HOME Forums The Six Disciplines of Agile Marketing book Feedback from Calli Engin

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    Jim Ewel

    I think,
    1-Agile Leadership required fro implementing any agile transformation.
    2-People confused about “Agile delivery” and “Human centric design”.

    Jim Ewel


    Thanks for the feedback.

    On your first question, I devote an entire chapter to the role of leadership in implementing an Agile transformation. I also have a large section on the specific changes required in beliefs and behaviors, something I call the Four Shifts.

    On the second question, it’s a good point. I used to teach Human Centered Design as part of my Agile marketing course. It was popular, but I wasn’t really doing it justice, spending about 2 hours to teach a subject that deserved a course of its own. In the book, I try to clarify HCD’s place in creating remarkable customer experiences. It’s not Agile, as you say.

    Take care,


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