WCUS 2018 Banjo Sat AM
Articles Blog

WCUS 2018 Banjo Sat AM

August 11, 2019

>>Good morning, folks, we’re
going to start in about five minutes. Five minute the!
Yeah. Morten’s working on his slides
here. Anyway, do find your seats and
just a few announcements before our
first talk starts up here. The T-shirt and swag pickup should
happen by 3:00 in the back of the hallway track this
afternoon. If you want your swag, get it before 3:00. The
WordPress gear store is going to be closing by 4:00. If you want
your WordPress swag, get there early to purchase those
official items. Also, we have a cell phone at
lost and found still. It has not been claimed. If you lost a
cell phone, please see lost and found. And folks, we want to make sure
that we don’t have anybody standing in the back of the room so, please,
smoosh in. Make new friends. Everybody move to the center of
the rows. Nobody bites in this community. Good morning, everybody. My name is Meg Megan and I’m
your emcee for today. As you’re coming in, please
squish into the center. Make new friends. We want to make
sure nobody is standing in the back. We’ll be starting in just about
one minute. All right, folks, my name is
Megan and I’m going to be your emcee for today. Fun fact,
Megan is an Irish name, it means I burn in the shade. So, this morning I have a couple
announcements that I’m going to repeat one more time before the
first speaker. If you want your T-shirt or your
swag, pick it up by 3:00 in the afternoon at the back of the
hallway track. It is awesome swag. Do not leave it behind.
WordPress gear store is closing by 4:00, if you want your official
Wapu, get there and other WordPress items before 4:00.
Also, we have a cell phone at lost and found if you are
missing a cell phone please come visit us at lost and found. Now, folks, today I’m going to
be introducing our first speaker. The senior staff instructor at
LinkedIn learning and Lynda.com. He’s produced 60 courses on
WordPress and other web technologies. And they say you
shouldn’t meet your heroes. But in this case, I say that is
definitely not true. It is a great personal honor to introduce Morten Rand-Hendriksen . RAN MORTEN: Norwegians blush a lot.
It’s a genetic thing. Let’s see if I can get this computer to
fit here. They say you should always prepare your slides on
stage while you’re waiting for things to start,
right? Good. Normally I have a head mic. So, I don’t do this while I’m
talking. That is not happening today
apparently. So, yes. You have been warned. In 2015
WordPress made a decision on behalf of the web. It was a significant one.
Although at the time it didn’t really look like it. It was the inclusion of
responsive images into WordPress Core. The reason why it was
significant was because in 2015, the jury was
still out on responsive images. There was a spec. There were a
huge group of people working on that spec. And some of those people said,
“If we’re gonna win this battle over what the spec should look
like, we should just ship our code to as many people as
possible. And then the web will just
follow.” And some of those people looked to WordPress and
said, there’s already work being done there, so, we’re just going
to come into the project and help it out. Package it up.
Put it into WordPress Core and ship it to 20-something percent
of the web. And then hopefully that will be enough. This is a slide from Joe
McGill’s talk about this from 2015. Unfortunately, this stat no
longer exists. It’s a weird thing on the web. It’s like,
all these companies make stats about how the web works, but
then they change their algorithms all the time. So,
you’ll be like, whoa. Look at this graph, it looks
crazy. Six months later, look at the same graph and it’s
different. And the explanation is in the annotation. We changed the mathematical
formula to calculate this and omitted the following data.
We’re just going to choose to believe Joe’s screenshot because
that’s the way the web works now. Anything that’s a
screenshot is real and happened. But this is actually real. And until WordPress was at 4.4
shipped, responsive images was not something that was prevalent
on the web. When WordPress 4.4 shipped, responsive images was
suddenly a thing that was happening on the web in a very
specific way. To the point where Joe has told me that now
when you go and look at tutorials on how to do
responsive images, you’ll find little snippets of code that actually originate
from WordPress. We have not been the best
custodians of our decision, though. On Thursday this week, WordPress
shipped code that doesn’t comply with responsive images anymore to
every WordPress user in the world. And this wasn’t something that
we didn’t know. This was flagged in actually
2017. And it kind of tells us
something about how we make decisions in
this community. We all want to do great things.
We are in this room, we are in this community, we build WordPress
together specifically because we wanted to make the web a place
everyone can be at. But because of how WordPress
came about, because of how open
source works, because of everything else, the way we make decisions on individual
items is often strange. And when you dive deep into it and
invest time in it, you can often get rather confused about what
is happening and how it’s happening. And it’s funny
because if you have been following me on Twitter,
it’s like 90% garbage. But occasionally I’ll say something
that I think is meaningful and then other people are like, hey, I
agree with you and I’m going to have a conversation with you on
this forum. Because that makes sense. I had this huge thing
going, hey, we need to fix this problem. It’s a technical,
small problem we need to fix, but need to fix because we are
custodians of a decision that we made on behalf of the web. And
in the middle of this conversation, this guy called
“Matt” — are you here? Is he? He is watching somewhere else.
[ Laughter ] I’m sorry. That’s not a joke.
I appreciate it — he’ll probably hear about this at some
point. But, you know, it’s public so
it’s in on the Internet. So, Matt came in and said, not sure
if responsive images should have ever come into Core. I think I
agree with Matt. But I don’t think I agree with
the reason. You see, responsive images, when
it was included in Core, the
decision was made because it was a new, cool technology. And it
was something that looked like we needed. Unfortunately, the spec was
really not ready for the future. So, what worked in 2015 doesn’t
work properly anymore. But we shipped it. And it became a standard because
of it. I want to talk to you about how
we can use WordPress to move the web
forward. So, we keep talking about this
number, right? The ever-increasing incremental
probably wrong because the stat probably updated this morning number of
like 26%, 25%, no, 27%. 32%, 32.5%. That was Thursday. It’s probably 32.56 or something
like that today. This is the footprint that the
software we create has on the web. Well, to be frank, it is —
what is it? The top 10 million sites according to Alexa or
something like that? But it’s a significant footprint on the
web. And we keep talking about where are we
going to next? The goal is 50%, apparently. The goal is to
really make the web powered by WordPress in some fashion. Last year Matt Mullenweg said,
“What the got us here won’t get us to
50%.” That’s true. But it’s true in a bigger sense
than just, you know, code and how we do things. It’s
actually true in the way we manage our community. What got us to this point was
deep devotion to open source software
and a community that piles together to solve huge problems in a very
interesting way that works really well and a lot
of luck. What gets us to the next hurdle
will be how we manage ourselves. You see, the web evolves by
caving? Paving the cow paths. Some of you may have seen this
picture before. It’s a story I tell a lot because I think it’s
funny. This is our head office at
LinkedIn Learning. They built a new building because we were
expanding. And the designer of the head office had this grand idea that there’s
a building and then there’s the new office directly in front of
it. And they built this huge oval of
grass in front of the main entrance and then had a path
that went around it. And it looks really nice. And they
opened the building the day I was there. And I walked through
and I’m like, this is stupid. So, I’m just going to walk right
over the grass. And it was this high reason
really tall grass so when you walked
over it, you pounded it down. I walked over it, and others
walked over, and eventually it became a bit of an issue. So
they paveed it. This is how the web works. Someone proposes a spec or some
new technology. A bunch of people use it, they
use it too, and eventually the browser manufacturers say this
is a cow path that’s been paveed that people have been using —
so, we’re going pave that cow path. The idea is, instead of
coming up with a new and better spec, they look at the current
behavior of the people who are creating things on the web and
say we’re going to formalize this behavior into a standard.
And we’re going to make it so that’s how it works. With 32%
of the web, we are actually the cow path now. Whatever decision we make for
WordPress is a decision we make on behalf of the web. So, how do we make these
decisions? How do we know that those
decisions are the right decisions for the web? Not just
WordPress? What principles do we stand for
and refer to any time we say,” This
is something, not only WordPress, but the web should do”? We have a principle in our about
page. It says, we believe in
democratizing publishing and the freedom that comes with open
source. President spelling error is likely me, not the
about page, by the way. What does that mean? Democratize publish something it
sounds great. But what does it actually mean? I like to break
down words and figure out what they actually mean. So, democracytize means
introduce a democratic system or governance principles or democrat
principles or make something accessible to everyone. So,
that last one seems really reasonable, right? And
publishing means make content available online. Or in paper
or whatever. But online. So, if we take those two pieces together, we get this really
awkward sentence, democracytize publishing means make making
content available online accessible to everyone. This is
what we believe. This is our principle and it has
been since day one. This is democratizing publishing on the
web. Now, if we take a step back and look at the larger web
and what the larger web’s principles are, we find
the web foundation founded by Tim
Berners-Lee, the inventer of the worldwide web. And the foundation says, we
envision a world where all the people are empowered by the web.
Everyone regardless of language, ability, location, gender age or
income will be table to communicate and collaborate and
create valued content and access the information that they need
to improve their lives and their communities. And you read
it and you go, that sounds like WordPress. And it truly does.
Because if you take that and then you combine it with our values that
say, WordPress is software designed for everyone
emphasizing accessibility, performance, security and ease
of use. And we believe great software should work with
minimum setup and you can focus on sharing your story, product
or services freely. What we realize is, WordPress in
a very real sense can be the realization of the promise of
the web. The promise of the web is that everyone should have
equal access to content and content publishing to be able so
their thoughts, ideas and creations with the world and
talk to anyone else about those thoughts, ideas and creations.
And WordPress makes that possible. It costs nothing. It
running almost everywhere. And it just works. What’s missing from us is maybe
the most crucial part for the web
which is participation and representation
in the fora that make decisions about the space we work in. Who
speaks for WordPress? When politicians make decisions
about the Internet, they introduce
privacy laws, they introduce encryption
laws. They ban encryption or add more encryption, they ban
privacy or add more privacy. Who speaks for WordPress in
those fora? The answer is, corporations with
financial interest in specific outcomes. The answer is, corporations with specific interests that are an
antithesis to what we want. The answer is, everyone else
speaks on behalf of us. And we say nothing. Who speaks for the people who
use WordPress? No one. We power 32.5% of the
web. And when a decision is made and people want to know
what WordPress stands for, there is no answer. We have made a conscious
decision to not take part in any decision
that impacts every user of our software. And many of those
decisions are now coming into our software and saying, hey. You didn’t take part in this
decision, but you now have to change your software to fit with
our demands. We are at the point where we
need to claim our seat at every table where a decision is made. Because we have an obligation to
actually represent the people affected by WordPress. And the
people affected by WordPress is not just the 99% who are not
here today. It is actually every user of the web because
when we make decisions in WordPress, we are making
decisions on behalf of the web. But to do that, we must first
know what we stand for. Like I said, democratize
publishing. That’s what we stand for, right? But what are the necessary
conditions for us to be able to democratize publishing.
We need to answer that. Because when we talk to the people who
make decisions, we need to figure out, what are we going to
ask them? What are the principles how they govern the
web, govern the Internet, govern the communication that goes through optical cables, under
oceans, into the sky and up in space? We need to know what
those principles are. I have a proposal on how to get
started. So, if you think about the web and think about our role
on the web, what you see is there are three
governing principles that are essential for WordPress and its
users. The first one is accessibility. Now, accessibility is the
promise of the web. The entire reason the web exists is for
anyone to plug into a phone line or a network line and be able to
access content that other people have published in the way that
they want and in the way that works for them. The grand idea
of the web was simply to take all the documents that were sitting in books and folders and
make them available to people at the other end of the planet in a way that
they can access it and contribute back to it. That is
the extension that we created. We made this possible to
everyone. Accessibility is the core promise of the web. Privacy is the capability we
must grant our users. Now, WordPress meets one of the
great promises of the web which is, anyone can publish content. And we take great strides to
protect the publisher. We also have to give the
publisher the capability of protecting their users. The privacy of the end user of
the web is our responsibility. And finally, open governance for
the web, for the Internet. We need to take part in the
conversations about how the web is run, how the web works. And
we need to take part in the conversations about how the
Internet runs, how it works, and how information flows across all
nations on the entire globe and in the universe. Because
there’s like a spaceship up there with people on it and they
have Internet. And I guarantee you one of them has a WordPress
site. [ Laughter ] I’m gonna do something I’m not
supposed to. I don’t want to talk to you about accessibility
and privacy and open governance. I want the people who do this
work to talk to you about accessibility and privacy and governance. So,
Rachel, can you come up and talk about accessibility for me? RACHE L: L: Excuse me. Good
morning. So, some of you know me as the director of WP Campus.
Some of you know me as the woman who says roll tide a lot on the
Internet. Roll tide. And hopefully most of you know me as
someone who cares a lot and talks a lot about accessibility.
And Morten’s right. This microphone is awkward. So, I’m
going to lean here and have a little moment. So, I wanted to
stand up here and talk to you for a few minutes about
this topic and have a little bit of a heart to heart. We’re
going to talk. Accessibility has been a hot word in our
community lately and people are very passionate all around and
for good reasons. So, I think if we chat a little bit about
why that is and how we can move forward, I think that would be
super-great. So, accessibility is something
that for a lot of us who build the
web can be quite frustrating. And I get it. It’s tough for
someone to come along and say, I can’t use your website. And it’s your fault. That’s
hard, right? There’s not one person in this room that can
stand up on this stage and say that I have built 100%
accessible websites that every single person on the web can
use. The more we can come to terms with that and let go of that go, the
easier it is. It’s not about us, right? It’s about the user.
It’s not about how we feel about it. It’s about growing and
making the web better and making the web more usable and making the web usable for
those 20 plus percent of people that
depend on assistive technologies to even consume information.
For those like myself who are able-bodied and can use a mouse
and have vision and can hear, navigating
the web is really easy. You do not think about, you know, these
problems that come along. It is super-easy for us. We have a level of privilege
that we can forget about. But for those who maybe can’t use a
mouse and can’t see and can’t here, it’s a very different and
very real experience and a very real challenge. And so, a lot
of accessibility discussions can be frustrating, especially —
I’m an engineer. And you have someone come along and, I’m
gonna be real for a second. A lot of accessibility problems
are due to invalid HTML. Like, you are building — we’re
building the web wrong. And it’s not — I’m not saying it’s
anybody’s fault. We all learned from Googling StackOverflow and
copying and pasting tutorials and that’s how we got here, you
know? And so, we’ve all done it. And
so — but that’s what it comes down to. A lot of times we’re
not using semantic HTML. We’re using span tags instead of but
thens, you know, to throw things up. You know, JavaScript came
along and gave us this huge opportunity to manipulate the
DOM in very dynamic ways. But if you don’t truly understand
HTML, then you’re more likely to basically mess up the DOM.
You’re kind of moving HTML around a lot, you’re confusing the
browser. AUDIENCE: Preach! RACHEL: And I get it. It’s
fun, JavaScript is fun. A lot of times, myself included, you
know, you’re working on something and your website works
and you’re maybe not necessarily thinking if it’s working
correctly. And so, I think for a lot of us
in our community, moving forward, you know, like what we need a lot in our
community is some kind of enforcement and some kind of
scanning and things like this. Like the more we can implement
tools. There are a lot of tools available. I hope you can join
me at the contributor day. We are going to work on ways to
enforce scanning in Core which will be really great. And I
know when something comes along, some code you wrote gets scanned
and returns a violation, that’s hard to see. But I promise it’s
going to make you better as a developer because you’re
learning and it’s going to make the experience better for the
users. But I think we should take it a step further because
Core is only part of the fun. We’re all writing themes and
plugins that everyone uses and that’s a huge percentage of how
people interact with WordPress. So, we do have a personal
responsibility to come along and use these same tools to understand
HTML and use it correctly. To understand ARIA. I would
recommend watching Rian’s talk from yesterday which is a great
HTML spec. So, we have a responsibility there to come
along and understand these things, to scan our own things. I would love to see a world in
WordPress going forward where themes and plugins aren’t allowed in the
repo unless they meet a certain level of accessibility. That’s what I propose here today
that we start to work on. Because we do have a
responsibility. We have this repo that everyone is coming
along and downloading all this code. But we’re not coming
along behind ourselves and making sure that what we put out
there not only works, but is accessible. And that’s
something that we should take on. So, I do think these are
things that we can do. They may seem like a little bit of a
challenge here at front, but we can do this if we work together.
And we can take on this project and responsibility and we can, as a
whole, impact 32.5% of the web. And that’s really great and
amazing. So, I hope that you’ll work with me. I hope y’all will
come and join tomorrow. And thank you for this opportunity,
Morten. We’re passing it along. Oh, I’m not the last in
this scenario, by the way. And so, I would love to bring up
Leo to come and talk about privacy. [ Applause ]
LEO: Hey, everyone. Not 15, 16 hours ago I was on this stage
talking about privacy. Some of you may have seen me
talk just a little while ago about the same topic. I don’t
know how many people have done work surrounding GDPR,
surrounding span CAM and all the laws. People say it really
sucks having to follow the law. It’s like, yeah. But the laws
exist because we need to care about people. So, at a really basic level I
think people take issue surrounding privacy and say we
want to understand how to make money. Or we want to understand
how to make our businesses sustainable. We want to
understand what’s critical at the end of the day to get us
from where we are to where we want to go. And I think first
about publishing at a core idea. So, I went to journalism school.
I had this dream when I was in high school. I was gonna be at
like The New York Times writing in this newspaper,
maybe this big magazine. I did a lot of that stuff. I did
journalism and I saw that whole thing happen. I remember
Craig’s List, you remember Craig’s List. We saw the death
of the newspaper. Watching it as we speak. Newspapers won’t exist five or
ten years from now, and if they do,
it’s a hollowed out shell. And it’s things like advertising
that make the Internet possible, make it so the businesses are
sustainable. Pay walls make it so that people are saying this
content is worth paying for. At the end of the day, when we
start to build in these whole things, we start to think about
then better content and better structures around it. We have
SEO is a whole business. There are a lot of really critical
people in this space. yeah, we have the very best
content and a little bit of code that runs
here that personalizes the ads. And suddenly this data here is
going to be really good. The challenge is, there are a lot of
frameworks surrounding this stuff that say it should be a
certain way. Most of us in this room are not familiar with those
frameworks. Most of us have not decided what
those frameworks should be. At a basic level, we have just
accepted for a very long time that the way the Internet looks
is going to be essentially something that we just have to
comply with. In practice people have broken those rules. So,
I’m sure you guys all know about what happened. Guys, girls and non- gendered peoples, all know what
happened. 2016, there was a major discussion about
information used for Facebook and Cambridge Analytica. I’m
not going to rant about Facebook, go look on YouTube or WordPress
TV where I talk about that. That data, including my data,
was used to manipulate elections across
the world. It was probably using psychographic profiling.
Part of marketing. This is not a secret, it’s been around for
50, 60 years. People use data the way they want. We need to
do two or three things as a community. We need to
understand what data means, understand how to use this data,
understand the scope of that data and what if means and the
questions about basic anatomization. I get into the
technical nuances. 60-70% of the things are getting
us in the right direction towards security and privacy.
I’m happy about that. We fundamentally in America do not
understand the overlap between free speech and good user
privacy. If I go to the library, no one’s going to ask
me what books I’m reading. If I read an article online, I should
not have the same level of introspection. People don’t
need to know that I really want to read a book about
how to sew, right? Maybe I want to learn to sew. Maybe I have a
but the than fell off my shirt. Doesn’t mean I’m interested in
sewing classes. This is built in the infrastructure, privacy
is not coupled into the accessibility. And I am excited because as I
see this space slowly shift, the laws say you have to do that. The laws aren’t the fun part,
it’s the privacy by design that’s the discussion. And
there’s nothing better than to discuss this as a community.
And I really hope if you have thoughts, we have lots of docs
that need to get written, code that needs written, unit tests
that need to get fixed, components that half work that
get shipped because that’s how it works. We need your help to nudge this
ball forward. And we need your help to continuously understand
where we have come from and where we want to go. Oh. Next
we have someone else too. Oh, Chris Teitzel. Hey, Chris.
[ Applause ] CHRIS: Okay, I get the fun
topic of governance. And like Leo said, laws aren’t fun.
Nobody likes to follow them, right? And we get a lot of laws given
to us. GDPR. We all had a lot of fun updating
our websites. Now we all have to accept cookies and we get to have full-screen
pop-ups come at us every time we visit a website. And I was
inspired at a State of the Word a couple years back listening to Morten talk about why is our
representation to the people who are making the decisions and the
laws about us? And there wasn’t a real clear answer to that. It
was, get involved. And I’ll admit, I’m coming from a
community that isn’t WordPress. My history is in Drupal. Yes,
I’m one of those people. And I’m here and I’m converting and
I’m learning the ways. And I know that for a while I won’t be able to use this “I’m a new
coming tag,” but I do for now. Coming from dew Coming from
Drupal and coming over, I was sitting there watching that and
thinking about it. And Heather Burns who is not here today, but
hi, Heather, on the livestream. I contacted her at WordPress
Europe this year. Hey, I work a lot in Drupal. I would love to
work with you to figure out how we can together make privacy
better for both of our projects. Then I got sucked into a this
whirlwind of let’s expand that. And let’s make that something
bigger than just privacy. So, we’re working on it. We’re getting other groups,
other CMSs involved. What we’re trying to do is build
an open web governance that will allow us as a group, not
WordPress, but as a group dictate to those that are
governing us, here is what we stand for. And allow us to set
those regulations ourselves. Because the problem is that
right now we’re reactionary. We react to a new law that comes
out. CCPA comes out from California, and now we’re all
reacting to that. There’s going to be privacy laws. There’s
going to be a GDPR clone for the US and we’re going to have to
react to that. But can we get action ary? Can
we get out there and say this is what we’re already doing? We’re
creating the cow path. And my theory is that the lawmakers
will follow. They’re writing the rules like they are because
they’re not informed by the people who are writing the code.
And so, we need to be the ones informing them and giving them
the insight to allow them to make
laws that we can comply with and that we don’t want to subvert at every corner
that we take. And so, that’s my challenge. And so, I’m coming here from
outside the community, from inside the community now for a
year or two. Saying, join us. Join me and let’s figure out a
way that we can provide a larger governance to the web. And then
voice that to the bodies that are regulates us so that we
don’t have to be reactionary anymore. So, with that, I’ll bring Morten
back up. [ Applause ] MORTEN: Two days ago WordPress
made a very big decision on behalf of
the web about how publishing should be done in the future. It is a bold decision that will
be followed by every single person
who publishes anything on the web. If you go outside the
WordPress bubble right now on to the Internet, you can see people
go, what is this thing? And then you will get the response,
wait a second. We already do this eight years
ago and our CMS set is internal to our company and have a
proprietary license of $10,000 a month. And you have a bunch of
other people say, this is the thing that I always wanted. I
just didn’t know it. And then you have a bunch of people who
are saying, what does this future look like? I can’t answer that.
I stood up on stage here last year and I talked about my crazy vision
of VR WordPress. And some people have started working on
it. Hopefully tonight or in a couple
hours our good friend Matt will tell
us his vision of what the future looks like. Not just for WordPress, but for
the web. That includes thinking broader. If you ask me, this is the last
time we should be making decisions
for WordPress. From now on, every decision we make should be
a decision we make not just for us, but for the web as a
whole. What we discovered with
responsive images was Gutenberg drew a line and said, this is the actual end of
what responsive images can do. We found the edge. It is so
close to the edge that it’s hard to solve. The spec simply
doesn’t meet the requirements of the modern web. It was built
for a time that doesn’t exist anymore. When we go into a
media project next year and say we’re going to rethink media, we
have to rethink media for the web. That means stepping
outside the WordPress community and going to the W3C and going to the RICG and going
to the CSS working group and to all the people who actually
build the web and say, hey. We are 32% of the web. We want a seat at the table.
Not because we want to dictate how things are going to be, but
we want to work together to build a solution that works for
everyone so we can democratize publishing. And we can ship
that solution to the web so we don’t have to wait five years
for it to take effect. We can make a decision, bake it into
core, ship it. And with the turn of a switch, we change the
web into what we want. Because we are 32% of the web. But to get there we first need
to understand where we want to go. That is our biggest challenge. The most difficult thing in life
is to know yourself. It is also the most important
challenge you have to undertake. What got us here won’t get us
there. Welcome to the first meeting of
the WordPress Governance Project. [ Applause ]
The floor is open.>>If anybody has any questions,
please come up to the marchs on either side of the room right
here. Or if you have accessibility
issues, I will bring the mic to you. AUDIENCE: This is made for a
taller person. Hey, Morten. This seems like a great
initiative. I have heard a few people murmuring about it in the
last few days. How do we ensure that the current decision makers
hear us and understand us and implement what we want in
this project? MORTEN: I believe the answer
was: Just do it. AUDIENCE: All right.
[ Laughter ] AUDIENCE: Should I go next? So,
my name is Linda Sherman. And I created a blog post on
boomertechtalk.com called website design for seniors. And I am — I really worked hard
to collect websites that are accessible. It was really,
really hard. There is — you go to Jamal
Tashawn, one of the people who talks about accessibility, it’s very hard to
provide examples. In anybody here has a website they want to talk about, please tell
me so I can put it on my website. I’m collecting factoids and all
kinds of things and we all tried to build something, miracle
miracleofthesee.com. Please, Twitter, @lindasherman
or boomer tech talk. AUDIENCE: Hi, I have a question
about governance. You mentioned earlier that WordPress hadn’t
been making decisions in the past, chose ton stay out of the
decision making process because nobody speaks for WordPress. So, if there was a governance
project, what is your thought if somebody decides, oh, you’re
making a governance decision that I don’t agree with
and I would just say you don’t speak for me. I use the
software, I’m not part of this decision making process.
Basically, if someone is making a decision on behalf of
WordPress, doesn’t that mean they’re making a decision on
behalf of 32.5% of the web? MORTEN: That’s the challenge.
This is one of those things where if you think about it,
lack of participation is a choice. Right? It’s the whole
thing about if you don’t vote in an election you’re actively not
voting in an election. The biggest challenge that we mace
now is that we need to figure out
how to do this. The good news is, there are
other people who’ve already started tackling this challenge. The Node Project has a
governance process that they — that took them years to walk
through and they actually got somewhere with it. The Drupal Project is currently
working on a project to manage the Drupal community. The AMP Project just announced
their governance setup. There are models in place. What we
need to figure out is what do those models look like to us. When he need to define what is
governance for WordPress? What are the rights? Privileges granted to people who
are decision makers? How do we choose those people? Who do
they represent and in what circumstances and how to push
the representation forward. The reality is, when we don’t do
anything, the politician can go and say, hey. Hello. If Drupal
shows up and goes to a politician and says hey, we
disagree with your decision. The politician comes back and
says you represent 2% of the web. The 32% aren’t here so
we’re not going to listen to you. Because the majority isn’t
speaking. So, we’re just going assume they’re okay with
whatever we do. We need to figure that out. That’s why we
need to have these conversations.
AUDIENCE: I’m not an audience plant, but I like that you had
slides ready to go for my answer.
[ Laughter ]>>Okay. Folks, this will be
our last question. Go ahead. AUDIENCE: Hi, Morten, you might
have just answered this, but I
noticed the definition of democratizing, there was
bringing democratic principles to something. I was wondering
if you were suggesting that we elect leadership to represent
the whole. MORTEN: I think that is
probably the toughest part of this process. Personally. And I say this as a former
politician. I don’t think that that would
work. [ Laughter ]
I think we need to look at a different kind of governance
model. We might actually have to come up with a new type of
governance model. But we can no dot that in a
vacuum because every decision we make is a decision we make on
behalf of the web. When we look at governance, look
at what everyone else is doing, talk to everyone else. How do
we do this thing and in a way that it lasts? So that we get
to whatever it is we want to get to. We need to define where we
want to go. But before we can do that, we need to define how
we define that. This is — this is the important work. And it has to happen now.
That’s not a really good answer, but it’s all I have. So, that
was the last question. If you are interested in this, we put up a little Google form to — to
capture your email so that you can get notified about when we
organize our first meeting. I invite you all to come. The Google form meets GDPR
compliance standards and things. [ Laughter ]
We promise not to send advertisements. We will only
use it to send you an alert about when the first
meeting is. And thank you all for coming. Thank you all for
listening. And forward, WordPress. [ Applause ]>>All right folks. We will
start our next talk at 10:00. That give use time to take a
break, stretch your legs, move around and, of course, you can
come bug Morten with more questions if you want to. Thrive for the future: The
business of open source Joost de Valk and Marieke van de
RAkt Van>>
Thrive for the future: The business of open source Joost de Valk and Marieke van de
Rakt>>Hello, folks, five minute
warning. We are starting the next talk in just about five
minutes. I’m also going to start bugging
people to squish in, make new friends. We don’t want anybody
standing in the back because they don’t have a
seat. Hey, folks, we’re going to get
started here really soon. Just a reminder to squish in,
make new friends. There are plenty of seats. Please don’t
leave them open if you happen to be sitting on the end. We want
to make sure nobody winds up standing in the back. Folks, we’re going to get going
here. I have the honor of introducing
our speakers for the next talk. And our speakers today are Joost
de Valk who is the founder and CEO
of Yoast. He has lots of experience in web
development and consulting. And also today we will have
speaking his partner in life and partner in business, Marieke van de Rakt
who is a background in sociology and
communication sciences. She is the founder of the Yoast Academy and an expert in SEO.
And also has a Ph.D. in social sciences. So, she knows what she’s talking about
when it comes to people communicating and thinking on
the web. Without further ado, the founders of the Yoast
company. [ Applause ]
MARIEKE: Thank you. This is awkward. I got this. So —
JOOST: This one’s easier. MARIEKE: So, we’re here, and
we’ve already been introduced. JOOST: So, we have slides on
that. MARIEKE: Yes. This is me. And
yeah. This is you.
JOOST: That’s me. MARIEKE: Do you want to tell
anyone? JOOST: It’s all boring. What’s
more important is this one. People don’t always realize
this, but there’s actually four of us that run Yoast. We are in
front. If you want to bug someone about things at Yoast,
Omar is the better person to bug than me.
MARIEKE: And actually we’re on it. Miguel is not here, and we do
the light side of Yoast. It’s marketing, Yoast Academy,
all the projects all the stuff. JOOST: Which makes me more the
dark side. That sort of works if you know us.
MARIEKE: Sometimes people cross over. They do that yeah.
JOOST: Anyway. That’s not what we’re here for.
MARIEKE: We’re here to talk. And usually we talk about SEO.
We’re to the going to do that today. So, we’re going to have a talk
which is kind of a business talk or a community talk. Talk about
open source. Talk about how WordPress changed my life. All
of that in one talk. It’s going great. So, it’s basically a talk about
why we love open source. And I’m going tell you a little bit
about why we love it so much to start with just now. And then we’ll also show that
it’s totally able — it’s totally true that you can also
make money with an open source project. So, we’ll show you how
we make money, but also some examples from other companies
and other stories. But it’s not all about making money. Because if you take the making
money too far, it will backfire. So, we’ll tell you a
little bit about that as well. But to start, why do we believe
in open source? So, there are
actually three reasons why we think open source is so very
great. And the first reason is that we
believe that open source is the way to new knowledge and new
solutions. I actually think it’s the best way or the only
way. Two hats are always better than one. The knowledge of two
people or more people combined will always exceed the knowledge
of just one person. And if people, especially people from
different backgrounds, from different companies, work together and
cooperate among projects, that project will benefit. So, in
short, if we stand on each other’s shoulders we become
giants and we should take advantage of each
other’s abilities. And the second reason we believe in open
source is because all the other — all the other ideas are just
more wasteful. So, if you look at a website of
a hospital or of a school, there are millions of websites. And
they’re basically all the same. I totally get that a website
needs a distinct design to make it look differently. But the
functionality is pretty much the same. So, everywhere around the world
developers are working and making projects that are
basically the same. That’s totally wasteful. We should not
invent the wheel over and over again. And with WordPress, we
have a wheel. And we iterate on that wheel. That’s just great.
That’s why we love it. And the last — the third reason why we
love open source so much is because it’s an equalizer. And
a project, like in WordPress, everybody can participate. It
doesn’t matter where you live. Doesn’t matter where you come
from, doesn’t matter what gender you have. Everybody can help.
Everybody can pitch in. It’s very inclusive. It offers chances to everybody.
Whether you have programming skills or you love translating
or you have organizational skills. Everybody can
contribute. And now, it’s up to you because it’s about money. JOOST: So, for lots of people,
open source is synonymous to “Free. ” That doesn’t have to be true. But it is true for a lot of
things. So, WordPress is open source and it’s free. And a lot
of open source projects are also free software projects. But
that doesn’t mean that companies creating that software cannot be
profitable companies. Open source does also not have
to mean nonprofit. There can be a lot of discussion about how you do all these things. But I’m gonna show you by
showing you about the growth of a company I know fairly well how
open source can be profitable. So, I started my own company in
2010. This was my office. It’s not very glamorous. I can tell
you that on the left of that picture if I zoomed out a
bit more you would have seen the washing machine.
[ Laughter ] This was our attic. It was just me doing consulting. On the side I had this hobby
project called WordPress SEO that I
really did as a hobby up until like 2012.
At which point my lovely wife who always says that I’m the one
talking about money said to me, this is no longer sustainable. We had — or I had a million
users. A shit-ton of email, and forum
support requests and everything and I was handling them on my
own. Because I thought that that
thing had to be free completely. And that just doesn’t scale.
So, we started doing things slightly differently. And we created WordPress SEO
premium now known as Yoast SEO Premium
and the company has grown a bit since. This was our team last year at
Yoast Con. And if you think this is a lot of people, we
added another 30 this year. So, I mean, that group keeps on
growing. So, I started in 2010. I was on my own. Somewhere in 2012 I saw the
light. And we started hiring people. This is the — all the current
employees at Yoast by start year. To be fair, we’ve only
ever hired seven more that have left us. Two of them have returned. So,
yeah. It’s pretty good to be at Yoast, apparently. There’s now
80 of us in the Netherlands. And 20 more across the world in
our support team and a couple of very notable developers. So, what we’ve seen is that
freemium is a very good model for software. A freemium
product like Yoast SEO where you have a freebase that everybody gets to use and a premium model
that allows people that want to do things faster or — that’s
what we choose for — but that want to do extra things in the
premium plugin. But as soon as you start doing that, you run into all sorts of
problems. You see, we had this vision of
Yoast and that was SEO for everyone. That’s distinctly
different from SEO for everyone who can afford
Yoast SEO Premium. So, when we do major features that we think
are important for the web and, you know, we do think a bit like
Morten, we put them in our free plugin. A couple years ago we released
our readability analysis which was a lot of work. And we put
it in our free plugin with no counterparts in the premium
plugin. The premium plugin has all that, but it’s just the same
as far as the readability stuff goes because we think it’s that
important. If you’re going need it to optimize your website, it
should be accessible to everyone. That’s probably not
the most profitable decision we ever made. But at the same time, keeping
true to those thoughts has helped us
grow tremendously to the point where we’re now a $10 million US — or
Euros, real currency. [ Laughter ]
A year company. This is no longer about — this
is no longer about small companies. And this number doesn’t really
matter. But it does matter that we all realize that we’re no longer just small
amateurs doing small things for tiny portions of the web.
WordPress is 23.5 32.5% of the web. We are ridiculous stats, we’re 4
or 5%, 10 million, that’s a lot. It makes releasing a whole lot
harder. Which is why I sometimes have my opinions about
that. But we’re not alone. There are very different models
in open source that work as well. I want to highlight a couple
just to show that it doesn’t have to be
like this. Elastic is fun to mention
because they, like us, are Dutch. They IPO’d earlier this year. They’re now worth around 4
billion on the stock market. And if you read their
prospectus, you would have seen that as of July 31st, 2018, they had 5.
5,000 customers. How you get to 4 billion at that
is beyond me, but that’s what the stock market does. They
have high value customers, we’re one of them, that pay a whole
lot more than people pay for their plugins. It’s a very
different model where people make money on the high end. It’s basically the same as what
the Drupal community does, they make
money on the high end of Drupal sites. There’s another example,
Magento, also sold this year for the meager
sum of $1.7 billion US dollars. That’s billion with a B. They
make money by doing two things. They have their platform as a
service and they sell a premium version of Magento. If you’ve
ever tried to install it, it’s slightly more difficult
than WordPress. And I would seriously suggest if you’re
doing eCommerce to look elsewhere. But at the same time, it’s a
very profitable, well-run company. I think the most exciting of all
of them is Red Hat. A company that really only
system administers know really well because they make a ton of
software that people use to power those servers that we all
use every day. They’re very interesting because
they have bought software companies and open sourced the
software that they bought and made more money from it than the
company did before. And they’ve not done that once, but they’ve done that multiple
times. They too got sold this year. This is how I got to my list. For the meager sum of $34
billion to IBM. A couple years ago there were
doubts as to whether open source companies could be profitable
and could have very high valuation. There was a lot of
shade being thrown over Automattic’s valuation at some
point. If you look at these numbers
now, it’s not that weird. But as Marieke said earlier,
this is all about the money. And it is not all about the
money. MARIEKE: Hi. So, a few years ago, actually on
the first WordCamp Europe, Yoast did a talk about — it was
called the victory of the commons. And I’m going to do a short
piece of that again because you didn’t do
it entirely correct. [ Laughter ] Yeah, so sorry.
JOOST: See what I have to put up with.
MARIEKE: So, the tragedy of the commons is a theory, a concept. And it was invented by Eleanor
Ostrum, an amazing economist and sociologist. And the theory
described how a group of people acts when they share something.
A common pool of resources. And I think that story or the
theory is very applicable to our WordPress ecosystem. So, let me explain the tragedy
of the commons. It’s — imagine the meadow. You can see a meadow with little
sheep. That meadow isn’t owned by anybody. It’s owned by a
community of shepherds. Or farmers. And they can put sheep on their
meadow. And the sheep can eat the grass and they can play and
do their thing on the meadow and just be happy. So, there’s a
community of shepherds. And it’s important to understand
that every shepherd can put a sheep on the meadow and a sheep
will grow and it will give wool and lambs and meat and all that
stuff. And all the benefits from the
sheep will be from the shepherds themselves. This is a bit like
the open source project we have. WordPress is our meadow. And we
all reap benefits from WordPress. So, our company by
selling plugins. Maybe agencies by building websites with this amazing CMS. What
happens in this beautiful meadow is that every shepherd is
motivated to add more animals because more animals in the meadow will mean more
profits for him individually. But an extra animal will also
come with a cost. The meadow will face an extra
sheep too. And will there be enough grass to eat? And
because the meadow isn’t owned by anybody, the cost of an extra
animal will be for the entire community while the gains will
be for the individual. And here lies the tragedy of the commons of the meadow says
Eleanor O strum. So, if every shepherd is
focusing on his or her individual gain, they will put
more and more sheep on that meadow and the meadow will get
too crowded. this will lead to overgrazing
and the meadow will become less and less productive. And if the
shepherds will keep on thinking about themselves, this
will continue. And if people only think about their own gain,
they will keep doing that. Because everybody else is doing
it anyway. So, it’s better to have like a
really small unhealthy sheep than no sheep at all. So, in the end, this will lead
to a tragedy. The me do will get ruined. Such a tragedy. So, Eleanor Ostrum uses this
example to show how common good projects can go wrong. And I
want to reassure that I don’t think WordPress is going this
way. I think WordPress is flourishing. But it does
demonstrate that thinking only of your own interests could lead
to really damaging an open source
ecosystem. And that’s because of the free rider problem. I
think most of you have heard about that. So, if people only
think about our own interest, common pool resources tend to
get ruined. Free riders — a few free riders
is never a big problem. But if everybody would think that way, then a project will get ruined.
So, this is Adam Smith. He’s one of the founders of modern
economics. And he said for quite a while,
and people still believe him, that in every individual does
what’s best for him, then the outcome would be the best for
everybody. So, if everybody would just do what’s best for him, that will have an
optimal situation. Well, Eleanor Ostrum already
showed Adam Smith was wrong. And then this other guy, this
really awesome guy, he also showed it
mathematically. So, this is John Nash. And if you’ve seen the movie “A
Beautiful Mind” and you will know who I’m talking about.
Otherwise you should watch that movie. So, according to John Nash, the
optimal result will come when people do what’s best for them
and what’s best for the group. So, the total optimal results
will only come when you do — think
of yourself and of the group. So, a shepherd should think of
their own gain and of the gain for the
entire meadow. Applying that to the WordPress community would
mean that you should invest in open source software
as well. So, WordPress Core, WordCamps
and stuff. As well as in your individual gain. Because in our case, when Yoast
was just doing his plugins in the
attic and making very little money, he —
well, he couldn’t cope with it. You can’t cope with 1 million
users all by yourself. It was really sad. It was sad at some point.
[ Laughter ] So, because you can’t answer all
these questions, you can’t do that. And when we were making
money, the project became better and everything became better.
So, that’s the point I want to make. So, John Nash mathematically
proved this pretty early on in his
career that — that it could be calculated. So, we calculated an
equilibrium, the Nash equilibrium. The optimal results will be when
harvesting the meadow and reaping your fruits are in the
right proportion. And I think now you’re up.
JOOST: So, I’m not able to calculate a Nash equilibrium for
WordPress. If someone else here is, I would like to see it. But my math skills are pretty
limited. But Matt once spoke about 5% for the future. And I
think more than once. But he’s spoken about this idea of companies spending 5% of their
resources to improve WordPress. We think that’s a great idea. And we have been doing that for
quite a while. If everybody did that, and that
includes everybody who makes money from the WordPress project, every
host, every — every agency, et cetera, there would be a few more of us in those
weekly Dev chats. So, we do a lot of this. We put at least 5% of our
developer time on WordPress Core. I have to admit, in the last
year, we had this small project that a few more people of our
team worked on. So, in the last year, it’s been
about 10-15% of our total developer
resources that worked on Gutenberg. But we also had
other people working on other stuff that we think is important
for the global project. So, if you’ve heard about Serve Happy,
the people involved in that are mostly sponsored by us. There
are a lot of other things happening like fixes on the
forums by Sergey and a whole lot of
specific things that we think need to happen to keep that
meadow green and all those gates in order, et cetera. But that’s
just developer time. And one of the things that is so clear is that there’s more than
development. We sponsor a lot of WordCamps. And we speak at
them. We organize them. There is a couple of people here in front who spend too much time at
WordCamps. That’s all giving back to the community as well. And even that is very limited to
this group. I get excited even more when we
look at our local projects. When Taco is teaching young
kids to build their first WordPress site in our town. Or
when Omar spends every Friday morning helping unemployed
people to teach them how to build a website in WordPress and
how to do SEO so they get a better chance at employment. That is growing our pie and
making WordPress truly bigger. But — and there is a common
theme in the two talks this morning — we
all want to keep WordPress healthy. This means that if we need to
help even if that does not directly benefit our company. Sometimes you have to put aside
your egos which in my case is a
fairly hard task. But we need to think about
what’s good for WordPress and what’s good for our individual
companies. And it’s really okay to think about that last thing
too. There’s nothing wrong with thinking about yourself. But you have to think about
both. In order to keep that meadow healthy, we all need to
give back. And aside from giving back, we
need to come up with some ground rules. If one of us is fixing the
fence on the one end, it’s not really cool if someone else is
opening the gate on the other end. If someone wants to give some
extra water here while someone else is
doing nutrition there, that might go wrong. A lot of these
things need some work. And I’ll give you a very concrete
example. I and we as a team were not
really Gutenberg fanboys from the
start. The thing is, we heard about it in June 2017. And we were like, that has some
rather big implications for our plugin. It more or less meant redoing
half of our code. Which, if you have ever looked
at our code base, you can imagine is a tiny bit of work. But after the initial like
dissent, we decided, okay. We’re gonna step in and we’re
gonna try to do this. And we need to help make Gutenberg
better because we can’t really do what we want to do yet. So,
we started adding APIs to Gutenberg to make it extensible
for plugin authors and make it better. That part is fine. The
problem lies in the fact that we heard about it in June 2017 and
I read last week in Matt’s blog post that they started develop
in January 2017. So, what happened in those six
months? Why did we find out so late?
And how could our community communication be so poor? That
people were developing on a project on the one hand and we
were building stuff that we literally had to throw away on
the other hand and we didn’t know. So, we need to get better
at that. We were literally burning some of our 5% time in
those months because we were doing the wrong things. So, the biggest problem here is
probably communication. MARIEKE: So, we want to prevent
this tragedy. And actually, Eleanor O strum’s
solution to the tragedy of the commons was communication. Just
get some rules. Just get those shepherds to
understand it’s important to nourish their meadow. And we
need to do the same thing. And otherwise, the three reasons I started with, why open source is
so very important, so very awesome, they will be
jeopardized. Because if we’re not cooperating, then we’re to
the standing on each other’s shoulders. Then we’re doing
things the wrong way. And we will not come up with those
innovations. We need to communicate in order to come up with those great
innovations and new knowledge and solutions. And if we’re not
communicating, it’s really, really wasteful. So, I see someone painting the
fence on one hand and then someone else building an
entirely new fence and just putting it on that meadow. And
then all the painting has been done for nothing. We, as a
group, have become so very big that it’s very hard to
communicate with each other. And we don’t know what we’re all
doing. And I do not have the solution for that. I just — I just think that we
need to think about how to make sure that people are doing things that are going
in the same direction instead of opposite. Because I know
everybody is doing their best and it’s such a waste of energy
if you’re doing something that’s not useful in a month or so.
And also, if we’re not communicating, then not
everybody can participate because then only the people who
come up with a really beautiful new fence get their way. And
that shouldn’t be the thing. It should be an equalizer.
Everybody should be able to pitch in. That’s the beauty of open
source. That’s what I wanted to say. Now you want to say something,
I’m sure. JOOST: I do. So, we’re all in
this together. It’s more true in this project
and in a whole lot of other things. But I think our
communication needs to level up. And we need a roadmap and a plan
of where are we going? And not just a development roadmap, but
a wider thing. So, we own this meadow together. And if we want to grow it, and
our companies and everything that’s related to it, we need to lead this
together too. I was very happy to see what got
us here won’t get us there on
Morten’s slides. And I agree. And it doesn’t apply just to
code. It applies to everything in this
project. So, let’s get that discussion started. Thank you. [ Applause ]>>Folks, we have time for some
questions. If you have a question, we have
two microphones set up on either side of the room here in the
aisles. Please come up and ask those questions so our
livestream viewers can hear you. Or if you need me to bring the
mic to you, please raise your hand and I will bring it over.
AUDIENCE: Hi. I’m Kristina. I am both a small business owner
and on the organizing team for this campus — or WordCamp US
which has been a lot of work and more than my personal 5%,
perhaps. And I — kind of my thoughts are around how much we
ask of each other when we’re all coming from very different
places. And I think it’s interesting like to here Morten
say we need to do more. And then you’re like, we all need to
do more. And I’m like, oh, my god, I’ve
done so much and I’m a small business owner and I don’t have
the backing of another company or whatever. And then in my
life as well, I promise this is a question — I also am
involved in the Wikimedia, Wikipedia
world which is another very big global
community. We’re all nerds in many ways. And they have a lot
of thoughts about all of this governance and
stuff. I never hear the WordPress people talk about how
Wikipedia does it. The barrier to entry is so much different in
the Wikipedia world than in the WordPress world where you
maybe have to understand Slack or complicated Dev things or
this whole community that is confusing and foreign. So, I guess my question is, I
heard a lot of things about like the people making money, but how
do we live in a world when a lot of us know that this will never
be profitable for us? How do we still give without
driving ourselves crazy and draining all of our resources? What does the commons say about
that? MARIEKE: I think for this
audience, we’re preaching for the wrong audience because
you’re already doing your 5%. And I think if you’re not making
money out of WordPress, the only thing you can give is time. And
that’s it. But there are a lot of companies who are making a
lot of money and they should be giving back 5%
moneywise money-wise, I guess. JOOST: And also, I think it’s up
to the WordPress Project. If you’re giving that much more
than the 5% that you actually have to give. Or have to give — but what you
can do meaningfully without hurting your own business. I
think the project as a whole could do more to reward you for
what you’re doing and make sure that you get
new business out of this or whatever we could do to
highlight people that are doing this stuff. Because then it
becomes mutually beneficial and we can all benefit from this. I know that Josef has been working on the 5%
project for a while. But we have to find that
equilibrium a bit more. And I can totally understand that
organizing a WordCamp like this is draining. We had two people on the
WordCamp Europe organizing team last year. And if I look at the hours, I
go, dude. I don’t really look at the hours.
MARIEKE: Also like, dude. JOOST: It’s a lot of time. It’s
a large investment. Even for us. So, I can totally imagine that
it’s a large investment if you’re an individual. But thank you.
AUDIENCE: Hey, I’m Jake. I’med founder of 10up. I would
like to hear more about the intersection between governance
and solutions. One of the things that’s wonderful about
our open source community that it spawns companies like your
own. We have a number of what I would describe as almost canonical
solutions for problems that I would say are pretty critical to
the mass audience of WordPress. Solutions that arguably may
should be in core, for other CMSs should
be a part of the platform, not just SEO, germane to you, but
forms, calendars. JOOST: There’s a lot of features
in our plugin that should be in core.
AUDIENCE: 100%. When you think about governance and entities
outside of the Core project and their commercial entities, is
there a role for governance in major solutions that a massive
part of the community adapts and become almost critical to 50% of the use cases of the
platform? JOOST: Well, yeah. But I think
they’ve already admitted to that in a bit. This week we started on
end-to-end tests for Gutenberg to activate some of the largest
plugins and run some tests to make sure that we didn’t break
anything in that. I think that’s — I mean, this
is an incredibly big ecosystem. That I don’t — just like
Marieke said, I don’t have the solution to this. It’s a very
hard problem in many ways. But to a certain extent we have
a mutual responsibility to make sure that we keep stuff working.
And we’ve always done that with our backwards compatibility ideas. And with Gutenberg we’ve done
away with some of that, but not really that much. I think in
the end we’ve reached a pretty good state of where backwards
compatibility is achieved and people can still keep on running
things and all the large plugins sort of work. And some better
than others. Because some work with Gutenberg
and others work in spite of
Gutenberg. But I think it’s a mutual responsibility. And I
think the Core team is quite aware that if they break a big
plugin they’re going to get as much
whining as when they break something in Core itself that not a whole lot of people
use. AUDIENCE: Thanks.
AUDIENCE: Hi, this is a question about profitability in open
source and specifically the freemium model. So, it seems to me that the
freemium model is based on a trust in the community that
giving some of your work away they will see that value and pay
it. But I also notice a pattern that
most companies that operate on a
freemium model open source parts of the code and others are kept
in private repositories. Is that a sign to you that trust
has its limit? Is that an example of the Nash equilibrium looking out for
itself? Is it the right move? JOOST: That’s hard. Some are open, some are closed.
I can’t really find the difference between the two in
terms of how profitable they are or whatever. In the end we will
probably end up opening up most of our repositories because I
think that’s the easiest thing to do. Because even to our premium
plugin people want to do pull requests. And I’m fine with people giving
code. But what — MARIEKE: Believe in it too.
JOOST: No, what is happening a bit more at the moment is that you see
companies move to a SaaS model for their
premium offerings. We’ve recently done that,
Jetpack has always done that. More and more companies are
moving slowly in that direction. It’s a little easier to control
and the trust factor doesn’t become as big of a problem. There’s no easy solutions in
that game. It’s pretty hard to do right and
to figure out a good equilibrium
that works for your company. And for us, I mean, it’s gotten
us a lot of growth. And at times it’s even hard to
look at. We want to do 5%. We’ve grown this much. That means we need to do this
much more in the next year. You saw that in Matt’s recent post
as well. You saw they would add more committers or developers
because Automattic has grown. I think that’s a good thing. It’s
— over time these things work out and everybody has to come up
with their own set of how do we do this and how does this work?
And maybe over time we can even collaborate on some of that
between some of these companies. AUDIENCE: Thank you. AUDIENCE: Hi, thanks for a good
talk. That was pretty inspiring. The WordPress
Project has suffered traditionally from a bit of a
bottleneck with contributors because of this kind of tiny team of committers who
have to deal with all of the
contributions of WordPress. How can the — how can the
project and the community go about deciding on a governance
model that kind of gets rid of this bottleneck? You know, in
dependency on a few small people who — sorry, a small
group of people who can —
[ Laughter ] JOOST: They’re all pretty small
too. AUDIENCE: Apart from your Dutch
guys, yeah. How can the community kind of figure out a
good governance model to reduce this problem of a bottleneck? MARIEKE: You can do this. JOOST: So, to be honest, I don’t
think the bottleneck of the WordPress
community is the developers, I think it’s in the project
management layer just above that. And while that needs work, it
needs a bit more of a — as I said — a roadmap. It needs a
bit more of an idea of where we’re going that is laid
out in proper like posts or pages on
WordPress where I can see what we’re going
in and what the direction is. What we’re going to build. What
makes sense to work on and what doesn’t make sense to work on.
Because right now we let everybody work on whatever they
want which is I think to a certain extent fine, but we’re not always going to merge
everything that everybody’s doing. So, we need to come up
with a better way of managing that and a better way of managing the expectations around
it. And I don’t really think that the number of developers is
even the problem. I think that the problem is that
we — we have this layer of developers that have commit
rights. But there’s no like
architectural decisions being made in some group that then
everybody works on. It just sort of happens. And I would like us to have a
bit more of an architectural leads and go to a model where there’s an
architectural board that decides we’re going build it like this.
And then another group of people probably should decide on what
it is we are going to build. But these are distinct different
things where you decide on what you’re going to build and how
you’re going build it. And in every company in the world,
these things are separated entities. And I wouldn’t mind
WordPress being run a bit more like a global
company. But I mean, that’s my — my
view. At the same time, I think we just need to have that
discussion with everybody involved and see like where do
we end up? MARIEKE: Going to do that in
January. JOOST: Apparently we’re going to
do that in January. I’m open to starting today.
AUDIENCE: Thanks.>>All right, folks, we have
time for even one more long question or two really quick
ones. Start right over there. AUDIENCE: Pressure. Hi, I came from Tokyo, I gave a
talk yesterday. My question is you’ve mentioned
better communication is needed. Could you possibly elaborate a
bit more on that? Because do you mean there’s
simply more number of conversations or different ways of phrasing the
discussion that’s made or the summaries that have been made.
And also I ask this because I’m from Japan, you’re from Holland, and
I think you know the way people think
when you get asked about more and better
communication, people tend to interpret it a little
differently. So, the way you communicate —
well, the better communication is
different from the cultural divisions. And the org is in English. I
personally have no complaints about it. But since it’s not 100% of
WordPress users that are English language. About 50, 40, something like
that I think. Is there something to fill that
gap in some way or another? MARIEKE: You’re making it even
harder now. AUDIENCE: Sorry.
MARIEKE: Yeah, you’re totally right. That’s a cultural thing
as well. JOOST: It is. I can elaborate a
lot more, but let’s do that off stage. I do think that in
essence it means that we have a — a vision of
where we want to go that is slightly more
than a vision but has like, okay, so, these are the things
that we’re going to build and this is the plan for the coming
year or year or two. That is slightly better laid out than it
has been for the last year. The problem was with Gutenberg that
there was a lot of thinking like that, but it wasn’t on paper and
it was very hard for people to find out what the goal was. And
I think that if we had gotten that a lot earlier it would have
been a lot easier for a lot of people to say, hey, this is
actually very cool and we need to step in on this.
MARIEKE: Maybe democratizing publishing is a bit too broad to
work on. JOOST: The biggest — it needs
to go from, okay, this is our vision, this is what that looks like in our
vision. Let’s discuss those steps and go from there.
AUDIENCE: Thank you. Sorry, I asked a really long question.
>>That’s all right. That’s all the time we have today, folks.
please give our speakers one more round of applause. Yay! [ Applause ] Okay, folks. Our next talk will
start right at 11:00. You have some time to stretch your legs, hit up the restrooms, grab
a snack. Whatever you need to do. We’ll see you at 11:00. Secrets to Being a Great
Marketer Tina Wells>>All right, folkses, my name
is Megan and I’m your emcee today. Two minutes until our
talk here. Just a quick remind their we have plenty of seats,
but if you sit on the end of the row and don’t let anybody in,
then we can’t share all those wonderful seats. Please make
new friends and get closer together. Closer together so
that nobody winds up standing. Thank you. All right, ladies and gentlemen.
Folks of all colors, shapes and sizes. We’re going to get our talk
started here. One more reminder, could you please make
new friends and squish in. Don’t leave empty seats open in
the middle, please. We definitely want to make sure
everybody has a place to sit. All right. I am very honored to introduce
our speaker today. She comes to us from the Wharton
School of Business. She is the CEO and found of
Buzz MG and the academic director of leadership in the
business world at the Wharton School. She is also from my
favorite part of the country, Pennsylvania, where I grew up.
Oh, Pittsburgh, huh. Philly forever from my point of
view. All right, folks, without further ado I would like to introduce Tina
Wells. [ Applause ]
TINA: Well, good morning. I’m so honored to be here. Any time I give a talk, I like
to up with the intention. Today, the intention is to get
you comfortable with marketing and have you walk away feeling
you can be in control of your own marketing. So, I want to
give you a little background how I started. I started my company
when I was 16 and it’s been 22 years now. And I never thought
I would be a marketer. I really wanted to be a fashion editor. And at 16, 15, rather, I took a
job with a newspaper writing product reviews. It was called
the New Girl Times. And every time I would send a company a review, if I send you more
product, would you tell me what you think? I thought I landed the dream job
of trying products and telling company what is I thought about
them. And that was for a couple years. And I had a client, I use air
quotes because they were people that
sent me products. The research with my friends was better than what they paid
$25,000 for. I went to the head of the business department and
took an independent study and started to build out the
company. And then Cosmo girl wrote about
what we were doing. It was two sentences that got us 15,000
applications from people all over the world who wanted to be
buzz spotters. That’s our trend spotters. Fast forward to
today. We have 40,000 people in our research network and we’ve
served over 165 companies and this is just a few
of our clients. I’m fortunate to go into organizations and
work with C-suite executives and talk to them about the major
problem that they’re having. And I like to say that a lot of
my work is the problem keeps a CEO
or CMO up at night. They whisper about it and they have
to figure out a solution or I don’t know what’s going to
happen with the company. We need to make a pivot. We’re in
a really interesting time. We’re watching really big
companies grapple with really big problems. And we’re seeing
a lot of new, emerging smaller companies that
are, you know, digitally native or direct to consumer who are
opening up really big marketing opportunities. So, it’s a
really interesting time to be a marketer for sure. Okay. This
one didn’t translate. So, on this slide I also wanted
to talk about another part of our business. So, we coin a lot
of trends and a lot of different words. I want to give you an
example of a few of the trends we’ve coined over the years.
And the one that put me on the map years ago was this idea,
Warholism. If you know the famous Andy
Warhol quote, in the future, everyone will have 15 minutes of
fame. As a marketer, that was a different thing. I grew up in the 90s. When you could be on TV you had
to be picked to be one of seven
stranges on the real world. That was the on the time. And
Warholism. Fisher price released a toy. It was a
karaoke machine that you hooked up to your TV and
instantly a 2-year-old watched themselves on TV. And I thought
about that. What’s the impact for marketing. What was a one
way conversation, I tell you this, you buy this thing to make you feel this way has
totally changed. We realized that the relationship between a
customer and the company making the product for them was really
fundamentally changing. Another trend we coined years ago was an idea called massclusivity, we
owned the same product to be customized. The iPod was one of
the first. We could all own it and have an individual
experience. Again, really, really tough if you’re a big
marketer. Nike found a way with Nike ID, customize your sneakers,
American Eagle, customize the way you want your jeans ripped.
But customers were having a voice and that was emerging. And one final trend I enjoyed
coining was cake baking. Coming from a little known
movie, “Mr. and Mrs. Smith. ” We learned that Angelina
Jolie and Brad Pitt fell in love and it was everywhere. And what
was interesting, not a lot of people went to see the movie.
Again, it fundamentally changed marketing. We talk about a
product and then we want you to go buy the product. What
happens when the talk about the product becomes more fascinating
than the product itself? You know? So, marketing
fundamentally has really, really changed a lot over the last
10-15 years. So, it’s a classical marketer.
There are now things to know about marketing. First of all,
back up and say when we talk about marketing, marketing is
really everything that happens between you making your product
and someone buying it. All of those activities in between
really fall under marketing. And then when we talk about
marketing as a practice, there are really four areas we talk
about. So, product, place, promotion and price. So, with
product, there are some products where the actual creation of the
product is in fact the marketing. So, whether you see someone on
shark tank and make a magical sponge that does all of this,
the actual product is what’s talked about. It’s how the
brand is marketed. It’s built around this product. The
concept of place. When I started in marketing,
place was Macy’s, Bloomingdales, Marshall
Fields. Now place has evolved to be your website. That’s the
first place people tend to experience a brand. For many of
these big retailers, especially those in consumer-driven
businesses, it’s still the number one place people are
making purchases. They may put a lot of money and resources
behind their bricks and mortar locations, but quietly they’ll
tell you the number one place to drive
revenue is online. When we talk about promotion, there’s several
different areas. Promotion, we look at paid, unpaid, or earned
as we call it, and owned. Again, your website is your own
channel. Your social feeds. When we talk about earned, it’s
really PR. Right? Free media. What people say about your
brand. What people on social media are saying about it. And
then paid which is advertising. A totally different part of the
strategy. And then we know that price can be a really big part
of marketing. So, think about some of the direct to consumer
brands. The biggest differentiator they talk about
is, by coming to us directly, we can charge you a lot less money.
Price is really important. Now it’s got its own category
where it’s called pricing transparency. Right? We’re
going to be very transparent about what this actually costs.
So, in all these classical areas for us, product, place, promotion,
price, they’ve all dramatically shifted and the very definition
of what those things mean has really changed. And that’s
actually really great news for small business owners. You know, of all the companies I
get to work with, I’m most passionate and excited to work
with small business owners. I think that, you know, I remember
when my team, when we first discovered WordPress. And one
of the things I thought for my smaller clients, now we’ve
democratized the market. Make it easier to find the customer
and have a product that’s competitive and have a web presence that
speaks like any other store. While it’s created a lot of
opportunity for small businesses, it’s very disruptive
for big businesses. It’s a really interesting place right
now. And so, what I want to talk about is just from all the
companies I’ve worked with, ten things I’ve learned about
marketing. And they’re the ten things that I think if you walk
away with anything, a few of them, I hope, you think about as
you start to create your own marketing. The first thing I
learned is that all consumers are not created equal. I am definitely a person who is
known. I think my title that the magazine gave me is the
millennial whisperer. I grew up with millenials. I started study them before they
were millennials and I was in the right time and the right place and had tons
I was talking to. And one thing to admit, I don’t know if my
colleagues will admit this. There was a millennial mania we
created. If you don’t know them, your business will die.
We scared everyone so much that when they needed to pay
attention to them, they were burnt out. I just don’t care
anymore. Millennials will do this, they’ll kill your business, you have to do
all these things. The average millennial is 33, 34, married,
two kids, looking at buying property. Now is a time where
many businesses actually need to look at them. But historically,
we get very excited about new and emerging
demographics. We scare people and then we don’t properly ship
business in the way it needs to move forward. And so, this is just an example
of the way the — really I look —
think about really big businesses look today. And so,
one of the biggest challenges businesses have right now is
that for the first time in history there are five
generations of people who are working together in
organizations. It’s another reason why I think it’s a great
opportunity and a great time for small businesses. You know, if
you are a Comcast or think of any large Fortune 500 company.
You’re dealing with the changes in consumer behavior, the
changes in media options, how many different ways there are
for people to find out about your product. And within your
own company, the people that need to come together to make
decisions are dealing with all of this stuff, right? We have
— if you think about Gen X, right? I love Gen Xers. Any big company I have been in,
Gen X, real those are the people keeping everything together.
They’re managing up, managing down. They’re just cool,
keeping it together. I just need this to get done. You
know? You have Boomers who are renewed with energy. People in
their 50s are to me the most interesting people to talk about
right now. You know? If you think about the advances in
health care, they are younger than ever. They’re more vibrant
than ever. They actually do have some money, you know? And,
you know, they’re now trying to figure out the next sustain of
their life. There’s a crisis within my friends of their
parents not wanting to be grandparents because they’re
living their best lives right now. They have abandoned the
idea of being grandparents. And my mom is 60 and looking at
a career change. Mom, you’re 60 and people are
hiring you for these? Yeah, I think I’m going to diversify.
There’s a lot going on with boomers. There’s Gen Xing, rebecause I
need to move up. You have people stuck in their jobs. And then get out, and then genZ, this is my first job! And then when am I getting
promoted? What’s next? And this is going on internally and
we are not dealing with selling people stuff. This is what
makes me laugh these days. This is what’s happening. When you look at the Warby
Parkers of the world. This is the ethos. They all dress the
same, they all talk the same. Everybody is on the same page,
right? There’s just a feeling of like, we’re doing something
really important and we’re stylish and everybody’s on —
and you have these big companies. Our board of
directors won’t retire. And all the scandal are in the biggest
companies ever, right? I was reading a headline yesterday
about the Oscars. And it was a really funny
headline about Kevin Hart. He totally screwed up, he wouldn’t
— I was like. Can we back up for one second. Who hired him?
Did no one use a piece of technology to go through every single thing
he’s publicly said for his entire career so see if anything
could be offensive. I don’t fault him for not apologizing.
Who hired you? Who made that decision? And one of my friends
was like, that’s probably just an older person. He gets the
kids excited. let’s hire him. And we’ll get
into the art and science part of marketing. But that’s what’s
happening. There’s so much information available that we’re
watching a lot of really big missteps. We’re watching a Pepsi
commercial that’s supposed to be about social activism and the
way you fix everything is Kendall Jenner just hands you
a Pepsi. How does that happen? It
happens because all of this is going on. Think about the consumers not
believing the hype. What are the numbers saying what? Does
the data show? How to reach the people I reach.
And a big part of my job is filter all day, what’s noise,
what makes sense? Trends are cyclical. Right now we at my
company study four tribes. We call them tribes of trend
setters. Preppies, techies, independents
— and 15 years ago I introduced this concept. Doing work for
Verizon. We’re going launch a prepaid phone and target a
really cool person. I said a cool person is not buying a
prepaid phone. That’s not happening. Actually, well, but
we need them to launch it. There’s this new tribe emerging.
And they’re techies and they’re — they’re nerds.
Nobody talks to them. And I was like, no, actually the world is
changing and these people I predict are going to be the
coolest people ever and they thought I was crazy. And a year after that, Richard
Branson launched Virgin’s prepaid phone,
it was massively successful and paid attention to that trend. I love to study this tribe of
independents, they’re counterculture and whenever
they’re doing literally in a few years will be the trend. There
are people who show up at retail stores to trade clothes.
There’s no currency that exchanges, they’re just doing
clothing swaps. There are people very dedicated to writing
and handwriting letters now. Now we’re saying people aren’t
going write again, there are people doing that. Like all
trends, things come in and out of style. One of the biggest
trends is TV. People talk about things are dead. Oh print is dead. No, bad print is and should be.
People don’t see themselves — if print were dead, Chip and Joanna
Gaines couldn’t launch a magazine to millions of people.
We see their kids, I went to Waco, Texas, to see what this
was about and waited in a line to buy a cupcake. And my friend
was like, why are we going to Waco? We have to be in this
vibe. They have like 500 people working for them. Print is not
dead. Bad print is dead, people who don’t understand it’s alive
and vibrant. We were told TV is dead, anded
golden globes is like Hollywood’s A-list is nominated
in TV roles and competing and fighting for TV. TV’s never
been more interesting and more exciting. One of the things
I’ll talk about in a bit is that, you know, media just
evolves, right? Now we’re in the content business. If only Blockbuster had realized
it was in the content business. The fact that Blockbuster didn’t become Netflix is a huge
misstep. We wanted to take content differently. And we see it every day, hanging
on to bricks and mortar. No. Sometimes you have to let it go
and say what’s the next iteration of how we can make
this better? So, marketing is equal parts arts and science. I
think this is the part of marketing that marketers
struggle with the most. That’s why you’ll find creative
agencies and market research shops. I happen to sit
absolutely in the center of both. I actually write a best
selling children’s fiction series,
McKenzie Flue, and I was doing this myself. Creatively I want
to do this. As a business person, this makes sense. When
we created her as a character, I literally went to moms and girls
and said what can we do to get girls interested in science and what
can we do about mean girl culture? What came out of that was arts
and science. And we make mistakes by going too far in one
direction and not informed by the other. And it’s one of the
disciplines where you have to pay attention to art and science
at the same time. I think direct to consumer brands do a
really good job of this. But I think they’re in a really
troubled position right now because they happen to build
their companies at a time where Facebook,, you know,
ad revenue or Facebook was on an upswing. Now having a bit of a
correction, everyone is freaking out. No, just go back to
understanding the fundamentals of the art and the science,
right? Channels sometimes perform crazy
good and you can’t predict that’s going to happen. But
still as marketers we have to understand our product, our
place, our promotion, our price, always. And if at any point our
algorithm is off, it’s either because we’re
not being creative enough or we don’t deeply understand the
consumer enough. That’s what happened to a lot of companies
who went millennial crazy. They didn’t pay attention to the fact this that this group of
50-something was doing something different. Their life was
fundamentally changing. I love to talk to boomers, I
have tons of money. No one cares to talk to me. If we
looked at numbers, we can see that trends were evolving. I
talk about this a lot with the election. You know, the numbers
were always there. It’s just we didn’t want to think about it. Five years ago MTV did a really interesting study from their
public affairs department. Millennials, 80 million people
felt that their government was something they had to overcome. They had to create solutions.
Think about Uber or Airbnb. We’re going to create the
companies that can handle the problems that we think are
really big problems. Thinking about an
antiestablishment mindset going into elections, that exists. A lot of times we ignore data
because it doesn’t support what we want to think. And we do
that as marketers too. Marketers are people. We don’t
always look at data and say this is the very best decision we
should make. Don’t believe the hype. Again, there is a lot of
hype. And as marketers, and, you know, I’m sure you hear it
all the time. SEO, it’s dead. It’s not working. Well, you
know, things evolve. Of course it’s working. Are you putting
the right things into it? Are you testing the right creative?
Are you connecting with the audience in the right way?
These are all tools it. They’re all tools that need to be
properly utilized. Same thing with the website. You know the
difference between a good site that connects and a bad site.
Yesterday I had a really interesting experience. I was
on Instagram and I got this ad from this like — I think it was
called like women executives in heels. I was like, that’s a
really interesting name. So, I click on it and it’s like, we
have this journal. And I’m like, this is very pretty.
Okay. I’m going buy this. Easily buy it with PayPal. And
an email, welcome to the community, this is all the
things we do, this is our manifesto. And I see this
really beautiful card. If you buy ten of them, you get
45% off. I have never seen them before
and spent a hundred bucks in less
than an hour. And why didn’t we create these cards? This person somehow figured out
I was the target and I was going to buy from her. She had like
2,000 followers on Instagram. You know, it’s like she just
really seemed to get to the point of,
I’m going to ignore the hype and go to the funnel of this is how
I’m going to get to my target customer. Okay. So, this is my
favorite tip. I did the majority of my
research in airports. There are lots of people. They’re all
very different. Sometimes they’re in like real hysteria,
right? There’s the way that airports can get to your
emotions that other experiences cannot. And I also get to see a
lot of people in different generations together. You know,
an airport was where I realized that getting on a
plane that Uggs were really happening. And it’s a bell
curve. Inching up the curve, on the curve or heading down? You
know, it’s the first place where I saw that Toms were like really a
thing. Everybody has Toms on. Okay. This is a thing. You
know, my latest airport trend, I’m a big fan of Away luggage. I’m seeing more and more Away
roller bags. I’m looking to see what are people doing when
they’re not trying to do. People are not trying at the
airport. Not trying to be cool, not showing up in you are best.
What are they eating and looking at and talking about. What are
the pain points? One of the biggest things as marketers that
we should be trying to solve for is someone’s pain point. What is the actual problem that
needs to solution. The founding story of Warby
Parker, I left my $700 glasses in a plane and I didn’t think I
should pay $700 to have to replace them. And so, you know, airports, if
you ever have a moment — when the students come with the
companies they’re going to create in the program. I say go find a place to just
sit and watch people. It’s fascinating to watch people. Not constantly being in your
mind thinking I should do this and do that. Sit down, have
coffee and study what people do. Are their suitcases not working,
things not seeming to flow. What’s the actual problem. I’m
sure if you take a moment to write, you’ll find many problems
that people need to fix. Consumers don’t always know what
they want. Here is one thing I’m sure of. Consumers know how they want to
feel. Everything we put on, we do it
because it makes us feel a certain way,
make us feel smart, taken care of, comfortable, cool. There’s
definitely a feeling assigned to it. We don’t always know the product
that fits. One of the best examples is an iPad. Nobody knew they wanted an aPad
until they had one. And now I don’t know what my life would be
like. No one knew. The feelings, feeling inspires and
connected and entertained, I knew I wanted those feelings. I
just didn’t know I had to be in that device. And
sometimes as creators, especially as business owners,
you have to take a leap and say I think people are going to want
this product. But base it on because they want to feel a
certain way, right? And really focus and hone in on
the feelings. Media channels don’t die, they evolve. One of
the things I’ve said many times already is this is dead, that is
dead, this is over, this is done. You know, one of the
greatest examples for me — so, we think about podcasts now. But podcasts are so
revolutionary, right? Or is it just like 60 years ago, or maybe
longer, when people sit in the living rooms and turn on the
radio and listen to the program of the evening, right? This
isn’t new. We think about soap opera. That’s literally the invention
of Proctor and Gamble who created these long programs
sponsored by soap. Look at end of soap operas
today, still produced by P & G studios.
We do the same thing. And it’s the way to connect to consumers.
And they are tools and channels to really connect. And at
thened of the day, marketing is about a connection. It’s about
a feeling that makes you feel something you want to feel and
then predicts a behavior that you’re gonna do. Innovate or you’ll be replaced.
We have a lot of brands in place of really desperately needing to
innovate. And I think one of the toughest things, I liken it
to steering the Titanic, right? Is that you see the writing on
the wall for some of these businesses, right? But it’s so big and it takes so
long for the crash to finally happen. And then there are
people who really become first of all what I said early, you
will of these people who have all of these complex problems
and working together and then figure out what happens with the
business. And what you start to find,
maybe they buy up smaller companies to bring the
innovation. Walmart did that with jet.com. Come in and help
innovate. But a lot of times, you know, companies don’t quite
know what to do. And one of the biggest issues if you’re a
marketer today is — and I remember in the ’90s90s gap
would put it on fall TV, and they change it. And changing
the logo, that is ugly and change it back. Marketing used
to be like a megaphone. We tell you to do this and now consumers
have a really big voice in what happens. They are telling us 24/7 what
they like or don’t like. When I was a teenager, if I wanted to know if Jane cosmetics tested
on animals, call an 800 number and
ask them. My brother can look online,
start a petition on change.org, tell his friends, make a video
and start a movement. The amount of control and power
consumers have is just unbelievably changed the way
businesses have to deal with them. And so, this idea of
innovation and how quickly it needs to happen is definitely one of the biggest
challenges today. So, another thing about great marketing. It always involves surprise and
delight. Those are the two most important words for marketers.
Surprise, delight. There are other words too that talk about
ways we get people’s attention. Shock and awe is another one.
We are familiar with a brilliant marketer who does a great job of
shocking us every day. It doesn’t have to be great. It still elicits an emotion.
And people align with that emotion. And whether we realize
it or not, I wish I could say what I thought every day. How many of us feel like we
don’t get to tell people how we feel every day. Sometimes the
feeling of watching someone say I think you’re stupid. I can’t
believe I aligned with that feeling. I don’t know where
that’s coming from. I wish I could tell my boss,
just say, oh, you’re really lazy. But with great marketing,
that’s why people love Apple. There’s just something
surprising and exciting. You know, I say to my team, there’s
something for me that’s just so deeply exciting when I see a new
piece of creative or a new website or something that feels
like magic. What you do as developing, I think it’s pure
magic. There’s an idea in my head now on the screen and
people can connect in a different way. And great marketers know there
always has to be surprise and delight and some unexpected
element that feels a bit magical. And finally, you must always
have intrinsic and extrinsic value. One of the greatest
examples of this is Weight Watchers. Just getting the app.
I did something for myself. Whether you track your points or
not, it’s just this internal feeling that says I feel good
because I made this decision to buy this product. People do it
every day with the decisions, you know, and great marketers
understand that both have to be there. There are things we buy,
Pine-Sol, I’m buying it. But Meyer comes along or Method
and makes you feel good about the environment buying cleaning
products. There are people who get fundamentally that having
both of these elements is really important. Think about the
marketing and think about what you offer. Really think about
is there intrinsic and extrinsic value? Is there something
people will feel internally and an external change that people
will also enjoy. And that’s it. I don’t know how much time I
have left. [ Applause ]
>>All right, folks, we definitely have some time for
questions so that the livestream folks can hear what you’re saying, please use one of the
two microphones in the aisles. Or raise your hand and I can
bring the microphone if you want me to. Just a great reminder
that comments are great for Twitter, not so much right now,
we’re looking for questions. Thanks. AUDIENCE: Hi, my name’s Jason. I run operations for a web
agency in San Antonio. I had a battle in my household, I was an
Apple guy, by dad’s worked for Dell for 20 years. I came home
with an iPod and tells me Dell had this too. And I always had
some unspoken reason that I would go for one brand over
another. And then I discovered Simon
Cynic and he talks about the why. I thought that was the
unspoken value. Where does your why come into the advice for a
company. We can talk about price and product and location
and all of that, but how do you insert the why? Where in the process does that
come? TINA: I think that is a
founding part of what you do. That’s part of the philosophy,
you figure out 12 personality types.
Our agency took on the personality of the sage. It
goes back to the feeling, how do you want your clients to
feel? There’s some people that want their clients to feel taken
care of. And some want to feel they have
come to the sage to solve is. Some want the clients to feel
inspired. I would take a moment to see what’s the intention or
the intended outcome. For us, it’s the feeling of we want our
clients to feel they are bringing their toughest problem
to a place that will absolutely solve it and do
in a way that is confidential and produces what they’re
looking for. And I think a lot of times when there’s those),
we’re unsure of the ethos. And the problem with agencies. And
we’re an agency. Is sometimes you take the work that’s coming
and you allow so many outside influences to actually tell you
what you are. So, at a time where I would say I love looking at emerging
demographics, we got shoved in the millennial space. We’re not
an influencer agency. We happened to create an influencer
huge project for the Oprah Winfrey can have network.
People think we’re an influencer, but really we’re
this kind of agency. And agencies have the clients
dictating who you are instead of saying this is who we are and
this is the type of business we want to attract.
AUDIENCE: Thank you.>>AUDIENCE: I’m Phil, I run IN
news watch.com for marketers. New trends in the technical and
regulatory realm as well as marketing realm. I’m interested
in your perspective on what online marketers will be facing
in the future that I need to reflect in my publication?
TINA: It’s my favorite thing to talk about right now. The biggest issue — well, I
would say challenge in the future is the number of niche
channels that marketers have to pay attention to. For so long
we have been able to just put something on TV, right? Just
run a commercial on the Super Bowl, just do this one big thing
that has a huge impact. And I think in the future we won’t
have that. You know? We’re going to have hundreds of places
that we need to be, you know, and I often use the example that
before a teenager gets to school, they’ve seen 350 brand
messages. Why would we ever want to do one thing, right?
And so, I think that the specificity and the number of
people it will take for big companies to reach the
60, 70 million, 80 million people they used to do with one
big thing can’t happen anymore. And so, I think they have to
fundamentally shift how they’re marketing. The other thing I would say is,
it used to be that celebrities were
really big influencers. Now there’s a trend, nano
influencers, it was microinfluencers. I started my
career with the belief, and it’s a statistic that 81% of
us make purchasing decisions based on what our friends say.
The idea of who a friend is just changed. Again, when you look
at the power and the place of influence, it really
democratizes it. I think the challenge moving forward is
actually for the bigger companies because now they are
forced to play in the same space as smaller more
startup companies which I don’t think we have seen before.
AUDIENCE: Thank you. AUDIENCE: A lot of us build
websites for clients. They have a value. Somebody’s paying us.
But how do we get to that next step where they are — they’re
extrinsic feeling about your website, how do you
differentiate that? Because a lot of us have the same product.
But what makes that special? Is it building community around you
had a website built by us? What do you do for something that’s a
commodity essentially? TINA: I always tell my team, we
can always make more money, but not more time. Your currency is
the time it takes. How quick to get from content to execution.
What makes you different from working with someone else? Do
they want you to work collaboratively or just do it?
That’s defined up front. How many thousands of agencies
exist, right? And it comes down to, how do you communicate to
your client what the value is? It’s not as simple as we make a
website. Like you said, many people do that. It’s the
process. What’s your process? We at Buzz, we have a process we
call connect, brand, impact,
understand. As an agency we start with research and we end
with research. That’s our point of differentiation. I say to
clients, if you are looking for the most creative shop in town,
we are not it. That is not our strength. Our strength is understanding up
front who the target customer is. How we need to brand this,
how to impact them and then how we need to understand the whole
process so we can do it again. And so, you have to really
develop that elevator pitch, you know? That few sentences that
says, this is who we’re about. And the client needs to get it.
But a lot of it is just a workflow in communication too.
And how you work with your clients. And I find, you know,
all of our business really comes from other clients referring us,
you know? And so, it’s really, again, sitting and saying,
what’s our process? And being really clear on your
own website with this is how we work. And we have something
called the Buzz Report that comes out once a month. It’s
our trend newsletter for free. And once a month, we’re in front
of thousands of companies. Here is something we’re giving you
for free and keeps us top of mind.
What’s your version, advice you give to educate people.
AUDIENCE: Hi, Tina. I’m with an eCommerce store in the building
materials industry. We have a fairly complicated product.
We’re a youthful brand. Can you think of any examples in the history of your business where
you found a complex product that presented really well? TINA: Yes, we have several
complex problems — or products, rather. Here’s what I always try to say
to my clients though. Can you say it in five words or less?
Even if it’s really complicated. Drill it down five words.
Sometimes it’s an exercise for the internal team to get on the same
page. Because even very complex things can be drilled down to
five words. The problem you then have if you can’t do that
is you both must educate the market on who you are and what
you do. You’re playing the role of educator and salesman. And
you really just — I always say, you want to be a new lane in the
highway. You never want to build the highway. That’s the
hardest job to do. How many times do people say,
we’re the Uber of this, we’re the Warby of this. Someone’s
blazed the trail. It’s much easier to do the sales part when
you don’t have to do the educating part too.
AUDIENCE: Yes, I think I’ve got kind of a basic question. But you mentioned earned media
versus paid, you know, all of those things. I do all the
marketing for a small women-run business. And as a small
business I totally see all the channels that I could be working
and so that’s what I have been doing non-stop for two years. Last year we had earned media
with Fox Business and this year our big thing was we bought an ad in the
Magnolia Journal and the two behaved so differently. So
differently that I have been a little perplexed and a little
discouraged. I wonder just to a small business, what are the —
where are the best channels that you encourage small businesses
to really put all of their effort? And what are some ways that —
or like some tips that you can get more earned media which
might be a really like not a simple question. TINA: Magnolia didn’t perform
the way you thought it was going to?
AUDIENCE: Yeah. TINA: Yeah, I would anticipate
that. That’s really important. Are you selling to consumers?
AUDIENCE: Yes, eCommerce. TINA: The most important thing
is customer segmentation. Talking to healthy moms or
athletic dads. I had a client tell me I’m going
to make mentrist a thing. You
should not do that. The behavior is not even there. Do not make the effort. And
there are times we get excited about a channel like Magnolia.
That’s a great place for them to market their own stuff, right?
And it’s a Martha Stewart model. I sell all of these products and
I’m going to tell you — and who are the people who buy ads?
People who are selling all of those products. What you wanted
to be was in Joanna’s top ten things of the month and
leads to the surprise and delight of the customer. Think
about the businesses you’re competing against in this space
wouldn’t have made sense. Versus being on TV or a place
where people hear your brand. They see you and can immediately
connect with you. You have to think about, number one, just
three different types of customers you’re serving. And
then I would name them. Right? So, with many of my customers.
She’s Molly. Molly is 41. We had a client spending tons of
money on radio and wanted to get out of money. Your customer is
a soccer mom who spends 4. 5 hours a day in your car so the
best place to be advertising is actually on radio. So, you have
to get a little — kind of drill down on the activity of the
person and then let that inform the channels. Don’t think just
because a channel is awesome it’s going to be awesome for
you. You know? And then once you realized, you know, what
channels work you’ll be able to double down on that a bit more.
AUDIENCE: Thank you. AUDIENCE: First, thank you,
Tina. One of the things — and I guess as a professional web
developer and as a digital brand strategist, I’m running into
the clients who they know what their — they know what their
demographics, who their audience is and they know what they want
branded. But we’ll do some research and say maybe you
should cater toward this way. And they’re like, eh, I still
want to do it this way. How do you deal with those? Client
wins, they’re paying me, just do it their way. Or find a middle road or say I’m
not doing it period. I don’t care what you say. TINA: I try to get the middle
ground. Do 50% what you have done before and experiment with
50%. Because the problem is — like if you work with a big
company. You’re looking at last year’s budget. This is what
happened last year. And we only think we’re going to have this
kind of variance. People have gotten very comfortable with
what we know. What we know is as practitioners
everything is changing. The business a year ago is not the
business today. And the companies, go back to the
initial funnel. All of this internal drama is going on. We just got to stick to what we
know. Then when you as at agency don’t perform, it’s your
fault. You didn’t know. And clearly the research that maybe
this plan is built on is a year old at this point. Once it’s
gone through all the meetings and approvals of the people that
say yes to this plan. I think you’ll find it’s going to shift.
And it will shift because it has to when it becomes a revenue
problem. When the ability to not be quicker, be at the speed
of the market changes the business, that’s when the
business will fundamentally make a change. I would
challenge you to say, okay. Can we do it 50% your way and 50%
ours. Not 75% your way and 25% ours
and see who performs better and iterate from there.
>>This will be our last question.
AUDIENCE: I’m Jonathan, I have an agency down in the road in the
Nashville area and employees just me. I imagine a lot of people are
that way in the room. You have begin awesome tips
about creating messages. That’s awesome for me, I’m a marketing
team. But the best way to get the message out there. I can’t
afford a Super Bowl commercial or a radio spot. I have done a
lot of Facebook ads and looking at Google ads and stuff like
that. I’m curious if you have any other ideas for an
affordable means of marketing. I get pretty much all my clients
from referrals and looking to grow beyond that. I want to do
more than just the network of the people that I’ve worked
with. What tips do you have in that area?
TINA: When I started out, I did a lot of writing, I have a
degree in journalism, not marketing. And lots of places,
retail merchandiser magazine. I want say all of you in that
space, thought leadership is important. That means you have
to take a moment to say what do I believe? What do I
fundamentally believe about the work I’m doing, the industry
I’m in and how do you become that person? Being on LinkedIn.
And being consistent. If you can’t write once a week,
don’t be sporadic and write once a week and then never show up.
If only you can commit to is once a month, and it’s a good
piece of content, commit to that. Know who your audience
is. Make sure you’re curating those spaces. It can be on
LinkedIn. I have massive LinkedIn influences. I have a
friend who does a show from his iPhone for a minute. One minute
with him talking about a marketing thing. Figure out
what the thing is that you’re known for. If you don’t know, I
would go back to your last five clients and say why did you hire
me? What was it that differentiated me? And then
take that and try to make it a platform. And then engage on the medium
that makes the most sense for you. So, if you are an
instrument — if you are not good with Instagram, if you
don’t take great, compelling photos, don’t go on Instagram.
Don’t do that. It doesn’t help you. Your clients are going, I
don’t want that. I have clients that come to me and say I want
my newsletter to look like your newsletter. I want you to give
me something like that. What are you best at, do that. If
you have a great voice, create a podcast. And don’t do too many things. I
would master one thing, let that create a return for you and then
move on to the next thing. Okay.
>>Give her one more round of applause, folks. [ Applause ] All right. We’ll be starting
our next round of talks at 12:00. That gives everybody
time to stretch your legs, get a snack and do
whatever you need to do. See you at 12, guys. WordPress from a Drupal
Perspective Chris Teitzel ,>>Hey, folks, just giving you a
five minute warning here. We’ll be starting in about five
minutes. hey, folks, we’re going to get
started very soon here. I just wanted to give you a few
announcements before we started talks and then get you off to
lunch. The best part of the day, right? Reminder, if you
want your T-shirt or swag, you need to pick it up by
3:00 at the back of the hall way track. Don’t leave it behind,
it’s really cool. Also, if you’re interested in getting
your official WordPress gear, the WordPress gear store will be
closing by 4:00. Get there early and
purchase your WordPress items including that adorable stuffed
Wapu. Don’t go home without those. We have cell phone at lost and
found. you are missing your cell phone, see if it’s yours. We
would very much like to send it home with its owner. All right,
folks, I’m going to go ahead and start rolling into the talks. Remind, this is the lightning
round. If we have time to take a couple questions, we will. If
we do not, there is always Twitter. And I’m sure the speakers would
be more than happy to chat with you after the talks. So, Chris Teitzel is a security
and privacy nerd who started out in Drupal and has converted to
the side of WordPress. He is here with us today to
share with us what he has learned. Everybody, Chris
Teitzel. [ Applause ]
CHRIS: Thank you. So, I’m newer to the community. I’ve been around WordPress for
about two years now. So, a lot of you don’t know who I am. So,
I wanted to include an introduction slide. I’m the dad
to two nerds in training. These are actually the fourth
generation tech nerds in our family. It goes all the way back to my
grandpa who worked at IBM from the ’50s
on. My dad worked at IBM. I thought I could do something
different with my life, here I am. I have been in open source
for almost a decade. I got started in Drupal. And, yes, we’re going to be
talking a lot about Drupal and WordPress today. But I got started in Drupal and
I will go into why in just a bit. But transferred over to
WordPress as I started creating our product. I’m the founder
and CEO of Lockr. And I’m getting more and more
involved in price policy and also governance issues. If you
were here this morning you heard me talk a little bit about that
as well. This is an old picture, but I really like it
because it defines what a lot of us do on the web. This was the
browser wars, right? You had Chrome and Firefox and they’re
battling it out. And then you have Internet Explorer over
there eating paste in the corner wondering why nobody likes him. I think that a lot of the times
when we talk about Drupal and WordPress, we end up having this
type of mentality. It’s Drupal and WordPress battling it out.
I’m not gonna say who is eating the paste in the corner, I’ll
let you fill that gap in yourself. But a lot of the time
when is I go to a WordPress event and I say I do Drupal, the
first thing I get is, what’s it like over there? What is it
over there? What do you guys do? And then I go back to
Drupal. I was just at WordCamp, what’s WordCamp like? It’s the
exact same reaction and I feel like I’m a double agent or
something going back and forth. But a lot of the times I also
get the question of, which one’s better? Right? Who is the
best? And there is no better. There is no best. And this is a
comic that we like to circulate in the Drupal community. I
don’t know if you can see it too well in the back. But it’s the
learning curves of the popular CMSs. And this has been around
for a while. Down at the bottom, ModX, this
straight line. WordPress and Joomla and Drupal with the
bodies hanging off of it and crucifixes
and a bulldozer pushing body office
the top. From the Drupal perspective,
this is a badge of honor pip survived the crucifixes and the
bulldozer and I’m an elite Dev now. And you look at it from a
WordPress or outside the Drupal perspective. Why would I ever
go to Drupal if that’s what it looks like? Funny enough, this
was written during the — or drawn during the
Drupal 6, Drupal 7 era. Drupal 8, I would add a couple
more crucifixes up there and maybe a bulldozer or a giant dump truck
dumping bodies off the end. We’ve gotten a lot more
complex. And so, I’m gonna have some real
talk today. If you know me and you’ll hopefully get to know me
better, it’s what I do. I don’t hold my words too often. And
both platforms do things really, really well. And they have
their strengths. And we need to be able to look at those. And also, we do things less than
ideal. And fortunately, I’ve been in
both and have had the experience of both and I can see both sides
of the coin for each of them. What we need to do it we need to
play to our strengths. I got involved in Drupal because
I was starting an app in 2009, as everybody was, and I said I
needed to build a website for this app. And before that, I had coded my
own websites and dabbled in HTML. And I went on thememonster and I
apologize if you are here or watching the stream, I love your
product. I bought a theme that I liked and it happened to use
this thing call Drupal. I just happened to fall into Drupal.
Probably one of the worst decisions I made at the times.
As a brand new developer in the CMS world, you pick the hardest
thing out there and didn’t understand it. I installed it,
sure enough. Nothing looked like I wanted it
to. And I said, this is just my mentality in life, I got to do
it myself. I built my own theme in Drupal and slogged through
that and started getting involved there. That’s how I
got involved with Drupal. I didn’t pick it because I
thought it was better, I literally picked
it because thememonster had a cool
design. And WordPress, I’m seeing more and more what it
does. And the strengths that I thought Drupal had were good, but they
were limited. And I had always heard, WordPress, it’s insecure.
It’s not. It’s really secure. It’s too easy, it’s not. It’s
actually pretty complex. But I heard these things from
the Drupal community and started getting into WordPress, this
isn’t that bad. And if we play to our strengths, WordPress has
a large focus on design and usability. That’s first and foremost.
Democratizing publishing, right? The idea that anybody can pick
up WordPress, install it and start running. The themes out of the box are
gorgeous. They’re useful. They work. A lot of websites just
use that theme and nothing else, right? In Drupal, this year we just
launched the out of the box initiative which now when you
turn on Drupal and you install it with the out of the box
initiative, it actually looks like a website. That was a big thing for us in
2018 to finally make Drupal look like a website. Design and
usability is at the core of everything you do. You have
privacy by design. You have privacy in core. That’s huge.
Media management. Again, this should seem like
table stakes for most of you sitting here, I know, I know.
Media management. The ability to do embeds and videos and
pictures and have libraries and all that type of stuff from
Drupal. That, again, is just starting to
get modernized and just starting to mature in our ecosystem in
2018. Play to your strengths. You have this capability. One
of the things that is not often talked about in Drupal and in a
lot of the I guess open source world in general is the economy
of open source. It’s kind of the thing that people don’t want
to talk about is, you know, we all have to make money off of
open source, but how do you do it? WordPress has a really,
really robust plugin and theme economy. There are graveyards among
graveyards of companies in Drupal who thought that they could sell a module or sell
a theme. It does not work. The community rejects it
vehemently. Whereas in WordPress, you embrace it and
you build these plugins, you sell them. And by doing that,
the person who is making the plugin gets money and in turn
makes a better plugin. It kind of helps out that whole
ecosystem run. I like at this as a strength in something that
you and we should all embrace. And yes, Gutenberg. I know it’s
a controversial topic right now. And a lot of people have a lot
of differing opinions on it, but it
is one of those radical changes to how the web will be consumed
in the future. And because of that, other
projects, could inning Drupal, are looking at Gutenberg saying,
how can we do that? And so, you’re setting the path.
You’re building the infrastructure that a lot of the
web is gonna work on. And Drupal is looking at that and
we’re saying, wow, that is pretty good. It goes back to
design and usability and everything that WordPress has
for its strengths. And then for those that are looking to work
with Drupal, here are some of the things that I would say — so,
going back. This is all items that when I talk to people in
the Drupal community, I’m like, we need to do this. Because we
still haven’t figured this piece out. Now I’m gonna tell you
kind of what Drupal does and, you know, hopefully nudge you
along the way to thinking about maybe this is something that we
could do in WordPress. And the number one thing is data
architecture. When people ask me, what’s the difference
between WordPress and Drupal? It’s data architecture. Drupal
is really good content modeling system that happens to make
websites in my opinion. It has a really strong data
architecture. And because of that you can create these really
complex contents and entities and put them all together and
then break them all into pieces and put them all back together
in a different format in a different place.
And that lends it to be used in interesting scenarios in
powering apps through headless and all the various things it
can do there. Core APIs. As I was building a WordPress plugin
for our service, I had realized that I came to rely on the core
APIs that Drupal had. And I took them for granted. I didn’t realize how good they
really were. One of them for me is a form API. In Drupal,
you have a form API where you can declare a form, create an
array of all the different types of inputs that you want. You
send it to Drupal and out pops a form. You don’t have to write
any HTML. You don’t have to write anything. Everything’s already built for
you. And by the way, by creating that form, you get a validation handler and
a submit handler back to you. To create that system in
WordPress is not simple unless you start using some of the
plugins. What I’m talking about here is if Core can adapt some
of these frameworks. The plugin, it’s not — in my
opinion, that portions of the plugin economy need to be
replaced, I think it would strengthen the plugin economy
and themes to have some of these Core APIs and some of these Core
functionalties. Another one is views. And if you’re not familiar with
Drupal, views is our database-querying UI. And it
allows you to build these complex pages, again, from the
complex data structure. I can say I want a page of all the
news articles with this image, the field that is the subtitle
and the data and the author and I want just that. And it
will create a page of just that. And every time I add a new
article, that page is updated. I don’t have to worry about it.
That’s in core and it’s super-powerful. It’s also what runs our core
REST API. And so, you can declare, here are all the fields
that I want the REST API to have and publish it, and every time somebody hits that URL, they get
a JSON to make a mobile or headless app or whatever they
want. REST API is now baked into core. If you talk to
people what the future of Drupal is, that’s what it is. It’s
going to be a headless system. So, we need to play to our
strengths. We need to be able to look at and figure out what
are we doing well and how can we learn from each other? Because
a lot of our learning comes from inside the community right now.
Drupal likes to stay ton its own little island, WordPress likes
to stay ons it own little island and
there’s a lot we can cross-pollinate and learn from
each other. Let’s share ideas and code and make all of our
projects better. I’m a big fan of open libraries
that can be shown in between. And unfortunately we don’t have
any time for questions. But I will be at the Happiness Bar
later. I’ll be grabbing lunch and walking around. So, please
come find me and I’ll tell you all about Drupal and what we
really do over there. Thank you. [ Applause ]>>All right. Well, while we’re doing our
transition here, I’m going to go ahead and a call up our next
speaker. Drew Gorton began working on the web in 1996 and
now works as the director of developer relations at Pantheon.
He’s been all over the world. His passport is full of stamps
and he’s here to talk about traveling the open source world.
DREW: Awesome. Thank you. Just by show of hands, how many of us
enjoy traveling? If you could raise your hands. That is a lot
of hands. Awesome. A lot of us like travel for different
reasons and I would like to — like to pull some of those out.
On the count of three, I would like everyone to just say one of
the reasons that you like travel. We’re going to do this. You have a moment to think, one,
two, three, blurt out the things. One, two, three. Okay.
I didn’t catch all of them. But I think travel and the
things that we love about travel you can get by traveling to
other open source communities. So, when I was growing up, I
grew up in a small town in the Midwest
of the United States. And it was the kind of place that on
school picture day you would probably dress your kid in his
nicest clothes and make sure he had a really crisp bull cut.
If you can imagine that kind of place, that’s where I grew up.
When I was growing up, we had a meal that we did that we called
fish and rice. And it looks something like this. If you
said I was having fish and rice tonight, I news it was going to
be something like this. Probably didn’t have the slice
of lime. That’s a little bit fancier than we ever did. But
something like this. And then later in life, I had a pretty
awesome opportunity. Had I had the chance to move to Spain and
I studied in the Spain at the University of seville for about
a year. And that was a really amazing learning experience for
me. I made friends with all these wonderful people who were
seeing the world in a really different way. And I realized
that I saw the world in a really different we than they did. The events that we celebrated
and how we celebrated them, the stories we told, the heroes, the
villains, all these things, were different. And it was a
powerful realization. That was a way that we could all learn
from each other. It was awesome. And I think one of the
things that’s really manifested that you can see this is in
really directly is in the food that we eat. Right? I went to
Spain with an idea of fish and rice. And then I discovered
this. This is paille, it’s an awesome combination of fish and
rice and some other good, yummy stuff. And then later in life
even, I had the chance to go to Japan and I taught English in
Japan for a number of years and it was pretty cool. And again, I learned so much
about myself and the world and what it means to be human. And
another combination of fish and rice. As a kid, that elementary
school kid, I probably would have been horrified to think
that someday I would like this combination of fish and rice and
think that was pretty good. But it definitely happened. So, I first started coming to
WordPress events probably about three or four years ago. And just like Chris mentioned,
that’s kind of a big thing. Because I came from a different
community. Also happened to be Drupal. And I quickly realized,
though, that a lot of the things that I learned from those travel
experiences, from the life experiences really served me
well in understanding and being able to relate and make new
friends and things like that. So, WordPress is a very special
kind of ecosystem, right? There’s both people and
technologyies. But the technologies is an open
source ecosystem, right? And that’s a very special kind of
technology that’s different than the software that most of us get on
our phones, et cetera, we agree to a
thing, we don’t own it. The list of requirements, yes, all
my data is going to you. Open source software comes with a
different outlook. And the agreement that we accept when we
use WordPress is much more about the freedom. Yes, there’s
freedom as in money. But there’s also freedom in the
ability to inspect it, alter it, redistribute it, other things
like that. And this is sometimes called the freedom is
in liberty, or that sense of the word freedom. But one of the things that’s
common to open source technologies is that
they need people to survive and thrive, right? They need people doing webinars
and podcasts and books and events and meetups and all those
kinds of things. And another interesting thing about WordPress is that it itself is
made of open source technologies. So, PHP is the
language that we have that we use to query the
database and do the logic and log in and all that stuff. But
then we store stuff? Databases, mysee equal and Maria
and they are open source technologies. And we run all of
our sites on something called Linux which is an open source
operating system. Not Windows, not Mac. Most WordPress
websites run using Linux. And most of them display their pages to the world with Apache or NGINX, the lamp stack. These
are the open source ingredients that WordPress uses. But a
really interesting thing is out there in the world. And that is there are a
gazillion other tools and technologies that combine those
same ingredients in very different ways. Wikipedia
tracks 57 different projects that all use these same
ingredients. PHP, Maria, Apache, et cetera, to do some
really interesting different things. And I just chose a few
logos here, not all are content management
systems. CIV ICRM tracks CRMs. But all
use these ingredients in slightly different ways. But
they have their own communities and events and podcasts and
things. So, if you look at one example, Drupal, in the next
three months there are a whole bunch of different things and
some of these might be near you and might be an interesting way,
as Chris was saying, to check out the
way we do fish and rice differently. If you live in New
Jersey or London or New England or Chicago, there’s something
happening in the next three months that might be of
interest. Might be easy. A quick trip. A short bit of
travel. Or instead of looking sort of cross-ways to something like Drupal or ModX, you can
look at others. PHP, we can leave the talk, grab lunch, and grab a plane and go
to Paris for Symfony Con. Or PHP in
Hawaii. A good reason to go. But into PHP or JavaScript or
the other technologies we share, there are conferences and events
and podcasts and webinars and other things and places to learn
more about the underlying tools. Or you can step back. There are
a ton of events that are sort of generalist events that have some
sort of explicit or just sort of thematic inclusion of open
source. And again, if you just look at the next three months,
there’s a whole bunch of them. Amsterdam, Oman. There’s
another one in Hawaii. Maybe just go and stay. Seems like, again, seems like
it’s very work-related. My advice, though, is that if
you do, go gracefully. These are the things that I felt have
served me in travel as well as in visiting another open source
community. Start by listening. And then go with the idea that
you are learning, not converting. I think probably
very few of us like the experience of someone coming to
our house and telling us that we’ve got life not figured out
and we’re all wrong and we should do it differently. Just
like in the real world, guides can be a great help. So, there
are people in this room, I’m positive of it, who have gone to
some of these different events or have some connection to some
of those different technologies. If you know them, you can ask
them for advice. How do I get into PHP? How do I start with
JavaScript? Maybe they’ll even go to a meetup with you. That’s
pretty cool. But if you do that, especially if you do that,
make sure that you get out of your little group. Like
probably for those of who raised our hands and said, yes, we like
travel, we’ve all seen the groups of people walking with
the umbrella. Following in a clump, talking about something
and then moving on and staying with that. Don’t do that. You
know? The umbrella people are wonderful. They’re handy. It’s
helpful. But also, go out and make some connections. And that
can be super-daunting. It’s hard to meet people. But it’s also pretty awesome and
it opens you up to lots of possibilities in the future.
And the last thing I would say is share your journey. Every
time we make connections between open source projects, we build
lines of communication. We build possibilities for the
future. I think if more of us do this and share what we learn
and help others do it as well, the stronger our communication
will be across these projects and the better we’re going to
make the open web. So, thank you. My name is Drew Gorton. I’m the director of developer
relations for Pantheon. And if you want these slides,
I’ll be posting on my Twitter link. That’s what I wanted to
share. [ Applause ]
>>We have time for one or two quick questions if anybody has
any. Or we could just go get food.
Any questions, folks? Nobody wants to get between anybody and
food. All right! Let’s go get lunch early, then. Thank you,
again, folks.

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  1. 0:32 – Moving the Web Forward with WordPress – Morten Rand-Hendriksen
    59:23 – Thrive for the future: the business of open source – Joost de Valk, Marieke van de Rakt
    1:59:57 – Secrets to Being a Great Marketer – Tina Wells
    2:58:11 – WordPress from a Drupal Perspective – Chris Teitzel
    3:10:35 – Stamping Your Open Source Passport – Drew Gorton

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