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  • June 2019 (Revised February 2020)
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Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (A)

By: Tsedal Neeley, Paul Leonardi and Michael Norris
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

Eric Hawkins, director of engineering at AppFolio—a digital technology firm that offered cloud-based business software to small and medium sized companies—was shocked by an unusual request from his senior leadership team. Could Hawkins and one of his agile teams build a check scanner feature inside their management software? AppFolio’s founders had instructed to never build a check scanner; providing technologies to help businesses move into the digital era was a primary company goal. A scanner for paper checks would contradict the hard-won culture of software innovation and project self-selection that AppFolio and Hawkins’ teams lived by. Hawkins also worried that creating a new team to work on the check scanning project would cause workload and morale issues. But the sales team believed that this technology could close deals with larger, more complex property management companies, some with managers who wanted the check scanner feature. Several large-scale deals were on the line. Hawkins quickly assembled an agile market validation team and considered two options: hold fast to the company’s values and refuse to build the check scanner feature or capitulate and build a basic check scanner with minimum functionality. Engineers would likely consider this a “loser” project, yet sales might get a boost that could open a new revenue stream. Hawkins had to make his decision quickly.

Keywords

Values; Agile; Vision; Corporate Culture; Leadership; Values and Beliefs; Organizational Culture; Decision Choices and Conditions; Digital Transformation; Technology Industry; United States; California

Citation

Neeley, Tsedal, Paul Leonardi, and Michael Norris. "Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (A)." Harvard Business School Case 419-066, June 2019. (Revised February 2020.)
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About The Author

Tsedal Neeley

Organizational Behavior
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Related Work

    • June 2019 (Revised February 2020)
    • Faculty Research

    Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (B)

    By: Tsedal Neeley, Paul Leonardi and Michael Norris
    • June 2019 (Revised February 2020)
    • Faculty Research

    Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (A)

    By: Tsedal Neeley, Paul Leonardi and Michael Norris
Related Work
  • Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (B) By: Tsedal Neeley, Paul Leonardi and Michael Norris
  • Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (A) By: Tsedal Neeley, Paul Leonardi and Michael Norris
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