Inspire, develop, and guide a winning organization.
Create visible workflows to achieve well-architected software.
Understand and use meaningful data to measure success.
Integrate and automate quality, security, and compliance into daily work.
Understand the unique values and behaviors of a successful organization.
LLMs and Generative AI in the enterprise.
An on-demand learning experience from the people who brought you The Phoenix Project, Team Topologies, Accelerate, and more.
Learn how making work visible, value stream management, and flow metrics can affect change in your organization.
Clarify team interactions for fast flow using simple sense-making approaches and tools.
Multiple award-winning CTO, researcher, and bestselling author Gene Kim hosts enterprise technology and business leaders.
In the first part of this two-part episode of The Idealcast, Gene Kim speaks with Dr. Ron Westrum, Emeritus Professor of Sociology at Eastern Michigan University.
In the first episode of Season 2 of The Idealcast, Gene Kim speaks with Admiral John Richardson, who served as Chief of Naval Operations for four years.
New half-day virtual events with live watch parties worldwide!
DevOps best practices, case studies, organizational change, ways of working, and the latest thinking affecting business and technology leadership.
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This post presents the four key metrics to measure software delivery performance.
July 11, 2024
The book highlights how DevOps technical and cultural practices enable faster flow of value from idea to production, fostering overall business agility.
Parts Unlimited: Business Executives
Part I of The Phoenix Project introduces us to Bill Palmer, an IT manager at Parts Unlimited, an automotive parts company struggling to stay competitive in the digital age. Bill is unexpectedly promoted to VP of IT Operations after his predecessor is fired. He quickly discovers that the company’s IT department is in a state of disarray, with a backlog of overdue projects, frequent system outages, and a lack of standardized processes.
The story revolves around Bill’s efforts to turn the department around while juggling the demands of the company’s executives, particularly Steve Masters, the CEO. Steve is pushing hard for the completion of the Phoenix Project, a major IT initiative aimed at transforming Parts Unlimited’s online presence and improving its market position. However, the project is already over budget and behind schedule, putting immense pressure on Bill and his team.
Bill’s primary allies within the company include Wes Davis, the Director of Distributed Technology Operations, and Patty McKee, the Director of IT Service Support. Wes is a skilled technician but tends to be cynical and resistant to change, while Patty is process-oriented and tries to implement ITIL (Information Technology Infrastructure Library) best practices, often with limited success.
One of the central challenges Bill faces is the company’s reliance on Brent, a highly skilled but overworked engineer who seems to be the only one capable of solving the department’s toughest problems. Brent’s expertise becomes a bottleneck, as he is constantly pulled into firefighting mode, leaving little time for proactive work on initiatives like the Phoenix Project.
Throughout Part I, Bill encounters a series of escalating crises:
As Bill works to address these issues, he begins to realize that the company’s problems stem from deeper systemic issues within the organization. He starts to implement new processes, such as a Change Advisory Board (CAB) to review and approve changes to IT systems, and a more structured approach to managing IT work.
However, these efforts are continually undermined by the constant stream of urgent issues and the lack of support from other parts of the business. Tensions rise between Bill and Sarah Moulton, the SVP of Retail Operations, who sees IT as an impediment rather than an enabler.
Bill’s attempts to bring order to the chaos are further challenged when Steve circumvents Bill’s new processes during a major outage, instructing Brent to take action without going through proper channels. This undermines Bill’s authority and leads to his frustration boiling over.
In a pivotal moment, Bill reaches his breaking point and resigns from his position during a heated phone call with Steve. This decision sets the stage for the next phase of Bill’s journey, as he grapples with the fallout from his resignation and the realization that the company’s problems are far more deeply rooted than he initially believed.
Throughout Part I, The Phoenix Project highlights the challenges faced by IT professionals in large, complex organizations. It illustrates the importance of effective communication and collaboration and the need for clear processes and priorities in managing the competing demands of IT work. The story serves as a cautionary tale, emphasizing the consequences of neglecting these critical aspects of IT management and the importance of aligning IT with the broader goals of the business.
In Part II of The Phoenix Project, Bill Palmer continues to navigate the challenges of his new role as VP of IT Operations at Parts Unlimited. The company’s survival depends on the success of the Phoenix Project, a massive IT initiative designed to improve the company’s online presence and competitiveness. As Bill works to streamline IT processes and improve performance, he encounters resistance from Sarah, the SVP of Retail Operations, who initiates unauthorized projects that threaten to undermine Phoenix and introduce data integrity issues. Despite Bill’s efforts to address these concerns, Sarah remains uncooperative and dismissive of IT’s role in the company’s success.
Meanwhile, the Phoenix Project continues to face setbacks, with frequent deployment failures due to inconsistencies between development, testing, and production environments. These issues lead to delays and frustration among the team members, including Wes Davis, Patty McKee, and John Pesche.
As the story unfolds, Bill encounters a colorful and enigmatic character named Erik, a potential board member with a mysterious background who is introduced to Bill by CEO Steve Masters. Erik is described as an eccentric and unconventional figure, often sporting a denim shirt, khaki pants, and a disheveled appearance. Despite his quirks, such as carrying a suitcase filled with clothes, a snorkel, and a French press for his favorite South American drink, yerba maté, Erik quickly establishes himself as an insightful and knowledgeable mentor to Bill and his team.
Erik introduces Bill and his team to the concept of the “Three Ways,” a set of principles that underpin the successful management of IT systems. The First Way focuses on optimizing the flow of work from Development to IT Operations, the Second Way emphasizes the importance of amplifying feedback loops to catch and prevent issues early, and the Third Way promotes a culture of continuous experimentation and learning. Erik’s unconventional teaching style and analogies, such as comparing IT Operations to a manufacturing plant and discussing the importance of optimizing workflow, help Bill and his team gain a new perspective on their challenges. He encourages them to break down silos, reduce batch sizes, and minimize work in progress (WIP) to improve efficiency and throughput.
As Bill and his team work to apply Erik’s teachings, they continue to encounter resistance from Sarah. Erik advises Bill on how to handle this situation, emphasizing the importance of aligning IT initiatives with business objectives and effectively communicating the value of IT to the organization.
When CEO Steve Masters presses Bill and his team to deliver Phoenix features faster and meet quarterly financial targets, Erik suggests that they consider alternative approaches. He encourages them to create a small, focused team to quickly develop and deploy high-impact features outside of the Phoenix framework, allowing them to meet short-term goals while addressing the underlying issues within the main project.
Throughout Part II, Bill continues to work closely with his team members, including Wes, Patty, John, and Chris Allers, the VP of Application Development. Together, they strive to break down silos, foster collaboration, and align IT initiatives with the company’s overall business objectives. Dick Landry, the CFO, plays a crucial role in defining the company’s key performance indicators and financial goals. Bill and his team work to understand how IT can contribute to these objectives and gain a deeper appreciation for the business context in which they operate.
As Part II concludes, Bill and his team have made significant progress in improving IT processes and performance, guided by Erik’s invaluable insights and unconventional wisdom. However, they still face challenges, particularly in terms of managing unauthorized projects, ensuring smooth deployments, and meeting the company’s financial targets. Erik’s involvement in the story serves to underscore the importance of continuous learning, experimentation, and the willingness to challenge established norms in the pursuit of operational excellence. The story sets the stage for further developments and challenges as Bill and his team continue their journey to transform IT Operations at Parts Unlimited.
Part III opens with Bill Palmer, the VP of IT Operations at Parts Unlimited, feeling immense pressure after another failed Phoenix deployment caused massive outages. Erik has been brought in to help, and he bluntly tells Bill that he needs to stop thinking just about his IT operations silo and take a holistic view of the entire systems delivery pipeline from development to operations.
Erik challenges Bill to implement a deployment pipeline that can enable 10 deployments per day, leveraging practices like automated environment builds, continuous integration, and cloud computing elasticity. At first, Bill’s team seems to find this impossible, but Erik shows examples of internet companies already doing deployments at this “insane” rate.
Bill creates a “SWAT team” to work on Project Unicorn, a new e-commerce application. The team includes developers Chris, Brent, and William, along with security auditor John. Erik continues pushing DevOps philosophies on automating everything end-to-end as “deployable artifacts.” The team makes rapid progress automating environment builds and deployments.
They decide to use cloud computing to quickly spin up resources for analytics workloads, with John’s security team working to ensure compliance. The Unicorn app successfully drives huge sales for Parts Unlimited’s Black Friday deployment by providing customized product recommendations to customers.
However, a major retail competitor then launches capabilities for custom build-to-order product kits that Parts Unlimited can’t match. Sarah, the SVP of Retail Ops who originally pushed for acquiring the retail business, blames IT’s inability to be agile and responsive. She aligns with the board’s efforts to potentially split up the company.
Bill’s team proposes taking over support for an outsourced legacy manufacturing app, MRP, to rebuild it to enable the custom kit capabilities. Sarah tries to undermine this plan, but the CEO firmly backs Bill, recognizing the importance of IT. In a shocking move, Steve promotes Bill to a multiyear coaching plan to potentially become the company’s COO, seeing IT-business fusion as critical for operational leadership.
In the finale, Erik reveals he may invest heavily in Parts Unlimited, believing well-run IT correlates with strong business performance. As the team celebrates, an apparent crisis occurs, hinting at more challenges ahead despite their DevOps victories so far.
The main themes are breaking down silos between development, operations, and security; automating the entire delivery pipeline; leveraging cloud models for technical and cost advantages; enabling ultra-fast flow of features into production; and highlighting IT’s centrality to business performance and strategy in the modern era.
The Phoenix Project powerfully illustrates how adopting DevOps principles and practices allows organizations to drastically increase their ability to deliver value to customers rapidly, safely, and reliably. By breaking down silos between development, operations, and security, implementing automated deployment pipelines, embracing cloud capabilities, and fostering a culture of experimentation and learning, Bill’s team at Parts Unlimited improves their deployment cycles from once a quarter to multiple times per day. This unleashes powerful business benefits like the ability to quickly respond to market and customer demands. Ultimately, the book drives home that treating IT operations not as a separate department but as a core competency deeply integrated with the business is a strategic imperative for companies to survive disruption and outmaneuver competitors in the marketplace. DevOps provides the cultural philosophies and technical practices to make this revolutionary shift.
Download the Reader’s Guide for The Phoenix Project.
Read the sequel, The Unicorn Project.
Go deeper into DevOps with The DevOps Handbook and Accelerate.
Learn more about the DevOps movement in Beyond the Phoenix Project.
Check out Gene Kim’s latest book with Steven J. Spear, Wiring the Winning Organization.
Trusted by technology leaders worldwide. Since publishing The Phoenix Project in 2013, and launching DevOps Enterprise Summit in 2014, we’ve been assembling guidance from industry experts and top practitioners.
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