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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 a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

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), and several software and web development positions.