The 12 Principles of Agile Methodologies | Training Takeaways | All MKC Content | ANA

The 12 Principles of Agile Methodologies

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Agile methodologies encourage an iterative approach to solving problems to help teams deliver value to their customers with fewer hurdles. Agile doesn't bet everything on one big launch but rather proceeds in shorter, iterative "sprints," with outcomes being evaluated and adapted continuously. Though first developed by software engineers, Agile methodologies have been adopted across many industries, as well as by marketers, as the ANA's on-demand training course "Introducing Agile Marketing" details.

In addition to explaining how these Agile processes can be applied to and can enhance the work of marketers, the course lays out the 12 principles that serve as the bedrock of Agile methodologies. Those principles follow below.

  1. The highest priority is satisfying the customer, whether that's an internal or external customer. That priority is the goal against which outcomes are judged.
  2. Agile processes harness change for the organization's competitive advantage, though they don't pursue change for change's sake.
  3. Agile processes deliver work frequently so outputs can be quickly assessed for possible improvements.
  4. Team members must work together daily throughout the course of each project. If individuals are operating in a vacuum, there's no opportunity for them to receive feedback from the business at large.
  5. Agile processes build projects around teams of motivated individuals. Collaboration is key.
  6. The Agile methodology believes that the most efficient and effective way of conveying information is direct conversation.
  7. Operational output — delivering something that works and is in-market — is the primary measure of progress.
  8. Agile processes promote "sustainable" development, where "sustainable" refers to the maximization of efficiency and the potential for ongoing improvement and the minimization of waste and the need for reworking.
  9. Agility is enhanced by continuous attention to technical excellence and good design.
  10. Simplicity is the art of maximizing the amount of work not done — of minimizing waste, broadly construed to encompass wastes of overprocessing, wastes of time, and wastes of effort in fixing defects, among many other forms of waste.
  11. Agile methodologies believe that the best designs, marketing initiatives, etc. emerge from self-organizing teams, i.e., teams in which people flexibly fill the roles for which they are best suited.
  12. At regular intervals, Agile teams reflect on how to become more effective.

The ANA's on-demand training course "Introducing Agile Marketing" delves into Agile methodologies' applications to marketing in extensive detail, explaining team roles, objectives, and benefits, and providing a host of examples.



"Introducing Agile Marketing." Greg Kihlstrom, principal at The Agile World. ANA On-Demand Training Course.

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