Post on 07-Apr-2017
AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATIONSYLVAIN LOUBRADOUBET@LEADERSHIP ESCE CLASS 1 / 3
1
WHO AM I?
2
Twitter : @sylvainpam18 or @betaleadership#ESCEAgileMarketing
WHAT DO WE AIM TO LEARN?
3
1- The basis : agile methods for “How to do it”2- The creative start : design thinking for “Why we do it”3- The innovative loop : Lean Startup for “What we do”
Classes 1 and 2 : agile methodsClass 3 : exploreClass 4 : define, Business modelClass 5 : create and chooseClass 6 : prototype
OUR PEDAGOGICAL PURPOSE• Practice in team• Apply Self
Organized Learning
• Know what is agile marketing and what kind of philosophy it is
• Use some tools
4
SPRINT 0BUILD TEAMS (5 MIN)1. Create teams of 5-8 people2. Move desks and chairs3. Build a board4. Write the team mates names and choose a symbol for
each one5. Choose a name for the team and write it 6. Build an auto evaluation sketch
5
YOUR WORK IN CLASS = YOUR EVALUATION• Collective note• Self-evaluation in team
Criterias :• Coordination meetings• Flow in board• Retrospective• Creativity in presentations• Task description• Risk taking• Participation of all members• Customer centric 6
SPRINT 1 WHY AGILE MARKETING
7
IN EVERY MARKET, WE’RE EXPERIMENTING A PARADIGM CHANGE
8
MARKETS AND CLIENTS
INTERNAL ORGANIZATIONPRODUCT DEVELOPMENT
CYNEFIN DIAGRAMhttp://en.wikipedia.org/wiki/Cynefin
IMPACT OF DIGITALIZATION
9
STARTUP HOCKEYSTICK
10
WHY AGILE MARKETING• To develop or adapt new
products and / or services• In a complex world• With a high degree of
disruption and velocity• At low cost and scalableYou must use a:• Value-centric• Customer-centric• Collaborative• Cultural and methodological
approach
11
WHAT IS AGILE DESIGNED FOR?
12
SPRINT 2TEAM WORKEach team will choose 2 ítems to learn : • Kanban or Scrum• User Story or Product Owner or
Scrum Master or Planification or Retrospective or Stand up Meeting or Planning Poker or Demo
Each team will have 40 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics.NO Power Point allowed
14
SPRINT 2BEFORE STARTING• Take post-its and pencils• Think about the tasks you have to implement, write them
and place it on the board• Define a team mate controlling time• Try every 10 minutes to have a short coordination meeting • Only 3 minutes means you must choose information (I’m
the teacher, I will add the possible missing information at the end no worries )
• 5 minutes break when you want
15
SPRINT 3TEAM PRESENTATIONSTake pictures
16
SPRINT 4RETROSPECTIVEPer team :1- What has gone well2- What did not work3- What did we learn4- What have we missed or would expect for Next time ?
You learn I learn
17
SPRINT 5RECAP BY TEACHER
18
Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master
SPRINT 5KANBAN
Main topics :• Visualization over “pull” flow• Each column = task status• Common columns are : To do / Next / Doing / Parking / Done• Transparency is the key factor success factor• Individual productivity control collapses the system • WIP (Work In Progress) must be limited limits in columns• Daily meeting imprescindible (15 minutes)• It can be priorized every day• Easy to learn• Hamster effect after a 6 months period 19
SPRINT 5SCRUM
20
Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master
SPRINT 5SCRUM
21
Main topics• Scrum is a 1 to 4 weeks loop• The team should be cross functional• Roles : Scrum Master / Product Owner• During the sprint, priorities don’t change• Powerful system after the 3 sprints learning curve• Continuous improvement• Continuous delivery• Very useful for projects or new products or services
design
SPRINT 5DAILY MEETING
22
Main topics• Stand up meeting in front of the board• Maximum 15 minutes• Si possible every day, otherwise min 1 per week• 3 questions :
• What have I done since last meeting• What will I do until Next meeting• What problem have I encountered
• Every team mate speaks about his/her achievements and moves his/her post-its or tasks
• The Scrum Master vigilates that every one can speak • Main issue : trying to solve the problem during the meeting will last too
much just point out the first step with a task• Have material available near the board
SPRINT 5USER STORIES
23
Main topics• The user stories help to express in a short and clear way the customer needs• Each user story contains a concrete result• The shorter the stories are, the more agile can be the team work• User stories elements:
• Title• Description : As a (functionality user) I want (something) so that (why)• It can contain requisits and assumptions, and expcted results• It can contain the cost and / or the value
• INVEST rules for User Stories• I : Independant, each user story can be delivered alone• N : Negotiable, we can negociate the contents• V : Valuable, creates value to the customer• E : Estimable, it is posible to define a cost of implementation• S : Scalable / Small, it is as small as posible, can not exceed a sprint• T : Testable, we can define how to check if done
SPRINT 5AGILE PLANNING MEETING
24
Main topics• Purpose : select the user stories to implement until the end of sprint• Steps :
• Write and comment the user stories• Add new user stories due to meetings with stakeholders or demos• Define a goal for the sprint• Define an effort or size for each story• Prioritize the stories regarding to the team capacity• Cut and set the sprint backlog
SPRINT 5PLANNING POKER
25
Main topics• Purpose:
• Help to define a shared value for the business value or effort of each Project or user story, especially when stakeholders disagree
• Ensure a great Exchange of information between team mates• How it Works:
• For each story, explain the user story to the team• Each team mate chooses a value from 0 (quite nothing to do)
to 100 (enormous amount of work)• The highest and lowest values explain why• Each one can change his/her card• The user story receives the average as effort or business value
• The public depends on the information you want to define
SPRINT 5PRODUCT OWNER
26
Main topics• Writes user
stories• Prioritizes user
stories in each sprint
• Controls the end results of user stories
• Comunicates with stakeholders
SPRINT 5SCRUM MASTER
27
SPRINT 5DEMO OR SPRINT REVIEW
28
SPRINT 5RETROSPECTIVE
29
• Some links for tools: • http://plans-for-retrospectives.com/?id=3-78-74-29-45• http://retrospectivewiki.org/index.php?title=Agile_Retr
ospective_Resource_Wiki• How it works:
• Visual format• Ask what has worked well or bad, what can be
improved• Discussion rules as « no reproaches » or « speak
about problems not guilt »• Set a frequency• Participants are the team + product owner +
some stakeholders• Expression leads to action choose and define
new improvements actions or rules for the team
SPRINT 5RETROSPECTIVE
30
SPRINT 5RETROSPECTIVE
31
NEXT CLASSComplementary issues and topics on agile methodologiesNew sprint to practice in teamsQ/A over agile methodologiesTime to think on a problema you’d like to solve
32