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About

Bruno Aziza is a customer-centric operator and advisor to CEOs, specialized in scaling…

Articles by Bruno

  • The Problem With Personas

    Nobody buys enterprise software to express an identity. They buy because something broke on Tuesday at 7:56 AM.

    1 Comment
  • Nobody Cares About Your Product (Part “Trois”)

    I've said this about leadership before. Turns out it's just as true about products: the environment is the most…

    3 Comments
  • Are You HIGH on AI?

    Nobody Cares What the "Other Guy" Ships. At Least, You Shouldn't — If You Have the Right Identity Differentiation.

    3 Comments
  • The New AI Organization: Are You Ready?

    We're a few weeks from my Stanford Continuing Studies class starting, and the question I keep coming back to is the…

  • What Do You Mean You Haven't Signed Up Yet?!

    Close to 150,000 of you interacted with my recent post on Product in the Era of AI at Stanford Continuing Studies…

  • Do AI Make Us Stupid?!

    If 🫰 you caught that, good — that's the whole argument. Credit where it's due: the framework in this post is…

    3 Comments
  • Nobody cares that you shipped.

    They care whether you landed. Most product organizations conflate releasing code with delivering value.

    8 Comments
  • Nobody Cares About Your Product. Let's Change That.

    I've reviewed hundreds of product strategy documents over three decades at Google, Microsoft, and 4 startups. Most of…

    1 Comment
  • It's official! I'm teaching at Stanford.

    After almost 30 years building, shipping and scaling businesses at 4 startups, Google, Microsoft, and others — and…

    215 Comments
  • Software was never just the code.

    Shipping software is step one. Maintaining it, operating it, keeping it trusted — that's step two, and it's the part…

    6 Comments

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Experience & Education

  • IBM

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Publications

  • Why Tesla is Not a Car Company and What You Can Learn From Elon Musk

    Forbes

    When I was in business school, I learned that most companies were often not in the “business” they appeared to be. It is indeed comfortable to categorize a company’s business by its industry: transportation, financial services, manufacturing...etc.

    But, if you truly want to understand a company’s direction and build an investment strategy that aligns with it, then

    See publication
  • Why Teams Fail

    Forbes

    Silicon Valley is bubbling these days. Uber recently raised $3.5B (that’s right, that’s B for Billions). Almost 60% of San Francisco’s houses are now valued above $1M (fewer than 20% were just a few years ago). And the US National Basketball (featuring major Golden State Warriors players) just came back from the olympics with a golden medal.

    If you live in Silicon Valley right now, you’re driving to work to the tune’s of DJ Khaled’s famous hit song: “All I Do is Win”.....But....

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  • Is Big Data in Big Trouble?!

    TechCrunch

    We recently saw two critical developments in the big data and analytics space. Tableau (DATA) released earnings and missed their forecast by $0.05; their stock dropped 5 percent. Then Hortonworks (HDP) announced a revenue miss that sent the stock into a downward spiral.

    What’s going on with the business intelligence (BI) and Hadoop space? Should we run for the hills, far away from the BI and big data space before it implodes?!

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  • The World Doesn't Need Another Tableau

    VentureBeat

    If you’ve been following the market for the last week, I’m sure you’ve noticed it’s been a pretty rough week for tech stocks. Two stocks, in particular, were hit unexpectedly hard this past Thursday: LinkedIn Corporation (NASDAQ: LNKD) and Tableau (NASDAQ: DATA) lost close to half their value over the span of 48 hours.

    See publication
  • Silicon Valley Lies And Those Who Tell Them...

    TechCrunch

    I’ve been in the tech sector for more than two decades. I’ve worked at scrappy startups and global tech companies. I’ve read many books on entrepreneurship, from Steve Blank to Peter Thiel. They all have great lessons, but if you read the columns of online Silicon Valley publications or take the soundbites you hear at tech meetups as guidance, beware. There is a lot of sensationalism and oversimplification out there. Many sound great, but most are wrong.

    Here are my three favorite…

    I’ve been in the tech sector for more than two decades. I’ve worked at scrappy startups and global tech companies. I’ve read many books on entrepreneurship, from Steve Blank to Peter Thiel. They all have great lessons, but if you read the columns of online Silicon Valley publications or take the soundbites you hear at tech meetups as guidance, beware. There is a lot of sensationalism and oversimplification out there. Many sound great, but most are wrong.

    Here are my three favorite misconceptions:
    Failure is great.
    Steve Jobs is god.
    The best startups are started by 20-somethings.

    See publication
  • The Top Tech People You Should Know

    CRN Magazine

    Former Microsoft executive and business intelligence industry veteran Aziza joined AtScale earlier this year, and he's laying the groundwork for the big data startup's channel strategy. AtScale's software links widely used business analytics tools with Hadoop.

    See publication
  • Money is Gone. So is Driving...

    Forbes

    When Marc Andreessen wrote his famous “Software is eating the world” memo a few years ago, people might not have understood how fast the technology industry would progress. Of course, Nobel Prize winner Niels Bohr (Physics, 1922) had it right when he said, tongue in cheek, “It’s hard to make predictions, especially about the future.” Predictions are indeed a tricky business. Every December, we read the essays of wannabe predictors who have studied the patterns of the past to predict the…

    When Marc Andreessen wrote his famous “Software is eating the world” memo a few years ago, people might not have understood how fast the technology industry would progress. Of course, Nobel Prize winner Niels Bohr (Physics, 1922) had it right when he said, tongue in cheek, “It’s hard to make predictions, especially about the future.” Predictions are indeed a tricky business. Every December, we read the essays of wannabe predictors who have studied the patterns of the past to predict the future. Most of them end up being wrong, either because their vision is too narrow in time or because, as science has shown, human overconfidence gets in the way.

    See publication
  • Why Marketing isn’t Marketing anymore

    VentureBeat

    When it comes time to hire a head of marketing, many of the tech entrepreneurs I’ve worked with and advised imagine bringing on someone who’s a master of SEO and A/B testing, who will drive millions of new visitors to their website. They may see a role for the CMO beyond this — perhaps they’ll ask their job candidates “How will YOUR marketing take advantage of big data...

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  • Advice: My startup adventure

    GeekWire

    Admit it, you are dying to jump off and “do a startup.” Whether you are currently at Microsoft or at Amazon, you’ve been reading the crazy stories of entrepreneurs committing everything to a new idea in their desire to change the world.

    I read the same stories. And my night time reading included the works of Steve Blank, Guy Kawasaki and Eric Ries. Luckily...

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  • Book: Drive Business Performance

    Wiley & Sons

    In this groundbreaking guide, authors Bruno Aziza and Joey Fitts explain the competitive advantage experienced by organizations that create and manage a "Culture of Performance". This book is backed up by first-hand accounts from companies who are winning by building accountability, intelligence, and informed decision-making into their organizational DNA. The book provides a blue-print and a methodology that readers can use to take their organization to the next level.

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