Is DevRel Dead?

Summary

In this engaging video, developer influencer Jason Lor shares his insights on the evolution of developer experience (DevEx) roles and the shift towards community-focused storytelling. He discusses the limitations of traditional tutorials and events for building developer awareness, advocating for a new approach that combines the best of DevEx and marketing. Jason, who left his VP role at NFI MH to create content with 'Learn with Jason,' emphasizes the importance of authentic storytelling to connect with developers and build brand perception.

Takeaways

• 🍕 The interview takes place at East Glean Pizza in Portland, Oregon, where Jason Lor, a developer and influencer, shares his love for Detroit-style pizza.
• 🤔 Jason discusses the current state of Developer Experience (DevEx) roles, suggesting that they are dying in their current form due to a lack of cohesive strategy and clear expectations within companies.
• 🔍 Companies are shifting their approach from hiring DevEx roles based on personality to focusing on 'air traffic controller' roles that coordinate community efforts and lift up community members.
• 📉 Jason points out three common DevEx failures: over-reliance on personality, lack of strategy, and the saturation point after which repeated messaging no longer moves the needle.
• 💡 He emphasizes the importance of building initial awareness about a product, as most developers are not even aware of what a company is offering.
• 🚫 Jason argues that traditional methods like tutorials and events are no longer effective for building awareness and attracting new developers.
• 📺 He suggests that 'Dev TV' and story-based content are more engaging and can help build a genuine connection with the audience, which is crucial for awareness and interest in a product.
• 🎥 The interviewee believes that storytelling and creating memorable content, like what GitHub did with their Universe keynote, is more impactful than standard corporate videos.
• 🔑 Authenticity and resonance are key in creating content that developers connect with, which can lead to increased interest and engagement with a company's offerings.
• 🎭 Jason's new focus as VP of content creation involves combining the best aspects of DevEx and marketing to build awareness through developer-centric storytelling.
• 📈 He predicts a shift in the industry towards more storytelling and community-focused content as a way to stand out in a noisy online environment.

Q & A

What is the setting of the video script?

The video script takes place in Portland, Oregon, at East Glean Pizza with Jason Lor, a developer influencer.

Why is East Glean Pizza Jason Lor's favorite pizza shop?

East Glean Pizza is Jason Lor's favorite because he is a huge pizza connoisseur and particularly enjoys their Detroit style pizza, which he visits often.

What type of pizza is being discussed in the script?

The pizza being discussed is a Detroit style pie with pepperoni and mushroom toppings.

What is the topic of conversation besides pizza?

The topic of conversation besides pizza is the state of Developer Experience (DevEx) roles and the shift in how companies are approaching these positions.

What is Jason Lor's view on the current state of DevEx roles?

Jason Lor believes that the traditional DevEx role is dying, as companies are moving towards hiring 'air traffic controllers' who focus on community building and coordination rather than just individual personalities.

What are the top three DevEx failures according to the script?

The top three DevEx failures mentioned are over-indexing on personality without a strategy, the saturation of a message after 3 to 6 months, and the lack of a cohesive plan for leveraging personalities to reach a broader audience.

What is Jason Lor's new focus after leaving his DevEx job?

Jason Lor's new focus is on creating content that combines the best parts of DevEx and marketing to build awareness for products through developer-focused storytelling.

What does Jason Lor believe is not working in the current DevEx strategies?

Jason Lor believes that tutorials and events are not effective for building awareness as they are personality-based and do not reach new developers who are unaware of the products.

What type of content does Jason Lor see as effective for building awareness?

Jason Lor sees 'Dev TV' and story-based content, which focuses on real human connections and community, as effective for building awareness and resonating with developers.

What is the significance of the GitHub Universe keynote mentioned in the script?

The GitHub Universe keynote is mentioned as an example of memorable content that stands out due to its storytelling approach, which is more engaging than standard corporate videos.

What is the potential future trend in DevEx content according to the script?

The script suggests that there will be a shift towards more storytelling and experiences for developers, focusing on authenticity and resonance with the audience.