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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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being agile

May 20, 2018

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“The word ‘agile’ as been subverted to the point where it is effectively meaningless,” wrote Dave Thomas, one of the 17 original signers of the Agile Manifesto.

First drafted as a manifesto for software development by software developers in 2001, Agile as a methodology has since spread business-wide.

An organization called AgileSherpas recently released the “2018 State of Agile Marketing” and reported that 37% of marketers report using some form of Agile to manage their work. 61% of traditional marketing teams report plans to start an Agile implementation within the next twelve months.

And yet, ask a dozen marketers what Agile means to them, and you may hear a dozen (or more) definitions, replete with descriptions of tactics (like stand-up meetings) or buzzwords (like “scrum” or “kanban”, or even “scrumban”). As with many buzzwords adopted in marketing, the hype can sometimes overshadow actual practice.

I like this recent observation from Mark Ritson:

“Whenever I hear a client cry out for greater agility I wince, because invariably they are intent on jettisoning even their vaguest strategic principles for a roll-with-the-punches approach to planning … Agility is useless without strategic thinking.”

Here are a few related cartoons I’ve drawn over the years.

“The Art of Project Management” February 2018

“Stage Gate Innovation” January 2015

“Fail Fast” November 2010

Filed Under: digital transformation, innovation

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