A very special offer for the DevOps Enterprise community!

TL;DR version

The Unicorn Project will be released on November 26.

We are trying to hit the national bestseller lists, which requires hardcover books to be purchased from a variety of retail locations, not just through Amazon.

To make this worth your extra effort, we’ve put together some very special bundle offers for you when you purchase 10, 25 or 300 copies (available through October 30).

I think they’re incredible values. Most include discounts to the DevOps Enterprise Summit, and the 25-copy bundle includes 12 of the amazing books cited in The Unicorn Project, as well as the entire IT Revolution collection of books—a fantastic addition for your corporate libraries.

Also, all purchases will help two fantastic charities: Girls Who Code (which helps teach girls coding at an early age) and Operation Code (which helps our veterans get technology jobs).

Thank you!

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The Long Letter: The Why, What and How of This Amazing Offer

As you may know, The Unicorn Project will be released in all forms (hardcover, ebook, and audio) on November 26, 2019.

I’m hoping that this book does for Dev what The Phoenix Project did for Ops—it is a book that explores the invisible structures that enable developers (and all engineers) to be productive, and shows how organizations must be structured to achieve their goals.

You may have already downloaded the first excerpt, which is available here, and seen some of the testimonials:

“Every company going through a digital transformation needs to make this a must-read for all leaders.”
—Courtney Kissler, VP Global Technology, NIKE, Inc.

“Gene Kim does a masterful job of showing how a dynamic, discovery-oriented approach to technology transformation can combine the efforts of many to create lasting business advantages for all.”
—Dr. Steve Spear, author of The High-Velocity Edge, Sr. Lecturer at MIT, and principal of HVE LLC.

The Unicorn Project is amazing, and I loved it 100 times more than The Phoenix Project….It made me remember every step we’ve gone through at adidas in the last 4 years.”
—Fernando Cornago, Senior Director Platform Engineering, adidas

One of my personal goals in writing The Unicorn Project was to highlight how important DevOps  is to every modern organization, and show that it is truly a better way of working, so that we can deliver better value, sooner, safer, and happier.  It’s my genuine belief that DevOps is the frontier of dynamic, learning organizations, which every organization must become in order to survive in the decades ahead.

I want to elevate visibility and credibility of this cause to all levels of business leadership. To this end, and based on the encouragement of people whose opinions I trust, I’ve decided to try to make a run at getting The Unicorn Project on the top bestsellers lists (e.g., NY Times, WSJ, USA Today.)

Achieving this requires that hardcover books be purchased from a variety of retail locations, not just through Amazon. To encourage this, and make it worth your extra effort, we’ve put together some amazing offers for you.

But before we get into those offers, part of your purchase will also fund two amazing charities, Girls Who Code  (which helps teach girls coding at an early age)and Operation Code (which helps our veterans get technology jobs). For every book sold as part of this offer, we’ll donate $1 to each of these two charities. (So if we sell 5,000 books, then $10,000 will be given to charity.)

Are you ready for this?

Purchase 10 copies of The Unicorn Project ($320 retail price) by October 30th and we’ll give you $350 off your next DevOps Enterprise Summit registration, as well as a whole bunch of other great stuff.

If you buy more copies, we’ve got some extra special bonuses for you. More on that below…

I hope you enjoy the offers!

Bundle Tiers

Here are the bonuses for all the different bundle tiers based on the number of copies you order (please see How to Participate section below). This provides an overview, while we go into more detail about each bonus below, including the exclusive bonuses in the highest tier.

(And again, as part of this offer we'll donate $1 to Girls Who Code and $1 to Operation Code for every book sold).


$320 cost
$350 off next conference registration*
Unicorn merch bag

Exclusive Book 2019 DevOps Enterprise Forum Papers


$800 cost

all previous bonuses +

Pre-signed copy of The Unicorn Project  (50 people)
1-Hour Q&A at the conference with Gene (20 people)
12 books by experts cited in The Unicorn Project & Entire library of IT Revolution books ($570 value)
Reserved seating at the conference
Question answered live on podcast by industry experts


$9,600 cost
all previous bonuses +
FREE DevOps Enterprise Summit Conference Pass**
1 EXCLUSIVE BONUS (see below)
Interested?  We'll email you the details.
Bonus Descriptions

$320 retail cost

All previous bonuses +

*$350 off next conference registration
We’ll send you a coupon code to use for this year’s conference, and if you've already registered, we'll increase it to $400 off one of our 2020 conferences in London or Las Vegas. We can't apply it to a conference you're already registered for.

Unicorn merch bag (while supplies last)

  • The Unicorn Project tote bag
  • Exclusive Bill & Maxine High Five t-shirt (priceless)

  • Exclusive The Unicorn Project “5 Ideals” poster (priceless)

  • The Unicorn Project travel tumbler ($24 value)

  • The Phoenix Project & The Unicorn Project sock bundle ( $25 value)

    Exclusive Book: 2019 DevOps Enterprise Forum Papers (while supplies last)
    Receive a physical copy of the collection of 2019 DevOps Enterprise Forum Papers. These will not be for sale, and are part of a special print run.

    Want in at the Junior Officer level? Click here.

    BRIDGE CREW — 📖 x25
    $800 retail cost

    All previous bonuses +

    Pre-signed copy of The Unicorn Project (first 50 people)
    The first 50 people to join the ranks of Bridge Crew will have a pre-signed copy of The Unicorn Project
    waiting for them in Las Vegas.

    Reserved seating
    Get special reserved seating, with space to pull out your laptop, for the mainstage talks at DevOps Enterprise Summit 2019: Las Vegas.

    1-Hour Q&A with Gene (space limited to 20 people)
    At the conference we’ll host a private session where you’ll get to participate in a live Ask Me Anything session with Gene. Space is limited to 20 people.

    Collection of books by authors cited by Erik in The Unicorn Project & the entire library of IT Revolution books ($570 value)

    Get copies of 12 books written by the experts cited by Erik in The Unicorn Project. These are the books that inspired Gene the most, and are a little further afield than the typical DevOps reading lists. We’ll also give you the entire IT Revolution library of books.

    These are all physical books, and you can specify them for either yourself, or for your corporate library.

    • The Principles of Product Development Flow: Second Generation Lean Product Development, Donald G. Reinertsen

    • Team of Teams: New Rules of Engagement for a Complex World, Gen. Stanley McChrystal

    • Transforming Nokia: The Power of Paranoid Optimism to Lead Through Colossal Change, Risto Siilasmaa

    • The High Velocity Edge, Dr. Steven J. Spear

    • Inspired: How To Create Products Customers Love, Marty Cagan

    • Drift Into Failure, Dr. Sidney Dekker

    • Cloud Native Patterns: Designing change-tolerant software, Cornelia Davis

    • Clarity First: How Smart Leaders and Organizations Achieve Outstanding Performance, Karen Martin

    • The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth, Dr. Amy C. Edmondson

    • Technological Revolutions And Financial Capital, Dr. Carlota Perez

    • Release It!, Michael T. Nygard

    • Effective DevOps: Building a Culture of Collaboration, Affinity, and Tooling at Scale, Jennifer Davis & Ryn Daniels

    and the following IT Revolution titles:
    • Accelerate: The Science of DevOps, Dr. Nicole Forsgren, Jez Humble, Gene Kim

    • Project to Product: How to Survive and Thrive in the Age of Digital Disruption with the Flow Framework, Mik Kersten

    • A Seat at the Table: IT Leadership in the Age of Agility, Mark Schwartz

    • DevOps for the Modern Enterprise: Winning Practices to Transform Legacy IT Organizations, Mirco Hering

    • Leading the Transformation: Applying Agile and DevOps Principles at Scale, Gary Gruver and Tommy Mouser

    • Making Work Visible: Exposing Time Theft to Optimize Work & Flow, Dominica DeGrandis

    • Team Topologies: Organizing Business and Technology Teams for Fast Flow, Matthew Skelton and Manuel Pais

    • The Art of Business Value, Mark Schwartz

    • The DevOps Handbook: How to Create World-Class Agility, Reliability, and Security in Technology Organizations, Gene Kim, Patrick Debois, John Willis and Jez Humble

    • The Phoenix Project: A Novel about IT, DevOps, and Helping Your Business Win, Gene Kim, Kevin Behr and George Spafford

    • War and Peace and IT: Business Leadership, Technology, and Success in the Digital Age, Mark Schwartz

    Get a question answered from some of the best authorities in the field
    Over the next several months, Gene will be doing numerous interviews in a new podcast series with some of the best thinkers in the fields covered in The Unicorn Project (including many of the authors listed above)!

    Submit a question to be asked and answered during one of these interviews with the experts featured in The Unicorn Project.

    Some of the confirmed podcast guests include the following people. Winners of this bonus will be able to record an audio question which will be answered during the podcast—more details to come!

    • Cornelia Davis; Vice President of Technology, Pivotal Software, Inc, author of Cloud Native Patterns: Designing Change-tolerant Software

    • Scott Havens; formerly of Labs

    • Mik Kersten; Founder & CEO, Tasktop; Author of Project to Product

    • Jon Smart; Partner, Business Agility Lead, Deloitte

    • Fernando Cornago; Senior Director, Platform Engineering, Adidas

    • Chivas Nambiar; Executive Director - Cloud & Platform Engineering, Verizon

    • Jennifer Davis; Senior Cloud Advocate, Microsoft; Co-author of Effective DevOps: Building a Culture of Collaboration, Affinity, and Tooling at Scale

    • Stephen Fishman; Director, Customer Success Architecture, MuleSoft

    • Steven J Spear; Principal, HVC, LLC; Author of The High Velocity Edge

    • Christopher Bergh; CEO & Head Chef, DataKitchen

    • Michael Nygard; VP Enterprise Architecture, Sabre Corporation; Author of Release It!

    • Jeff Gallimore; Partner & Co-Founder, Excella

    Want in at the Bridge Crew level? Click here.

    $9,600 retail cost

    All previous bonuses (except $350 off conference pass) +

    **FREE DevOps Enterprise Summit Pass ($2400 value)
    We’ll cover your DevOps Enterprise Summit registration for the next conference you attend. That could be this year (if you haven’t yet registered) or either 2020 conference. We can't apply it to a conference you're already registered for.

    ***15 available EXCLUSIVE BONUSES (first come, first served)***

    Two 1-hour personal phone calls with Gene  (5 available)
    Get Gene on the phone for 60 minutes to ask questions or chat about Clojure.

    Gene 1-hour video chat with your company/team (5 available)
    Work with Gene to come up with a topic that he can present to your company or team.

    DevOps Enterprise Summit backstage access for day 2 closing remarks (3 available)
    Come backstage to see what it’s like producing the event, and watch the closing remarks with staff from behind the big screen.

    Likeness in The Phoenix Project graphic novel - oh yea, that's coming (2 available)
    Choose someone to have turned into a graphic likeness and put into the upcoming graphic novel based on The Phoenix Project. Holy cow!

    Want in at the Starfleet Command level? Click here.

    How to participate

    Send us proof of purchase

    This is how we note your participation.

    It's simple. Instructions for this are in the email you'll receive.

    Interested?  We'll email you the details.

    When are these offers available until?

    Through October 30th.

    What if I’ve already registered?

    We’ll give you a coupon for $400 off your London or Las Vegas 2020 registration.

    If I purchased more than one ticket can I stack this multiple times?

    You can do this once per ticket, but the transactions need to be separate.

    Does buying 25 books get me more than $350 off registration?

    No, it's still $350 (or $400 for a future conference) per conference registration. If you buy 300 books, however, your next DevOps Enterprise Summit registration is free.

    How do I show you I bought the books?

    Sign up using the form, and reply to the email we send you with a photo of the invoice or receipt. It can be as simple as a screenshot.

    Why can’t I just buy the books from Amazon?

    Gene has decided to make a run at getting The Unicorn Project on the top bestsellers lists (e.g., NY Times, WSJ, USA Today) which means that we need hardcover books to be purchased from a variety of retail locations, not just through Amazon. We'll pair you up with an independent bookseller based on your shipping state.

    What if I'm based internationally?

    Select "My state is not listed" for the Shipping to section below.

    How do I get all my Unicorn swag if I’m not going to DevOps Enterprise Summit 2019 Las Vegas?

    We’ll mail it to you!

    This offer expires 11/30/2019 or while supplies last. Offer may not be combined with any other offer. Offer may not be split or transferred. Books will begin shipping no sooner than November 26th, shipping times vary. With the exception of “likeness in The Phoenix Project graphic novel,” all offer items must be redeemed by 11/30/20. Some items within this offer are on a first come, first serve basis and once gone are not replaced. IT Revolution may replace other-than-limited items if items become unavailable after purchase with something of equal or greater value. All sales are final.