HOME Forums The Six Disciplines of Agile Marketing book Feedback from Donghyung Cho

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    Jim Ewel

    It is vertical organizational culture.
    In Asia, expressing a different opinion from a powerful person may be considered to be challenge against his or her authority. Under the vertical culture, a decision comes from seniority.

    Marketing should be creative work which can flourish when diversity is assured. With Order and Submit, there is no diversity as well as creativity.

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    Jim Ewel


    Thanks for the feedback. This is a real issue. I don’t talk about this directly, but I do cover how to sell Agile marketing to senior managers who are not receptive to Agile. My advice is basically the following: try a stealth approach: don’t use the term Agile; don’t use Agile terminology like Sprints, standups, etc.; figure out the manager’s hot buttons, what I call WIIFM (What’s In It for Me); and get the business units to advocate for you, that marketing is producing what they want. There’s more to it than that, but that’s the bare bones.

    I also have a chapter about why it’s important for organizations to move to de-centralized decision making. I’m not sure it’s enough to overcome the vertical organizational culture in countries like Korea, China and Japan, but it might help.

    Take care,


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