The Learn Phase: Recasting the Agile Manifesto

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In this episode of The Learn Phase, Goyo asks how can a creative agency that focuses on creating marketing and advertising in a digital world take advantage of the 12 principles of the Agile Manifesto.

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The Learn Phase: Recasting the Agile Manifesto

  1. 1. The Learn Phase: Recasting the Agile Manifesto Prepared by Goyo Aranaga (@goyopod) August 18th, 2010
  2. 2. Context: An Ecosystem
  3. 3. Clients Agency Audiences You THE WORK
  4. 4. The Agile Manifesto
  5. 5. “ We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.”
  6. 6. ? Working software over comprehensive documentation
  7. 7. ? Individuals and interactions over processes and tools
  8. 8. ? Customer collaboration over contract negotiation
  9. 9. ? Responding to change over following a plan
  10. 10. The Traction Core Team
  11. 11. Account Lead Producer Creative Lead Technical Lead
  12. 12. Account Lead Producer Creative Lead Technical Lead Executive Producer Account Director Creative Director Technology Director
  13. 13. Account Lead Producer Creative Lead Technical Lead Executive Producer Account Director Creative Director Technology Director Internal Teams External Partners Internal Consultants Tool Providers
  14. 14. Twelve Principles: Recast for an interactive agency
  15. 15. <ul><li>Customers pay the bills, not awards (but of course, great work attracts customers) </li></ul><ul><li>Constructive utilization of pride and ego (letting go) </li></ul><ul><li>We still want to get something from each relationship (at least one aspect, or multiple aspects, must be successful) </li></ul>1 Our highest priority is to satisfy the customer through early and continuous delivery of innovative and valuable campaigns and solutions.
  16. 16. 2 Welcome changing requirements, even late in development/post-launch. Agile processes harness change for the customer's competitive advantage. <ul><li>Using “Yes, but...” + “Yes, and...” </li></ul><ul><li>External collaboration/partnership essential </li></ul><ul><li>Establishing and maintaining a dialogue </li></ul><ul><li>Points to our “Evolve” phase </li></ul>
  17. 17. 3 Deliver working solutions frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale. <ul><li>Quick to market </li></ul><ul><li>Shorter timeframes increasingly profitable and focused </li></ul><ul><li>Can we think iteratively? Can we adapt our behaviors? </li></ul>
  18. 18. 4 Account, strategy, creative, development and production must work together daily throughout the project. <ul><li>Core teams </li></ul><ul><li>Usually refers to DAILY check-ins and goal-setting </li></ul><ul><li>Could only take a few minutes </li></ul><ul><li>Standing meetings encouraged </li></ul>
  19. 19. 5 Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done. <ul><li>Trust is the most difficult thing to build and maintain </li></ul><ul><li>Assume best intentions </li></ul><ul><li>Requires autonomy and empowerment -- e.g., traditional two-person creative teams work well </li></ul><ul><li>Avoid the “curse of knowledge” by integrating neutral third-part perspectives (sounding board/testing) </li></ul><ul><li>Provide clear expectations/milestones to better ensure accountability </li></ul>
  20. 20. 6 The most efficient and effective method of conveying information to and within a team is face-to-face conversation. <ul><li>Rapid decision making/consensus </li></ul><ul><li>Quick standing one-on-ones </li></ul><ul><li>Core team meetings </li></ul><ul><li>Need to respect boundaries </li></ul><ul><li>Requires documentation/communication of outcomes/decisions to remainder of team </li></ul>
  21. 21. 7 Successful campaigns are the primary measure of progress. <ul><li>Ultimately, it’s ALL about the work </li></ul><ul><li>Need to ALWAYS define success metrics, measure and report </li></ul>
  22. 22. 8 Agile processes promote sustainable account growth. The agency, client, and audiences should be able to maintain a constant pace indefinitely. <ul><li>Managing internal and external expectations </li></ul><ul><li>Minimizing fire drills </li></ul><ul><li>Effective resource management difficult without dedicated project resources </li></ul>
  23. 23. 9 Continuous attention to strategic, creative and technical excellence enhances agility. <ul><li>Not settling for mediocrity </li></ul><ul><li>Being accountable (agency/team/individual) for great work </li></ul><ul><li>Need for ongoing training/individual growth </li></ul>
  24. 24. 10 Simplicity—the art of maximizing the amount of work not done—is essential. <ul><li>The “lazy programmer” approach </li></ul><ul><li>We are much more profitable when we think instead of do </li></ul><ul><li>Fewer, and better, concepts/directions </li></ul><ul><li>Saying less says more </li></ul><ul><li>Documenting what is being done vs. what is going to be done </li></ul>
  25. 25. 11 The best strategies and solutions emerge from self-organizing teams. <ul><li>Need for increased autonomy </li></ul><ul><li>Having the most appropriate (minimal) number of people focused on a task </li></ul>
  26. 26. 12 At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly. <ul><li>Core team meetings </li></ul><ul><li>Communicate outcomes to clients, departments </li></ul><ul><li>Project post-mortems -- distributed to entire agency and analyzed for trends/opportunities </li></ul>
  27. 27. How can we become more agile? August 19, 2010

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