Jeff Lawson 
Ask Your Developer 
How to Harness the Power of Software Developers and Win in the 21st Century

Jeff Lawson, developer turned CEO of Twilio (one of Bloomberg Businessweek’s Top 50 Companies to Watch in 2021), createsa newplaybook for unleashingthe full potential of software developersin any organization, showing how to help management utilizethis coveted and valuable workforce to enable growth, solve a wide range of business problems, and drivedigital transformation.From banking and retail to insurance and finance, every industry is turning digital, and every company needs the best software to win the hearts and minds of customers. The landscape has shifted from the classic build vs. buy question, to one of build vs. die. Companies have to get this right to survive. But how do they make this transition?Software developers are sought after, highly paid, and desperately needed to compete in the modern, digital economy. Yet most companies treat them like digital factory workers without really understanding how to unleash their full potential. Lawson argues that developers are the creative workforce who can solve major business problems and create hit products for customersnot just grind through rote tasks. From Google and Amazon, to one-person online software companiescompanies that bring software developers in as partners are winning. Lawson shows how leaders who build industry changing software products consistently do three things well. First, they understand why software developers matter more than ever. Second, they understand developers and know how to motivate them. And third, they invest in their developers’ success. As a software developer and public company CEO, Lawson uses his unique position to bridge the language and tools executives use with the unique culture of high performing, creative software developers. Ask Your Developer is a toolkit to help business leaders, product managers, technical leaders, software developers, and executives achieve their common goalbuilding great digital products and experiences. How to compete in the digital economy? In short: Ask Your Developer.