a Mac laptop covered in stickers, many for AWS events

My life in tech

A working life in technology: writing, people, projects and ideas.

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Resumé

My career in tech spanned 40 years, starting with the part-time jobs that helped pay my way through college. Over my lifetime I’ve worked for four startups (Team Technologies, Incat Systems, TVBlob, Joyent), five major multinationals (Sun Microsystems, Oracle, Ericsson, Amazon, Intel), and a couple of mid-sized companies (Adaptec, Roxio), in and from and for multiple countries (US, Italy, Sweden, Australia). Not counting all the days and hours I worked remote from various travels and vacations. And the years I worked freelance. I retired in February, 2023.

Brief professional bio

Tech industry veteran with 40 years’ experience and deep expertise across a wide range of technologies, companies, roles, and geographies.

Product experience: consumer applications and devices, cloud services, enterprise software, kernel features, observability, cloud services, open source.

Toolkit: messaging, content marketing, inbound marketing, personas, marketing campaigns, technical writing and editing, websites, blogs, mailing lists, communities, all aspects of events, public speaking, social media, curriculum development, and training.

Content: wrote or edited over 4,000 pages of published technical books, filmed over 400 technical videos, written or edited hundreds of technical blog posts, and organized dozens of technical meetups, conferences, and conference talks. Managed content teams.

early 1980s

How I became a tech writer, and what happened after that

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1988

Into Africa: Desktop publishing goes to Cameroon

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1991

How I Became an Italian (Tech) Journalist
Writing portfolio

How I Got My (First) Job in Italy

Incat Systems – From 1991 until its acquisition by Adaptec in 1995, I worked for Incat Systems in Milan and then California (yes, it was a long commute). I’ve also written about Fabrizio Caffarelli, the brilliant, mecurial founder of Incat and sometime friend.

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1994

…and later: “family” photos with Incat Systems colleagues in Milan and California, some of whom are still friends, others I’ve lost touch with.

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1995

Incat Systems was acquired by Adaptec, for whom I then worked as a contractor for about five years. I mostly worked from my home in Milan, traveling four times a year to spend weeks at a time with my colleagues in the Bay Area home office. Things I did while with Adaptec included:

Pioneered communicating with and supporting customers online
Initiated and moderated the Adaptec CD-R discussion list, a then-innovative approach to communications between a company and its customers.
Weekly newsletters launched in 1998, the largest list had 170,000 subscribers by 2001. These also encouraged reader responses and input – a pre-blogs example of online conversation between a company and its customers.
Monitored and responded in any online forums where our products were discussed. Eventually headed a small team which carried out these support activities.
For the Adaptec website, was solely responsible for all CD-R content: development and management of technical and marketing content, HTML, navigation design, information architecture. Managed an internal team and outside contractors. Designed and managed implementation of Web applications. This content brought in 70% of Adaptec’s overall website traffic.
All this moved to Roxio.com in November, 2000. I was part of the management team which chose and implemented ATG Dynamo as the application server and personalization platform, and Interwoven’s TeamSite for content management.
Had overall responsibility for content and community on Roxio.com, led the content and applications team which developed and launched the new Roxio site for the company spin-off in May, 2001.

Oh, SCSI! Video

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1996

Adaptec CD-R discussion lists

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1998

Adaptec/Roxio newsletters

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1999

Adaptec in Seville – In the summer of 1999 I got to attend a get-together of Adaptec Software sales people and partners in Seville, Spain. I don’t remember the names of most of these people (except for Big John Heckethorn) but I do remember that we all had a lot of fun, particularly with a treasure hunt involving teams in jeeps cruising around the hills. There was also flamenco dancing.

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2000

CeBit – I went to Germany to help staff the Adaptec/CeQuadrat booth at CeBit, at the time the largest tech conference in Germany (and maybe all of Europe). CeQuadrat was another small CD-recording software company that Adaptec had bought, so we had acquired a(nother) bunch of German colleagues – I don’t remember whether this happened before or after Adaptec bought Toast, the most popular CD-recording software for Mac. I made friends among both teams, some of whom remain in touch today.
Roxio party – We had a fancy party to celebrate the spinoff of Roxio from Adaptec. Apparently we put on headgear to dance “YMCA.” The guy on the floor was the new CEO, Chris Gorog, whose claim to fame was that he’d produced a few little-known movies. But he was a Hollywood guy, and the Adaptec board rather grandiosely saw Roxio as a media company. Um, yeah… sorta.

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2001

The Evolution of a Technical Writer – Bringing Documentation Into the Web 2.0 Age
Leaving Roxio

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2005

Consumer Electronics Show
International Broadcasting Conference

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2007

^ Intervista al RomeCamp, a cura di Elisabetta Locatelli per dolmedia.tv.

(Some of) What I did at TVBLOB
My history in customer service

Joined Sun Microsystems, initially as a contractor, then an employee. Accomplishments included:

Devised and managed social media strategies to encourage Sun use of blogs, Twitter, etc. to promote and communicate about our technologies. Analysis and strategies for specific blogs led to increased posting and traffic. For example, translation led to page view increases of 200-2000% in China, Russia, Brazil, Japan, and Spanish-speaking countries.
Filmed, produced and published over 200 hours (300 items) of video on highly technical topics, garnering >180,000 total views (to 2010). Translation and subtitlingincreased global reach of these videos. Taught workshops to develop video skills among colleagues worldwide.
Social media production (video streaming, live tweeting) to increase global reach/participation in events.
Developed and managed technical content on websites, wikis, and blogs.
Planned and managed community events, including Sun’s Open Storage Summits, student events at ISC, Sun participation in OSCON, LISA, SNIA SDC and other conferences.
Constantly gathered and analyzed statistics to evaluate the effectiveness of all of the above.

August

Sun Broomfield – This was my first visit to a Sun Microsystems campus, when Dan Maslowski brought me on as a contractor in the summer of 2007. I flew to Colorado from London, after dropping off my daughter Rossella on her way to do her senior year of high school at Woodstock. While I was there, Sun held a talent show among its employees, and a few other things happened.

September

SNIA SDC – the first conference I filmed for Sun

October

Web Women Weekend, Lecco
Video collection (3)

August

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2008

All my Sun videos on YouTube Video

March

I attended OpenCamp in Rome, which was held in a mostly recovered public space, the former slaughterhouses of Rome, parts of which are interestingly decorated with graffiti.

May

Open Source Grid & Cluster Summit, Held in Oakland. I think I went primarily to film Dan Templeton giving a workshop.
Sun Community One – Community One took place in San Francisco and was a Big Deal, including custom illustrations from Hugh MacLeod who was also at the time a Big Deal. Yes, that’s Ian Murdock, who had joined Sun a year earlier to try to Linux-ify Solaris. San Francisco
The OpenSolaris Developers’ Summit, Santa Cruz
Go Game at the OpenSolaris Developers’ Summit

June

Visiting Sun Bangalore
After seeing my daughter graduate from Woodstock School, I visited Sun’s engineering center in Bangalore, to meet colleagues – and film them! I hadn’t been to Bangalore since 1980, when it was a sleepy little town. No more! The ride in from the new airport (just opened last week) took an hour and a half, the first part of it very fast on a brand-new six-lane highway. Then we hit city traffic… I stayed at a hotel within easy walking distance from Sun’s office — if you know how to get there. I didn’t, so colleague Sanjeev Bagewadi came to get me – the route is impossible to explain (I mapped it for the benefit of other Sun travellers). Though much changed since my previous visit in 1980, Bangalore was still delightfully green.
Bollywood, Bangalore

September

Open Storage SummitBen Rockwood’s keynote Video

October

Sun offices in Eagan, MN – I visited my colleagues in Eagan, Minnesota, to capture on film their various expertise (don’t ask me to explain what they do, I stay behind the camera for a reason). There were several other visitors, so the Eagan folks organized a traditional Minnesota potluck, with traditional Minnesota foods such as Mexican lasagna, jello salad, and other hot dishes. Those Tater Tots took me right back to childhood…

November

Sun’s SC08 Student Party, Austin – The SuperComputing conference every year attracts computer science students from all over the world who participate in various ways: as volunteers, as competitors in things like the Cluster Challenge, as part of SC’s Education Program, and in a Broader Engagement initiative, run by Livermore Labs’ Computing Applications & Research Department. It’s a large and fascinating group, comprising students and educators from all over the world: China, India, Nigeria, Italy… We wanted to give these students – current and future HPC developers – an introduction to Sun and our OpenSolaris HPC software developers’ stack. But they’re already working hard this week, so we didn’t want to lecture them. Instead, we threw a party!
Video collection (70)

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2009

“I’m blogging this for Sun”
Grace Hopper Celebration of Women in Computing – poster session on video, Ariza. Also interviewed about video and community for Ed & Ashley’s 5 Minute Show.

March

The First Colorado Front Range Girl Geeks Dinner, Broomfield,
South by Southwest, Austin – The first and only time I attended this famous conference, seeing and meeting some people I already knew, some I didn’t, some I admired, some I didn’t.

May

CommunityOne & OpenSolaris User Group Bootcamp, San Francisco

June

Innovating Employee Engagement/Executing Social Media for Internal Communications, Chicago – invited speaker on Utilizing Social Media Tools to Build Engagement and Community
FISL – Porto Alegre, Brazil – I went to Porto Alegre, Brazil, to help staff a Sun booth (along with many other people, a bunch of whom became friends) at FISL, billed as the world’s largest open source conference. Was a co-speaker on Using Video to Communicate About Open Software

July

New Zealand Ministry of Education, Wellington, New Zealand – series of presentations on social media and video
Kernel Conference Australia, Brisbane
Community Leadership Summit and OSCON – I returned from south of the equator directly to the Bay Area, to attend the Community Leadership Summit and OSCON, held that year for the first and only time in San Jose rather than Portland. I didn’t get many photos or notes – was too busy listening, talking, and meeting people. I did do a bunch of fun stuff for Sun, including conversations between a puppet named Jack Adams and several Sun engineers. I also led a session on videoblogging which 14 people attended. San Jose

October

Oracle Open World, We were almost Oracle employees by this time. “Open” is a misnomer – there is nothing open about Oracle. San Francisco
Front Range OpenSolaris user group meeting, Broomfield

November

Solaris Security Summit at LISA, We ran a Solaris Security Summit as an adjunct to LISA 2009, in Baltimore. I scored a cool t-shirt. – Baltimore
SuperComputing
Video collection (130)

January

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2010

Resistance is Futile: The Oracle Acquisition
What to Expect When You’re Expecting – to Be Acquired
Fishworks and Me
Into the Belly of the Beast
The Last of OpenSolaris
Employees Making Videos webinar for Communitelligence

January

Community Leadership Summit West, A local edition of the Community Leadership Summit. I didn’t take many pictures because I was too busy participating. I was also an unconference session leader

March

Sun Product Management Team meetings, MPK – I don’t remember now why we needed to get a bunch of people together in MPK or what, if anything, we accomplished. But it was fun!
The last Sun Tech Days – The final edition of Sun Tech Days was held in Hyderabad in March, 2010. After that, all events were Oracle-branded. This was my last big trip for Sun, and of course I jumped at any opportunity to go to India. I was amused to catch the above billboard on my way in from the airport. I had not met James Gosling at that point. When he was pointed out to me in the hotel café, he looked grumpy and unapproachable (not his usual style), and he quit Oracle soon after that.

April

NAB, Las Vegas

June

Workshop: The Changing Role of Technology Marketers – WITI Summit, Santa Clara,

August

Farewell, MPK – Sun’s Menlo Park headquarters had been emptying out for some time, and I spent a lot of that summer rounding up and giving away old Sun swag. We had a party with some of it.

filmed 3 Sun execs doing a podcast

October

Oracle Open World – I worked at this event even though I was very, very ill and should have been on medical leave. A lot of the gallery below is me trying to get the perfect shot of two of my favorite men in tech, Brendan Gregg and Rick Ramsey. San Francisco

November

LISA – I think this was the last event I worked for Sun/Oracle – I resigned right after Thanksgiving later that month. Brendan Gregg and Jim Mauro gave a birds-of-a-feather session Video, the only video that survives from that event (though I had filmed an entire day of Solaris-related talks). Santa Clara
The Faces of Sun farewell video
Video collection (53)

March

August

September

October

November

Back to years

2011

What I did at Joyent
Joyent miscellanea
Video collection (14)

January

April

October

November

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2012

dtrace.conf – In April, 2012, I organized and ran the second-ever DTrace conference (the first had been held in 2008). I found the venue and sponsors, did all the logistics, live streamed and filmed the entire day’s proceedings. It was run somewhat unconference style, with Bryan Cantrill emceeing, so the final list of talks you see below emerged over the course of the day. Perhaps my greatest feat for this conference was persuading the Oracle DTrace for Linux team to attend and speak!
Using Video to Communicate Technology, talk at FISL

January

SCaLE 10x

April

NAB – I attended this with Jonas Thaler for the second time. Not sure what the excuse was, but the reason was that I wanted to go. As usually happens, I managed to make myself useful by introducing people to each other.

October

ZFS Day and illumos Day – Two days of conferences organized by me. These took place at the Children’s Creativity Museum in San Francisco, deliberately on the same dates that Oracle Open World was being held next door at Moscone Center – I was surprised that Oracle hadn’t pre-emptively rented the Museum themselves.
Video collection (72)

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2013

Open ZFS Developer Summit
Marketing your tech talent at the Monktoberfest
The 3rd Annual Solaris Family Reunion

November

LISA and metrics workshop – Brendan Gregg led a Metrics Workshop, along with Narayan Desai, Kent Skaar, Theo Schlossnagle, and Caskey Dickson. “This was an opportunity for many industry professionals to discuss problems with performance metrics and monitoring, and to propose and discuss solutions.” More details from Brendan here.
Women in Advanced Computing Panel USENIX LISA 13
Video collection (81)

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2014

Joined Ericsson
That marketing thing (that I do)
My brilliant speaking career

May

Joyent retrospective

June

Stockholm – My first trip to Stockholm for Ericsson. I ended up making that journey about four times a year, except during cancer treatment.

July

Marketing your tech talent talkat OSCON

September

Netflix 50M Party
Stockholm and Ericsson

November

OpenStack Summit Paris
LISA – I attended LISA 2014. I knew I’d see a bunch of friends there, and it would likely be the last conference I’d be able to attend for a while.
Video collection (5)

February

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2015

August

Intel Developer Forum — I worked this one for Ericsson, just returning to conference life while finishing cancer treatment.

Video collection (2)

February

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2016

Women in tech and the 2016 US election

April

The Techies Project

August

Visit to Facebook’s Prineville Data Center

Prineville Data Center Video

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2017

My AWS laptop with various stickers about open source and diversity, plus Elfquest, Kliban, and Gorey

March

Open Compute Platform Summit — this was the one where a young man at a booth made the assumption that I didn’t know anything about hardware.

SCaLE

April

Open Networking Summit

Dockercon – This was the last event I attended for Ericsson, and honestly I didn’t have a good reason (from Ericsson’s point of view) to be there – by that time I was well on the path to my next gig. But Brendan was speaking, and it was held in Austin. I heard some good music, ate some good food, and saw old friends, including one who was about to be a new colleague at AWS.

June

First week at AWS – I had been to Seattle a few times before, but of course I’d be seeing a lot more of it over the next few years.

Netflix 100M Party

July

AWS Evangelists’ Summit – I was back in Seattle six weeks after my first trip, to participate in the annual get-together of AWS evangelists from all over the world – a very fun bunch of people whose expertise and skills in sharing that expertise I quickly learned to rate very highly. Our team, Open Source Marketing (though some team members didn’t want to admit that marketing was what we were there fore) had similar tasks and skills. We had a couple of days of presentations on upcoming services and technologies, and one of those team-builder puzzle games – which was fun, but the weather was hot and the air in Seattle very polluted from forest fires – I ended up with a miserable sinus infection.Seattle

September

Marketing Your Open Source Project, Linux Foundation Open Source Summit, Los Angeles, (not filmed, but there’s a writeup and slides)

Kernel Recipes and EuroBSD, Paris — Brendan spoke at both, I went along for the ride and mostly worked while he was conferencing, the rest of the time we were in Paris together. The BSD conference included an evening cruise on the Seine. I was highly amused that I often seem to do these things in the company of geeks (like myself).

At EuroBSD, I live-tweeted my AWS colleagues’ presentation – Julien Simon and ?

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2018

March

Marketing Your Open Source Project(the AWS version), Southern California Area Linux Expo, Pasadena
AWS Summit Milan – I spoke at the AWS Summit in Milan. That was the excuse – the real reason for the trip, in which I was joined by my BFF Sue, was to clear my remaining personal belongings out of my former home in Lecco, where my ex was (and is) still living. Another speaker at the Summit was Tara Walker, an AWS evangelist who gave one of the best technical talks I’ve heard. I knew it was good because the audience were sitting bolt upright, paying attention, rather than looking at their laptops or phones.

May

I Will Survive: How Deirdré Straughan Built a Career in Tech Without Being An Engineer, (I was a guest/interviewee on my friend Melinda Byerley‘s podcast, Stayin’ Alive in Tech)

June

EkoSystem Day, An event about all things Kubernetes on AWS, held at the AWS Loft in San Francisco
Amazon Linux 2 launch, San Francisco

July

Unconference session on marketing open sourceat the Community Leadership Summit, Portland,

August

VMworld, Las Vegas
Netflix Open Source meetup

September

Dreamforce This was one of the world’s largest conferences, with around 180,000 attendees in 2018. Hotel rooms in San Francisco had long been sold out – in at least one prior year, the organizers had docked a cruise ship at a city wharf to house attendees. I was asked at the last minute to do live social media about AWS’ participation in the event, but where I lived in Campbell was too far from the city to commute to the conference, so one of the AWS events staff gave up her hotel room for me (I suspect she was grateful not to have to attend). You can see in the above photo how big the “campus” was. Somehow the events that I was supposed to cover had me running from the Intercontinental Hotel on one end to the Salesforce tower on the other. At least I wasn’t stuck inside a single conference hall the entire time.

Metallica Final Encore at DreamForce Video

October

My Career Evolution from Tech Writer to… Many Thingsinternal Amazon tech writers’ conference, Seattle,
All Things Open – This was my first time attending ATO, and I delivered my Marketing Your Open Source Project talk. Brendan was also a speaker, though the organizers gravely miscalculated his popularity – they put him in a small room which ended up packed to the walls and way too hot. AWS had a booth where I and many others helped Shirley Bailes, event organizer extraordinaire, and I also live-Tweeted the AWS speakers. Raleigh
USENIX LISA – Brendan and Rikki Endsley co-chaired USENIX LISA. I was, as usual, along for the ride, but also managed to pull off a surprise birthday party for Brendan. Nashville

November

AWS re:Invent — I had not been allowed to attend re:Invent in 2017, my first year at AWS. In 2018, I went as a designated social media person, which made for an extremely busy and interesting few days. My birthday happened to fall on one of them, but I was too damned tired to do anything about it. I dragged myself back to the Wynn hotel and walked into the first restaurant I found, which happened to be Italian. I told them it was my birthday and they treated me very kindly.

December

Yow! — In one of the more insane things I ever did travel-wise, I flew from re:Invent in Las Vegas via LAX to Brisbane, where I joined Brendan on his tour with the Yow! conference. Met a lot of cool people, heard some interesting talks.

Back to years

2019

February

Marketing Your Open Source Project, AWS Summit Berlin

March

Marketing Your Open Source Project, AWS Summit Milan

July

^ Marketing Your Open Source Project Video, OSCON – slides

OSCON

December

Marketing Open Source (builders’ session), re:Invent, Las Vegas

re:Invent

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2020

As a product marketing manager, I launched three new observability services for AWS: AWS Distro for Open Telemetry, Amazon Managed Grafana, and Amazon Managed Service for Prometheus – the latter two were major launches at re:Invent, and a day or two after all that was done we moved to Australia.

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2021

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2022

January

Interviewed by Corey Quinn on Screaming in the Cloud

Joined Intel.

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2023

February

Quit Intel.

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Undated videos

Video collection (42)

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Lessons learned

About being a woman in tech

The Bi-Professional Couple: A Conundrum Close to the Bone
Twenty Years of Being a Woman at Tech Events
Sex and Tech
Giving Women Credit
Men, Women, and Salary Negotiation
Toxic Things I Once Believed
Remote work (or lack of it) is a diversity issue

About tech in general

Letting Go of a Beloved Technology
Red flags in interviewing: How do they treat wait staff?
“You Can Always Go to a Startup”
Problematic employers in tech
Toxic Bosses I Have Known: Malignant Managers
Toxic Bosses I Have Known: Egregiously Awful Executives
Toxic Corporate Behaviors: Death by PowerPoint

Remote work

Long-Distance Working – A Tale of Two Companies
Remote work, in good times and in bad
Remote work (or lack of it) is a diversity issue
Equal pay for equal work – globally
Remote work vs the costs of commuting

Back to years

Deirdré Straughan on Italy, India, the Internet, the world, and now Australia