A view of Social Objects in software development, and the ways in which they sustain both good and bad identities in teams and groups.

1. Social Objects in Software Development
DILBERT CONSIDERED HARMFUL
David Harvey, Munich Scrum Gathering 2009
(c) 2009 David Harvey, Teams and Technology

2. David Harvey
UBS
www.teamsandtechnology.com
www.cateams.com

3. First…
• Teams of 3
• You’ll be competing, so pick a name, maybe
draw a picture…
• 2 minutes

4. Now…
• Pass your name/mascot to the next team
– As if you’ve just joined the team
• 3 words on what the name makes you feel
• Which is the most positive name?
• Which the most negative?

5. WHAT IS A SOCIAL OBJECT?

6. The Social Object, in a nutshell, is the reason
two people are talking to each other, as
opposed to talking to somebody else. Human
beings are social animals. We like to socialize.
But if think about it, there needs to be a
reason for it to happen in the first place. That
reason, that “node” in the social network, is
what we call the Social Object.
Hugh MacLeod, gapingvoid.com

7. There’s a tangible reason for us being
together, that ties us together. Again, that
reason is called the Social Object. Social
Networks form around Social Objects, not
the other way around.

8. reinforce our individual
identity
sustain our tribal identity

9. Epiphany…

10. Worker

11. Gatekeeper

12. Deus

13. Friction words
Friction

14. Friction words
Friction
Work-arounds

15. Friction words
Friction
Work-arounds
Waste

16. Friction words
Friction
Work-arounds
Waste
Frustration

17. Friction words
Friction
Work-arounds
Waste
Frustration
Cynicism

19. Friction words
Friction
Work-arounds
Waste
Frustration
Cynicism
Embedded in our environment

20. Priming
Bargh/Chen/Burrows
Journal of Personality and Social Psychology, 1996

21. Scrambled sentence test
thirsty, clean, private, exercising, flawlessly;
occasionally rapidly, gleefully, practiced,
optimistically, successfully, normally, send,
watches, encourages gives, clears, prepares
(…)

22. Priming for “old”
worried, Florida, old, lonely, grey, selfishly,
careful, sentimental, wise, stubborn,
courteous, bingo, withdraw, forgetful,
retired, wrinkle, rigid, traditional bitter,
obedient, conservative, knits, dependent,
ancient, helpless, gullible, cautious, alone

26. Red and Blue
Hagemann, Strauss, Liessing
Psychological Science, August 2008

28. Naming the enemy

29. Naming the enemy
Pointy-haired boss

30. Naming the enemy
Pointy-haired boss
“The pointy-hairs”

31. Naming the enemy
Pointy-haired boss
“The pointy-hairs”
PHB

32. In history
******

33. In history
******
***

34. In history
******
***
****

35. In history
******
***
****
*****
*****
******

36. A GALLERY OF SOCIAL OBJECTS

50. Manifesto again
We are uncovering better ways of developing
software by doing it and helping others do it.
Through this work we have come to value:
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
That is, while there is value in the items on
the right, we value the items on the left more.
www.agilemanifesto.org

51. SOCIAL OBJECT SHERLOCK

52. Your turn…
• In pairs
• List some social objects in your teams and
organisations
• What values do they embody?
• What behaviour do they influence?
• If negative, what can you do/have you done
to mitigate?

53. DEALING WITH DILBERT

54. Messing with identity
is perilous

61. What do you think?

62. Image credits
Darth Vader: Mr Tickle
Taekwondo: The US Army
Old people: Laura May
Untidy desk: Alan Cleaver
Empty: Kristen Cleaveland
Risk: theburningbush.com
Testing desk: marekj
Customer care: USAF
Detective: paurian
Blue Monster: Hugh MacLeod
Story: Abby Ladybug
Moving: [topguy]
Build monitor: the build doctor
Camera: Steve Harwood

63. David Harvey
david@teamsandtechnology.com
www.teamsandtechnology.com
BYE
(c) 2009 David Harvey, Teams and Technology