Critical Agile Principles and How to Apply Them

Chapter 3 of the Digital Transformation: Agility and Innovation best practice guide

To successfully achieve greater agility, marketers must first understand the 12 core principles that drive it.

30 minute read

The ability to be agile in an organisation depends on a number of core principles. This chapter outlines:

12 principles: The main principles that underpin agile methodologies and how to apply them in marketing.

Experimentation: Why hypothesis-driven development is key to building value and how to apply the ‘build-measure-learn’ loop to enable success.

Decision-making: How to use data and customer feedback to aid decision-making and key considerations for measuring effectiveness.