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Scrum For Dummies by Mark C. Layton

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Chapter 10

Publishing

In This Chapter

arrow Adapting to changes in publishing for readers, writers, and their products

arrow Writing books

arrow Successfully navigating industry disruption

History will be kind to me, for I intend to write it.

— Winston Churchill

In any disruptive environment, quick and pivoting innovation tactics are needed. Publishing and the news media are going through massive changes right before our eyes. Traditional products and readers are all changing, and no one knows where it will end.

Publishing houses and news organizations need to continue monetizing current products and also finding new sources of revenue. For instance, trying out a new form of native advertising (such as ads intermingled in a feed of news articles) needs a quick turnaround time and a quick response to customer feedback. Promoting a new book through an author’s existing social media channels, or developing new revenue-generating ideas for customer feedback, requires a disciplined feedback cycle, focused development, and close interaction with the customer.

Scrum can handle this type of shifting landscape smoothly. When the goalposts keep moving, it doesn’t make any sense to aim for where they used ...

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