Marketing and the 4 core values of agile thinking

“The Agile Manifesto”

Published in February 2001, “The Agile Manifesto” is a document written by a team of software developers that identifies the core values and principles they believe should guide their work and the work of other software developers. They wrote it because they realised the need for an alternative to document-heavy, waterfall software development processes was growing. However, it’s also important to note that agile thinking was in use before the 21st century.

The core values and principles

There are 16 individual components at the heart of agile thinking, as outlined in “The Agile Manifesto” — four key values and 12 principles.

The four values of agile thinking

#1 — “Individuals and interactions over processes and tools”

Meaning: processes and tools are abundantly available, and act as a means to an end for teams to achieve their goals. However, individuals are unique, with each team member bringing something different to the table. By placing importance on individual team members over the process, you maximise their value to your advantage.

#2 — “Working software over comprehensive documentation”

Meaning: there’s no doubt that having the correct documentation and keeping track of everything going on is vital to any business and project. However, if team leaders start to let that documentation process overshadow the project progress, it can become more of a hinderance than a help.

#3 — “Customer collaboration over comprehensive negotiations”

Meaning: client-team projects all generally start the same way — you agree to work together on a specific project, agree on certain deliverables, and agree to do it for a certain amount of money. A contract is then signed, and the work begins. Undoubtedly, at some point, the client will change their mind on some of the deliverables, despite the work you’ve already started doing on the previous ones. However, by keeping your focus on the client’s wants rather than your actions, you embody the “willingly adapting” characteristic of the agile mindset.

#4 — “Responding to change over following a plan”

Meaning: the agile thinking process embraces change, must like Core Value #3. It understands that change is unavoidable, even in the best, most thoroughly thought-out projects. Traditionally when teams plan, we plan to avoid any and all mistakes — we see it as a critical part of the planning process. But that doesn’t always work. This core value isn’t suggesting teams and businesses make plans and ignore any possible problems that may arise, but rather focus on the positive results of changes as you come across them and be intrigued about finding and implementing previously unconsidered options.

Agile thinking vs. design thinking

What’s the difference?

Design thinking and agile thinking are two methodologies companies can introduce in order to improve design processes through iteration and customer feedback, ultimately resulting in bigger and better projects and products.

The best of both worlds

In reality, companies don’t actually have to choose one or the other — depending on their needs, agile and design thinking can work in harmony.

Implementing agile thinking in marketing

Where can we use it?

Being agile, in a marketing context, is all about the data.

The benefits of an agile mindset in marketing

The benefits of having an agile mindset in a marketing environment can include:

  • Efficient team communication and collaboration (everyone’s on the same page)
  • Increased stakeholder / client satisfaction (they’re brought along on the journey)
  • Lower project risks (errors are caught early and often)
  • Higher team morale (everyone is aligned and clear)
  • Easier project forecasting and predictability (it delivers constant feedback)
  • Higher calibre of final project/product (it seeks to value)

Loops and agile thinking

With Loops, companies and businesses can leverage the agile mindset through our iterative design interface and rapid data collection and analysis.

Register at Loops for free here, and start your demo today.



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