What Is Agile Software Development?

Agile Software Development is The 80/20 Rule At Work

If you work in marketing communications you know that your work product has become digital. You’ve become a software developer, like it or not.  In our 100 Day Plan  you discover that “input does not equal output.”  Or as my Dad used to say “you can work hard or you can work smart.”  And so it makes sense there are to main ways to manage projects:

1. Plan Driven – very structured approach, emphasizes documentation, negotiation and contracting.  Think of Microsoft Project and a large pot of bad coffee
2. Agile – emphasizes speed and adaption to changing business realities.  Think of the bumper sticker “Sh*t Happens”

Because Change Happens You Need Better Tools

The 2008 market crash instructed marketing communications and brand managers to become expert at change management.  Agile software development helps you make tough decisions and execute more or less on schedule by following an approach that emphasizes self-organizing teams and a steady stream of high ROI deliverables.

The Only Project Management Technique With A Manifesto

This buzzword’s got a manifesto AND a declaration of independence highlights of which include:

• Increase return on investment by making continuous flow of value our focus.
• Welcome changing requirements, even late in development. 
• Sustainable development. The sponsors, developers, and users should be able to maintain a constant pace indefinitely.
• Continuous attention to technical excellence and good design enhances agility.
• Simplicity–the art of maximizing the amount of work not done–is essential.

You Don’t Have To Be A Geek To Get It

The actual nitty gritty part is kind of nerdy.  But marketing communications executive who want to see vendors and agencies be even more effective might want to check out the free agile poster from VersionOne.  And Agile Logic has an excellent list of briefings for CEOs, CTOs, CIOs, VPs, and Directors.  

If all of this seems a little Six Sigma, Ishikawa Diagrams, Just-In-Time Manufacturing you’d be right.  There are strong roots to The 14 principles of The Toyota Way (which seems better than what’s going on with ”The Big Three” and Congress).

Buzzword Status Score

• Hype: Quiet
• Value: Real
• Time frame: Do it now.  Be ahead of the curve
• Caution: Not all corporate cultures will embrace

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