhang (Co-Founder & CTO: Personal AI) to discuss the current state and future of AI in technology organizations. The conversation covers the different AI stacks being used, the evolution of AI technologies, the societal impact of AI, and the challenges faced by CTOs in implementing AI solutions. The guests share their personal journeys in AI, highlight the importance of human oversight, and provide valuable advice for CTOs looking to leverage AI effectively in their organizations. Time Stamps 00:00 - Introduction to AI in Production02:58 - AI Stacks and Tools in Use05:50 - AI’s Evolution and Its Impact11:50 - The Rise of Large Language Models (LLMs)17:59 - Challenges in AI Development24:09 - AI’s Philosophical and Ethical Implications30:13 - Building AI for Business: Practical Advice35:38 - Final Thoughts on AI Development40:20 - The Future of AGI and Its Potential Dangers47:04 - Impact of AI on Language and Communication53:46 - The Role of AI in Education and Child Development58:21 - AI in the Workplace: Communication and Productivity1:04:54 - Human Evolution in the Age of AI We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Lena: Website /LinkedInContact Ksenia: Website /LinkedInContact Sharon: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this episode of The CTO Podcast, Etienne interviews Ryan Kari, CTO of MagCanica, a company in the torque sensor space. They discuss the role of torque sensors in Formula One racing and other motorsports, as well as their use in hybrid engines. They also touch on the challenges of delegating invention in a hardware company and the importance of communication between software and hardware teams. Ryan also shares his approach to CTOing the organization, which involves exploring new ideas and shining a light on different areas of the business. 00:00 Introduction and Sponsor Message 00:40 Interview with Ryan Kari, CTO of MagCanica 03:06 The Role of Torque Sensors in Motorsports 08:42 Sending Torque and Other Data Digitally 12:48 Balance of Performance in Racing 18:01 Formula One as a Technology Testing Ground 29:08 CTOing the Organization and Delegating Invention 39:21 Exploring New Ideas and Using AI Tools 46:28 Conclusion and Closing Remarks We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Ryan: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this conversation, Etienne interviews Kathy Keating, a fractional CTO and executive coach. They discuss topics such as finding joy in work, dealing with disagreement and rejection, and the importance of operationalizing processes in growing companies. Kathy emphasizes the need for alignment on the problems worth solving and the value of creating a consistent operational cadence. They also touch on the importance of being a systems thinker and the benefits of writing and documenting ideas and processes. Etienne and Kathy discuss the importance of documentation, decision-making, and operationalizing processes in the role of a CTO. They emphasize the need for clear communication, alignment, and trust within an organization. They also highlight the value of incremental changes and continuous improvement in addressing complex problems. The conversation touches on the relevance of CTO Levels in understanding common challenges faced by CTOs at different levels of experience. Overall, the discussion emphasizes the importance of effective leadership and the role of processes in driving growth and success. Time Stamps 00:00 - Introduction and Finding Joy in Work 06:27 - Dealing with Disagreement and Rejection 09:15 - Operationalizing Processes for Growing Companies 13:00 - The Importance of Alignment and Systems Thinking 19:10 - The Benefits of Writing and Documenting 29:56 - Introduction and the Importance of Documentation 35:37 - Operationalizing Processes for Business Growth 42:51 - The Value of Incremental Changes and Continuous Improvement 50:58 - Understanding Common Challenges with CTO Levels 53:20 - Effective Leadership: Communication, Alignment, and Decision-Making We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Kathy: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

Aliza Carpio (Director of Product Management Data Platform at JLL Technologies) discusses with Etienne open source communities, codes of conduct, and the relationship between product management and engineering. She emphasizes the importance of open source as a team sport and the benefits of collaboration and problem-solving in the open source community. Aliza also highlights the value of open source for businesses, including cost savings and access to tried and true solutions. She emphasizes the need for clear communication and inclusive documentation in open source projects, as well as the importance of psychological safety in remote work environments. In this conversation, Aliza and Etienne discuss the importance of communication and collaboration between product managers and engineers as well as emphasizing the need for product managers to understand the 'why' behind their products and for engineers to understand the customer problem. They also highlight the value of experimentation and failure in the product development process. The conversation concludes with a discussion on the potential impact of language models like ChatGPT on communication and trust. Time Stamps 00:00 - Introduction and Overview 00:40 - Aliza’s Background and Role in Product Management 06:47 - The Value of Open Source for Businesses 13:31 - Creating Safety and Inclusivity in Open Source Communities 25:11 - The Importance of Reflection and Intentional Connection 29:38 - Invitation to Join 7CTOs Growth Program 31:20 - The Importance of Understanding the 'Why' in Product Management 36:08 - The Role of Engineers in Understanding the Customer Problem 39:46 - The Value of Experimentation and Failure in Product Development 44:32 - Creating a Culture of Experimentation and Discovery 51:53 - The Potential Impact of Language Models on Communication and Trust 58:55 - Effective Communication and Collaboration in Product Development We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Aliza: Website /LinkedIn This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this conversation, Etienne interviews Maria Flynn, the Founder and CEO of AmbioLogix, about her new book Make Opportunity Happen. They discuss the importance of carving your own path as an entrepreneur, the challenges faced by early-stage entrepreneurs, and the methods and templates outlined in the book to help entrepreneurs navigate their journey. They also touch on topics such as team dynamics, perseverance, and the role of mindset in entrepreneurship. Maria, the author of Make Opportunity Happen: How to Build a Culture of Innovation in Your Organization, discusses her experience as the CEO of Orbis Biosciences and shares insights on leadership and building successful teams. She emphasizes the importance of staying the course and not getting caught up in frenzy pivots. Maria also highlights the significance of having a clear vision and setting goals to drive progress. She discusses the role of the CEO and CTO in a tech company and the importance of mutual respect and communication between the two. Maria provides valuable advice for founders and shares her thoughts on accountability and appreciation in a team. Time Stamps 00:00 - Introduction and Background 03:06 - Carving Your Own Path as an Entrepreneur 09:40 - Methods and Templates for Success 13:59 - The Importance of Team Dynamics, Perseverance, and Mindset 37:31 - The Role of the CEO and CTO 38:25 - Knowing Where You Want to Go 46:29 - The People and Business Aspect of the CTO Role 47:56 - The Importance of Different Skill Sets and Personalities 53:47 - Accountability and Appreciation in Building a Strong Team We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Maria: Website /LinkedInMaria's Book: Make Opportunity Happen: How to Build a Culture of Innovation in Your Organization This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

In this conversation, Etienne and Dave reminisce about their early experiences with computers and programming. They discuss the different computer models they had, the challenges of typing in code from magazines, and the evolution of technology. They then shift the conversation to their roles as VP of Engineering and CTO, and the differences between the two positions. They talk about the importance of product management and design in software development, and the value of delivering in small batches. They also discuss the concept of lean software development and the economic mindset behind it. The conversation explores the conundrum of developers being resistant to working on new features and instead over-engineering existing ones. The fear of the unknown and the comfort of familiarity play a role in this resistance. The conversation also delves into the importance of prototyping and experimentation in the development process. The concept of failure and its relationship to learning and psychological safety is discussed. The impact of different communication mediums, such as texting and video calls, on team culture and effectiveness is explored. The conversation concludes with a discussion on measuring team productivity and effectiveness through inputs, outputs, outcomes, and impact. Time Stamps 00:00 - Reminiscing about Early Computers and Programming 13:16 - The Differences Between VP of Engineering and CTO 24:23 - Delivering in Small Batches for Faster Feedback 26:47 - Embracing the Economic Mindset in Lean Software Development 35:50 - Developers' Resistance to New Features 38:10 - Prototyping and Experimentation 44:33 - Failure and Learning 51:20 - Impact of Communication Mediums 01:04:53 - Measuring Team Productivity and Effectiveness The CTO Podcast is honored to be featured among Feedspot's top 45 C-suite podcasts. We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Dave: LinkedIn / Website This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

Ksenia Palke, Director of AI at Airspace, discusses the use of AI in time-critical shipments. Airspace builds tech for fast automated solutions in shipping critical items such as organs, medical devices, and industrial parts. The goal is to remove unnecessary manual steps and optimize the delivery process. Ksenia explains how AI is used to predict delivery times, optimize routes, and automate interactions with drivers and customers. She also discusses the use of large language models (LLMs) in their AI initiatives and the importance of prompt engineering and ragging. Ksenia emphasizes the need for context-specific training and the ongoing comparison of different LLMs. In this conversation, Etienne and Ksenia discuss the implementation of language models (LLMs) in business and the importance of being specific and intentional in their use. They emphasize the need for a clear strategy and goals when using LLMs, rather than chasing the latest and greatest technology. They also highlight the importance of having a human in the loop to validate and manage LLM outputs. The conversation explores the limitations of LLMs and the potential for future advancements. Overall, the conversation provides practical advice for founders and CTOs on how to approach AI projects and make the most of LLMs. Time Stamps00:00 Introduction and Overview02:12 Automation and Optimization in Time-Critical Shipments09:22 Using LLMs to Automate Interactions14:05 The Importance of Prompt Engineering and Ragging in LLM Training24:14 Bottlenecks and Challenges in LLM Development29:29 Being Specific and Intentional with LLMs35:04 The Importance of Performance over Novelty39:18 The Role of Human Validation44:29 Avoiding the Hype and Focusing on Practical Applications53:26 Understanding the Limitations of LLMs57:47 Embracing Advancements in LLM Technology We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Ksenia: LinkedIn / Website This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

Etienne sits down with Adam Bahret, whose unique journey has fueled his passion for creating robust product designs that can outperform the competition. The conversation reveals how prioritizing reliability can significantly impact a product's success and why reliability often trumps marketing. Tune is as Adam introduces his innovative R-Three blueprint which balances cost, features, and risk to ensure successful product launches without regrets. He also discusses the often overlooked issue of technical debt in software development, emphasizing the importance of early risk assessment. With his insights being drawn from his book Devastate the Competition: How to Take Market Share through Robust Design, he aims to connect product development with achieving business objectives, and he and Etienne engage in insightful dialogue about the challenges and solutions in reliability engineering. They discuss Adam's experiences living in Denmark and the cultural differences that shaped his approach to learning and working in engineering. Their conversation also touches on the differences between reliability and quality, illustrating how these concepts play important roles in the design and manufacturing processes. Adam also highlights the importance of using proper methods for early risk assessment, ensuring a more dependable final product. He shares his creative approach to making reliability concepts accessible to everyone through comic book guides, aimed at simplifying complex tools and techniques. Listen in to gain valuable insights into how robust product design can lead to dominating the market, the significance of balancing multiple factors in product development, and practical tips for incorporating reliability engineering principles across various industries! Time Stamps:[1:29] - Adam, born in New York, now lives in Boston after working in Denmark for two years.[3:54] - Adam shares how he pretended not to understand Danish so that a homeless person switched to English for spare change.[5:00] - Learn where the title of Devastate the Competition comes from.[6:17] - Adam explains the concept of reliability engineering.[8:48] - Quality ensures consistency in manufacturing, while reliability creates robust designs for durable, useful technology.[10:00] - Adam touches upon why he wrote Reliability Culture and why he wrote Devastate the Competition.[13:07] - Adam aims to prevent regrets in product development by establishing processes for wise, efficient decisions.[14:46] - Adam explains his R-Three blueprint.[16:50] - Adam emphasizes the importance of product ratio factors in decision-making.[18:24] - Adam suggests prioritizing robust design for proactive decision-making and smoother processes.[21:29] - It’s important to align individual goals with overall business objectives for success.[24:00] - Etienne discusses how individuals in different roles prioritize their incentives, possibly leading to deviations from the intended path.[25:10] - Adam advocates for measuring "time to reliability" for better decision-making.[28:54] - Adam explains the sawtooth pattern in software reliability curves.[31:00] - Reduce software bugs by identifying and eliminating infrequently used code through script scanning.[32:02] - Hear how Adam simplifies reliability concepts via comic books, aiming to make fundamental tools more accessible.[35:20] - Adam explains why he finds the term HALT (Highly Accelerated Life Test) misleading.[37:26] - Adam compares reliability tools to car controls, advocating for their accessibility and understanding.[39:13] - Etienne discusses technical debt, emphasizing the trade-offs made in software development for faster time to market.[41:21] - Where can listeners reach Adam? We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Adam: Website / Instagram / LinkedInAdam's Books: Devastate the Competition / How Reliable Is Your Product? / Reliability Culture Adam’s Podcast This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com

Etienne is joined in this episode by Nell Derick Debevoise, the founder of Inspiring Capital which helps leaders grow their business with purpose and build impactful legacies. Nell has advised leaders at American Express, Cisco, Google and more, and she focuses on expanding impact, growing businesses and building legacies that are inclusive, anti-racist and sustainable.  Etienne and Nell discuss East Coast vs. West Coast cultures, with Nell reflecting on her experiences in New England and California, and how these cultural differences shape leadership styles and priorities. They also discuss the importance of purposeful leadership to overcoming the paralysis of overthinking, with Nell offering practical advice drawn from her book, Going First: Finding the Courage to Lead Purposefully and Inspire Action. Etienne and Nell also candidly dive into the challenges and rewards of purpose-driven work, sharing personal anecdotes and reflections on their journeys. From navigating the complexities of international service work to empowering local communities, they discuss strategies for maximizing impact within one's sphere of influence. Listen in to gain valuable insights into aligning your personal values with your professional endeavors, overcoming self-doubt and insecurity, and fostering collaboration within purpose-driven organizations. Whether you're a seasoned leader seeking to reignite your passion or you’re a newcomer navigating the intersection of purpose and profit, this episode offers actionable tips and insight for making a meaningful impact in today's world! Time Stamps:[1:52] - Etienne discusses having walked the East Coast before settling in California.[4:09] - Nell, influenced by New England, values a blend of progressive and traditional ideals, particularly regarding nature.[5:49] - Etienne misses seasons and makes note of his children's unfamiliarity with weather changes.[8:03] - Nell reflects on what stood out to her the most from her last dinner meeting with Etienne.[11:19] - Nell highlights the superficiality of American identity, contrasting it with the authenticity observed in European culture.[13:16] - Hear how Nell's international work in human development emphasized holistic, purpose-driven development.[15:43] - The essence of "teaching the right people" is leading purposefully and inspiring action through everyday courage.[17:12] - What motivated Nell to write her book?[20:22] - Etienne contemplates bridging the gap between massive enterprises and individual humanity, especially in education.[22:34] - Nell addresses the challenge of maintaining purpose amid complexity, urging acknowledgment and focused persistence.[24:25] - Nell advocates for Seth Godin's idea of "niching up," making a localized impact within one's sphere of influence.[27:06] - Etienne reflects on the desire to address grand challenges all at once, advocating for steady but meaningful impact.[28:26] - Aligning actions with purpose, whether asking for donations or engaging directly with communities, is crucial.[31:10] - Etienne expresses frustration with inaction despite ample support and opportunity to make a difference.[33:05] - Hear Etienne share an inspiring story of community transformation sparked by a small investment as he laments his own inaction.[35:15] - Nell discusses how insecurity can hinder bold action and impact, emphasizing the need to be confident in one's goals.[38:42] - Nell suggests framing the past five years positively, emphasizing meaningful change and exciting progress.[39:36] - Stephen Covey's concept differentiates between our concerns and what we can influence, highlighting impactful actions.[42:25] - Recognizing the scope of influence involves not just identifying issues but also effective solution delivery.[44:22] - Nell plans to leverage her upcoming trip to San Diego for revenue-generating opportunities.[47:18] - Learn about a key tool that Nell uses to assess individuals' energy for team or project contributions which enhances collaboration. We have 200+ CTOs in peer groups: Quick Testimonials Video Contact Etienne: Website / YouTube / LinkedIn / X / Instagram / The CTO Podcast WebsiteContact Nell: LinkedIn / PurposeFusedNell’s Book This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.ctopod.com