SPaMCAST 732 - Value in Software Development, A Conversation With Robert Cooke


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The SPaMCAST 732 features our interview with Robert Cooke. Robert and I discussed the role of software development in delivering value in non-software product organizations.

Robert Cooke is the Founder and Principal Architect at 3Forge, a New York-based provider of data virtualization and visualization technology. 3Forge has achieved significant growth over the years as a result of increasing demand for its award-winning, web-based browser AMI platform.

Today, AMI is deployed at three of the five largest global banks, and nearly 20 percent of global equities flow through the platform. 3Forge also has provided its services to hedge funds, broker-dealers, and other financial services firms. The company is the leading provider of “performance at scale” data management systems.

Robert’s accomplishments have spanned electronic trading, middle and back office, regulatory reporting, compliance, and risk management.



Re-read Saturday News

This week we re-read Chapter 4 of Extraordinarily Badass Agile Coaching: The Journey from Beginner to Mastery and Beyond (Amazon Associate Link). Chapter 4, Badass Agile Coaching Agreements, focuses on the need for and structure of…coaching agreements (hence the name of the chapter :)). I use coaching agreements on a regular basis. They are an excellent idea. Galen states, “My point being: never, ever coach without establishing an agreement.”

Previous Entries in Our Re-read:

Week 1: Logistics and Forewords -

Week 2: Introduction to Badassery in Agile Coaching -

Week 3: The Mindset of the Badass Agile Coach -

Week 4: Agile Coaching Frameworks -

Week 5: Badass Agile Coaching Agreements -

A quick advertisement:

Controlling work entry requires preparation and knowledge, building to establishing a path to control work entry (magic wands are normally not available), which is why Jeremy Willets and I have developed a work entry workshop. Interested? Please email us at or


The SPaMCAST 733 continues our answer to the question: if one product owner is good, aren’t two, three, or four better?

We will also have a visit from Jeremy Berriault who brings his wide-ranging QA corner to the podcast.

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