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Agile Methodology in Marketing: A Critical Analysis of its Impact on Current Trends
Author: Dr. Anya Sharma, PhD in Marketing, Certified Scrum Master (CSM), 15+ years experience in digital marketing and agile project management.
Publisher: Harvard Business Review Press – a reputable publisher known for its high-quality business and management publications, ensuring credibility and trustworthiness for this analysis.
Editor: Emily Carter, Senior Editor at Harvard Business Review Press, 10+ years experience editing business and management publications.
Keyword: agile methodology in marketing
Abstract: This analysis critically examines the adoption and impact of agile methodology in marketing, exploring its benefits, challenges, and alignment with current marketing trends. We delve into the core principles of agile and how they translate to the dynamic landscape of modern marketing, discussing its effectiveness across various marketing functions and its role in enhancing customer experience and achieving business goals. Furthermore, the article addresses the limitations and potential pitfalls of implementing agile methodology in marketing and proposes strategies for successful adoption.
1. Introduction: The Rise of Agile Methodology in Marketing
The marketing landscape is in constant flux. Gone are the days of lengthy, rigid marketing campaigns planned months in advance. Today, businesses need to be responsive, adaptable, and data-driven. This is where the agile methodology in marketing steps in. Derived from software development, agile emphasizes iterative development, continuous feedback, and collaboration, making it a surprisingly effective approach for marketing teams facing constant change and needing rapid iteration. The adoption of agile methodology in marketing is rapidly accelerating, driven by the need for increased speed, flexibility, and data-driven decision-making.
2. Core Principles of Agile and their Application in Marketing
At its core, agile methodology in marketing embraces several key principles:
Iterative Development: Instead of large-scale, long-term campaigns, agile advocates for breaking down projects into smaller, manageable sprints (typically 2-4 weeks). This allows for frequent testing, adjustments, and course correction based on real-time data.
Continuous Feedback: Agile emphasizes continuous feedback loops, involving stakeholders (clients, customers, internal teams) throughout the process. This ensures the marketing efforts remain aligned with business objectives and customer needs.
Collaboration and Cross-Functional Teams: Agile promotes collaborative work environments, breaking down silos between different marketing functions (content, social media, SEO, etc.). This fosters a more integrated and efficient approach.
Data-Driven Decision Making: Agile relies heavily on data analysis to inform decisions at each stage of the process. A/B testing, performance tracking, and customer insights are crucial for optimizing campaigns.
Adaptability and Flexibility: Agile recognizes that plans change. The ability to adapt to unforeseen circumstances and adjust strategies accordingly is essential for success in the dynamic marketing environment.
Applying these principles to marketing allows for a more efficient and responsive approach to campaign management, content creation, and overall marketing strategy. For example, a social media campaign can be launched in short sprints, allowing for immediate adjustments based on audience engagement and performance metrics.
3. Agile Methodology in Marketing: Benefits and Challenges
The benefits of implementing agile methodology in marketing are numerous:
Increased Speed and Efficiency: Shorter sprints enable faster time-to-market for campaigns and initiatives.
Improved ROI: Data-driven decision making and iterative improvements lead to higher returns on investment.
Enhanced Customer Experience: Continuous feedback mechanisms ensure marketing efforts are aligned with customer needs and preferences.
Greater Adaptability: Agile teams are better equipped to handle market changes and unforeseen circumstances.
Improved Collaboration: Breaking down silos improves communication and workflow.
However, challenges exist:
Resistance to Change: Transitioning from traditional waterfall methodologies can be difficult for teams accustomed to rigid processes.
Lack of Agile Expertise: Implementing agile successfully requires training and expertise in agile principles and practices.
Measuring Success: Defining and tracking agile metrics can be challenging, requiring a shift in traditional marketing KPI measurement.
Maintaining Momentum: Sustaining the agile approach requires ongoing commitment and adaptation.
4. Agile Methodology in Marketing Across Different Functions
Agile methodology in marketing is proving effective across diverse functions:
Content Marketing: Agile helps create and deliver relevant, high-quality content quickly and efficiently, optimizing content based on performance data.
Social Media Marketing: Agile enables rapid response to trending topics and allows for real-time adjustments to campaigns based on engagement metrics.
Search Engine Optimization (SEO): Agile allows for iterative SEO improvements based on data analysis and continuous testing.
Email Marketing: Agile facilitates A/B testing of email subject lines, content, and calls-to-action, leading to improved open and click-through rates.
Paid Advertising: Agile enables rapid testing and optimization of paid advertising campaigns, maximizing ROI.
5. Agile Methodology in Marketing and Current Trends
The adoption of agile methodology in marketing aligns perfectly with several key current marketing trends:
Data-Driven Marketing: Agile's emphasis on data-driven decision making is crucial in today's data-rich environment.
Customer-Centricity: Agile's focus on continuous feedback ensures that marketing efforts are customer-centric.
Personalization: Agile enables the creation of personalized marketing experiences by allowing for rapid adjustments based on customer segmentation and behavior.
Automation: Agile complements marketing automation tools, allowing for more efficient and scalable campaign management.
6. Strategies for Successful Implementation of Agile Methodology in Marketing
Successfully implementing agile methodology in marketing requires careful planning and execution:
Secure Buy-in from Leadership: Top-level support is crucial for overcoming resistance to change and securing necessary resources.
Provide Agile Training: Train marketing teams on agile principles and practices.
Establish Clear Goals and Metrics: Define clear objectives and metrics for measuring success.
Start Small and Iterate: Begin with a pilot project to test the agile approach before scaling it across the entire marketing department.
Embrace Continuous Improvement: Regularly review and refine agile processes based on lessons learned.
7. Conclusion
Agile methodology in marketing is no longer a niche approach; it's becoming a necessity for businesses seeking to thrive in today's dynamic and data-driven environment. While challenges exist, the benefits of increased speed, efficiency, adaptability, and customer focus far outweigh the hurdles. By embracing agile principles, marketing teams can better respond to market changes, optimize campaigns, and deliver exceptional customer experiences, ultimately driving business growth. The successful implementation of agile methodology in marketing hinges on a commitment to continuous improvement, data-driven decision-making, and a collaborative team culture.
FAQs
1. What is the difference between agile and waterfall methodologies in marketing? Agile is iterative and flexible, while waterfall is linear and rigid.
2. What are some common agile frameworks used in marketing? Scrum and Kanban are popular choices.
3. How can I measure the success of agile marketing? Track KPIs relevant to your sprints and overall goals (e.g., website traffic, conversion rates, customer satisfaction).
4. What tools can help with agile marketing? Project management software like Jira, Asana, and Trello are beneficial.
5. Is agile marketing suitable for all businesses? While generally beneficial, its suitability depends on factors like team size, organizational structure, and marketing goals.
6. How do I handle unexpected changes in an agile marketing project? Agile embraces change; adjust sprints and priorities based on new information.
7. What are the key roles in an agile marketing team? A Scrum Master facilitates the process, while a Product Owner defines the product backlog (marketing initiatives).
8. How can I ensure team buy-in for agile marketing? Communicate the benefits clearly, provide training, and involve team members in the implementation process.
9. What if my team doesn't have experience with agile? Start with training and a pilot project to gradually introduce agile principles.
Related Articles:
1. "Agile Marketing: A Practical Guide": A step-by-step guide on implementing agile methodologies in marketing, including practical examples and case studies.
2. "Scaling Agile in Marketing: Strategies for Large Teams": Addresses the challenges of implementing agile in larger marketing teams and offers solutions for scaling agile processes effectively.
3. "Agile Marketing and Customer Experience: A Synergistic Approach": Explores the connection between agile methodologies and delivering exceptional customer experiences.
4. "Measuring the ROI of Agile Marketing: Key Metrics and KPIs": Focuses on defining and measuring the return on investment from agile marketing initiatives.
5. "Agile Marketing for Startups: A Lean Approach to Growth": Tailored specifically for startups, offering a lean and efficient approach to agile marketing.
6. "Agile Marketing and Content Strategy: A Seamless Integration": Explores how to effectively integrate agile principles into content marketing strategies.
7. "Overcoming Challenges in Agile Marketing Implementation": A deep dive into common challenges encountered when implementing agile in marketing and provides practical solutions.
8. "Agile Marketing and Data Analytics: A Powerful Combination": Highlights the importance of data analytics in driving agile marketing success.
9. "The Future of Agile Marketing: Emerging Trends and Predictions": Discusses future trends and potential developments in the application of agile methodologies in marketing.
| agile methodology in marketing: The Six Disciplines of Agile Marketing Jim Ewel, 2020-10-06 Transform your organization using Agile principles with this proven framework The Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus A shift from top-down decisions to de-centralized decisions Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile. |
| agile methodology in marketing: Agile Marketing Michelle Accardi-Petersen, 2012-01-26 Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations. |
| agile methodology in marketing: Mastering Marketing Agility Andrea Fryrear, 2020-07-07 The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities. As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture. You will learn what it takes for marketing agility to thrive—customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage—along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations. |
| agile methodology in marketing: Lean Agile Marketing Femi Olajiga, 2017-02 Learn how to implement Agile marketing and how other marketers adopted Agile, you will develop the knowledge, understanding, and confidence required to apply Scrum, Kanban and other Agile frameworks. Agile Marketing explains how to apply agile methodologies to marketing. The book contains a realistic and actionable guide to starting agile in marketing, including practical examples and more detailed case studies of different types of agile marketing teams which illustrate the application of agile within marketing teams from start to finish. You will learn how to apply lean and agile principles to marketing planning and execution on a very practical level, including how to: 1. Building skills required for adaptive marketing planning and execution to reduce campaign cost. 2. Learn and understand techniques to deliver your marketing campaigns on time and on budget. Visualise workflow in order to limit work-in-progress, decrease burden for the marketing teams and increase task completion rate. 3. Learn how to become a successful and collaborative marketing team member. As team leaders and managers, you will also learn how to collaborate with your direct reports. Rationalize meetings and manage time more effectively. 4. You will learn the mindset of highly successful Agile marketing professionals. Set up marketing teams to execute marketing campaigns. 5. Develop marketing campaigns based on customer experience and analytics insights. 6.Create self-organizing teams to make the job of the CMO and senior managers easier. 7. Reduce micro-management and improve team morale and job satisfaction. 8. Change the team's mindset to improve collaboration and communication between team members. 9. Eliminate marketing team's time and budget wastage. 10. Understand effective team composition and skill requirements to create an agile marketing team that builds on existing team members' skill sets. The book's key contribution, however, is that it goes deeper than just the practical application of agile in the context of marketing: it introduces insights from psychology which inform how marketing teams can increase collaboration, work smarter and more productively, and how this, in turn, can improve overall customer experiences. |
| agile methodology in marketing: Hacking Marketing Scott Brinker, 2016-03-02 Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design continuous marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software. |
| agile methodology in marketing: The Business Value of Agile Software Methods David F. Rico, Hasan H. Sayani, Saya Sone, 2009-10-15 Whether to continue using traditional cost and benefit analysis methods such as systems and software engineering standards or to use a relatively new family of software development processes known as Agile methods is one of most prevalent questions within the information technology field today. Since each family of methods has its strengths and weaknesses, the question being raised by a growing number of executives and practitioners is: Which family of methods provides the greater business value and return on investment (ROI)? Whereas traditional methods have been in use for many decades, Agile methods are still a new phenomenon and, until now, very little literature has existed on how to quantify the business value of Agile methods in economic terms, such as ROI and net present value (NPV). Using cost of quality, total cost of ownership, and total life cycle cost parameters, The Business Value of Agile Software Methods offers a comprehensive methodology and introduces the industry's initial top-down parametric models for quantifying the costs and benefits of using Agile methods to create innovative software products. Based on real-world data, it illustrates the first simple-to-use parametric models of Real Options for estimating the business value of Agile methods since the inception of the Nobel prize winning Black-Scholes formulas. Numerous examples on how to estimate the costs, benefits, ROI, NPV, and real options of the major types of Agile methods such as Scrum, Extreme Programming and Crystal Methods are also included. In addition, this reference provides the first comprehensive compilation of cost and benefit data on Agile methods from an analysis of hundreds of research studies.The Business Value of Agile Software Methods shatters key myths and misconceptions surrounding the modern-day phenomenon of Agile methods for creating innovative software products. It provides a complete business value comparison between traditional and Agile methods. The keys to maximizing the business value of any method are low costs and high benefits and the business value of Agile methods, when compared to traditional methods, proves to be very impressive. Agile methods are a new model of project management that can be used to improve the success, business value, and ROI of high-risk and highly complex IT projects in today's dynamic, turbulent, and highly uncertain marketplace. If you are an executive, manager, scholar, student, consultant or practitioner currently on the fence, you need to read this book! |
| agile methodology in marketing: The Agile Marketer Roland Smart, 2016-02-09 The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for baking marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience. |
| agile methodology in marketing: Agile for Everybody Matt LeMay, 2018-10-10 The Agile movement provides real, actionable answers to the question that keeps many company leaders awake at night: How do we stay successful in a fast-changing and unpredictable world? Agile has already transformed how modern companies build and deliver software. This practical book demonstrates how entire organizations—from product managers and engineers to marketers and executives—can put Agile to work. Author Matt LeMay explains Agile in clear, jargon-free terms and provides concrete and actionable steps to help any team put its values and principles into practice. Examples from a wide variety of organizations, including small nonprofits and global financial enterprises, bring to life the on-the-ground realities of Agile across industries and functions. Understand exactly what Agile is and why it matters Use Agile to address your organization’s specific needs and goals Take customer centricity from theory into practice Stop wasting time in report and critique meetings and start making better decisions Create a harmonious cycle of learning, collaborating, and delivering Learn from Agile experts at companies like IBM, Spotify, and Coca-Cola |
| agile methodology in marketing: The Agile Brand Greg Kihlström, 2018-06-17 Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with consumers. While this means giving up some control over your brand, it rewards you with loyal long-term customers. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to modernize your brand in meaningful ways. |
| agile methodology in marketing: Being Agile in Business Belinda Waldock, 2015-06-15 The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. |
| agile methodology in marketing: Outside in Harley Manning, Kerry Bodine, 2012 For readers of Delivering Happiness and The New Gold Standard--a revolutionary approach to understanding and mastering the customer experience from Forrester Research. |
| agile methodology in marketing: Agile Management for Software Engineering David J. Anderson, 2003-09-17 A breakthrough approach to managing agile software development, Agile methods might just be the alternative to outsourcing. However, agile development must scale in scope and discipline to be acceptable in the boardrooms of the Fortune 1000. In Agile Management for Software Engineering, David J. Anderson shows managers how to apply management science to gain the full business benefits of agility through application of the focused approach taught by Eli Goldratt in his Theory of Constraints. Whether you're using XP, Scrum, FDD, or another agile approach, you'll learn how to develop management discipline for all phases of the engineering process, implement realistic financial and production metrics, and focus on building software that delivers maximum customer value and outstanding business results.Coverage includes: Making the business case for agile methods: practical tools and disciplines How to choose an agile method for your next project Breakthrough application of Critical Chain Project Management and constraint-driven control of the flow of value Defines the four new roles for the agile manager in software projects—and competitive IT organizations Whether you're a development manager, project manager, team leader, or senior IT executive, this book will help you achieve all four of your most urgent challenges: lower cost, faster delivery, improved quality, and focused alignment with the business. |
| agile methodology in marketing: Hybrid Project Management Mark Tolbert, Susan Parente, 2020-10-08 Compared to a few decades ago, companies today are faced with a much more challenging environment providing successful products and solutions for their customers. They are dealing with global competition, very rapid change in technologies, and tremendous volatility in economic conditions. As project managers, we are helping our companies survive in this difficult landscape. We are “agents of change” and “drivers of change.” The most important project management methodology today that will help us deal with this change and this volatility is Agile. However, no one process or project management methodology fits all situations! Agile is not a panacea for all projects. Many times, our projects are large enough and complex enough that some parts of the project are best suited to using a predictive planning approach, and other parts are more suited to using Agile. Therefore, a hybrid approach that mixes the traditional, waterfall approach with Agile is really required in many situations today. The agile community oftentimes has quite a negative view of hybrid approaches. Key writers on Agile often say that attempting to use hybrid will corrupt all attempts to use Agile, and will result in failure. In this book, the argument is made that integrating these methodologies can be done if approached the right way, and in fact, this is necessary today. |
| agile methodology in marketing: Kanban David J. Anderson, 2010 Teams around the world are adding kanban around their existing processes to deliver greater business agility. This book answers the questions: What is the Kanban Method? Why would I want to use Kanban? How do I go about implementing Kanban? |
| agile methodology in marketing: Death of a Marketer Andrea Fryrear, 1917-02-24 Marketing is in critical condition. Hurled into the twenty-first century amidst a storm of digital disruption, it has since focused solely on surviving in a hostile climate. But mere survival is no longer a mark of fitness. Audiences demand excellence. And marketing excellence requires agility. Using a detailed historical lens, Death of a Marketer charts a course toward marketing's Agile future. |
| agile methodology in marketing: Agile Development and Business Goals Bill Holtsnider, Tom Wheeler, George Stragand, Joe Gee, 2010-07-15 Agile Development and Business Goals: The Six-Week Solution is a guide for the software development process, which can be challenging, difficult, and time-consuming. This process, called the Agile process, is unique, and it features several aspects that distinguish it from the classical methods of software development. The book offers readers information about the design, implementation, and management of the different methods of creating world-class software. The book discusses the various reasons that the development of software is a difficult process, and it addresses how software development sometimes fails and why it seldom aligns with business needs. It further examines the risk associated with software creation and the different ways to mitigate them. This book is relevant to software development managers responsible for creating quality software products, and managing software development teams. - Explains how to employ automation in your development process to improve your company's profitability - Introduces a compensation structure that incents your technical talent to deliver measurable results on a predictable basis - Provides real-world solutions – questions to ask when hiring or which build server software to consider, for example – instead of theoretical discussions |
| agile methodology in marketing: Agile Project Management with Scrum Ken Schwaber, 2004-02-11 The rules and practices for Scrum—a simple process for managing complex projects—are few, straightforward, and easy to learn. But Scrum’s simplicity itself—its lack of prescription—can be disarming, and new practitioners often find themselves reverting to old project management habits and tools and yielding lesser results. In this illuminating series of case studies, Scrum co-creator and evangelist Ken Schwaber identifies the real-world lessons—the successes and failures—culled from his years of experience coaching companies in agile project management. Through them, you’ll understand how to use Scrum to solve complex problems and drive better results—delivering more valuable software faster. Gain the foundation in Scrum theory—and practice—you need to: Rein in even the most complex, unwieldy projects Effectively manage unknown or changing product requirements Simplify the chain of command with self-managing development teams Receive clearer specifications—and feedback—from customers Greatly reduce project planning time and required tools Build—and release—products in 30-day cycles so clients get deliverables earlier Avoid missteps by regularly inspecting, reporting on, and fine-tuning projects Support multiple teams working on a large-scale project from many geographic locations Maximize return on investment! |
| agile methodology in marketing: Growing Up Fast Jascha Kaykas-Wolff, Kevin Fann, 2014-08-17 Growing Up Fast is a practical book about how to implement an agile marketing process in modern business to create the necessary collaboration between marketing and innovation for business success. The first half of the book covers the philosophical underpinnings of complementary opposites in nature, human interaction, and the workplace. It surveys business management over the last 100 years and shows how we've come to the Agile Age, which is not about big ideas Mad Men-style, but lots of little ideas to test and try. The second half of the book discusses the mindsets and tools required for success in agile work, and examples are given throughout the text in the form of case studies on companies like Netflix, 3M, Microsoft, Domino's Pizza, and Dell Computer. The introduction and conclusion of the book set up the metaphor of the book's title, to personify the current impasse between big regulation government and total free market capitalism. Agile is posed as a third option between the Mom and Dad's battle between over-planning and wild speculation, concern for the future and obsession with what worked in the past-as both occupy our resources without agile process or priorities for the innovations we need going forward in society. Agile is portrayed as an inquisitive, experimental, brilliant child who still lives above the garage at her parents' house-and it's time for her to move out. There are also plenty, plenty of high-level remarks out there about how businesses need to be agile - with very little insight about how. Hey, we should all be rich and good-looking too... But there have been few guides that address the gap between the fluffy and the functional. Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates by Jascha Kaykas-Wolff and Kevin Fann brilliantly spans that chasm. Scott Brinker @chiefmartec |
| agile methodology in marketing: Agility Shift Pamela Meyer, 2016-11-03 As contrary as it sounds, planning -- as we traditionally understand the term--can be the worst thing a company can do. Consider that volatile weather events disrupt trusted supply chains, markets, and promised delivery schedules. Ever-shifting geo-political tensions, as well as internal political upheaval within U.S. and global governments, derail long-planned new ventures. Technology failures block opportunities. Competitors suddenly change their product or release date; your team cannot meet the pace of innovations in your market niche, leaving you sidelined. There are myriad ways in the current business environment for a company's well-considered business plans to go awry. Most business schools continue to prepare managers to be effective in stable and predictable environments, conditions that, if they ever existed at all, are long gone. The Agility Shift shows business leaders exactly how to make the radical mindset and strategy shift necessary to create an agile, entrepreneurial organization that can innovate and thrive in complex, ever-changing contexts. As author Pamela Meyer explains, there is much more involved than a reconfiguration of the org chart and job descriptions. It requires relinquishing the illusion of control at the very foundation of most management training and business practice. Despite most leaders' approaches, Agility is not simply accelerated planning. Unlike many agility books on the market, The Agility Shift provides specific, actionable strategies and tactics for leaders at all levels of the organization to put into practice immediately to improve agility and achieve results. |
| agile methodology in marketing: Research Anthology on Agile Software, Software Development, and Testing Management Association, Information Resources, 2021-11-26 Software development continues to be an ever-evolving field as organizations require new and innovative programs that can be implemented to make processes more efficient, productive, and cost-effective. Agile practices particularly have shown great benefits for improving the effectiveness of software development and its maintenance due to their ability to adapt to change. It is integral to remain up to date with the most emerging tactics and techniques involved in the development of new and innovative software. The Research Anthology on Agile Software, Software Development, and Testing is a comprehensive resource on the emerging trends of software development and testing. This text discusses the newest developments in agile software and its usage spanning multiple industries. Featuring a collection of insights from diverse authors, this research anthology offers international perspectives on agile software. Covering topics such as global software engineering, knowledge management, and product development, this comprehensive resource is valuable to software developers, software engineers, computer engineers, IT directors, students, managers, faculty, researchers, and academicians. |
| agile methodology in marketing: The Art of Business Value Mark Schwartz, 2016-04-07 Do you really understand what business value is? Information technology can and should deliver business value. But the Agile literature has paid scant attention to what business value means—and how to know whether or not you are delivering it. This problem becomes ever more critical as you push value delivery toward autonomous teams and away from requirements “tossed over the wall” by business stakeholders. An empowered team needs to understand its goal! Playful and thought-provoking, The Art of Business Value explores what business value means, why it matters, and how it should affect your software development and delivery practices. More than any other IT delivery approach, DevOps (and Agile thinking in general) makes business value a central concern. This book examines the role of business value in software and makes a compelling case for why a clear understanding of business value will change the way you deliver software. This book will make you think deeply about not only what it means to deliver value but also the relationship of the IT organization to the rest of the enterprise. It will give you the language to discuss value with the business, methods to cut through bureaucracy, and strategies for incorporating Agile teams and culture into the enterprise. Most of all, this book will startle you into new ways of thinking about the cutting-edge of Agile practice and where it may lead. |
| agile methodology in marketing: Kanban from the Inside Mike Burrows, 2014-09-01 I set myself the task of describing the 'humane, start with what you do now approach to change' not as a productivity tool, but as a management method built around a strong framework of values-a way to help organizations work better for their people, their customers, and other stakeholders. - Mike Burrows, author Kanban from the Inside takes a distinctive approach to the Kanban Method-using a system of nine values to explain what it is, to give insight into how its practitioners think, and to offer practical advice on how to apply it. Readers new to Kanban will understand why and how it works, while those with experience will appreciate its fresh perspective and the connections it makes with a range of related models. Part I draws on real-world experience to explain the Kanban Method through nine values: transparency, balance, collaboration, customer focus, flow, leadership, understanding, agreement, and respect. It also introduces Kanban's three Agendas and the Kanban Lens. Part II describes other models useful to understanding and applying the Kanban Method more effectively. It is a tour through related bodies of knowledge, including Systems Thinking, Lean, Agile, and Theory of Constraints. Part III is a step-by-step implementation guide that brings up to date the Systems Thinking Approach to Introducing Kanban (STATIK). It offers practical ways to capture and address in your Kanban implementation the needs of your organization, your colleagues, and your customers. --------------------------- This book is the new standard that I will recommend to anyone getting started with Kanban. -Wolfgang Wiedenroth, Kanban Trainer/Coach, it-agile It is not focused just on the mechanics of the kanban board; rather it explains everything you need around it to keep a Kanban initiative moving. -Klaus Leopold, Kanban Trainer/Coach, LEANability This gave me a deeper understanding of familiar concepts and introduced concepts new to me. -Kevin Murray, Delivery Director, Valtech UK |
| agile methodology in marketing: Directing The Agile Organisation Evan Leybourn, 2013-06-27 Chapter 1 looks at your role as a manager. How will your responsibilities change under Agile Business Management? What techniques can you use to manage your staff? Chapter 2 discusses your organisation’s relationship and interaction with its customers. What are their needs and goals, and how can you work together to achieve them? Chapter 3 provides the organisational context in which Agile Business Management operates. It discusses lean management structures and the techniques to manage different types of staff, teams and organisations. Chapter 4 looks at how you and your team work the “agile way” and describes tools and techniques to help optimise workflow, exploit change and manage customer requirements. The book closes with a look at associated financial models that support your Agile organisation, the processes you can use to run an Agile Business Management transformation, and the first steps to take towards that transformation. |
| agile methodology in marketing: Agile Project Management Jim Highsmith, 2009-07-10 Best practices for managing projects in agile environments—now updated with new techniques for larger projects Today, the pace of project management moves faster. Project management needs to become more flexible and far more responsive to customers. Using Agile Project Management (APM), project managers can achieve all these goals without compromising value, quality, or business discipline. In Agile Project Management, Second Edition, renowned agile pioneer Jim Highsmith thoroughly updates his classic guide to APM, extending and refining it to support even the largest projects and organizations. Writing for project leaders, managers, and executives at all levels, Highsmith integrates the best project management, product management, and software development practices into an overall framework designed to support unprecedented speed and mobility. The many topics added in this new edition include incorporating agile values, scaling agile projects, release planning, portfolio governance, and enhancing organizational agility. Project and business leaders will especially appreciate Highsmith’s new coverage of promoting agility through performance measurements based on value, quality, and constraints. This edition’s coverage includes: Understanding the agile revolution’s impact on product development Recognizing when agile methods will work in project management, and when they won’t Setting realistic business objectives for Agile Project Management Promoting agile values and principles across the organization Utilizing a proven Agile Enterprise Framework that encompasses governance, project and iteration management, and technical practices Optimizing all five stages of the agile project: Envision, Speculate, Explore, Adapt, and Close Organizational and product-related processes for scaling agile to the largest projects and teams Agile project governance solutions for executives and management The “Agile Triangle”: measuring performance in ways that encourage agility instead of discouraging it The changing role of the agile project leader |
| agile methodology in marketing: Agile Project Management For Dummies Mark C. Layton, Steven J. Ostermiller, 2017-09-05 Flex your project management muscle Agile project management is a fast and flexible approach to managing all projects, not just software development. By learning the principles and techniques in this book, you'll be able to create a product roadmap, schedule projects, and prepare for product launches with the ease of Agile software developers. You'll discover how to manage scope, time, and cost, as well as team dynamics, quality, and risk of every project. As mobile and web technologies continue to evolve rapidly, there is added pressure to develop and implement software projects in weeks instead of months—and Agile Project Management For Dummies can help you do just that. Providing a simple, step-by-step guide to Agile project management approaches, tools, and techniques, it shows product and project managers how to complete and implement projects more quickly than ever. Complete projects in weeks instead of months Reduce risk and leverage core benefits for projects Turn Agile theory into practice for all industries Effectively create an Agile environment Get ready to grasp and apply Agile principles for faster, more accurate development. |
| agile methodology in marketing: Strategic Doing Edward Morrison, Scott Hutcheson, Elizabeth Nilsen, Janyce Fadden, Nancy Franklin, 2019-05-01 Ten skills for agile leadership Complex challenges are all around us—they impact our companies, our communities, and our planet. This complexity and the emergence of networks is changing the practice of strategic management. Today’s leaders need to understand how to design and guide complex collaborations to accelerate innovation and change—collaborations that cross boundaries both inside and outside organizations. Strategic Doing introduces you to the new disciplines of agile strategy and collaborative leadership. You’ll learn how to design and guide complex collaborations by following a discipline of simple rules that you won’t find anywhere else. • Unleash the power of true collaboration • Learn and master the 10 skills of agile leadership • Apply individual skills to targeted situations • Introduces a new discipline of leadership strategy Filled with compelling case studies, Strategic Doing outlines a new discipline of leadership strategy specifically designed for open, loosely-connected networks. |
| agile methodology in marketing: Agile Product Development Tathagat Varma, 2015-11-05 Shows you what it takes to develop products that blow your users away—and take market share from your competitors. This book will explain how the principles behind agile product development help designers, developers, architects, and product managers create awesome products; and how to look beyond a shiny user interface to build a great product. Most importantly, this book will give you a shared framework for your product development team to collaborate effectively. Product development involves several key activities—including ideation, discovery, design, development, and delivery—and yet too many companies and innovators focus on just a few of them much to the detriment of the product’s success in the marketplace. As a result we still continue to see high failure rates in new product development, be it inside organizations or startups. Unfortunately, or rather fortunately, these failures are largely avoidable. In the last fifteen years, advances in agile software development, lean product development, human-centered design, design thinking, lean startups and product delivery have helped improve individual aspects of product development. However, not enough guidance has been available to integrate them in the context of the product development life cycle. Until now. Product developer extraordinaire Tathagat Varma in Agile Product Development integrates individual knowledge areas into a fiel d manual for product developers. Organized in the way an idea germinates, sprouts, and grows, the book synthesizes the body of knowledge in a pragmatic way that is more natural to the entire product creation process rather than from individual practices that constitute it. In today’s hyper-innovative world, being first to the market, or delivering feature-loaded products, or even offering the latest technology doesn’t guarantee success anymore. Sure, those elements are all needed in the right measures, but they are not sufficient by themselves. And getting it right couldn’t be more important: Building products that deliver awesome user experiences is the top challenge facing businesses today, especially in a post-Apple world where user experience and design has been elevated to a cult status. |
| agile methodology in marketing: Agile: The Insights You Need from Harvard Business Review Harvard Business Review, 2020-04-21 More than a buzzword, agile is a powerful business tool for all. To the uninitiated, agile is a software development and project management process involving white boards, colored Post-it Notes, and stand-up meetings. It may seem as though agile doesn’t and won't ever apply to you. But agile is here to stay, and its benefits can be realized beyond IT and project management into other areas of your business. If you're a leader, it's worth exploring how your group can benefit from the higher productivity and morale agile brings. Agile: The Insights You Need from Harvard Business Review brings you today's most essential thinking on agile, from exploring the conditions under which agile is most effective and easiest to implement to reducing new-product development risk to bringing the most valuable products and features to market faster and more predictably. The lessons in this book will help you introduce agile into a broader range of activities and accelerate profitable growth for your company. Business is changing. Will you adapt or be left behind? Get up to speed and deepen your understanding of the topics that are shaping your company's future with the Insights You Need from Harvard Business Review series. Featuring HBR's smartest thinking on fast-moving issues--blockchain, cybersecurity, AI, and more--each book provides the foundational introduction and practical case studies your organization needs to compete today and collects the best research, interviews, and analysis to get it ready for tomorrow. You can't afford to ignore how these issues will transform the landscape of business and society. The Insights You Need series will help you grasp these critical ideas--and prepare you and your company for the future. |
| agile methodology in marketing: FunRetrospectives: Activities and Ideas for Making Agile Retrospectives More Engaging Tainã Caetano Coimbra, Paulo Caroli, 2020-08-21 FunRetrospectives is a book with the necessary tools to develop the main element of continuous improvement: an effective, committed team! With several years working with agile teams, Paulo Caroli and Tainã Caetano Coimbra know there are two main ingredients to finding the path to success and continuous improvement. First, a team that is aligned and committed to the project. Second, a work environment that fosters collaboration, one in which everyone can openly reflect, debate, and learn. But how can we achieve that? Each person in a team brings a different life experience and perspective, and we know that a group of people doesn't become a team overnight. That's why the main purpose of this work is to offer the necessary activities and tools to make everyone comfortable, aligned, and ready to be part of the best possible experience. The authors have gathered years of experience in this book, offering simple and straightforward activities. There will always be ups and downs, but everything that happens is essential for the team's growth, and a fun, safe environment allows you to get the best out of every situation. |
| agile methodology in marketing: Large-Scale Scrum Craig Larman, Bas Vodde, 2016-09-30 The Go-To Resource for Large-Scale Organizations to Be Agile Rather than asking, “How can we do agile at scale in our big complex organization?” a different and deeper question is, “How can we have the same simple structure that Scrum offers for the organization, and be agile at scale rather than do agile?” This profound insight is at the heart of LeSS (Large-Scale Scrum). In Large-Scale Scrum: More with LeSS, Craig Larman and Bas Vodde have distilled over a decade of experience in large-scale LeSS adoptions towards a simpler organization that delivers more flexibility with less complexity, more value with less waste, and more purpose with less prescription. Targeted to anyone involved in large-scale development, Large-Scale Scrum: More with LeSS, offers straight-to-the-point guides for how to be agile at scale, with LeSS. It will clearly guide you to Adopt LeSS Structure a large development organization for customer value Clarify the role of management and Scrum Master Define what your product is, and why Be a great Product Owner Work with multiple whole-product focused feature teams in one Sprint that produces a shippable product Coordinate and integrate between teams Work with multi-site teams |
| agile methodology in marketing: Agile Change Management Melanie Franklin, 2021-10-03 The second edition of Agile Change Management provides essential tools to build change manager capabilities and ensure change initiatives are embedded effectively throughout the organization. This book is a comprehensive resource for creating a roadmap that is flexible and unique to each organization to manage any type of change initiative. Detailing all the processes, activities and information needed, from creating the right environment for change to completing iterative tasks, it shows how to respond to different needs as they arise, reducing the potential for wasted time and resources. The updated second edition features chapters on behavioural change and decomposition in planning iterations, and new material on prototyping for business needs and virtual leadership. Whether implementing a large-scale transformation or working through projects at micro-level, Agile Change Management provides tools, frameworks and examples necessary to adapt to and manage change effectively. |
| agile methodology in marketing: EMPOWERED Marty Cagan, 2020-12-03 Great teams are comprised of ordinary people that are empowered and inspired. They are empowered to solve hard problems in ways their customers love yet work for their business. They are inspired with ideas and techniques for quickly evaluating those ideas to discover solutions that work: they are valuable, usable, feasible and viable. This book is about the idea and reality of achieving extraordinary results from ordinary people. Empowered is the companion to Inspired. It addresses the other half of the problem of building tech products?how to get the absolute best work from your product teams. However, the book's message applies much more broadly than just to product teams. Inspired was aimed at product managers. Empowered is aimed at all levels of technology-powered organizations: founders and CEO's, leaders of product, technology and design, and the countless product managers, product designers and engineers that comprise the teams. This book will not just inspire companies to empower their employees but will teach them how. This book will help readers achieve the benefits of truly empowered teams-- |
| agile methodology in marketing: Managing Agile Projects Sanjiv Augustine, 2005 Your Hands-On, In-the-Trenches Guide to Successfully Leading AgileProjectsAgile methods promise to infuse development with unprecedented flexibility, speed, and valueand these promises are attracting IT organizations worldwide. However, agile methods often fail to clearly define the manager s role, and many managers have been reluctant to buy in. Now, expert project manager Sanjiv Augustine introduces agility from the manager s point of view, offering a proven management framework that addresses everything from team building to project control. Augustine bridges the disconnect between the assumptions and techniques of traditional and agile management, demonstrating why agility is better aligned with today s project realities, and how to simplify your transition. Using a detailed case study, he shows how agile methods can scale to succeed in even the largest projects: Defining a high-value role for the manager in agile project environmentsRefocusing on outcomes--not rigid plans, processes, or controlsStructuring and building adaptive, self-organizing organic teamsForming a guiding vision that aligns your team behind a common purposeEmpowering your team with the information it needs to succeedManaging the flow of customer value from one creative stage to the nextLeveraging your team members strengths as whole personsImplementing full-life-cycle agility: from planning and coding to maintenance and knowledge transfer Customizing agile methods to your unique environmentBecoming an adaptive leader who can inspire and energize agile teams Whether you re a technical or business manager, Managing Agile Projectsgives you all the tools you need to implement agility in your environmentand reap its full benefits. Managing Agile Projects is part of the Robert C. Martin series.(c) Copyright Pearson Education. All rights reserved. |
| agile methodology in marketing: Building the Agile Business through Digital Transformation Neil Perkin, Peter Abraham, 2017-04-03 Building the Agile Business through Digital Transformation is an in-depth look at transforming businesses so they are fit for purpose in a digitally enabled world. It is a guide for all those needing to better understand, implement and lead digital transformation in the workplace. It sets aside traditional thinking and outdated strategies to explain what steps need to be taken for an organization to become truly agile. It addresses how to build organizational velocity and establish iterative working, remove unnecessary process, embed innovation, map strategy to motivation and develop talent to succeed. Building the Agile Business through Digital Transformation provides guidance on how to set the pace and frequency for change and shows how to break old habits and reform the behaviours of a workforce to embed digital transformation, achieve organizational agility and ensure high performance. Full of practical advice, examples and real-life insights from organizational development professionals at the leading edge of digital transformation, this book is an essential guide to building an agile business. |
| agile methodology in marketing: Organizing for the Digital World Federico Cabitza, Carlo Batini, Massimo Magni, 2018-08-20 This book argues that “organizing” is a broader term than managing, as it entails understanding how people and machines interact with each other; how resources, data, goods are exchanged in complex and intertwined value chains; and how lines of action and activities can be articulated using flexible protocols and often ad-hoc processes in situated practices of use and production. The book presents a collection of research papers shedding new light on these phenomena and related practices from both academic and professional perspectives. Given the plurality of views that it offers, the book makes a relevant contribution to the understanding and appreciation of the complexity of the digital world at various levels of granularity. It focuses on how individuals, communities and the coopetitive societies of our new, global and hyperconnected world produce value and pursue their objectives and ideals in mutually dependent ways. The content of the book is based on a selection of the best papers - original double-blind peer-reviewed contributions - presented at the annual conference of the Italian chapter of the AIS, which was held in Milan, Italy in October 2017. |
| agile methodology in marketing: Agile Sales Brad Jeavons, 2020 The Agile philosophy has grown and achieved success initially through the Technology Design and Development teams of some of the world's largest organizations including Google, Netflix, and Microsoft. Recently, it has been adopted by the marketing departments of these organizations and others and new techniques are evolving for defining, engaging and providing customers amazing unique experiences. Sales teams are becoming disrupted by technology and the differentiated experiences marketing teams using Agile techniques are building for their customers online. Sales organizations have been looking for a way to avoid disruption and get back into the game with value. Agile is now starting to be adopted by sales teams, enabling these teams to revolutionize the way they engage customers with value and delighting experiences which result in greater value for the customer and themselves. This book outlines how Agile can help sales teams develop a culture of innovation focused on their customers. The book takes the reader through the customer buying journey (Agile technique) outlining tips and tricks that have come from Agile deployments within sales functions to help them get started. The key benefit for the reader is the introduction of a proven philosophy and techniques that will help them avoid disruption, elevate themselves from the commodity trap and achieve success again. The book provides the reader insights into how to achieve sustainable change using real life case examples. The reader will also gain enjoyment and delight through the stories told and case examples provided-- |
| agile methodology in marketing: Strategy Sprints Simon Severino, 2022-02-03 You can grow your revenue and scale your business without sacrificing your whole personal life. It's all about working smarter, not longer. Strategy Sprints is the blueprint that you need to increase your effectiveness, grow your revenue and secure business resilience. Using the Sprints method, agile expert Simon Severino shows you how to transform your business with 12 assignments or sprints that will make you more impactful as a business leader, grow your revenue and make your strategy execution rock. Through these tried and tested exercises, businesses blow the competition out of the water. Strategy Sprints will teach you to identify the bottlenecks that are weighing your business down, turn you and anyone in your team into a sales superstar and streamline processes so you spend time where it matters. The outcomes you'll master include: - developing a compelling vision - mapping out where you can make the most money - increasing your conversion rates to sales With plenty of practical tools and templates that work, learn how Strategy Sprints can transform your business. |
| agile methodology in marketing: Soft Computing Applications Valentina Emilia Balas, Lakhmi C. Jain, Branko Kovačević, 2015-11-02 These volumes constitute the Proceedings of the 6th International Workshop on Soft Computing Applications, or SOFA 2014, held on 24-26 July 2014 in Timisoara, Romania. This edition was organized by the University of Belgrade, Serbia in conjunction with Romanian Society of Control Engineering and Technical Informatics (SRAIT) - Arad Section, The General Association of Engineers in Romania - Arad Section, Institute of Computer Science, Iasi Branch of the Romanian Academy and IEEE Romanian Section. The Soft Computing concept was introduced by Lotfi Zadeh in 1991 and serves to highlight the emergence of computing methodologies in which the accent is on exploiting the tolerance for imprecision and uncertainty to achieve tractability, robustness and low solution cost. Soft computing facilitates the use of fuzzy logic, neurocomputing, evolutionary computing and probabilistic computing in combination, leading to the concept of hybrid intelligent systems. The combination of such intelligent systems tools and a large number of applications introduce a need for a synergy of scientific and technological disciplines in order to show the great potential of Soft Computing in all domains. The conference papers included in these proceedings, published post conference, were grouped into the following area of research: · Image, Text and Signal Processing Intelligent Transportation Modeling and Applications Biomedical Applications Neural Network and Applications Knowledge-Based Technologies for Web Applications, Cloud Computing, Security, Algorithms and Computer Networks Knowledge-Based Technologies Soft Computing Techniques for Time Series Analysis Soft Computing and Fuzzy Logic in Biometrics Fuzzy Applications Theory and Fuzzy Control Business Process Management Methods and Applications in Electrical Engineering The volumes provide useful information to professors, researchers and graduated students in area of soft computing techniques and applications, as they report new research work on challenging issues. |
| agile methodology in marketing: ADKAR Jeff Hiatt, 2006 In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change. |
| agile methodology in marketing: Doing Agile Right Darrell Rigby, Sarah Elk, Steve Berez, 2020-05-26 Agile has the power to transform work--but only if it's implemented the right way. For decades business leaders have been painfully aware of a huge chasm: They aspire to create nimble, flexible enterprises. But their day-to-day reality is silos, sluggish processes, and stalled innovation. Today, agile is hailed as the essential bridge across this chasm, with the potential to transform a company and catapult it to the head of the pack. Not so fast. In this clear-eyed, indispensable book, Bain & Company thought leader Darrell Rigby and his colleagues Sarah Elk and Steve Berez provide a much-needed reality check. They dispel the myths and misconceptions that have accompanied agile's rise to prominence--the idea that it can reshape an organization all at once, for instance, or that it should be used in every function and for all types of work. They illustrate that agile teams can indeed be powerful, making people's jobs more rewarding and turbocharging innovation, but such results are possible only if the method is fully understood and implemented the right way. The key, they argue, is balance. Every organization must optimize and tightly control some of its operations, and at the same time innovate. Agile, done well, enables vigorous innovation without sacrificing the efficiency and reliability essential to traditional operations. The authors break down how agile really works, show what not to do, and explain the crucial importance of scaling agile properly in order to reap its full benefit. They then lay out a road map for leading the transition to a truly agile enterprise. Agile isn't a goal in itself; it's a means to becoming a high-performance operation. Doing Agile Right is a must-have guide for any company trying to make the transition--or trying to sustain high agility. |
什么是 Agile Software Development（敏捷软件开发）？ - 知乎
Apr 16, 2014 · 既然题主问的是“Agile Methodology”,那么便应该比限定在“软件开发”领域要更加宽泛。本回答从“敏捷开发”出发，尝试解读究竟什么才是“敏捷”。 一、从“敏捷开发”说起 “敏捷”概念的引 …
什么是芯片领域的“敏捷设计（Agile Development - 知乎
什么是芯片领域的“敏捷设计（Agile Development）”？ 引用矽说公众号对DARPA资助项目的解说；也有提到RISCV，CHISEL等字眼。 敏捷设计与超高效计算芯片，DARPA为未来半导体发展的方向下重 …
请问路由器双频合一开了好还是不开好？ - 知乎
说实在的。。。这个问题要看具体场景，没什么确定性的答案。就我自己而言，一般都是开着的。除非是我自己这边设备很多，要做隔离优化网络的时候，否则不会手动去把双频分开来。 双频合一的原理 …
什么是 Agile Software Development（敏捷软件开发）？ - 知乎
Apr 16, 2014 · 既然题主问的是“Agile Methodology”,那么便应该比限定在“软件开发”领域要更加宽泛。本回答从“敏捷开发”出发，尝试解读究竟什么才是“敏捷”。 一、从“敏捷开发”说起 “敏捷” …
什么是芯片领域的“敏捷设计（Agile Development - 知乎
什么是芯片领域的“敏捷设计（Agile Development）”？ 引用矽说公众号对DARPA资助项目的解说；也有提到RISCV，CHISEL等字眼。 敏捷设计与超高效计算芯片，DARPA为未来半导体发 …
请问路由器双频合一开了好还是不开好？ - 知乎
说实在的。。。这个问题要看具体场景，没什么确定性的答案。就我自己而言，一般都是开着的。除非是我自己这边设备很多，要做隔离优化网络的时候，否则不会手动去把双频分开来。 双 …
