This document outlines Julia Macalaster's keynote on agility with a big picture mindset. She discusses the importance of learning to plan through setting goals, building a roadmap, and measuring results. Some key aspects of her planning approach include creating user personas, viewing plans through different lenses, prioritizing objectives and key results, and holding weekly retrospectives and planning meetings to iterate on plans. The overall message is that effective planning requires flexibility and continual assessment of results.

1. Julia Macalasterjulia@defmethod.com
HEAD OF STRATEGY & GROWTH,
DEF METHOD
NEW YORK, NY ~ MAY 10 – 11, 2018 | DIGIMARCONEAST.COM
#DigiMarConEast
Agility With The Big
Picture in Mind
KEYNOTE

2. Julia Macalaster
Head of Strategy & Growth at Def Method
@jmacalaster
@defmethodinc
www.defmethod.com

3. Def Method
STAFF
AUGMENTATION
PROBLEM SOLVING
PRODUCT
DEVELOPMENT

4. “Planning is everything,
the plan is nothing.”
- Dwight Eisenhower

5. Learning to Plan
PLAN
Set the plan with key
dates and
deliverables.
DELIVER
Deliver the results on time
according to plan.

6. Learning to Plan
SET YOUR
GOALS
ITERATE
BUILD A
ROADMAP
MEASURE
RESULTS
WEEKLY
PLAN
The Agile
Approach
PLAN
Set the plan with key
dates and
deliverables.
DELIVER
Deliver the results on time
according to plan.

7. Setting Your Goals
SET YOUR
GOALS
● Create user personas
● Consider their “lens”
● Break down and prioritize your goals

8. Who are your users?
Building out the user persona
User Persona Description Affiliation Entity Type Role

9. Consider Their Lens

12. View your company through their lens
What are they looking for?
What is their perspective?

13. Objectives and Key Results
Objective #1: Decrease CPA
for user persona x
Key Result #1:Increase organic
click through from social by 15%
Key Result #2: Decrease CPC
on Facebook banner ads by
10%
Key Result #3: Sign two new
influencers on Instagram
Key Result #4: Introduce referral
program and acquire 100 new
customers through referral

14. Build a Roadmap
● Prioritize your key results
● Build a calendar
● Make sure to build your roadmap in a
software that allows you to easily edit it!
BUILD A
ROADMAP

15. Weekly Planning
● Review results during weekly IPM
● Review user personas and Roadmap
● Construct your plan for the week
WEEKLY
PLAN

16. Your Weekly Planner
THE WEEKLY SCHEDULE WEEK OF: April 30th MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
User Persona Goals Weekly Priorities Today's Priorities

17. Measure Results
● Set up systems to continuously track
quantifiable results
● Run weekly IPMs and Retros
● On a Quarterly basis assess and grade
OKRs
MEASURE
RESULTS

18. Weekly Retros & IPMs

19. Iterate
“To be uncertain is to be uncomfortable, but to
be certain is to be ridiculous.” — Chinese
proverb
ITERATE

20. Resources
• The 7 Habits of Highly Effective People, Dr Stephen R Covey
• Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days by Jack Knapp
• Agile Estimating and Planning by Mike Cohn

21. THANK YOU!
@jmacalaster
@defmethodinc
www.defmethod.com