For decades, the way to get software made was via top-down, sequential, ‘Waterfall‘ project management methods.
Such models, though logical, were based on the assumption that we knew exactly what the customer wanted, there was ‘one best way’, that we knew what that was in advance, that shipping product was hard, expensive and a special event (remember this?) and that we could predict with accuracy how things will map out to time and budget over what can be a multi-month (if not multi-year) project.
Today, now that we’re all Connected, team collaboration is easy, rolling out software updates happens in a blink of an eye and we no longer ‘begin with the end in mind’ – instead, we start with our Minimum Viable Product, and then iterate based on actual Customer usage and feedback.
Such Agile development was the answer to creating software in a connected, rapidly progressing, relational world.'For important missions, the more you learn, the more you find needs to be done' - Mark Zuckerberg Click To Tweet
The lessons learned in software can similarly apply to any industry – even marketing can become more agile:
- Start with your Minimum Viable Marketing – what’s the least you can start with to communicate your message with your target audience and get live, real customer usage data?
- Feed winners & starve losers and incorporate new messaging based on actual user insights
- Rinse and repeat