Post on 23-Jan-2018
AgileMindset and Methodology
How I’m Learning to Take the Leap Kevin Masi kmasi@torquelaunch.com www.torque.digital
Agile Mindset
My Background• Founded Torque in 1992 • Services
- Brand strategy - Creative - Digital Marketing
• Working with niche and growth companies • Our focus has been on making the marketing stuff
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Agile Mindset
Classically Trained Marketers• Research • Plan • The creative Big Idea • Execute • How we’re wired
- We fall in love with our ideas - We need to be right (i.e., have enough data) - We are fighting for a seat at the C-Suite table
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Agile Mindset
Agendas Dog the Marketing Process• Focus on tactics • Amateur concepts of branding and marketing • Pre-ordained agendas
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Agile Mindset
Marketing Agendas
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Agile Mindset
Marketing Agendas
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Agile Mindset
Marketing Agendas
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Agile Mindset
Pressures of Change• Digital • Complexity • Big data
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Agile Mindset
How Can we Change the Way We Think? • Learning from outside our category (Buckminster Fuller’s Mindset: Fly’s eye)
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A Brief Agile History Software Lean Startup Marketing
Agile Mindset
Agile Software Development• “Agile Development” umbrella term for
iterative and incremental software development methods.
• The most popular: • Extreme Programming (XP) • Scrum
• Crystal • Dynamic Systems Development Method
(DSDM), • Lean Development • Feature-Driven Development (FDD)
• Sprints11
Agile Mindset
Lean Startup Methodology• Eric Ries, 2011 • It can be taught;…and learned
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Agile Mindset
Shouldn’t Marketing Always Be Agile? • The marketplace is constantly changing • Marketing must learn and adapt • Agility is an essential quality of marketing thinking regardless of
market stage - Emerging - Growth - Mature: looking for growth around the edges - Niches
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Emer
ging
Gro
wth
Mat
ure
Dec
line
12 Concepts in The Agile ToolboxSteve Blank: The Startup Owner’s Manual (and why it could also be the Marketing Leader’s Manual)
Agile Mindset
Customer Development Manifesto 1. There Are No Facts Inside Your Building, So Get
Outside 2. Pair Customer Development with Agile
Development 3. Failure is an Integral Part of the Search for the
Business Model 4. If You’re Afraid to Fail You’re Destined to Do So 5. Iterations and Pivots are Driven by Insight 6. Validate Your Hypotheses with Experiments 7. Success Begins with Buy-In from Investors and Co-
Founders 8. No Business Plan Survives First Contact with
Customers 9. Not All Startups Are Alike
10. Startup Metrics are Different from Existing Companies
11. Agree on Market Type – It Changes Everything 12. Fast, Fearless Decision-Making, Cycle Time, Speed
and Tempo 13. If it’s not About Passion, You’re Dead the Day
You Opened your Doors 14. Startup Titles and Functions Are Very Different
from a Company’s 15. Preserve Cash While Searching. After It’s Found,
Spend 16. Communicate and Share Learning 17. Startups Demand Comfort with Chaos and
Uncertainty
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Agile Mindset
The Customer Development Process…
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Startup phase Scale-up phase
…is Linked to The Product Development Process
Customer Discovery
Customer Validation
2Stop
Customer Creation
Company BuildingStopStop
Pivot
Agile Mindset
Pivots are Changes In the Plan
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Agile Mindset
Missed Pivots?
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Torque Digital Overview 20
PROPOSAL WEDDING
BRIDE’S JOURNEY
SHARE NEWSWITHCLOSEFRIENDSANDFAMILY
FRIENDSGETTINGMARRIED
BEGIN WEDDINGPLANNING
SHARE NEWSWITH FULLSOCIAL SPHERE(SOCIAL MEDIA)
CONSULTPLANNEROR CONDUCTRESEARCH(WEDDINGBOOKS, ETC)
LOOK ATLOCATIONS(CONFER WITH FAMILYAND FRIENDS)
CHOOSEBRIDAL PARTY
DRAFT GUESTLIST
TOURVENUES
DRESSSHOPPING
CAKE TASTING
REGISTER FOR GIFTS
HONEYMOONPLANNING
INVITATIONPLANNING/CREATION
BACHELORBACHELORETTEPARTY
ENGAGEMENTPARTY
ENGAGEMENTPHOTOS
RECEPTIONPLANNING
MUSICCHOICE (DJ/BAND)
PHOTOGRAPHYAND VIDEOPLANNING
HONEYMOON WEDDING BOOK 1 YEARANNIVERSARY
WEDDINGPLANNING
Customer Journey: Brides4
Agile Mindset
MVP
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Agile Mindset
“No Marketing Plan Survives First Contact with Customers*”
• Prussia’s Helmut Von Moltke, 1860’s: Decentralization and Autonomy • https://en.wikipedia.org/wiki/Helmuth_von_Moltke_the_Elder
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“*No plan survives contact with the enemy”
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Agile Mindset
Marketing Plan vs Searching for the Marketing Model• “A Business Plan is for investors” • Business Model Generation, A
Handbook for Visionaries, Game Changers, and Challengers
- Alexander Osterwälder - Yves Pigneur
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Business Model Canvas7
Agile Mindset
A Relationship with Failure• “Failure is an Integral Part of
the Search for the Business Model. If You’re Afraid to Fail You’re Destined to Do So”
• “Startups Demand Comfort with Chaos and Uncertainty
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Agile Mindset
Track Burn Rate and Test Cycles
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Existing Company Metrics > Startup MetricsP&L > Pass/fail: has the customer problem been validated?
Balance Sheet > Pass/fail: have the product features been validated?
Cash flow forecast > Who is the customer?
Line of business analysis, efficiency, productivity > Have the value proposition, segments, and channels been validated through customer interaction?
> Average order size, customer lifetime value
> Average time to first order, rate of sales pipeline growth, improvement in close rate, revenue per salesperson
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Agile Mindset
Iterative, Small, Fast Tests
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Agile Mindset
Bullets vs. Cannonballs
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Low cost Low risk Low distraction
Learn what works
Execute at Scale, Repeatably and Profitably
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Agile Mindset
Buy-in • Customer development is different to the core • Success requires buy-in from all departments (and collaboration)
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Applications for Torque1.Website development 2.Marketplace and costumer insight 3.Social Media 4.Paid digital media
Agile Mindset
Site as product Site as presence Design static pages, then write the code vs Design live in browser
Final site map before starting design vs Launch in phases, as MVPs: learn
Approved site is “locked down” for programming vs Learn from each phase, make iterative changes
“Final copy” so we know how to design pages vs Flexible templates for continual copy additions
“Re-skin” = superficial changes vs Complete redesign pulls from existing database
“Completed” site is handed over to client vs Ongoing analysis & testing of nav, content, message, UX
Website Development Evolution
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Agile Mindset
Website Development Evolution• The website is not a one-time stop on the way towards the sales process • Websites are an important part of Google’s Zero Moment of Truth as customers
discover their needs and research solutions
31BuyEvaluateResearch
Agile Mindset
Website Development Evolution• Website marketing program:
- Uses Google Analytics to continually test and improve - Uses forms to capture client data and allow further
marketing - Educates with rich info and media - Validates with testimonials - Features landing pages supporting inbound traffic with
relevant experiences • Paid media (PPC, Display, Remarketing) • Social media • Earned media • email
- Ranks for organic search (SEO)
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Agile Mindset
Smoke Detectors: Finding What Consumers Care About
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Advanced search and social interaction find real users, conversations and interests
Agile Mindset
Smoke Detectors: Finding What Consumers Care About
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• 10 year battery • All-in one detector • Smart sensor • Fast flame vs. slow
smolder
•Nuisance alarms
Started by promoting a basket of features
Social media “listening” and interaction led to real-world conversations
Agile Mindset
Consumer Services Company: Testing New Offerings• Mature category with flat growth • Theorized about price and service features • Goal: test market response to price, service options
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Agile Mindset
• Launched 2 new brands: Name, Logo, Website Advertising Programs in 3 markets • Cost of testing: $six figures
Consumer Services Company: Testing New Offerings
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Core $3k: personalized
account services
Opening price $1.5k:
self-serve
Deluxe $5k: work directly
with your photographer
Core brand
New OPP brand New Premium brand
Agile Mindset
Agile Testing with Facebook & Display ads
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Product Price Promotion
Wedding photo Self-Serve &
Save!
$999 Wedding Photo Package
OptionWin a $2,000
Wedding Package
Wedding, photo, video & album
complete$1,299 Wedding Photo Package
Win a $3,000 Wedding Package
Your Wedding, Your
Photographer, Your way
$1,599 Complete Wedding Photo
PackageWin a $5,000
Wedding Package$1,599 Complete Wedding Photo Package
Win a $3,000 Wedding Photo Package
Your Wedding, Your Photographer,
Your way.
Agile Mindset
Agile Testing with Facebook & Display ads• Target: user demos, behavior, Google profile • Test: messages, images, offers • Reach: 2MM impressions • Engage: 10k clicks • Time: 45-60 days • Cost: $<25k
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Agile Mindset
Mindset Reset at Torque“My passion for design that motivates people got me into web development.
Now I’m consumed with a need to use Google Analytics to understand browsing behavior and inform my design.
It’s a career-changer for me.”
Lena, Digital Designer at Torque
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Agile Mindset
Fad or Force of Nature? • AntifrAGILE, Things That Gain from Disorder • Author of Black Swan: Highly improbable, hi-impact events
to which we are blind, yet we rationalize afterwords.
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Fragile Robust AntifrAGILE
Agile Mindset
Agile Mindset
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