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I recently joined the dark side - an agile consulting company (why and how is a long story). The first client I was assigned to was an international bank. The client wanted a web portal, that was at its core, just a massive web form for their users to perform data entry.
My company pitched and won the project even though they didn't have a single developer on their bench. The entire project team (including myself) was fast tracked through interviews and hired very rapidly so that they could staff the project (a fact I found out months later).
Although I had ~8 years of systems programming experience, my entire web development experience amounted to 12 weeks (a part time web dev course) just before I got hired.
I introduce to you, my team ...
Scrum Master. 12 years experience on paper.
Rote memorised the agile manifesto and scrum textbooks. He constantly went “We should do X instead of (practical thing) Y, because X is the agile way.” Easily pressured by the client to include ridiculous (real time chat in a form filling webpage), and sometimes near impossible features (undo at the keystroke level). He would just nag at the devs until someone mumbled ‘yes' just so that he would stfu and go away.
UX Designer. 3 years experience on paper ... as business analyst.
Zero professional experience in UX. Can’t use design tools like AI / photoshop. All he has is 10 weeks of UX bootcamp and a massive chip on his shoulder. The client wanted a web form, he designed a monstrosity that included several custom components that just HAD to be put in, because UX. When we asked for clarification the reply was a usually condescending “you guys don’t understand UX, just do <insert unhandled edge case>, this is intended."
Developer - PHD in his first job.
Invents programming puzzles to solve where there are none. The user story asked for a upload file button. He implemented a queue system that made use of custom metadata to detect file extensions, file size, and other attributes, so that he could determine which file to synchronously upload first.
Developer - Bootlicker. 5 years experience on paper.
He tried to ingratiate himself with the management from day 1. He also writes code I would fire interns and fail students for. His very first PR corrupted the database. The most recent one didn’t even compile.
Developer - Millennial fratboy with a business degree. 8 years experience on paper.
His entire knowledge of programming amounted to a single data structures class he took on Coursera. Claims that’s all he needs. His PRs was a single 4000+ line files, of which 3500+ failed the linter, had numerous bugs / console warnings / compile warnings, and implemented 60% of functionality requested in the user story. Also forget about getting his attention whenever one of the pretty secretaries walked by. He would leap out of his seat and waltz off to flirt.
Developer - Brooding loner. 6 years experience on paper.
His code works. It runs, in exponential time. Simply ignores you when you attempt to ask.
Developer - Agile fullstack developer extraordinaire. 8 years experience on paper.
Insists on doing the absolute minimum required in the user story, because more would be a waste. Does not believe in thinking ahead for edge conditions because it isn’t in the story. Every single PR is a hack around existing code. Sometimes he hacks a hack that was initially hacked by him. No one understands the components he maintains.
Developer - Team lead. 10 years of programming experience on paper.
Writes spaghetti code with if/else blocks nested 6 levels deep. When asked "how does this work ?”, the answer “I don’t know the details, but hey it works!”. Assigned as the team lead as he had the most experience on paper. Tries organise technical discussions during which he speaks absolute gibberish that either make no sense, or are complete misunderstandings of how our system actually works.
The last 2 guys are actually highly regarded by my company and are several pay grades above me. The rest were hired because my company was desperate to staff the project.
There are a 3 more guys I didn’t mention. The 4 of us literally carried the project. The codebase is ugly as hell because the others merge in each others crap. We have no unit tests, and It’s near impossible to start because of the quality of the code. But this junk works, and was deployed to production. Today is it actually hailed as a success story.
All these 3 guys have quit. 2 of them quit without a job. 1 found a new and better gig.
I’m still here because I need the money. There’s a tsunami of trash code waiting to fail in production, and I’m the only one left holding the fort.
Why am I surrounded by morons?
Why are these retards paid more than me?
Why are they so proud when all they produce is trash?
How on earth are they still hired?
And yeah, FML.8 -
I got a dayjob in a company. I got an error. I cannot solve it and I am so desperate. So I go to stackoverflow, nobody answers. I post on git issue, but nobody solves the problem. So, I pay someone to solve it, like Hackhands.com to find a mentor. There is no mentor that can help. So I pay more, hired a peer, and finally a development team just to help me. They get paid only if they solved it.
But each of my folks repeat my same steps, asking on stackoverflows or github, and none of these help. So, they end up hiring their own friends and mentors. Their friends also end up paying (pay before problem solved) someone to help them.
their friends pay for friends of friends, then friends of friends of friends
And all of a sudden it becomes a giant MLM scheme.
And those people they paid for actually work for a company behind the scene which I am a founder of 😁
Multi billions startup idea, is it?4 -
I subscribe to many copywriting newsletters. Here's an article that shows how it's like on "the other side", marketers struggle, too.
How Kevin's Massive Mistake
Completely Changed His Life
Kevin H. made a huge mistake.
The biggest, he would say, if he could tell you himself.
And he knew it immediately.
It was, he said, "instant regret."
Within milliseconds, he was asking himself "What have I done..."
Kevin, see, had just jumped the rail of the single most popular suicide spot in the world, the Golden Gate Bridge.
On average, the site gets another distraught jumper every two weeks. Kevin was one of them.
It wasn't like he hadn't tried to quiet the voices in his head. Therapy, drugs, hospitalization.
Time to die, those voices still said.
And yet, in the minutes his bus dropped him off at the bridge, he hesitated and paced with tears in his eyes.
"I told myself if just one person comes up to me and asks if I'm okay... if one person asks if they can help... I won't do it. I'll stop and tell them my whole story..."
But nobody did, so he jumped.
It was in those next milliseconds, he would later say, he knew it was the biggest mistake of his life.
He didn't want to die.
But now, he was sure, it was too late.
From its highest point, it's a 245-foot plummet into the icy bay waters below.
Out of the 1,700 people that have jumped from the bridge since it first opened in 1937, only 25 have survived.
Kevin, against all odds, would be one of them.
He slammed into the water like hitting concrete. Three of his vertebrae instantly shattered.
When he surfaced, he couldn't hold his own head above water. But, incredibly, a sea lion kept pushing him up.
The Coast Guard soon arrived and pulled him out.
From there, he began a long recovery that required intense surgery, physical therapy, and psychiatric care.
While still under treatment, a priest urged him to give a talk to a bunch of seventh and eighth graders.
Afterward, they sent him a pile of letters, both encouraging and full of their own pained thoughts.
He also met a woman.
Today, Kevin lives in Atlanta and he's been happily married for the last 12 years.
And he tours the country, sharing his story.
So why re-tell it here?
Obviously -- I hope -- you don't get lots of copywriters looking to snuff it after a flopped headline test.
Just the same...
We've talked a lot in this space about the things one needs to get by in this biz.
My friend and colleague Joe, over at the publishing powerhouse Agora Financial, likes to list requirements.
You need intense curiosity...
You need a killer work ethic...
And you must, MUST have... resilience.
Meaning, you must have or find the capacity to bounce back from failure and flops, even huge ones.
Now, again, Kevin's story is an extreme and in this context -- I hope -- a hyperbolic example of somebody giving up. In the worst way possible.
It is also, though, a metaphor.
See, I get a lot of notes from some of you guys... and at conferences, I get to talk to a lot of people...
And I often get the sense, from some folks, that they're feeling a little more overwhelmed than they let on.
Some are just starting out, and they've got a lot on the line. For some, it's everything. And some are desperate to make it work.
Because they have to, because their pride or livelihoods or a family business is at stake, because it's a dream.
And yet, they're overwhelmed by all the tips and secrets... or by piles of confusing research or ideas...
For others, even had some success, but they're burned out, feel antiquated, or feel like "imposters" that know less than they let on, in an industry that's evolving.
To all those folks... and to you... I can only say, I've been there. And frankly, go back there now and again.
Flops happen, failures happen. And you can and will -- even years and decades into doing this -- make the wrong choices, pick the wrong projects, or botch the right ones.
The legendary Gene Schwartz put it this way, according to a quote spotted recently in fellow writer Ben Settle's e-letter...
" A very good copywriter is going to fail. If the guy doesn't fail, he's no good. He's got to fail. It hurts. But it's the only way to get the home runs the next time."
Once more, nobody -- I hope -- is taking the trials of this profession hard enough to make Kevin's choice.
And believe me, I don't mean to make light of the latter. I just want to make sure we hit this anvil with a big hammer. To drive home the point that, whatever your struggle, be it with this biz or something bigger, that you don't want to give up. Press on.
As Churchill put it, "Success, is the ability to go from failure to failure without losing your enthusiasm."
Or even more succinctly when he said, "If you're going through hell, keep going."
Because it's worth it.
.
John Forde
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