The Product You Deliver Will Change – Agile Marketing Principle #2

Build your marketing plan so that the “Oh that changed” moment doesn’t derail you – Agile Marketing Principle #2 Have you ever started a project assuming that the end product you were delivering would look exactly like the original specification? Yep, everyone’s done that once (or twice) and then realized that the process of product…

Deliver what people need – Agile Marketing Principle #1

Build Customer Satisfaction by Delivering Rapidly – Agile Marketing Principle #1 What do your customers ask for (either from a product or product marketing perspective?) Chances are, it’s not always what they need. In this second post on Agile Marketing, I’m thinking about ways to deliver what your customers need, not just what they ask…

Ready, Fire, Aim – A Manifesto for Agile Marketing

Agile Marketing: How to succeed at high speed during great ambiguity The Agile Manifesto describes 12 principles for creating software: Customer satisfaction by rapid delivery of useful software Welcome changing requirements, even late in development Working software is delivered frequently (weeks rather than months) Working software is the principal measure of progress Sustainable development, able to maintain a…

Keep the Marketing Simple, Stupid

This is the 10th in a series of posts on Agile Marketing – the working definition of which is to “Create, communicate and deliver unique value to an always-changing consumer (or business) in an always-changing market with an always-changing product.” (see the original post here.) If you survey a group of people about the most obvious and beneficial traits…

Perfect is the enemy of done

This is the 12th in a series of posts on Agile Marketing – the working definition of which is to “Create, communicate and deliver unique value to an always-changing consumer (or business) in an always-changing market with an always-changing product.” “When in doubt, punt rather than wait” Change is a fact of life, and especially in…