The Reluctant Agilist

by
Adam Weisbart | Agile | Agile 2013 | agile 2014 | agile 2015 | Agile 2017 | Agile 2018 | Agile Alliance | agile coaching | Agile Metrics | Agile Practice | agile transformation | Agile Transition | agile2014 | agile2015 | agile42 | Agilistocrats | Alistair Cockburn | autism | Bas Vodde | BigVIsible | Bob Tarne | book review | Brian Bozzuto | business agility | carson pierce | Center for Non-Violent Communication | Certification | Certified Scrum Master | Certified Scrum Product Owner | Chet Hendrickson | Chris Li | Coaching | commitment | Communication | conteneo | Craig Larman | cross functional teams | CSM | CSPO | DAD | Daniel Gullo | Dave Prior | David Anderson | David Bernstein | David Bland | David J Anderson | Dhaval Panchal | diana larsen | Digital Agency | Digital PM | digitalpm | Disciplined Agile Delivery | Distributed Teams | Don Kim | dpm | dpm2013 | drunken pm radio | drunkenpm | drunkenpm radio | eduscrum | emotional intelligence | empathy | Enterprise Agile | Essential Scrum | esther derby | Excella | Gangplank | Gil Broza | Howard Sublett | Individuals and Interactions | Jean Tabaka | Jeff Sutherland | Jesse Fewell | Jessie Shternshus | jim benson | johanna rothman | john miller | Jukka Lindstrom | Jutta Eckstein | kanban | Kanban Pad | kanbanfor1 | Ken Rubin | Kenny Rubin | Kim Brainard | lacey | Large Scale Scrum | Larry Maccherone | LeadingAgile | lean | Lean Kanban North America | LeanKit | LESS | lkna | luke hohmann | lyssa adkins | Maria Matarelli | Marshall Rosenberg | Michael Sahota | Mike Vizdos | Modern Management Methods | modus cooperandi | Natalie Warnert | Nic Sementa | Non-violent communication | NVC | Olaf Lewitz | Øredev | Øredev 2013 | organizational agility | Organizational Change | overcommitment | Patrice Colancecco Embry | Paul Hammond | personal kanban | personal productivity | personal project management | Peter Saddington | PMBOK | PMI | PMP | podcast | portfolio management | Product Owner | Product Ownership | productivity | project management | Project Management Institute | Rally | reluctant agilist | retrospective | Richard Cheng | Roman Pichler | Ron Jeffries | SAFE | Safety | Sallyann Freudenberg | scaling agile | Scaling Scrum | Scott Ambler | Scrum | Scrum Alliance | Scrum Gathering | ScrumMaster | self organizing teams | SGPHX | SGPHX 2015 | Shane Hastie | SolutionsIQ | SoundNotes | sprint planning | Team | teams | Temenos | The Improv Effect | Things | Tom Perry | troy magennis | User Stories | value | Vivek Angiras | waste | Waterfall | What We Say Matters | why limit wip | women in agile | Woody Zuill | show all posts

About this Blog

RSS

Recent Posts

An Interview with Scrum Alliance Chief Product Owner Howard Sublett

What is Post Agile? with Dhaval Panchal and Michael Tardiff

Abby Fretz - Your Clients Are Your Students

Suze Haworth at 2018 Digital PM Summit

Patrice Embry - Finessing Retrospective - 2018 Digital PM Summit

How to Write a User Story for Marketing w/ Nic Sementa and Alistair Cockburn

Click here to go directly to the podcast

Nic Sementa from the Agile Marketing Academy joins me in this podcast to share his thoughts on how to craft User Stories that will work for marketing. Nic's thoughts and opinions on this topic are heavily influenced by his marketing background, which, as he points out in the interview, is a little unique since most of the conversations on the topic are led by agile practitioners. 

During the interview Alistair Cockburn joined in the conversation to offer his expert advice and guidance on the subject. Alistair is one of the authors of the Agile Manifesto, the creator of the Crystal methods, leading voice on Use Cases and the man behind the Heart of Agile. (There is lots more - you can find it all here.)

Click here to go directly to the podcast

Show Notes:

00:38 Nic’s background and the challenges faced by Marketing that Agile could help with

4:27 Putting Agile together with Marketing

5:52 User Stories from a Marketers perspective

6:52 The historical challenges involved with “marketing” to the customer as opposed to engaging directly with the customer to find out what they need

8:00 How coercing your customer to buy leads to the marketing equivalent of technical debt

8:50 Googling Agile Marketing

9:20 The corporate world is high school with ashtrays

10:00 Why marketing needs a new language framework for Agile

10:57 Apology to the Band Geeks (which Dave is)

11:30 Revenue impact of implementing Agile Marketing Techniques

11:52 How User Stories change in Agile Marketing

12:33 Personas and more

13:33 Developing a deeper understanding of the User and his/her pain points

14:03 MadMen in Reverse is not going to help you understand the “ideal customer”

15:14 Marketing Research

16:10 There is no such thing as offline marketing

17:52 Recap of the Marketing User Story Guidance

18:57 Let’s get al Skynet with this thing!

20:00 Special Guest Alistair Cockburn on Agile Marketing User Stories

25:55 Abstract thinkers vs. concrete thinkers

28:05 Alistair’s visual grammar version of User Stories

35:33 Where to learn more about the Agile Marketing Academy and how to reach Nic

Some Links:

For more on the Agile Marketing Academy you can go to their Certification site or send them an email.

You can reach Nic on Twitter @nicsementa

 

Posted on: September 07, 2016 03:19 PM | Permalink | Comments (1)

Agile 2015 Video Podcast - Conversations on the Street

Agile 2015 Volunteers Aakash Srinivasan and Vivek Angiras took some time during their breaks at Agile 2015 to conduct Man on the Street interviews with participants, volunteers an organizers.

Posted on: September 07, 2015 09:35 AM | Permalink | Comments (1)
ADVERTISEMENTS

You may have to fight a battle more than once to win it.

- Margaret Thatcher

ADVERTISEMENT

Sponsors

Vendor Events

See all Vendor Events