The Agile Boulder

I recently guest posted on Jim Ewel's great blog, agilemarketing.net, about creating roadmaps for agile marketing,
a technique I advocate for to help reconcile the potential for fragmented agile marketing campaigns.

Afterwards, Jim and I were discussing the difficulties of transitioning to Agile and Agile marketing. He made the good point, that there seem to be two different approaches to the organizational change necessary to implement agile practices. You can either go all in, or you can try to ease your way in.

Going all in means, taking the time to get full buy in from the executives and hiring a coach to guide the transition.

The other option is to easy your way in. Don't even use the words "agile" or "sprint" and certainly don't post up a manifesto! Rather, introduce one practice at a time and slowly reveal a better way of doing things.

My previous transitional effort was very much an attempt to ease the organization slowly into Agile. That experience led me to believe that it can't work. My conversation with Jim has me seeing it differently.

Organizational change is like moving a boulder

Introducing agile practices will only work if the processes aren't counter to the current culture. If the culture is in place, you're at the top of the hill. Simply apply a gentle amount of pressure; the boulder will gain speed on its own. Without the culture, you're in the wrong valley.  Outside help will be needed to help you get to the top of the hill and down the other side.

Where are you now?

If your culture already shares elements with the agile mindset, you can probably go with "easy does it". What does this culture look like?

- Shared accountability for delivering high quality products on time
- A collaborative approach between different disciplines
- A relatively flat structure
- Willingness to be wrong
- Adaptability

If most of these cultural elements are already in place, the processes will fit more easily.  Daily stand up meetings, visual task management and retrospectives won't go against the grain.  This allows you to make some small changes, demonstrate some easy wins and gain trust, before loudly declaring "WE'RE DOING AGILE NOW"!

If the culture you see around you doesn't so much look like that, you're not just looking at process changes, you're looking at cultural changes and culture comes from the top. In this case, you're better to focus on executing effectively under the status quo, building trust and slowly selling management on a better way of doing things. In this instance, you can benefit from the large volume of literature. The fact that "Agile" is becoming a buzz word can actually be your friend.

In this case, hiring an outside consultant is probably what's required to signal to the team the intention to change how people interact. Outside energy (the right outside energy) can also inject some enthusiasm around the possibility of a better way of doing things.

photo credit: cobalt123 via cc

- John Mardlin

5 ways to lose your job by "going agile"

 Yes, this is written from personal experience. With previous employer, I went to bat for the benefits of Agile project management. Though leaving was not a direct result of that effort, the relationship capital that I spent had a huge impact on my ability to add value. Eventually, I was clearly unhappy, they were clearly unhappy and we fairly amicably went our separate ways.

That said, the remainder of this post won't be written it in the first person. Doing so would  introduce too much of my own biases. Also, some of these points are slightly exaggerated from the actual occurrence so don't assume I'm as dumb as all that. 

I hope is that these hard-won lessons can be helpful to you in creating the change you want to see in your organization.  Regardless of  who you are or where you work, either as a project manager or team member;  in a large enterprise or a small consulting shop, in digital marketing or software development, I bet there's at least one pitfall I can help you avoid.

1. Complain about the current system

If you’re laboring under something like waterfall, or  a basic lack of project management processes, you can probably see that the grass is greener on the Agile side. If you're really antsy about it, you’ve probably read tons of great material at mountaingoatsoftware.com or maybe agilemarketing.net, and you know that things could be better.

Awesome, you are almost undeniably correct. But so what?

Bitching and moaning about the status quo is not a good way to create organizational change. Instead it’s a great way to create a rift within your team. Some of these people were involved in creating the current processes, conscious or not. Beating up on the these process doesn't make you look smarter than everyone else, it makes you look like you think you're smarter than everyone else.

Negativity begets pessimism. If you focus on what’s not working about your current project management processes, the natural tendency is to look for the downsides of any alternatives as well. Instead, paint a picture of the possibilities that you see for your team going agile.

2. Be stealthy

So, you’re using positivity to draw a compelling vision to get people on your side. Unless you’re an exceptional salesperson, you’re almost certain to get some push back. It can be frustrating. You might be tempted to just put up a taskboard in your office one day, in the hope that the value of making work visible will be immediately appreciated.

That can even work to some extent, it is really cool to actually see all the work in progress and in the backlog. But simply putting up a task board does not an agile team make. Assuming that everyone will follow your lead into agile is actually a very un-agile way of operating.

You’ve drunk the kool-aid and you know things can be better. Unfortunately, the truth is that things won’t get better if you don’t have proper buy in from the rest of your team. Take the time to have the conversations required to secure this buy-in, both above and below you. 

3. Get hung up on the software

When you’re at your most enthusiastic about the potential of transitioning to agile, it’s easy to get caught up in the fun of checking out all the different software tools out there. It is important, but it can be a distraction from the real issues.

A focus on software can easily devolve into a debate between the current “waterfall-y tool” and whichever shiny new “agile tool” you’ve got your eyes on. That’s not where you want the focus of your discussion. It should be about the processes used and cultural practices needed around those processes.

4. Drop balls

There’s nothing like an angry client or executive to put a damper on your efforts to create change. Never mind that things probably weren’t going all that smoothly in the first place; rational or not status quo bias makes it very likely that the blame will be laid at least partially on the transition to agile.

If you’re championing the transition, then you’re placing some of your own credibility on the line. Be aware of this, and be willing to put in the extra time and effort to protect your credibility by staying on top of information and deliverables.

5. Do it in a culture of fear

Take a look at your organization, and your own motivations for wanting to go agile. Maybe the agile manifesto speaks deeply to the kind of environment you’d like to work in. That may not be the case for the people around you. There’s a certain kind of safety in having a silo between you, and the developer two desks over.

Creating an agile culture requires that people step up and take responsibility for the quality of each deliverable (or story) at each stage of the process. Face it, your coworkers might not be cut out for agile.

If this describes your situation, it’s not worth the emotional energy required to fundamentally change the culture. Or more eloquently put:

Should you find yourself in a chronically leaking boat, energy devoted to changing vessels is likely to be more productive than energy devoted to patching leaks.

-Warren Buffett

Be open to the idea that Agile will never be a fit for your organization... then polish up your resume.

Doing it right

Having gone in depth about what not to do, here's a very quick list of how it should be done.

• Be humble
• Talk to people one on one about your vision, and what you see in it for them
• Get outside help
• Get training
• Be honest about the pros and cons
• Be patient, now might not be the time for your organization

Also, make sure to do your research, so you know what you're talking about. Here are some good starting points:

Agile Software

agilemanifesto.org
http://www.agilealliance.org/
mountaingoatsoftware.com

Agile Marketing

agilemarketingmanifesto.org

http://agilemarketing.net/

What do you think? Have you had similar experience or difficulty transitioning an organization to Agile practices? Any insights to share about how it should be done? Let us know in the comments.

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- John Mardlin

The New Marketing: Agile, Lean and Loving

The debate is long over and Agile Development for software is here to stay.

But agile is getting to be much bigger than its beginnings in software. It’s spreading into many new areas of practice, and achieving prime buzzword status.

The advent of the internet and digital culture has had a huge impact on marketing. Perhaps more than any other sector outside of software, marketing has finally embraced Agile in a big way.

I wanted to learn more about how Agile is impacting marketing and digital agencies, so I sat down to talk with Jose Albis, founder of the Albis Consulting Group.

Q: Jose, how is Agile changing marketing?

Well, it’s not just Agile that’s changing marketing. I like to say that “In Today’s Marketing, growth is ALL: Agile, Lean and Loving”.

Being Agile is all about being responsive, creative and fast. Being Lean means working in iterative cycles, testing, measuring what works and what doesn’t and constantly improving based on data. Being Loving means humanizing brands authentically, building community, offering remarkable experiences and seeking meaningful engagement with customers. Noah Kagan calls it, Lovegasms.

These three ideas are changing marketing as we know it!

Q: Wow. Tell me about what Agile means for marketing.

Agile is a new way of doing marketing. It's a combination of traditional marketing, with the influence of the agile software development movement. It's driven by the nature of social media and digital culture, enabling brands to more effectively influence the universe by reacting to the rapidly changing conditions around them.

Being an agile marketer is like being Batman. Before Batman goes into a situation, he has goals and an overall plan, but he knows not everything will go according to his plan. So he has his utility belt with him, and at any time he can use whichever tool he needs from his belt. An agile digital marketer’s utility belt has tactics and strategies covering content marketing, A/B testing, landing pages, SEO, PPC, social media, contests, games, etc.

It's a shift away from planning out entire huge campaigns at the outset, and instead using the Scrum process. Planning a “sprint” of 3 or 4 weeks, it's more of an iterative process. After each sprint, we look back, see what worked, what didn't and then move forward. One of the frameworks that come to mind is the OODA loop.

Q: What's an OODA loop?

It's a concept that comes from the military: Observe, Orient, Decide, Act. Each sprint is a new OODA loop, we look back at the last sprint, see what worked, what that means, figure out how to use that, then execute. The speed and efficiency of the OODA loop can represent the competitive advantage of a small startup that is developing the same disrupting technology, against a bigger and slower giant corporation. Think of ‘first to market’.

Q: How closely does agile marketing resemble agile software?

It's very similar in its processes, for example The Scrum Process. I'm an industrial engineer, so it's very natural for me to look at a system and try to optimize it. Agile emerged from the world of software engineering which has special challenges, so it makes sense that engineers would create their own methodologies for managing their projects. Especially when the principles had been around for decades in the Toyota Production System.

Marketing has a lot of similarities to software, it's hard to plan the whole thing from start to finish, and it’s difficult to know how different parts are going to interact, until you build them and release them. Around 2005 or 2006, I personally experienced acceleration in SEO, PPC and Landing Pages which became more important, and marketing became more digital. Marketers were celebrating that direct response didn’t need 9 month cycles but only weeks or days, and at the same time Marketers became more dependent on designers, developers and IT in general.

The traditional paradigm is that marketers and engineers and developers can't communicate, like in the Dilbert cartoons.

But marketers had to learn to work with these IT departments, started to blend into Marketeering and they picked up Agile methods from them.

Q: How are clients reacting to Agile?

Most of my clients are finding it easier than ever before. Instead of me saying "First we're going to do 'this', then we're going to do 'this'... and we're not going to know anything until phase four, and it's going to cost you 10,000 bucks", they get amazing flexibility. Even my agreements are lean and agile, we fail fast to succeed faster. There's not a big commitment like with a big agency. It's very flexible and that way we learn about each other in the process. We work together for a few sprint sessions, and if the relationship is working well, we keep going.

Clients like it because we can get going right away, without having to spend tons of time planning up front and results are faster. A lot of the times we are working in projects that involve technology releases so the Scrum framework makes sense, like dancing to the same tune.

Q: What are some examples of brands doing agile really well?

Oreo is very agile with its use of social media. During the super bowl, the lights were down for maybe half an hour, and they managed to design and send out a very simple, clever, timely tweet within minutes, that was retweeted by thousands of people!

Power out? No problem. twitter.com/Oreo/status/29…

— Oreo Cookie (@Oreo) February 4, 2013

Their marketers are in a control room, reacting in real time and sending out materials designed for maximum impact.

Q: So why is it important for marketers to be loving?

What are humans, that brands are not, historically?

[John]: They’re physical beings? They have faces?

They are imperfect. Brands have always tried to look so good, so perfect, that they’re like a robot. That’s why, every time there is a challenge or an opportunity to apologize, it’s also an opportunity to display humanity, to be more loving.
Marketers should should think about how their brand would express itself if it were human. I, Jose, have my own human expressions, ways of speaking and thinking, and reacting to different situations. You have the human expressions that make you John.



So maybe your brand is "nice"... but everyone is “nice”, what is it really? Maybe your brand is assertive, like the Michelin man he’s like a super hero. Having that consistency is important and it's a huge opportunity for old brands to renew themselves.

Conclusion

Agile is changing the face of marketing, but it’s not alone. Being lean and loving brings the full package together and enables a brand to engage with the world in entirely new ways. These three forces are transforming the classic Mad Men advertiser into Marketing Ninjas,Gurus, and even Superheroes.

Thanks to Jose Albis for this fascinating discussion, follow him on twitter at @josealbis.

If you'd like to learn more about Agile, visit the Agile Development Manifesto and the Agile Marketing Manifesto.

- John Mardlin