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About Our guest
Stu Fisher - Principal Consultant at Sentient Consulting
stu is an Agile Processes Expert who helps businesses large and small drive growth
Stu teaches people how to be more agile in their marketing in order to provide the most value to their customers right now. Prior to working at Sentient Consulting, Stu worked in Product Management with Symantec and as Head of Product for HP.
Basic Principles of Agile Processes - (4:09)
Validating small pieces of data and building incrementally from square one. Agile processes are a way to answer the question “what’s the best use of our time right now and what’s the greatest value we can deliver to customers right now.”
What are Agile Processes? - (7:04)
The opposite of spending lots of time building out a specific plan and then diligently executing on exactly that plan at the expense of adjusting to external circumstances and learnings from the data. It’s like building a table out of a single piece of wood. What if one leg of the table gets damaged? Then you need to rebuild the entire table. This is the traditional approach.
Agile processes create a more modular approach. Each separate piece has integrity on its own and produces a more distributed model that supports change and flexibility. You’re enabled to optimize your plans as you go along.
It’s about BEING agile, not DOING agile - (12:20)
It’s based on a set of principles but isn’t confined to specific steps or pre scripted formula. Key principles: being adaptive and resilient. rapid iterations over “big bang” campaigns. testing and data over opinions and convention. small experiments over big bets. individuals and interactions are favored over a lot of documentation-based direction. responding to change very quickly and easily.
Four pillars of Agile Marketing - (15:37)
1) Rapid iteration, moving quickly and making lots of minor adjustments. 2) Using split testing to be able to use fact instead of assumption. 3)Constant small experiments instead of a big bang launch. 4) Individual interactions instead of spending a lot of time on documentation. The ultimate purpose is to make it easier to respond the change, rather than making a big bet up front and hoping it will pay off.
The Methodology - (16:32)
Prioritize your work. What’s the most important thing we can work on right now? The idea of the backlog applies a structure to this thinking. List of things that need to be done, and the description of each task. What you want to accomplish in the customers words, and what is the definition of when it has been completed. It’s a way to prioritize and figure out how to do what is most important.
Items in back log represent the user story, which is what the customer wants or needs. Acceptance criteria define when the story is ready to go. Who, what, why, and you’re putting that in the customer’s voice.
Who are you building for? What are you building and why are you building it? - (20:31)
The biggest thing about being agile is about constantly focusing on delivering the greatest value to the customer that you can versus a task list that is ever growing and never ending and then you just sort of generate a lot of activity but not necessarily a lot of high value activity. So I would say the core of being agile for people to adopt is really what's the highest value I can deliver to the customer in this moment.