1. People. …
Consider hiring agency veterans. They have an advantage over internal creative types because they are used to a rapid pace, can focus on many priorities in short bursts of time, and operate in an environment of high expectations.
Eliminate fear. Hire smart people, and let them take risks. Create an environment that’s conducive to experimentation and open to failing—but never in the same way twice.
Forget the old set-it-and-forget-it attitude or arcane processes of big presentations and sign-offs. Instead, create time-based problems to solve (e.g., in the next two weeks, we must identify how to integrate Facebook into our website) and use daily scrum check-ins to share ideas and progress against priorities, face to face.
Allow the team to focus on the task at hand by using collaboration tools that promote and dynamically capture the group’s thinking and plans. Ensure that your tools are flexible and user-friendly, so all team members can participate—regardless of platform, device, or location.
Consistently guide and encourage members to make decisions and execute them while watching the metrics to guide future iterations. I believe in a “get it right, not perfect” approach, which allows for flexibility without obsession and offers the ability to double-down on efforts that are producing results.