“Doing is always going to be better than not doing.” – Jonathan Colman, REI
The word ‘agile’ is commonly used to refer to quickness, lightness, and ease of movement. Flexible, nimble, and ready to change on a dime.
Agile development is a popular method among software developers, and now marketers have adopted its key principles.
Jonathan Colman of REI the outdoor sports retailer was a recent guest presenter for the Whiteboard Friday series on the SEOmoz blog and he talked about how they use agile marketing at REI.
The highlights of Colman’s whiteboard:
- Customers first – keep them and their stories at the center of all products, services and marketing.
- Cross functional teams – reduce silos and hierarchy to rubble – flatten the org for speed.
- Bias for action – if a customer needs it, do it.
- Don’t hate, iterate – build, launch, learn and fix.
Going live is always better than waiting for all the answers or the perfect solution. Try it and adjust if necessary but don’t delay.
Colman is engaging and animated in his presentation and definitely worth watching. Watch the video below to check it out.
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