Bias Towards Action: Building Teams that Build Work
Summary
How do you create an agile, customer-centric team of designers, developers, product managers, and user experience specialists whose instinct is to make, not talk? How do you ensure that this team’s output remains focused on business goals, not the technology of the week? And most critically, how do you successfully integrate this team of do-ers into a larger, more traditionally structured organization? In this talk, Husani Oakley shares tips and best practices honed over 20 years of building teams that build best-in-class experiences for clients large and small.
Key Insights
-
•
Agency structures with separate creative and technical teams create cultural barriers that hinder project success.
-
•
Defining, writing down, and holding teams accountable to core values is essential for cultural change.
-
•
Successful cross-team collaboration requires knowing and valuing the people behind different roles, not just enforcing process rules.
-
•
Building software that structurally enforces department collaboration can mirror and support cultural shifts.
-
•
Cultural values should answer why a team exists and how it fits within the larger organization.
-
•
Recruiting from the usual talent pools risks attracting people who reinforce existing cognitive biases and fail to embody desired team values.
-
•
Quantifying cultural fit during interviews helps reduce bias and align hires to team values objectively.
-
•
Teams must remember that their work is ultimately for human users, fostering empathy to improve products.
-
•
Creating opportunities for team members to bond as people builds trust and better collaborative outcomes.
-
•
Tech creators have a responsibility for the social impact of the tools they build and must remember the humans affected.
Notable Quotes
"Ideas that get sold without knowing how they work or how they’re made reflect a cultural problem in the team."
"No one hated technologists, they just didn’t know who they were because there were no personal relationships cross teams."
"Process for process’s sake doesn’t help anybody; processes must reflect your core values."
"Talent is everywhere. You find talent when you look for it without skepticism and bias."
"Quantify cultural fit by scoring candidates on how they align with your values before hiring decisions."
"We made a system that wouldn’t work if any part of the code or any team disappeared or refused to cooperate."
"We are making things for human beings, and we too are people who must own that responsibility."
"It wasn’t just about process changes, it was about changing how people think about their work and each other."
"When I walked into the office, my team was ready to quit because they were taking rude user emails personally."
"Our hands make all the things, and our brains form the teams that run the hands making the things."
Or choose a question:
More Videos
"I’ve literally relearned how to walk."
Tamara HaleWar Stories LIVE! Tamara Hale
March 30, 2020
"Collaboration with another researcher was seamless because we speak the same methodology language and aligned on goals."
Joanna Vodopivec Prabhas PokharelOne Research Team for All - Influence Without Authority
March 9, 2022
"Metrics are always a conversation, they shouldn’t be a covenant."
Saara Kamppari-Miller Nicole Bergstrom Shashi JainKey Metrics: Comparing Three Letter Acronym Metrics That Include the Word “Key”
November 13, 2024
"The leadership response in business often has to be: we will make the best decision possible given what we know."
Nalini P. KotamrajuTwo Jobs in One: Being a “Leader who is a Researcher” and a “Researcher who is a Leader"
March 10, 2021
"Latent Scope lets you quickly explore hundreds or thousands of free text responses to find clusters and patterns."
Ian JohnsonLatent Scope: Finding structure in unstructured data
June 11, 2025
"If I don’t make a dollar doing this, I’ll be okay, but I actually am making a dollar doing it."
Greg PetroffExit Interview #1: Greg Petroff: From Silicon Valley Executive to Sonoma County Possibilitarian
September 24, 2025
"The reason some of these tools aren’t embraced right now is a little bit of fear and lack of understanding."
Frances Yllana Jorge Arango Maria Taylor Briana ThomasThe Big Question about Impact: A Panel Discussion
September 24, 2024
"We created Tiger teams that work like cancer cell hunters, targeting isolated problems and then dissolving after their work is done."
Maria GiudiceRemaking the Making Company: Moving from Product to Experience
June 9, 2016
"We look to work with authors we like and enjoy being around because writing a book is a long, collaborative journey."
Louis RosenfeldCoffee with Lou: Should You Write a (UX) Book?
March 7, 2024
