Copyright (c) 2013 John L. Jerz

Dynamics of Software Development (McCarthy, 1995)
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From the Back Cover:
 
"More people have ascended bodily into heaven than have shipped great software on time."
 
Jim McCarthy has lived his adult life on the bleeding edge of software development and has a great understanding of it and a passion for it. In this highly readable, anecdotal, and practical book, McCarthy talks about his techniques for delivering great software on time - the strategies and the rules of thumb that work for McCarthy and can work for you!
 
McCarthy, who directs the Microsoft Visual C++ Program Management Team at Microsoft [JLJ - This was in 1995] , tells a great story too. Dynamics of Software Development draws extensively on McCarty's intense experiences in programming shops of all sizes, from a one-person CP/M shop to Bell Labs, Whitewater, and Microsoft.
 
McCarty has distilled a veteran's hard-won know-how into 54 memorable, pragmatic maxims - short essays on defining, building, shipping, and marketing software successfully, whether commercially or in-house. With a grown-up wit that's by turns homespun and sophisticated, McCarthy tells you how to maintain your cool ("Don't Flip the Bozo Bit"), organize a crack team ("Get Their Heads into the Game"), analyze the customer and the competition ("Alone? A Market Without a Competitor Ain't"), handle uncertainty and schedule slips ("When You Slip, Don't Fall"), make commitments with integrity ("Be like the Doctors"), and stabilize the product so that you can ship it ("Don't Shake the Jell-O"). McCarthy shows you how to develop a marketing message and how to launch your product too, and in the appendix, he tells you how to hire smart people and keep them happy and productive.
 
Along the way, McCarthy meditates on software aesthetics and familiar software development phenomena - the "death march to Egghead," burn-out, internecine quarrels, being lost in software, the software dream and successive awakenings, the self-critical customer. McCarthy's preoccupation with the dynamics of the process infected his brother, artist Patrick McCarthy, with the sense of the "rich, deep psychocultural extravaganza" that is software development, and themes both humorous and dark emerge in the handsome illustrations for the book.
 
You'll find Dynamics of Software Development as engrossing and exciting as software development itself. This book is destined to be read by software designers, developers, marketers, technical managers, and industry insiders for many years to come.

p.5 The real task of software development management is to marshal as much intellect as possible and invest it in the activities that support the creation of the product... the only remaining element that really counts is whether the team is fully engaged intellectually.
 
p.30-32 Someone once asked me, "What's the hardest thing about software development?" I didn't hesitate. "Getting people to think." Believe it or not, most people don't want to think. They think they want to think, but they don't... The clearest sign that people are thinking is that they listen to other people's ideas and critical feedback... Thinking people can evaluate in the purest possible way all incoming insights.
 
p.36,38 From time immemorial, whenever significant groups of people have been on a dangerous journey, they have sent scouts forward to check out the future... There is no end to the utility of scouts... The basic idea, one I'll come at from several directions in this book, is not to slow the pace of change, or to create more stability; but to get good at change, at managing technology in motion... Movement holds more potential for adaption and self-actualization than rigidity. Scouts are used only by a people that are under way, in motion, migrating. If you are standing still, you don't need scouts.
 
p.48 The only authority stems from knowledge, not position.
 
p.55 What is legitimate authority? Knowing what you're doing, communicating what you're doing, and expecting the team to add value to your behavior and ideas.
 
p.99-101 It is essential not to profess to know, or even seem to know, or to accept that someone else knows, that which is unknown. Almost without exception, the things that end up coming back to haunt you are the things you pretended to understand early on but didn't... Bear down on the team until they realize that they haven't comprehensively assessed the unknowns... Your job is to make uncertainty an unshakable fact, and then to coerce the reshaping of the organization to cope with the uncertain situation.
 
p.101 the people who work with me get more points for not knowing something, and for knowing that they don't know it, than they do for knowing something. I'd rather know what the unknowns are. I want to know what is going to get me. The people I work for would rather know that too.
 
p.102 You have to manage the granularity of development tasks in such a way that you emerge with visible deliverables over short intervals.
 
p.111 The product must be made visible. You have to see what you are doing.
 
p.144 Change is pregnant with opportunity... Flexibility is about reaching, stretching, and adapting in a natural progression... The changes you should accept or make are those that tend to optimize patterns already established, changes that move in the direction of simplicity and efficiency, not the ones that introduce new layers of complication.
 
p.145 Great software appears to have been created by a single great mind.
 
p.169 What you need for truly creative change, then, is an environment that transcends good health, an environment that not only accepts a continuum of change, which is normal, but one that positively engenders, nurtures, and propels forward wholly new dynamics. The transcendent organization values radical or revolutionary change and esteems utterly new modes of thought. It's possible for a team to be healthy and not especially creative, but this state of affairs is not especially desirable. What is desirable is team fecundity, the radiating of the new and the original from the normal and the healthy.  This kind of creativity requires a flexibility and a courage beyond the reach of most of us most of the time.
 
p.172 It can pay huge dividends to rethink things anew. Innovation starts with you.

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