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Jason Bloomberg

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Atlassian Means Business

The company repositions itself as a communications and collaboration platform for the enterprise — and, in doing so, offers up some valuable lessons for IT and business leaders coping with the impact and fallout of digital transformation.

During last week’s Atlassian Summit, the company rolled out a brand new logo and look. One audience member expressed their disapproval on Twitter: “Jeez! It’s about the @Atlassian logo again. Who cares? So self absorbed.

In this case, however, I don’t think it was a mere branding exercise. Atlassian used the rollout of its new logo to signal something much bigger: a repositioning of the company as a communication and collaboration platform for the enterprise.

Atlassian’s co-CEO, Mike Cannon-Brookes, explained that the original logo reflected their heritage as an IT support business — rooted in Jira, the company’s flagship product. According to Cannon-Brookes, the new logo more accurately symbolizes the value the company delivers to its customers and which its products embody: teamwork, collaboration, compassion and even a little fun-spirited competition.

This significant, yet subtle shift in focus was evident throughout the event. From the extensive integration of Trello — the project management tool the company acquired earlier this year — to the launch of Stride, its new team communications product, to the new Atlassian Teamwork Platform, which will underpin all current and future products, this shift was apparent. It was also evident in the proliferation of business-oriented plug-ins and add-ons in its growing marketplace. It was clear that the company aims to be much more than an IT software company.

Read the entire article at https://www.cio.com/article/3227008/leadership-management/atlassian-means-business.html

Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, ServiceNow and Compuware are Intellyx customers. None of the other organizations mentioned in this article are Intellyx customers. Atlassian covered Charles Araujo’s expenses to Atlassian Summit 2017, a standard industry practice. Image credit: Charles Araujo.

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Jason Bloomberg is the leading expert on architecting agility for the enterprise. As president of Intellyx, Mr. Bloomberg brings his years of thought leadership in the areas of Cloud Computing, Enterprise Architecture, and Service-Oriented Architecture to a global clientele of business executives, architects, software vendors, and Cloud service providers looking to achieve technology-enabled business agility across their organizations and for their customers. His latest book, The Agile Architecture Revolution (John Wiley & Sons, 2013), sets the stage for Mr. Bloomberg’s groundbreaking Agile Architecture vision.

Mr. Bloomberg is perhaps best known for his twelve years at ZapThink, where he created and delivered the Licensed ZapThink Architect (LZA) SOA course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, the leading SOA advisory and analysis firm, which was acquired by Dovel Technologies in 2011. He now runs the successor to the LZA program, the Bloomberg Agile Architecture Course, around the world.

Mr. Bloomberg is a frequent conference speaker and prolific writer. He has published over 500 articles, spoken at over 300 conferences, Webinars, and other events, and has been quoted in the press over 1,400 times as the leading expert on agile approaches to architecture in the enterprise.

Mr. Bloomberg’s previous book, Service Orient or Be Doomed! How Service Orientation Will Change Your Business (John Wiley & Sons, 2006, coauthored with Ron Schmelzer), is recognized as the leading business book on Service Orientation. He also co-authored the books XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996).

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting).