I talked about this a little bit in Lady Speaker Small Talk , but let me expand.
I have a bag of stickers that I take to every conference I go to. This week, I leveled up my game from “gallon ziploc bag of significant antiquity” to “bespoke bag”. It only took me a little while to sew, but I’m super pleased with it, and it uses a fastener I got on my last trip to New York City’s garment district.
I made the effort because the sticker bag is important to me — part personal brand, part conversation starter.
I go to over 20 conferences a year, and at each one, I collect vendor and conference stickers, and I talk to the people who give them to me, and then I spread them out on a table at lunch or at the evening party and invite people to come poke through them and take away whatever they want.
This is the most genius spontaneous idea I’ve ever had, because what it gets me is:
- Low-key, low-pressure opportunities to talk to even shy people
- A way to talk about different technologies and what people are interested in and looking for
- A way to gauge what a community of conference attendees is excited about
- An extremely keen understanding of the market demands and constraints around stickers
What stickers mean
I am the age to have been a Lisa Frank person growing up. I distinctly remember spending science fair reward money on freakin’ holographic unicorns. It turns out a lot of us have never entirely lost the joy of neat stickers. We put them on our computers, water bottles, notebooks, suitcases, beer fridges, whatever we can get to hold still.
We use them as affiliation identifiers. It may be an obscure sticker to everyone else, but if you care about Debian, you know when you see the Debian sticker on someone else’s gear. You know that they will probably talk to you about Debian. Now imagine leaving that kind of conversational hook twenty times over.
We use them as political statements. An EFF sticker means something, as does a sticker that says “Support your sisters, not just your cis-ters”. Rainbow/pride stickers fly out of my collection, because it’s so important to say “not everyone here is straight”.
Some people have rules about what kind of stickers they’ll use. “I only put stickers on for projects I pay money to.” or “I only use stickers from projects I use.” or “Only funny stickers” or “My laptop has a color theme.”
That all makes sense to me. In many ways, our laptops are a proxy for our faces, especially at conferences. We are hiding behind them physically or metaphorically. When we give a presentation, they peek up over the podium. When we are working in hallways, they identify our status.
Secret Sticker Rules
I think there are some generalizable rules about technology stickers. I feel so strongly about this that when I showed up for my one day in the LaunchDarkly office before I went out into the world, I spent 2 hours talking about stickers, and what I wanted to hand out.
My ideal stickers
- Small – 2 inches is ideal. Unless you work for a company, you do not want to give them 1/6th of your available laptop space.
- Tileable – circle stickers are selfish, because you can’t stack them or budge them against any other stickers. I prefer the hex shape, which is relatively standard, especially in open source projects, thanks to RedHat. PS – Heroku, right shape, slightly too big, and it breaks the tiling. I’m judging.
- Funny – the Chef “sprinkle on some DevOps” stickers are hilarious, cute, and not insulting to anyone. They’re probably optimal. I also really like the Logstash stickers that were a log. With a mustache. And I begged a whole package of the “I ❤️ Pager 💩”. Because people find that hilarious. You don’t have to be funny. Other options are cute, completely straight, or your-logo-but-with-colors.
- Have your name on them. I cannot tell you how sad it was for Influx Data when they had adorable animals with gems in them, but their name wasn’t anywhere on the stickers, and so I was like, uh, it’s a kiwi bird? From someone? Isn’t it cute? Put your name on the sticker unless you’re, like, Target or Apple.
- Are not sexist, racist, or otherwise jerkish. I pulled out a bunch of stickers that said “UX-Men”, because while the pun was cute, the exclusion was not. I won’t put out Sumo Logic stickers, because I feel like it’s an ugly caricature. Basho was also right on that line.
I really loved the stickers the LaunchDarkly designer, Melissa came up with. Most of them are hexes, a couple are very small oblongs that fit almost anywhere, and the surprise best-moving sticker is unusually big, a representation of our astronaut, Toggle.
Parents love Toggle, love that Toggle is not gendered, and they take home a sticker for each of their kids.
As I’ve been going to conferences representing a company that isn’t just me, I have figured out some other things that work for me. Feature Management is a new enough market space that people don’t always know what I mean, or want something to take back to their team to explain it. Melissa and I worked together to create a small postcard that has some brand identity on the front and a couple paragraphs on the back explaining our business case. It’s small enough to shove in a pocket or conference bag, and when you get back to your desk, you may read it again to remember why you picked it up.
I also carry business cards, so that people have a way to contact me particularly. I serve as an information conduit between people thinking about how we could solve their problems, and the folks on my team who can definitively answer their questions. So if you say to me “Heidi, I’d love to do feature management, but does it respect semver?” I give you my card and you write me and then I find out yes, we have that coming in this quarter. Yay!
And, of course, I keep a few sets of LaunchDarkly stickers that are not mixed in with the general chaos of The Sticker Bag, so that I can hand them out to people as we are talking about LaunchDarkly in particular. For reasons that mystify me, while Moo has excellent card holders for their tiny cards and business cards, they don’t make ones for the postcards in either size, and looking on Amazon and Etsy was just a journey into despair and disambiguation.
So I expensed some materials and made my own, and as soon as I sort out my authentication with Instructables, I’ll post the process, but look, I made a card holder for all my cards!
The postcard side is gusseted so I can stack a few postcards in it, and the business card holder side can also hold stickers. And the whole thing is sized to fit in my hoodie pocket, because that’s what I’m wearing 95% of the time I’m on a conference floor.
What I Don’t Hand Out
T-shirts. Such a nightmare, because they’re bulky and sizing is variable, and I’m traveling light. If you want a t-shirt, write us and we will ship it to you. 😉
Socks. Because we don’t have any yet, but I continue to hope that we will get socks before the technology sock craze (Started by StitchFix, those cunning geniuses) dies out. I love tech socks. At last count, I have 22 pairs of tech socks, and my current favorite pair is from Sentry.io because they come in a version that has SCREAMING CORAL as the cuff color.
To Sum Up
When interacting with people, it’s nice to give them something tangible, but not burdensome, so they remember you fondly. Also, I’m glad I bought a sewing machine, even though it’s one of the three weeks a year a fat bike would be useful.
O'Reilly Software Architecture/Velocity
The Lead Developer London