How to Work With Nontechnical Folks

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How to Work With Non-technical Folks

• Anne Merkert
• Vice President Marketing, Wholesale
• Covad Communications
• Global Marathon For, By and About Women in
  Engineering
• March 2008

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Covad at a Glance
Covad is a leading nationwide provider of
broadband voice and data communications

• Founded in 1996
• Headquartered in San Jose, Calif.
• Publicly traded on the AMEX (DVW)
• Owns and operates the only nationwide DSL
  broadband network in the U.S.
• Focused on voice and broadband communications for
  small and medium business (SMB)
• Broadband partner to many of the nations largest
  ISPs and communications companies
• Californias largest fixed-wireless provider for
  businesses

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How to Work with Non-technical Folks

• Markets are economic systems and the role of
  marketing is to facilitate the transfer of money
  from the market into the company by ensuring that
  the company is delivering value out to the
  market. This exchange obeys the laws of
  equilibrium. If either side of the system lacks
  what the other needs, the exchange doesnt
  happen.
• -Pete Monfre
• A Moment of Clarity

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Dont Play the Telephone Game

• MRD PRD ORD SRD

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A Picture is Worth 1000 Words

• Dont wait until final UI testing to reveal your
  masterpiece

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Be Flexible

• Prioritize
• Compromise
• Innovate

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Talk to Customers

• There is no substitute

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• Thank you