De Gruyter Brill: 10 Questions for Greg Kihlstrom, Author of "Agile Marketing"
The following is part of an article interviewing Greg Kihlström on his recent book release: Agile Marketing: Implementing Scrum in a Marketing Environment for Mercury Learning and Information Systems, an imprint of De Gruyter Brill.
1. In Part I, you introduce Agile principles to the marketing world. What do you see as the most significant challenge marketers face when adopting Agile practices, and how can they overcome it?
“The most difficult thing for just about anyone is to change behaviors, both in themselves as well as others. Even the most reasoned argument can meet resistance when someone believes that the way things have always been done are the only way to do them. To change this takes leading by example and can often take a few trials to help people understand the potential benefits. Some people are more open to new ideas and change, and those people can often be influential in leading new initiatives and ultimately winning over the skeptics.”