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How to sell a traditional client
  on an Agile project plan

   Arin Sime asime@o19s.com 434 996 5226
Outline



 •   Why do we need to sell it?
 •   Background/Bio
 •   Defining a “traditional” environment
 •   Survey on Selling Agile
 •   Strategies for persuasion
 •   The importance of continuing to sell
     the process throughout the project
The Project Plan they are afraid of....
Why do we need to sell it?


   “Some kind of structure
   (or architecture) is
   imperative because
   decentralization
   without structure is
   chaos.”
   - J.A. Zachman, 1987, “A framework
   for information systems architecture”
Why do we need to sell it?
More from Zachman...



   “The architect must convince the owner
   that the owner’s desires are understood
   well enough so that the owner will pay
   for the creative work to follow.”

   We need to convince our clients that we
   understand their desires, and that Agile can
   substitute for most, if not all, of the up front documentation
A little about me...


            Senior Consultant, OpenSource Connections
            Custom software development consulting for
            entrepreneurial, government, and military clients



            Graduate student (M.S. in Management of I.T.) at the
            University of Virginia’s McIntire School of Commerce




            Adjunct Instructor in a corporate software engineering
            program for Virginia Commonwealth University
Some of our clients...




                                    Platforms and Languages
                         ASP .Net         C        C#         Java
                          Linux        MySQL     Oracle       PHP
                         Python         Ruby     Solaris   SQL Server
Survey on “Selling Agile”



                                       Booz Allen Hamilton
                                       SAIC
    • Collected stories from a         Capitol One
                                       International Monetary Fund
    survey of fellow students and      US Air Force
    other colleagues                   AutoZone
                                       QinetiQ
                                       US Department of Justice
    • How they have sold Agile or      Fannie Mae
    been sold on Agile.                Freddie Mac
                                       AOL
                                       IBM
                                       ManTech
                                       Department of Veterans
                                       Affairs
                                       University of Virginia
             http://www.tinyurl.com/SellingAgileSurvey/
Survey on “Selling Agile”




    “Agile seems to carry the connotation of 'c ode-
    like-hell' or just, 'work faster'.”


    “I am skeptical of any methods that that could
    be interpreted as ‘cutting corners’”


             http://www.tinyurl.com/SellingAgileSurvey/
What is a “traditional environment”?



   “Plan Driven methods are
   generally considered the traditional way
   to develop software. Based on concepts
   drawn from the mainline engineering
   fields, these methods approach
   development in a
   requirements/design/
   build paradigm with standard, well-
   defined processes that organizations
   improve continuously.”
Strategies for Persuasion

    1. Trial by Sprint
    2. Case Studies of Success
    3. Client/Customer Testimonials
    4. Finding a champion in Key Stakeholders
    5. Using metrics of success
    6. Showing how Agile combats common IT project failures
    7. Examples of industry/government leaders using Agile
    8. Comparison to other methodologies
    9. Listen to their needs and address them
    10. Sneak it in
    11. Compromise
    12. Agile Project Management Office
#1 Trial by Sprint



      “You need to show a success to get adoption.”
#1 Trial by Sprint

       “Trust me for two
       weeks. If you hate
       it, you can fire                                  Dwight Gibbs, Senior Vice

       me.”
                                                         President of Technology
                                                         for INPUT, formerly the
                                                        CTO at Legg Mason Capital
                                                               Management

       Dwight Gibbs, CTO at Legg Mason Capital
       Management, promising the Director of Research
       that if he didn’t see development team
       improvements after only one sprint, then they
       would abandon Agile.

      “The sprint went well and we stayed with Scrum”
#2 Case Studies in Success                                                                            Proposal Tip



    •       Present case studies of Agile
            success from your own client
            history

        •     Example burndowns
        •     Stories of benefits to teams
        •     Highlight how the process caught
              risks early, and addressed them
        •     Use graphics

    •       Present industry examples of Agile
            success

   Links to Agile Case Studies can be found at: http://www.notesfromatooluser.com/2008/11/scrum-case-studies.html
#3       Client Testimonials                   Proposal Tip


                         “Biggest gain from Scrum was
                         just keeping the project going.”

                      “certainly one of the
“Complexity
dictated we
                      most successful
couldn’t know it      projects ever here”
all up front - we
have to                    “Eliminated biases of
prototype.”                what developers can do
                           by letting them self-
 “Got it done a lot better select”
 because team is well
 integrated. I didn’t have to
 plan who worked on what.”
#3         Client Testimonials

“I don’t have to lord over people, no siddling over people with a
coffee cup like in Office Space.”
#4 Finding a Champion


      “I highlighted the benefits to the Project
      Manager: higher productivity and less team-
      management stuff since the team will take
      care of lots of team-management and updating
      (burn charts) instead of PM's managing those
      details.”
#4 Finding a Champion


  •   Identify Stakeholder most in need

  •   Address their needs with Agile

  •   Enlist their support in adoption

  •   Helps to already have a relationship
#5 Using Metrics of Success


      “The development team applies Agile. I think it
      is useful to obtain metrics and organize the
      work. From a business perspective, I have not
      seen the benefit.”
#5 Using Metrics of Success                                                             Proposal Tip




•   Show metrics in proposals and
    throughout your project.
•   Show Burndowns over the course
    of the project
•   Use test coverage/test success as
    a metric
•   Velocity/Story points
    accomplished by your team
•   Defects from issue tracking tools
•   Shown here is an excerpt from a
    ThoughtWorks Project Manager's
    Status Report




                                        http://www.forrester.com/Research/Document/0,7211,37380,00.html
#6   Show how Agile combats common IT failures




     “I created a presentation [showing] increased
     productivity, better risk management (through
     early detection), lower defect rates and
     enhanced team experience (which will translate
     to higher retention, less conflict management
     and more productive future projects).”
#6            Show how Agile combats common IT failures                                                         Proposal Tip



Top 10 Classic Mistakes
    1.      Poor estimation and scheduling
            Poor estimation and scheduling
    2.      Ineffective stakeholder management
            Ineffective stakeholder management
                                                                                                 Classic Mistakes that can
    3.      Insufficient management
            Insufficient riskrisk management
                                                                                                  be mitigated by Agile, as
    4.      Insufficient planning                                                                     identified in article
                                                                                                 Classic Mistakes that can
    5.      Shortchanged quality assurance
            Shortchanged quality assurance                                                       also arguably be mitigated
    6.      Weak personnel and/or team
            Weak personnel and/or team issues issues                                                 by Agile and Scrum
                                                                                                        (my addition)
    7.      Insufficient project sponsorship
            Insufficient project sponsorship
    8.      Poor requirements determination
            Poor requirements determination
    9.      Inattention to politics
    10. Lack of user involvement
    10. Lack of user involvement

Source: Prof. R. Ryan Nelson, University of Virginia. As published in MIS Quarterly Executive,
“IT Project Management: Infamous Failures, Classic Mistakes, and Best Practices”, June 2007
#7   Examples of industry/government leaders using Agile




     “Clients, especially the military, are wary of
     catch phrases and sometimes unwilling to
     change their habits.”
#7   Examples of industry/government leaders using Agile
                                                                    Proposal Tip


 •   CIA IT Projects follow this spiral lifecycle:

      •   Understand the mission
      •   Establish the vision
      •   Develop the architecture                        Jill Singer
      •   Define plans                          Deputy Chief Information Officer
                                                 Central Intelligence Agency
      •   Resource plans                             former VP for Project
      •   Execute plans                                Management, SAIC

      •   Measure progress

 •   But within that lifecycle, they use Scrum,
     primarily 4 week sprints
#7       Examples of industry/government leaders using Agile


•   Benefits the CIA has seen with Scrum:

     •   Regular and tangible deliverables
     •   Customer buy-in
     •   Trying out prototypes
     •   Users enjoy being able to add features Deputy Chief Information Officer
                                                            Jill Singer

         and change priorities with each iteration Central Intelligence Agency
     •   If a project is late, users don’t mind as   former VP for Project
                                                       Management, SAIC
         much

•   Challenges the CIA has run into:

     • “What is Version 1.0?”
#8    Comparison to other methodologies




     “I gave an overview of the Scrum process and
     highlighted the ease of transition since
     iterative/incremental development has been in
     practice for a long time (in other forms such as
     a spiral approach)”
#8    Comparison to other methodologies                                                      Proposal Tip




 From “Scrum in 5 Minutes”, by Softhouse. Available at: www.softhouse.se/Uploades/Scrum_eng_webb.pdf
#9   Listen to their needs and address them




     “I am always skeptical of anything that
     promises it is the 'o nly' or the
     'best' [methodology].”
#9           Listen to their needs and address them

The Politics of Persuasion
 1.   Spend a lot of time listening. Ask
      people what challenges they are
      facing in their projects.
 2.   Make mental notes of each
      challenge.
 3.   Turn those challenges around and
      use them to segue into something
      you wanted to talk about anyways.
      (ie, how Agile will solve those
      problems)
 4.   Customers appreciate that you are
      offering positive solutions to their
      problems instead of just pushing
      your ideas without listening to
      them first.
#10   Sneak it in




  “Agile practices usually find their way into the
  Soft ware Development Lifecycle even if they
  are not officially blessed.”


  “I make sure I utilize agile practices where ever
  I can - I just don't use the agile terminology.”
#10           Sneak it in



•   Implement it piece by piece, without
    saying what you are doing.

•   One idea: Start with iterations and
    demos, daily stand ups. PM’s love those.

•   Then move to developer driven practices
    like sprint planning, XP, CI.

•   Risky strategy? But can be used to
    overcome fear of the word Agile
#11   Compromise




  “The methodology that has worked in my
  experience has been to incrementally introduce
  Agile ... Start using a limited set of the
  practices and gradually start bringing in
  more.”
#11   Compromise


                   •   Some clients will
                       require checkboxes of
                       all documentation they
                       always ask everyone
                       for. (I’m looking at you,
                       Federal Government)

                   •   Try to shift when those
                       documents are due.
                       Focus only on those
                       that provide value up
                       front, leave the rest till
                       the end.
#12   Agile Project Management Office         Proposal Tip




              •   Provide an interface to your
                  clients that translates your Agile
                  metrics into regular reports for
                  the client

              •   Takes compliance burden off your
                  development team

              •   Serves as “Educator and Coach”
                  to client
Never stop selling Agile.
 When you’re in a project and it just saved
you (ie, due to increased agility to changes),
          let the client know why.

When things are going bad, point out how
the increased visibility into the project at
    least caught the problems earlier.

                                      SELLING
                                       AGILE
Thanks for your time - Any Questions?




Follow up....
     www.OpenSourceConnections.com/Blog/

     ASime@OpenSourceConnections.com

     434 996 5226

     www.Twitter.com/ArinSime

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Agile2009 - How to sell a traditional client on an Agile project plan

  • 1. How to sell a traditional client on an Agile project plan Arin Sime asime@o19s.com 434 996 5226
  • 2. Outline • Why do we need to sell it? • Background/Bio • Defining a “traditional” environment • Survey on Selling Agile • Strategies for persuasion • The importance of continuing to sell the process throughout the project
  • 3. The Project Plan they are afraid of....
  • 4. Why do we need to sell it? “Some kind of structure (or architecture) is imperative because decentralization without structure is chaos.” - J.A. Zachman, 1987, “A framework for information systems architecture”
  • 5. Why do we need to sell it?
  • 6. More from Zachman... “The architect must convince the owner that the owner’s desires are understood well enough so that the owner will pay for the creative work to follow.” We need to convince our clients that we understand their desires, and that Agile can substitute for most, if not all, of the up front documentation
  • 7. A little about me... Senior Consultant, OpenSource Connections Custom software development consulting for entrepreneurial, government, and military clients Graduate student (M.S. in Management of I.T.) at the University of Virginia’s McIntire School of Commerce Adjunct Instructor in a corporate software engineering program for Virginia Commonwealth University
  • 8. Some of our clients... Platforms and Languages ASP .Net C C# Java Linux MySQL Oracle PHP Python Ruby Solaris SQL Server
  • 9. Survey on “Selling Agile” Booz Allen Hamilton SAIC • Collected stories from a Capitol One International Monetary Fund survey of fellow students and US Air Force other colleagues AutoZone QinetiQ US Department of Justice • How they have sold Agile or Fannie Mae been sold on Agile. Freddie Mac AOL IBM ManTech Department of Veterans Affairs University of Virginia http://www.tinyurl.com/SellingAgileSurvey/
  • 10. Survey on “Selling Agile” “Agile seems to carry the connotation of 'c ode- like-hell' or just, 'work faster'.” “I am skeptical of any methods that that could be interpreted as ‘cutting corners’” http://www.tinyurl.com/SellingAgileSurvey/
  • 11. What is a “traditional environment”? “Plan Driven methods are generally considered the traditional way to develop software. Based on concepts drawn from the mainline engineering fields, these methods approach development in a requirements/design/ build paradigm with standard, well- defined processes that organizations improve continuously.”
  • 12. Strategies for Persuasion 1. Trial by Sprint 2. Case Studies of Success 3. Client/Customer Testimonials 4. Finding a champion in Key Stakeholders 5. Using metrics of success 6. Showing how Agile combats common IT project failures 7. Examples of industry/government leaders using Agile 8. Comparison to other methodologies 9. Listen to their needs and address them 10. Sneak it in 11. Compromise 12. Agile Project Management Office
  • 13. #1 Trial by Sprint “You need to show a success to get adoption.”
  • 14. #1 Trial by Sprint “Trust me for two weeks. If you hate it, you can fire Dwight Gibbs, Senior Vice me.” President of Technology for INPUT, formerly the CTO at Legg Mason Capital Management Dwight Gibbs, CTO at Legg Mason Capital Management, promising the Director of Research that if he didn’t see development team improvements after only one sprint, then they would abandon Agile. “The sprint went well and we stayed with Scrum”
  • 15. #2 Case Studies in Success Proposal Tip • Present case studies of Agile success from your own client history • Example burndowns • Stories of benefits to teams • Highlight how the process caught risks early, and addressed them • Use graphics • Present industry examples of Agile success Links to Agile Case Studies can be found at: http://www.notesfromatooluser.com/2008/11/scrum-case-studies.html
  • 16. #3 Client Testimonials Proposal Tip “Biggest gain from Scrum was just keeping the project going.” “certainly one of the “Complexity dictated we most successful couldn’t know it projects ever here” all up front - we have to “Eliminated biases of prototype.” what developers can do by letting them self- “Got it done a lot better select” because team is well integrated. I didn’t have to plan who worked on what.”
  • 17. #3 Client Testimonials “I don’t have to lord over people, no siddling over people with a coffee cup like in Office Space.”
  • 18. #4 Finding a Champion “I highlighted the benefits to the Project Manager: higher productivity and less team- management stuff since the team will take care of lots of team-management and updating (burn charts) instead of PM's managing those details.”
  • 19. #4 Finding a Champion • Identify Stakeholder most in need • Address their needs with Agile • Enlist their support in adoption • Helps to already have a relationship
  • 20. #5 Using Metrics of Success “The development team applies Agile. I think it is useful to obtain metrics and organize the work. From a business perspective, I have not seen the benefit.”
  • 21. #5 Using Metrics of Success Proposal Tip • Show metrics in proposals and throughout your project. • Show Burndowns over the course of the project • Use test coverage/test success as a metric • Velocity/Story points accomplished by your team • Defects from issue tracking tools • Shown here is an excerpt from a ThoughtWorks Project Manager's Status Report http://www.forrester.com/Research/Document/0,7211,37380,00.html
  • 22. #6 Show how Agile combats common IT failures “I created a presentation [showing] increased productivity, better risk management (through early detection), lower defect rates and enhanced team experience (which will translate to higher retention, less conflict management and more productive future projects).”
  • 23. #6 Show how Agile combats common IT failures Proposal Tip Top 10 Classic Mistakes 1. Poor estimation and scheduling Poor estimation and scheduling 2. Ineffective stakeholder management Ineffective stakeholder management Classic Mistakes that can 3. Insufficient management Insufficient riskrisk management be mitigated by Agile, as 4. Insufficient planning identified in article Classic Mistakes that can 5. Shortchanged quality assurance Shortchanged quality assurance also arguably be mitigated 6. Weak personnel and/or team Weak personnel and/or team issues issues by Agile and Scrum (my addition) 7. Insufficient project sponsorship Insufficient project sponsorship 8. Poor requirements determination Poor requirements determination 9. Inattention to politics 10. Lack of user involvement 10. Lack of user involvement Source: Prof. R. Ryan Nelson, University of Virginia. As published in MIS Quarterly Executive, “IT Project Management: Infamous Failures, Classic Mistakes, and Best Practices”, June 2007
  • 24. #7 Examples of industry/government leaders using Agile “Clients, especially the military, are wary of catch phrases and sometimes unwilling to change their habits.”
  • 25. #7 Examples of industry/government leaders using Agile Proposal Tip • CIA IT Projects follow this spiral lifecycle: • Understand the mission • Establish the vision • Develop the architecture Jill Singer • Define plans Deputy Chief Information Officer Central Intelligence Agency • Resource plans former VP for Project • Execute plans Management, SAIC • Measure progress • But within that lifecycle, they use Scrum, primarily 4 week sprints
  • 26. #7 Examples of industry/government leaders using Agile • Benefits the CIA has seen with Scrum: • Regular and tangible deliverables • Customer buy-in • Trying out prototypes • Users enjoy being able to add features Deputy Chief Information Officer Jill Singer and change priorities with each iteration Central Intelligence Agency • If a project is late, users don’t mind as former VP for Project Management, SAIC much • Challenges the CIA has run into: • “What is Version 1.0?”
  • 27. #8 Comparison to other methodologies “I gave an overview of the Scrum process and highlighted the ease of transition since iterative/incremental development has been in practice for a long time (in other forms such as a spiral approach)”
  • 28. #8 Comparison to other methodologies Proposal Tip From “Scrum in 5 Minutes”, by Softhouse. Available at: www.softhouse.se/Uploades/Scrum_eng_webb.pdf
  • 29. #9 Listen to their needs and address them “I am always skeptical of anything that promises it is the 'o nly' or the 'best' [methodology].”
  • 30. #9 Listen to their needs and address them The Politics of Persuasion 1. Spend a lot of time listening. Ask people what challenges they are facing in their projects. 2. Make mental notes of each challenge. 3. Turn those challenges around and use them to segue into something you wanted to talk about anyways. (ie, how Agile will solve those problems) 4. Customers appreciate that you are offering positive solutions to their problems instead of just pushing your ideas without listening to them first.
  • 31. #10 Sneak it in “Agile practices usually find their way into the Soft ware Development Lifecycle even if they are not officially blessed.” “I make sure I utilize agile practices where ever I can - I just don't use the agile terminology.”
  • 32. #10 Sneak it in • Implement it piece by piece, without saying what you are doing. • One idea: Start with iterations and demos, daily stand ups. PM’s love those. • Then move to developer driven practices like sprint planning, XP, CI. • Risky strategy? But can be used to overcome fear of the word Agile
  • 33. #11 Compromise “The methodology that has worked in my experience has been to incrementally introduce Agile ... Start using a limited set of the practices and gradually start bringing in more.”
  • 34. #11 Compromise • Some clients will require checkboxes of all documentation they always ask everyone for. (I’m looking at you, Federal Government) • Try to shift when those documents are due. Focus only on those that provide value up front, leave the rest till the end.
  • 35. #12 Agile Project Management Office Proposal Tip • Provide an interface to your clients that translates your Agile metrics into regular reports for the client • Takes compliance burden off your development team • Serves as “Educator and Coach” to client
  • 36. Never stop selling Agile. When you’re in a project and it just saved you (ie, due to increased agility to changes), let the client know why. When things are going bad, point out how the increased visibility into the project at least caught the problems earlier. SELLING AGILE
  • 37. Thanks for your time - Any Questions? Follow up.... www.OpenSourceConnections.com/Blog/ ASime@OpenSourceConnections.com 434 996 5226 www.Twitter.com/ArinSime