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That it doesn’t have to be “binary” (i.e. full agile or none). We’ve adopted a lot of agile marketing practices, but still remain flexible enough to work with clients for whom it doesn’t work.
Looking forward to the book!
Gyi,
Good point. I cover this topic primarily from the point of view of organizations, where I talk about how some functions may be Agile, while others may not be, and I give some examples. I hadn’t thought about it from the agency point of view, although I’ve trained a few agencies in Agile, and like you, they don’t use it for all their clients.
Take care,
Jim
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