What The Heck Is Agile Marketing?
Ever heard of Scrum? If you are in to rugby you know the original meaning of the word: it’s when the play is restarted and the two teams’ forwards interlock with their heads down in an attempt to gain possession of the ball. This “image” was used by Hirotaka Takeuchi and Ikujiro Nonaka in their 1986 Harvard Business Review article "New New Product Development Game". In this article the authors introduced a new fast and flexible way of developing innovative products. Since then their scrum process has been widely accepted, not least among software developers as a tool to efficiently hit the right target.