Chapter 2What Is Agile Marketing?
It's not hard to make decisions when you know what your values are.
—Roy Disney, American businessman and co-founder of The Walt Disney Company
Over the years, I often attempted to define Agile marketing. I have explained it to thousands of people, over coffee, drinks, in large auditoriums, at conferences, and in classrooms. I generally start with an analogy:
Agile marketing is an operating system for marketing, like Windows or MacOS are operating systems for personal computers.
If they're interested and ask for more, I say something like the following:
Life for most marketers is chaos and frustration. Priorities change constantly; they sometimes don't know what customers want, and if they do, they can't provide it in time; they spend too much time in useless meetings; they get no respect; and while they like their jobs in theory, the day-to-day practice of marketing can be very frustrating. Agile marketing brings order to the chaos, reduces the number of meetings, brings them closer to customers, provides a productive way for them to interact with and get respect from the rest of the business, and over time reduces frustration.
And then there is my more formal definition:
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