The Changelog: Software Development, Open Source - LIVE from Denver with Nora Jones! (Interview)
Episode Date: August 6, 2025We're LIVE at the historic Oriental Theater in Denver, CO with Nora Jones. Nora is the founder of Jeli.io, recently acquired by PagerDuty and she's been shaping the way we think about reliability, inc...ident response, and human-centered engineering for years. We get into the real story behind the deal. Not just the headline, but what it’s like selling your company, what it takes to actually integrate a product into a larger platform, how customers responded, what changed for her team, and why her new role at PagerDuty is basically everything she was building Jeli for.
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What's up, friends?
Welcome back.
This is the change log.
Well, today, it's a live show.
Yes, live from Denver.
We're taking you there to the Oriental Theater.
Yeah, we did a live show, and you were invited.
And if you didn't come, it's cool, it's cool.
But you missed out.
We sat down with her friend Nora Jones, a Denverite.
She's the founder of Jelly, which was recently acquired by Patriot Duty.
This live conversation gets into the real story behind the deal,
not just the headline, nor shares what it's like to sell her company,
what it takes to actually integrate a product into a larger platform,
how PagerDuty customers responded, what changed for her team,
and why her new role at PagerDuty is basically everything she was building jelly for.
It's honest, it's insightful, and it's live.
Of course, a massive thank you to our friends and our partners at fly.io.
Yes, Fly is the home of changelaw.com.
and Pipely. You learn more at Fly.
DiO. Okay, let's do it live.
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Hello and welcome to the lovely Oriental theater in Denver, Colorado.
Thank you so much for being here.
I'm Jared.
I'm Adam.
And we've been doing the changelog podcast for a very long time, but we've never done this.
So thank you for coming.
This is truly a special time.
And we wanted to have a special guest with us, a Denverite, and a really cool person.
And luckily, we found Nora Jones.
Let's hear it for Nora.
Thank you.
Nora is the founder and CEO of Jelly,
which is an incident management and learning platform.
Then we had her on the show a few years back
in an episode called Learning from Incidents.
That was February 2022.
Since that time, Nora has and the Jelly team have been acquired
by PagerDuty, where you now work.
Love that.
and your title's really cool.
And long.
And long.
Wait for this.
So I'm going to read it for us all.
You're a senior director and the head of pricing and product, strategy, and growth.
That's three jobs.
Yeah, too many hats.
So let's start with the acquisition.
So tell us about jelly.
You're part of a much bigger organization now.
But just briefly, the jelly journey.
starting it and then take us to the acquisition.
I'm sure you could do that in 30 seconds.
Yeah, absolutely.
So I started Jelly in 2019, and prior to that,
I had spent my entire career as an engineer dealing with incidents.
I was working at Netflix.
I worked at a company called Jet.com, which got acquired by Walmart.
I worked at Slack for a bit, and I was kind of doing similar roles in each of these
companies. And what I really learned through these companies was the power of post-incident
reviews and how they could really rally an organization to drive change and focus on understanding
other people in the organization's perspective. And what I really started realizing was how much
could be learned from how we speak to each other during incidents. So how we talk to each other
in Slack, when there's gaps in communication, who we bring in, why we bring them in, what
they're doing, and that can really be used to build more expertise within organizations and
really understand where discrepancies and misalignment lie in a productive way. So Jelly was
a product that we built based on real problems I was experiencing. It was really a tool I wished
I had had in some of those situations, and so that was where it was born.
And I'm, you know, very, very nerdy about incidents and that topic and reliability.
And, you know, I've been a PagerDuty user my whole career, and so the acquisition came up.
It wasn't something I was looking for, but I've, you know, always admired PagerDuty,
and I actually was like, this could be really good for the industry, actually.
having these products together and interconnected.
So it made sense to me, and yeah, here we are.
How did you feel about the acquisition process?
You said you didn't plan for it.
How did they come about?
Do they reach out to you?
Are they fans?
Were they users?
Yeah, no.
I mean, so the first two integrations that we built for Jelly,
like before we even had customers, were Slack and PagerDuty.
So we were like really tightly integrated, right?
And the integration we had with PagerDuty was getting on-call schedules.
So, and we were using the on-call schedules to figure out if people were actually supposed to be there during incidents,
or if we were pooling in people that weren't on-call.
Because that can indicate, oh, there's, like, you know, a knowledge silo, an expertise gap, right?
If we're constantly relying on people that the business didn't actually plan to be there.
So that was the first integration that we built with PagerDuty.
And so, you know, I spoke at one of PagerDuty's conferences in, I think it was 2020.
It was like their first remote conference.
And so we had always kind of been friendly and maintained a, you know, relationship for a few years.
And then, you know, they reached out and asked if, like, we wanted to have more
serious conversations and so I started exploring it and that it just kind of made sense you know
we had been doing jelly for five years and it was either we develop our own like on-call solution
and expand that way or we join you know the most powerful player in the industry with that and so
it seemed like a really unique opportunity when you looked at that acquisition uh as a founder you think
exit right because that's a good thing you built something you want to profit from that you want to see
your work, be recognized. Pay days are great, obviously. But how do you also think about the
one thing you said in your early part of it was how you thought about the product and what the
industry could leverage from the fact that Jelly moves to page of duty? They've got a much bigger
distribution than Jelly did, so it's obviously going to be good for the industry. How do you
weigh that choice between personal gain and the industry of people you know and love
and the product they need to succeed? How do you weigh the difference when you can
consider that acquisition?
I mean, I don't necessarily think those are separate things.
Like I mentioned, I built this product
because it was something I wished I had had in my jobs.
And so that was really, like, kind of my North Star
was getting it out to everyone.
And so after the acquisition, seeing the usage
of something that I had built, you know,
get automatically included in people's toolkits
when they start a job was like what I
had really dreamed about and so I think it was mutually beneficial from that
perspective does Jellie as a platform still exist as part of PagerDuty today like
is it a tab or is it a subsection or like yeah so it's it's within PagerDity
so one of the things so I spent the first year helping integrate the platform
helping integrate the cultures right it's very different bringing a 20-person
company to a 1,200-person company.
And some of these people had never worked at an organization bigger than 30 folks.
So, you know, there was some adjustment there.
And then one of the things I noticed was within PagerDuty's pricing and packaging,
there were parts of the incident life cycle that were almost limited to the enterprise plan.
And so they immediately put Jellie on the enterprise plan,
but I started realizing there's really more of the incident life cycle
that should go downstream to all plans, right?
And so I launched that project within PagerDuty,
so Jelley is actually available to all plans in PagerDuty right now.
Is it called Jelley?
What's that?
Like do they opt into Jelley or is it called something else now?
It is called Jellie in the user interface.
it'll probably eventually just be called post-incident reviews, but that's, you know.
Well, you're in charge of products, so you can change that if you want to, you're right,
you can keep it or change it.
The reason why, oh, he's saying you're in charge of products so you can decide if that's your name.
Yeah, I mean, I think it, you know, at first it made sense to keep the name,
but I think it evolves over time that I think if the name was something more relevant to what it did,
it would probably make sense to keep it, but if someone is in their page or do to UI and sees the word jelly,
they're not going to know what that means.
Yeah, totally.
As much as I would hope they do.
We focus on the name, but I think it's a proxy for this handing off of a thing that you built.
And the attachment, as somebody who built something that you have for a company or for a product,
and the name kind of represents like an era or the thing, right?
Jelly is the thing that you built.
And so I just, I ask these things because I'm always curious about the emotional attachment of a founder of the thing they built.
And sometimes you have to, like, part with that.
Like, it's like, I'm selling the thing.
It's gone now.
But it sounds like this is a good case because it's going to continue on,
maybe with a different name.
Maybe not.
But you didn't really have to let go.
Yeah.
You know, it's integrated.
There's more integration that's being worked on.
It has, you know, a product manager managing it.
You know, I handed off my baby.
But it, like, it felt like the right thing to do, you know.
so yeah I mean and we have a lot of plans for it too so I'm excited to see how it evolves
what was the response from page of duty customers as you said it became an enterprise first
and you're like now it needs to be for everybody and then so you expand it to all the plans so
every page of duty customer has access to jelly whether you keep the same name or not
what was the response like to have this I know it was already out there as a company but
you've obviously tapped into maybe an audience that never heard of jelly or heard of it less
or maybe it took it less seriously, but now you're acquired by PagerDuty, the biggest in the industry.
I mean, we call it PagerDuty because it's PagerDuty, but it's also a company.
So what was it like, what was the response like from the existing customer base of PagerDuty having this new tool?
Yeah, I mean, so when we got acquired 90% of our customers were PagerDuty's customers,
and the very first customer I sold to with Jelly, giant enterprise company, right, which is very
rare for startups and so all of a sudden most of the companies that were using us were large
enterprise companies which is a lot for a tiny startup you're kind of trying to act a lot bigger than
you are you know like I'm someone wants to talk to the salesperson I'm like let me go put on
this other hat and I will be your salesperson for a second but at chambers yeah exactly
But, yeah, and I just actually lost my train of thought.
Sorry about that.
Good job, Adam.
No, no, no.
I forgot the question.
Well, you were saying putting on different hats.
You were going from like founder to sales to janitor.
Yeah.
Because of everyone's customers.
Oh, you were asking how customers reacted.
Yeah.
Because we shared so many of the same customers, those customers reacted really well, right?
Like they were already using both of us.
So it's like a new integration, right?
That will just make it work even better together, you know, eventually like one piece
of paper, no multiple contract cycles.
And then I think the other thing is like, you know, PagerDuty was originally created to
page folks.
And PagerDuty has done a lot more than that over time as well, but I think we were also filling
a critical area of the platform that hadn't been invested in much.
And so a lot of customers were like, oh, this has been, you know, on our user voice request
list for years.
And now, you know, it's finally happening.
So, yeah, we've had a positive reaction.
How did it work once you're on the inside with regard to your personal drive and initiative?
Because you've kind of been to the top of that mountain, like starting a startup and building
and scaling and getting enterprise adoption and then making a sale like that.
that's like a huge accomplishment.
And now you're inside the behemoth, right, the Pager Duty.
Is it like, well, now I'm going to climb the corporate ladder or like,
well, how did you think about it?
Because you have a new title, I noticed, since the one that you got when you first joined.
So you've climbed, it seems, a certain a bit.
But is that what you decided is like, for your own ambition's sake,
now I want to move up Pager Duty or now I want to have jelly rolled out to more people?
Or how do you look at that side of growth for you?
Yeah, I mean, I've been reflecting on.
this a lot recently and there's a lot of stages of grief involved in it too you know but i had been an
engineer my entire career prior to starting jelly and so i actually had grief you know from being a
ceo and not being in the code right like i would you know want dopamine hit so i'd go update our
marketing site like every now and then just to like feel like i was doing something even though i was
doing all these different things but you know i also realized part of the reason i started jelly was
after incidents in an organization, a lot of the time every role is impacted in some way,
but also a lot of the time, if there is a post-incident review, it's just done by engineering.
And they're not going and talking to marketing or sales or customer support necessarily.
Like it's usually done in a vacuum or even executives.
and I started realizing, like, as an executive, as a CEO of Jelly,
that I had my own sharpened.
I had my own area of expertise that, like, you know,
when I was an engineer, I always kind of felt like, oh, executives don't get it, right?
Like, they don't get, like, you know.
But then when I was an executive, I was like, oh, I didn't get it back then, right?
Like, I was able to see a different side of the coin.
And so I'm bringing all this up because now I get to be in a new role in a large organization,
I've worked at large organizations before, but always as an individual contributor engineer.
And so from my perspective, I'm like, oh, I'm like learning another side of this coin.
And so it's really interesting to me to have played all these different roles.
So that's, you know, kind of where I'm at right now is like I'm learning a lot.
You know, I'm getting to run pricing at a large public company right now.
And it's fun and it's challenging.
I'm just kind of enjoying where I'm at right now and taking it a day at a time.
So you have pricing, product, and growth.
What else is there?
That's three jobs, right?
I mean, you're over it all, so you're over three divisions or three different silos of the same thing, right?
What are those things?
Are they goals?
Are they divisions, product, pricing, and growth?
Are those mandates for you?
How does that manifest?
Yeah, so good question.
the role I have is head of product strategy and growth, and I think that product strategies should
really drive pricing and drive, like, how you organize yourself, how you ship your product,
and so I'm really helping with, like, the forward-looking roadmap, along with, you know, my colleagues
and taking input from them, and then leveraging that to drive pricing. So I do have those three
different units under me. And I am wearing a lot of hats right now. I am hiring. So if you know
anyone, please let me know. And is Denver like a locale or is it all remote and you just happen
to be in Denver? It's all remote. I happen to be in Denver. There's like 50 Patriot Duty employees
that live in Denver. So there's a lot of folks here. Is there an office or anything?
There isn't. We always say our office is the brewery. There you go.
Let's go meta for a second.
Give you an opportunity to get a drink.
I've seen you glance at your drink a couple of times.
Lowercase M. Meta, not the real meta.
I still despise them for trying to steal one of my favorite words.
Meta.
Grock and meta have both been stolen by billionaires,
and I'm not happy about that.
In podcasting, there's an interesting psychology to it
because intellectually you know there's going to be listeners later.
And whether it's 5,000 or 5,000 or 50,000, you come into it and you're like, this is going to go out to people.
And so there's that first five or 10 minutes where you're thinking about that.
And there's a really cool thing that happens because in reality it's just three people on effectively a Zoom call.
And those five or 5,000 or 50,000 people aren't there.
And so you kind of just forget about it.
And it's neat because the conversation becomes very relaxed.
and you might forget there's an audience.
In fact, sometimes people afterwards say,
hey, I can't believe I said that.
Can we ex-nate that or whatever?
That doesn't happen on stage.
That's my meta point right there.
That's my meta point.
I'm very well aware.
You're there, right?
We're happy you're here.
We can barely see you.
I'm reporting back that so far,
it doesn't feel yet like just the three of us sitting in a room,
I guess, because we're not sitting there.
In all, honestly, I love this format.
I'm loving it.
Like, we should do more of it.
What do you think?
Yeah, I think so.
We should do more of it.
I didn't want to be the first one to say AI.
I was going there.
Okay, go ahead.
Well, with you.
Okay.
Let me pull my notes, actually.
Something you, I guess first, let's start with this.
Obviously, AI is the latest breakthrough for everybody.
And it's almost a mandate for every organization to somehow figure out how do we leverage it?
How do we enable it?
And some of it has been generative.
Some have been simple summarization.
what has been your position with being in charge of product to think about this new tech
that's burgeoning and infiltrating and welcoming?
How are you thinking about it for page duty?
I mean, I'm thinking about it in a lot of different ways right now.
I think every single company in the world right now is trying to figure out how to use AI,
how to develop policies around it.
and, you know, for B2B SaaS companies,
they're trying to figure out how to monetize it.
Yeah.
And everyone's in the early days of it,
but also everyone's kind of going through that
because that's how the market is reacting, right?
There's expectations around that.
I think especially within software reliability,
you know, my take is on focusing on when the agents fail
because that will be the case.
And, you know, PagerDuty has been the one that you call in those situations.
And so where my head's at right now is how do we keep being that for folks, even in this new age?
And how do we help them with the parts of PagerDuty that are tedious or annoying?
So, for example, we're developing a shift agent that takes care of your schedules for you,
because I know that is the largest complaint.
Beautiful. I love that.
Yeah, shift agent.
Yeah, shift agent.
So it's like things like that.
You know, I'm not a huge fan of AI that I feel like takes away the necessary human tasks,
but it's like the things that feel tedious or boring.
And I don't remember where this quote came from,
but it was like I don't want AI to make my art for me.
I want AI to do my laundry for me.
so that I can make more art, right?
And that's kind of how I think about it as well.
But I use it every day, multiple times a day, and it's been huge.
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One thing you said recently, and this is on X.
Okay.
You said the complexity of novel incidents, which I thought was pretty cool, of novel
instances will only increase.
Can you describe that?
Yeah, I mean, we are going to have incidents that we have no idea how to predict
right now, and they are going to involve things that no one internally wrote.
And so we also have to figure out how to debug them.
And I think that is going to be challenging.
I think the level of incidents we have are going to reach this rate where they're very challenging for a little bit.
We're going to understand them a little bit more, and it's going to normalize.
But I don't think we've hit that point yet, right?
So I think we're all kind of like bracing ourselves for it.
I even saw someone was using, I think it was Replit,
and they deleted, Replet deleted the entire code base during an incident.
It was like a new, and, you know, the agents apologizing like, oh yeah, sorry, I really shouldn't have done that.
That's bad.
That's normally when you would fire somebody.
That's Tritup out of Silicon Valley, okay?
Season 6, that happened, the TV show.
Yeah.
So when we were in Seattle, when was that May for Microsoft Build, there was a, I don't know if it was a demo or a video, there were some claims that I didn't substantiate one or the other, that they had agents on standby to resolve your incidents for you, or at least to do the first level of triage on an incident so that that pager goes off maybe later, maybe not at all.
and I thought that seems really awesome
like I would not
it would be nice if nobody was on PagerDuty
like that's a world that we all appreciate
it's not a reality yet
but they're starting to be people saying
that that kind of stuff is going on
from your purview inside PagerDuty
like is that going on
are there agents doing that kind of stuff
yeah and I will caveat this
you know and just to put it simply
I think there's a few different types
of incidents right
there's the well understood
which are probably not even incidents anymore.
And I'm sure all of us have worked at organizations
where someone is urgently doing or fixing something
that they've probably fixed before,
and maybe there could be more automation around it, right?
And so that's where I think AI could really help
is like those interrupts that, you know,
and we've all seen it, we've all worked with someone
where you're like, why are you still spending your time doing that, right?
Like, there's better things for us to be doing right now.
And so I think that's where AI can really help.
And then I think there's partially understood incidents where it's like, this kind of feels familiar, but not totally.
I think AI can maybe assist there, but it shouldn't take the wheel.
And then with the new and novel ones, like I was talking about, that needs to be pretty human-driven.
And so I think it's just AI will really, really help with the,
with the kind of tedious repetitive incidents and automation around them,
that I think would save us all a lot of time
and allow us to focus on the things that really need our focus.
Are you at a level where you're still involved with the incidents?
How much do you talk to the user, I suppose, is the question.
And too, can you give some details on the specifics of the novel incidents?
Like a terrible one or just like when you're like, wow,
I would have never been in my imagination before.
Yeah, so I'm not in incidents anymore,
but I'm talking to our customers and our users every single day.
And it's still one of my favorite topics.
I definitely do disaster tourism in our incident channel just to see and understand.
But I know better than to try to hop in, you know.
But I think a lot of the new and
novel is going to be around the leveraging agents, leveraging generative AI in parts of production
in areas that we don't understand. I think that's really where a lot of it's going to come up.
I'm very curious about the company that had their codebase deleted. I would love to read
that incident review when it comes out. Undelete that AI. Undelete it now. Yes, undo, undo, undo.
Are there any, this could be historical as well, not necessarily new and novel, but any fun incidences that are no longer under NDA, you don't have to name any names or anything like that, but like, certainly there are probably situations that have become legend amongst your teams over time, maybe internally, or maybe just like anonymously, externally, crazy stuff that's happened.
Can you think of anything? It doesn't have to be like the craziest ever, but.
Like recent?
No, just whenever.
I mean, yeah, I have my favorite instance.
Like I will, you know, I always joke that when I'm, when I'm old, I'm just going to be reciting incident numbers because, you know, like 712 still sticks in my head and 6.59. Like, I remember those incidents because I basically slept in the office that night, you know, trying to resolve it. And I think, I mean, a lot of the incidents were trying to figure out in a very simple way how a piece of technology was supposed to.
to work. And a lot of the times we had put the technology through the paces and almost
leveraged it to do the things that it wasn't meant to do, right? Like console, for example,
Kafka, like those have been in some pretty hairy incidents in my experience. And a lot of the time
it's because we implemented them without having deep subject matter expertise in them. And then,
you know we also saw the power and the flexibility of some of it and used it for things that it
wasn't necessarily meant to be used for and then a lot of the folks that design those things
don't work at the company anymore right so then you're trying to figure out live what the
intention was of this decision and what the expectation was and what's actually happening and you know
those can get pretty complex can you take us tactically into I know you spent you said a
first year kind of integrating. When did you begin this kind of newer role? Was it a year after
like you integrated and you started forming a team? Take us tactically into forming that team,
strategy, rejiggering, page or duty product, pricing. Like how did you rethink a lot of what was
going on there? Yeah. So when I joined PagerDuty, we had like two main product orgs. We had
incident management and then we had another product org that was doing automation and,
and AI and it was like kind of focusing on other use cases, so like CS users or FinOps, you know.
So we obviously went into the incident management organization. There was, you know, no team around
post-incident reviews. And they did have an integration team that was in charge of a bunch
of different integration. So like Service Now, Datadog, that team was all.
also in charge of the Slack integration,
but it had been very under-invested in.
So they, you know, I obviously had the team I came in with,
and then I also had the chat experience team,
is what we called it, which was our Slack
and Teams integrations.
And so the very first task we had to do was,
you know, we were obviously selling Jelly standalone
prior to the acquisition.
The very first task we had to do,
was to get it into one of the existing PagerDuty plans,
which was the enterprise plan.
And, you know, working at a startup,
I was using products that get things into skews really quickly,
and I didn't realize the complexities of it in a large organization.
You know, when that was deemed my first task, I'm like, cool,
that'll take like 20 minutes.
That did not take 20 minutes.
So I learned a lot about that process.
and then it was also taking the existing PagerDuty Slack app
and bringing all the jelly functionality into that Slack app.
So that took about a year to really fully integrate
and it's live, so you should check it out.
And then, you know, midway through the year,
that was when I kind of had that realization
that our pricing wasn't totally matching our value.
And so I just, you know, kind of like I just kept sharing
it in meetings over and over again until I think I annoyed enough people that they were like,
okay, you can go do it. And then I ended up in the head of pricing role after that.
You have a new job now. I have a new job now. Yeah, exactly. So after launching it in all three
product lines, we went through a reorg internally and aligned our organization a bit more
to the customer value, which was around six months ago.
And so my new pillar of the org is product strategy, growth, and pricing.
So I have pricing analysts under me.
I have engineers working on growth, onboarding.
I have folks working on insights and analytics, so really driving, like, what are patterns
we're seeing and how do we feed that back in so that we can help you with the well-understood.
and then, yeah, pricing analysts and product intelligence folks as well.
So they are looking at how users are using the product, which areas they're getting the most
value out of, to really understand where we should keep investing in.
Growth at Jelly, OG Jelly was probably different than growth at Page of Duty.
Yeah, or you didn't have growth.
Can you go into some of the details of how it's different, how it's changed?
Is it scary?
Is it just way bigger?
You have more money to spend, bigger distribution,
because you have much more customers.
What's it like?
I mean, yeah, we have way more customers, right?
Like, I, at Jelly, you know,
I had personal phone numbers of all of our customers, right?
Like, that's not able to be the case at PagerDuty.
And so I also have to, like,
I think customer relationships are so important,
but I obviously can't have relationships
with all of our customers now.
So I also have to, like, use more discernment.
and I try to form relationships based on where I'm seeing usage.
So, like, for example, we have an incident roles function or capability in the product.
And I, you know, and we obfuscate a lot of the data, but I could see, like, people were creating a manual scribe role.
And we actually have, like, automation that does that for you, right?
so that no one's, like, typing the entire Zoom call, which is, that's, you know, not a great use of time.
Like, that would actually be a good use of AI.
So, you know, I'll reach out in those situations, and that's sort of really how I think about it.
I'm thinking about it from the customer relationship perspective, and I'm also thinking about it in terms of, like, an entire incident life cycle from, like, detecting, to triaging, to mobilizing a team, to resolving, to learning.
If I see customers that are like only here, I try to go talk to them because when you're only in the detect in like the noise phase without having standard processes all the way over here, you're going to end up in this hamster wheel and you could actually drive a lot more improvement and save a lot more time.
So that's really how I think about it is just in terms of customer value, which I think is where my background really helps.
Like, I really love being in this role because I've been a user.
And so it's nice for that to come full circle.
How much code do you write?
Zero.
I mean, just in my free time, yeah, but not at work.
Yeah.
Is it because AI is writing up for you?
How much code do I write?
Way less than I wrote a couple months ago.
If you set AI aside and imagine, like, OpenAI hadn't done what they did with ChatGPT,
November of 22 and everybody freaked out and it changed the course of the industry.
What would the product roadmap look like?
What would the product?
Like you're looking at product at page of duty, right?
Like what your initiatives certainly changed.
I'm not sure how multi-threaded you guys are in terms of things you can work on at the same time.
But everybody has to have an AI strategy.
And that's because everybody has to have an AI strategy.
Yeah.
So that drives product.
We were actually joking about it last night at the meetup.
It's kind of like when one cool kid in middle school gets Air Jordans.
Whether they're ugly or not, it's like everybody has to, what's your Air Jordan strategy?
Like how are you going to get the Air Jordans?
And it's like, I got to figure something out.
I don't know.
My friends are going to ask.
That's kind of AI right now where it's like, what's your strategy?
You have to have one.
So like that's driving a lot of the product roadmaps, right?
Totally.
If that wasn't something you had to think about.
Yeah.
You would have more freedom to build kind of what you would like to.
Or, I mean, maybe you haven't thought about that because you're too busy thinking about what you have to think about,
but in a world where you didn't have that necessity, what would it look like?
I mean, I think, like, it has driven some of our product roadmap,
but it's also made us faster in a lot of ways.
Like, I don't spend, you know, a lot of time coding in my organization
because that's not, like, my best value to the customers or to the company or to the folks I'm managing, right?
But what I have found AI useful and is not just like driving the product roadmap, it's like actually aligning folks, right?
I can have it, you know, if I have an idea or if I've been seeing a lot of customer data, I can mock up something really quickly and have a conversation with our engineers, our designers, and our executives way more quickly than I could have otherwise, right?
we don't have to spend a lot of time, like in a lot of design cycles, getting that initial wire frame, we can just start to visualize.
And so I think it's been really actually helpful with remote work from that perspective, especially when you can't get in a whiteboard with someone.
So I do think it's made us faster.
Like I think we would be slower.
Sure.
I would certainly be slower without it.
I think in terms of-
Just like Air Jordans.
I mean, you run faster with the nice Jordans.
What's up?
I was just, I was making a joke.
It was bad.
You run faster if you have jordan.
Jordans. Yes, yeah, exactly.
Sorry.
So, but, yeah, in terms of the product roadmap, like, you know, I don't think there's never
going to be a world where we have zero incidents, right?
And so I think those are some of the wrong problems to go after with AI is like trying
to get to like zero incidents.
It's more to handle the more well-understood stuff so that engineers can focus.
their time on the only, on things that only they can do rather than things that agents or
AI can help with. I think the whole industry is going to get it wrong in some cases. Like we are
very new at this and we're all kind of like stumbling toddlers with AI right now, right? And so
we're going to mess up. And I think we just have to like reflect on here's a good use for it and
here's a not so good use for it rather than trying to use it for everything.
And so that's my biggest worry is that people are going to get overly dependent on it
for things that they should not get overly dependent on it for.
I agree with that.
Yeah, and earlier, when you're talking about novel incidents or like the really tough ones
where you need that one subject matter expert to come in and be like to connect the dots
that nobody else could connect, right?
Do you, I don't want to use the word fear necessarily.
Are you concerned that increased adoption of AI tooling
reduces gradually subject matter expertise?
I'm definitely concerned about that.
I think there's ways that it increases subject matter expertise.
You know, I started Jelly before all of this, you know,
was really happening.
And in my honest vision for Jelly,
was there is so much data and how you communicate
that you can learn what Adam's expertise is
and what Jared's expertise is just by how they're talking, right?
Like, oh, we notice we pull Adam in
for every issue we have with this particular codebase.
And so we start making this, like, map of Adam's expertise,
and we can start to download how Adam knows what he knows
and how he does what he does.
Or doesn't.
Or doesn't.
And making that, like, searchable.
And so I always wanted to put AI in jelly, but it was, and then all of everything changed.
And so I actually think it could really enhance subject matter expertise because it, it has a look into your whole organization.
I think the challenge is with hallucination with that, right?
Like, is it going to make up stuff that it's not actually seeing?
and I also think that humans could stop trusting their own judgment at sometimes you know
and I like I'll always test myself sometimes like if I feel like I'm personally using AI too much
I will ask it a question that I know I have a lot of expertise in just to see how it does
you know and I feel like that helps me come back to earth sometimes just to make sure I'm staying
grounded but I think you know we all have that personal responsibility but it's also you know
it's it's going to change the way we talk to each other like I think a lot about the language aspects
of it and you know I think about like kids that are probably learning with that now like how are they
going to talk to each other in the workspace you know in a certain amount of time so anyway those
are things that yeah yeah to that point there was a recent headline about changing
in language. Yeah. And how chat GPT in particular is already affecting the way that we talk.
For instance, the word delve is like skyrocketing and use because it routinely says delve.
Like let me delve into that for you. Yeah. And now more people are saying delve. This happens all
the time in humanity. You hang out with people and you start to talk like those people and we're
just hanging out with chat GPT. Right. And so we're going to start talking, you know, it's not just
X, it's Y. It always says that too. Yeah, exactly.
And, you know, I've always loved using m-dashes, but I also find myself not using M-dashes.
And I'm so upset about it because I've been using it for years.
Me too.
Now I'm rethinking, like, are people going to think I wrote this with AI because I'm using an M-Dash?
Right.
So you purposely remove them.
I purposely remove it.
Because you don't want to look like this as AI-generator.
Same.
Yeah.
Can we go into, I'm not sure how this manifests for you, but as a leader, it seems like maybe
you all have some tooling
that lets you glimpse into
someone's capabilities. I imagine that's
a great tool as a leader because
you want to spend one-on-ones with folks.
Some of the team you know really well because you brought
them with you from Jelly, but some you're bringing on
and as a leader you want to know what their strengths
and weaknesses are. Do you have that kind of insight? Is that what you're
talking about where you can sort of like probe
into your team to say, okay, Jared's really good
at this and Adam's really good at that.
And you have the AI
kind of like learn it for you
and you can sort of prompt whatever it might be to learn more by your team.
I haven't been using it for that perspective, but I do, you know, as I build out my org
and I'm interviewing folks right now and I've interviewed folks that are like really great
and clearly experts in a certain position, but I'm also thinking about the expertise of the
current team I have, right?
And if like there's these four different areas I need expertise in with pricing, for example,
if I already have someone in that bucket
and I'm interviewing someone that also has the same expertise
that's not going to maybe be valuable for me to hire that person
even though they're great.
And so I do think that that could be helpful
in terms of just like creating teams that work really well together
and looking at where someone's strength is, right?
Like I have someone on the pricing team that like loves to go into the data, right?
like data expert but is not as like proactive with like you know talking to sales and talking to
customers right and so like as I was looking for my next person I was like I really need someone
that is like doing that in the organization I don't necessarily need them to be a deep expert in the
data because I already have that and so you know but I know that just because I interact with my
team a lot I think if you are running a large org that
that might be helpful. I also, I use granola, which is really, really great. I don't know if either
of you use it. What is it called? Granola. Never heard of it. It's like, it's a note taker during
meetings. And I have found that so fantastic, especially for one-on-ones. It just, you know,
helps me remember them. It helps me actually be present so that I'm not having to like take notes
during it. It prompts me of things to follow up on. And so I feel like it's, it's actually
like made me a better manager because I'm able to be more present and recall more.
How is, I hate to keep going to AI, man, but how is, I would have seen I hate to keep
talking about AI, kind of, but I'm curious how AI is helping you not hire or let go of people.
But can you be candid about how it's shrinking or growing your teams?
Yeah, I mean, I know I probably sound like a broken record,
but I really think it takes over the tasks that people were probably doing manually
that they didn't need to be doing, right?
And so I think it increases roles in that it, like,
is going to completely change certain jobs
where someone's entire job was, you know, manual data entry.
I spend a lot of time in like Tableau and Periscope and unfortunately Excel now.
And, you know, when I get stuck or break something, I actually use AI to help me fix my query.
And that's been really nice for me in just terms of speed.
Well, friends, it's all about faster builds.
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Okay, so Kyle, based on the premise that most teams want faster builds, that's probably a truth.
If they're using CI provider for their stock configuration or get-up actions, are they wrong?
Are they not getting the fastest builds possible?
I would take it a step further and say if you're using any CI provider with just the basic
things that they give you, which is if you think about a CI provider, it is in essence
a lowest common denominator generic VM.
And then you're left to your own devices to essentially configure that VM and configure
your built pipeline, effectively pushing down to you the developer, the responsibility of
optimizing and making those builds fast, making them fast, making them secure, making them
cost-effective, like all pushed down to you.
The problem with modern-day CI providers
is there's still a set of features and a set of capabilities
that a CI provider could give a developer
that makes their builds more performant out of the box,
makes their builds more cost-effective out of the box,
and more secure out of the box.
I think a lot of folks adopt GitHub actions
for its ease of implementation and being close
to where their source code already lives inside of GitHub.
And they do care about build performance, and they do put in the work to optimize those builds.
But fundamentally, CI providers today don't prioritize performance.
Performance is not a top-level entity inside of generic CI providers.
Yes.
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What are you excited about or what are you interested in, whether industry or elsewise?
What am I excited about? Well, she's golfing now. She's a golfer. Yeah, I just, I just,
I've golfed twice. So, yeah, I think you're a golfer. I think I'm a golfer.
know. Yeah, for sure. No impostors. And, you know, I was talking to Adam earlier. He was like,
I mean, I just hit the ball. I don't really golf. You know, it's not a, you say,
I like really, really resonate with that. I can hit the ball and it feels good, right? So,
but yeah, what am I interested in? You know, I'm really interested in, like, how linguistics
are changing with AI and also just like more remote first cultures. Like, we really
lean on text communication now more than ever, and I think things can easily be misinterpreted
over text, which, like, actually can cause a lot of...
That's a good response for people, like, in text, they're saying, like, sure.
Oh, yeah, exactly.
Yeah, or K, you know, and I'm like, what does he mean by sure?
I say that all the time.
When I joined PagerDuty, everyone reacted with the AC emoji, which is, you know, a very
engineering thing to do, but, you know, I had people that weren't in.
engineering joined PagerDuty and they like thought people were mad at them because they're
like reacting with the word act and slack and I'm like oh no they're not mad at you they're
just like giving you a thumbs up you know and so they know there's a thumbs up emoji they could use
what's that I said there is a thumbs up emoji they could use you're using the at
ACK right which I think the history of that usage at PagerDuty is because you're acknowledging
acknowledging and alert. And so people are like, people, people use it internally more than I've
ever seen at any other organization to just be like, okay, cool. But they're not upset about
anything. And so anyway, I just, you know, I'm thinking a lot about how these nuances. We all
have our own perspective of how to communicate and organize. And it really impacts the organization.
It really impacts how products get shipped and developed. It impacts how incidents get resolved.
And so I've been, you know, looking more into that lately.
I've been following this guy on substack Adam Alexic.
He's a linguistics graduate from Harvard,
and he's been, you know, really just analyzing how the world is, like,
changing its communication.
But I'm really interested in how that impacts organizations
and how it impacts products.
We are live before a studio audience.
They are hearing this, but can you share what's on the horizon?
What's something new for PagerDuty that you're not,
that you're excited about that you can maybe tease a little bit
or just spill the beans on?
Yeah, I mean, we are completely revamping our,
I know this probably doesn't sound as exciting for folks,
but it's very exciting to me.
We're completely revamping our pricing and packaging
so that, you know, you're not going to have to, like, worry about,
seats as much as you do and it's a big transformation and it's really focused on value
that we're providing and so you know that's that's the little teaser and then you know other
things I'm really excited about are our seeing how jelly evolves with in PagerDuty there are a lot
of insights that we have in Jelly and combined with the insights of
Pager duty, I think, can really drive change to that beginning of that incident cycle.
And so I'm pretty stoked about that and how that can help, like, onboard new engineers
and how it can help ramp other folks up, like maybe ramp up a junior SRE because they can see
how someone solved the problem.
And so I'm excited about how it might level people up and create.
this new culture of engineering.
Yeah.
Well, Nor, you are smart, kind, and fun to talk to,
so we really appreciate you joining us.
This has been really awesome.
Thank you.
Let's hear it for it, Nora Jones.
Lord Jones.
You want to do Q&A?
Yeah.
So we were, was that?
You want to do a little Q&A?
Sure.
Okay.
We do have nine minutes, as I've been told.
And he's correct.
So, we also have a microphone right here.
and we have a little treat, key chains.
So the stickers are out there free to have,
but these key chains, these cost extra.
To get a keychain, you have to come to this microphone
and ask a thoughtful question for Nora.
You can judge Nora whether it was a good question
or not after you answer it.
So if anybody has a question, please come up for a keychain.
Please say your name.
Anything for the keychain, hey.
I'm Nabil, so kind of have a two-part question,
And it's about the acquisition, basically.
So it sounds like a great match and everything,
and so I imagine most people thought it made sense and everything.
But I was just curious, from Jelly's side before the acquisition, you know, actually happened,
were there people that were, you know, against it, you know,
and maybe what were their rationale for that?
Were there people that were what?
Were there people from Jelly that didn't want the acquisition to happen, that were against it?
And then maybe after the acquisition, you know,
if you're, you know, able to share that, like, was there a percentage that just kind of, you know,
took their equity and left, you know, soon after or whatever? I'm just curious. Yeah.
I mean, I'll answer that as best as I can, but I think all acquisitions have challenges that come up.
I think overall it was a very positive experience, and I, you know, I actually was, I love reading research,
and I was actually reading a bunch of research on, like, what makes a successful acquisition,
And a lot of the time, it's if the founder stays.
And so I also was trying to really focus on being happy myself
because I knew I was modeling that to my team
and figuring out those ways.
There were definitely people at the organization
that hadn't worked at a large company before,
and it just wasn't a fit for them, right?
And so they moved on, and that's totally okay.
I think that, you know, that makes sense in those situations.
And then I think there might have been some people that were initially like, oh, you know, like, there's always, like, when you're a 20-person company, you, like, it's a really cool energy that you can't replicate in a 1,200-person company.
And so I think there was grief involved with it from everyone's perspective, including my own.
You know, I've spent a lot of time, like, grieving, like, not being a founder anymore, and, you know, not being my baby.
I think the hardest thing is when I see a problem,
and I'm like, that is not my responsibility anymore.
I'm just going to say my words and then move on.
But I think there were also some people that have been surprised
by how much they like it that I think will probably stay
at the organization for a long time.
Next to Bill.
Anything else?
That's it.
Thank you, sir.
That was a good question.
Good question.
Good catch.
Oh.
Too soon.
And I thought you had it.
James.
Hi, folks.
I'm James.
One of the things that we know from other industries, avionics, nuclear, the list goes on,
is after each incident, there's a incentive to make the system more automated, more safe,
and that reduces the average number of incidents, but it increases the worst incidents.
How does PagerDuty think about proactively helping organizations,
not just react to incidents, not just do their own thinking about incidents, but
like instill knowledge about how to design systems, how to design their organizations
to prevent the catastrophic ones. Yeah, it's a good question. And I don't think that
the right approach after a gnarly incident is to set up automation. I think the right
approach organizationally after a gnarly incident is to talk about it a lot and try to figure out
how it happened, not why it happened, but how. And have these productive conversations where we're
all sharing our piece of how we thought things were supposed to happen so that we can learn from
each other. And so we can learn about how this actually unfolded. I think until you have that
understanding automation is going to cause, like, issues to your point. And so I've been a big
believer in that for a while. When we were at Jelly, myself and Laura McGuire and Vanessa
Huerta Grande, we wrote what we called the How We Guide, which stood for the How We Got
Here Incident Analysis Guide, which is free online, but it talks about how to extract the most
learnings after incidents so that you're better prepared in the future.
And, you know, I didn't mention this aspect of, like, right when I came in, but one of the most important things to me when I came in was that we were using jelly internally and also practicing what we were preaching.
And so we use jelly for every single incident now, and we are looking at how we communicate during those incidents, which is driving what we do or do not change.
I don't you know I think with some incidents like you you might not need an action item at the end of it
it doesn't mean that you didn't learn from it but you the action that you take might be understanding your system more
and so I think the best thing that we can do as page or duty is is model that for folks so that we can
help them do it themselves thanks James I'm really here for the key chain because I have a toddler
Thanks, James.
Yeah, you go, James.
Is that Kendall?
Hi, Nora, I'm Kendall.
Hi.
How long until you're twitchy and go do another thing?
Say that one more time.
How long until you get twitchy and go do another thing?
And go do another company?
Yeah.
Are you itching to leave and do something else?
When will you get the itch?
I mean, there's probably golden handcuffs,
and there's probably like an appropriate answer,
but I'm curious what you're actually thinking.
I am having fun right now.
I'm doing things that are challenging to me, and I had never thought I would be doing pricing,
but it is activating both parts of my brain that I really love to activate, which is like
psychology and math. And it's like very much an art and not a science, which is what I really,
that's where I really thrive and gravitate towards. So I think as long as I'm like learning and
feeling like I'm adding value and feeling like I can make a difference, you know, I don't think
I will get an itch.
But, you know, I'm also playing with different technologies that I can't necessarily, like,
always play with at work.
And I, you know, I haven't found something that, like, really captures my interest enough yet.
But, yeah, I'm having a lot of fun.
Thanks.
Thanks, Kendall.
You got three more.
Gosh.
Hi, I'm Jesse.
You said your first customer at Jelly was an enterprise customer, and that's kind of rare.
How did you get that?
Was that previous relationship or just cold outreach?
Yeah, good question.
So like I mentioned, I have been an engineer most of my career, and it was within the
reliability community.
So most of my network was in reliability.
And so I was really building out in the open with people I knew.
And I also previously worked for Netflix.
I was working for a company that got acquired by Walmart.
And I was working for Slack.
And so I really only knew enterprises.
Like, you know, looking back, I thought it was kind of an accident,
but it was like, oh, you know, I was designing for something I needed in my organizations.
And so I think that's just how it happened.
And, like, as we were building out in the open, we were looking for design partners,
and we had slots for five.
And I tried to get five very different types of customers because I wanted to figure out
who was finding the most value out of it.
You know, we did one with, like, a startup, and it went horribly, actually.
And then it went really well with this enterprise.
And I remember, you know, talking to our investors about it,
because, like, if you have an investor and you're telling them that the first
customer, you're signing as an enterprise customer, they're going to try to talk you out of it
because they don't think you're ready for it yet. And like it was, it was way more organic for me
to build for enterprise rather than to build for startups. So, yeah. Yeah, that's awesome. I think
there's something to. Thank you very much that question. Yeah, thank you.
Yes. Two more. Matt.
You've talked passionately about a lot of the things for post-incidence.
And my expectation is that there's knowledge transfer and communication is hard.
And I'm curious what your thoughts are on where PagerDuty and the aspects that are implemented there
integrate with things outside of PagerDuty to help facilitate better knowledge transfer
and communication across different divisions within an organization.
Because not everybody implements all the things that you expect.
And so I would like to know what your expectations might be for how an organization
might better leverage the product to make that vision a lot more usable.
So if I'm understanding your question correctly,
like how can customers that are using PagerDuty best set it up so that they're
creating a learning
environment. Yeah, because
these things are hard and
how do you help leverage
making that easier? Yeah, so one
of the things I really appreciate
about PagerDuty
is
how they've developed
their integration system.
We don't expect
customers to use us for everything
but we do
you do get the most value out of it
if you're connecting it to all the other
tools that you're using. So there's over 700 integrations and you can also build your own.
And I think that is the best way to get the value out of it because then we can understand all
the signals that you might be seeing and really help you prioritize if something is a really
urgent signal that deserves human attention versus not. That's where, you know, I think that's
where I see set up go awry is when folks don't spend the time.
to set it up that way and then it just becomes more noisy than it needs to be.
But if you are really taking a look at your overall company and being like,
we use this product here, we use this product here and really connecting it to PagerDuty,
it's going to be a lot more valuable of a system that is not just learning from all that,
but it's also surfacing a lot of that to you as well.
Do you see that as like a good way to interact or get that information to the parts outside of just the engineering and expose that understanding?
Yeah, so, so.
Can you restate that question, please?
Yeah, so the question was, do you see that just for engineering?
Are you exposing it to everybody?
So that is something that was always on my mind with jelly, is just like not keeping these learnings in a vacuum with just engineering.
and it is challenging.
It is like not an issue a tool can totally solve.
It has to be a cultural change.
It has to be an engineer going and talking to the person that launched a campaign
and learning more about their world, right?
And I think we really try to facilitate that.
Like we show you all the people that were involved in an incident,
even people that were just lurking, right?
Which can be really interesting sometimes.
times like, hey, why did legal
have bond alert, right?
Go DM that legal person and ask
that, like, hey, I'm just, you know,
re-evaluating this incident, I'd love to know what your
interest was in it, right?
And I think what we really try to provide
with the platform is a way to make that
less awkward because it's like you're just
looking at the data. And the data points
say that these different folks
joined, so it's worthwhile
to talk to them to get this holistic
view of what really happened.
And so I think
that's how we're really facilitating it.
That's cool.
Thank you, Matt.
Next.
Hi, my name's Jim.
I wanted to ask you, you've thought a lot about reliability.
So who, when you were early in your career, did you, like, study and reference?
Like, what's your Velvet Underground of reliability?
You know, I really started, I actually started my career in hardware.
I studied computer engineering, and I went directly to,
home security and like smart home company it's terrifying having that as your first job as like a
reliability person because if you mess up someone's house might get robbed so that was that was stressful
and then I saw this job opening at an e-commerce company for a software engineer and I you know
that's not that wasn't technically my role right I was doing less web development and doing
more hardware. But I looked at some of the traits that were needed. It was like a developer
productivity and reliability role and I was like, you know, I do a bunch of this now. And so I just
applied. And I joined the org and they were having incidents multiple times a day every day.
They're, the company was growing so quickly that there wasn't even a place to do our incident
reviews. So we used to do them in the hallway every morning. And it was like the hallway next to the
bathroom. So people were going like in and out of it. It was bananas. And I was really trying to get
creative. Like my boss at that point was like, do whatever you want. Like I don't care. Like we can
just try things. And I found what Netflix was doing, which was called chaos engineering. And I started
reading a lot about it. And I was like, wow, this is like really, really interesting. Because there is a big
organizational psychology to reliability too it's not something that can just be fixed by fixing code
and so i started experimenting with it and i was really influenced by netflix i started actually i stumbled
into the field guide for human error which is in the aviation space and so all of those things i think
were really fundamental to my passion now and what I ended up following to learn more about it.
And, you know, someone brought up other industries earlier.
I also read post-incident reports from other industries as well because, you know,
I find it very fascinating and it is relevant a lot of the time, too.
Thank you.
Is your book still for sale?
It's my what?
Your book.
Yes, it is.
Yeah.
Go by the book.
There you go.
We'll link out to with the show notes.
Let's hear it one more time.
Nora Jones.
No word, Jones, y'all.
So I'm not here to shame you, but you definitely missed out.
This was fun.
This was live.
Live in front of people.
A live show.
I got to say, it was cool to do.
And it was really cool for those out there who came.
We're so thankful to everyone who came to the meetup the night before, to the live show that day.
And then the hike.
Yes, we did a hike at Dinosaur Trail.
It was so cool.
Saw dinosaur tracks.
Saw a beautiful view of the show.
the Red Rocks. Red Rock Amphitheater. So cool. And I want to take this time to thank everyone
involved. Of course, Jared Santo behind the scenes, making this entire event happen. All the
details, all the planning. Jared. He rocks. Gerhard and Jared, of course, on all the work
around Pipely integration, James, Nabil, Matt, and many others pouring into this code base.
because of course it's open source
GitHub.com
slash the change log
slash pipley
check it out
so we can finally have
full control
over our own CDN
built on the Fly network
and that leads me to Fly
big thanks to our friends
at Fly for supporting this podcast
for supporting our platform
for giving us the opportunity
to build
on the greatest
most revolutionary
platform to build on today
fly.io and of course to the beat freak in residence breakmaster cylinder okay so if you love the beats
that we produce breakmaster cylinder is behind all those beats of course it's collaboration but the art
is done by breakmaster and and a live show from breakmaster at our live show oh my gosh i was behind
the scenes i was almost in tears with joy it was so cool breakmaster cylinder we
We love you. Of course, Jason and Aaron behind the scenes, helping us shoot all this footage, edit all of our podcasts. We have an amazing crew. And Jared and I, we're so thankful. And to you, the listener, without you, we are just an MP3 on the internet. And that's not cool. What's cool is you listening to this show. Okay, that's it. This show's done. This live show is done. We'll see you on Friday.
Game on