top of page
home-bg.jpg

Agile Design & Marketing Manifesto
 

1. Individuals and interactions over processes and tools.

2. Responding to change over following a plan.

3. Testing, measuring and data over opinions and conventions.

4. Adaptive and iterative campaigns over Big-bang campaigns.

5. Customer aspects over personal favorites.

Agree with us?
Sign to show your support

Home: Welcome

What is the Design Marketing Manifesto?

Everything in this manifesto started with the Manifesto for Agile Software Development. More and more people begin to talk inside the IT community about Agile. Not all people in the community are aware that these thoughts are based on the Manifesto for Agile Software Development. Besides IT, other domains are starting to talk about Agile and agility. But what is behind this, and from where are these thoughts coming, and why is Agile becoming popular now?

Image by Kelly Sikkema

The Manifesto for Agile Software Development

The Manifesto for Agile Software Development was defined in 2001 by 17 software developers who met at a resort in Snowbird, Utah  in the US. They all followed and shared similar values in software development. They defined the Manifesto and the 12 principles as a shared understanding of their way to develop software in an increasingly complex environment.


Most of the software developers in Utah were also part and founders of lightweight software development methods, the most famous ones today are Scrum and XP.

Image by Leon

Scrum

When Scrum was written in the early 1990s, it was focusing on software development. But Scrum also developed further and in nowadays it is not only for software development; it also gets a popular framework in other domains. The last update was 2020 and is now adapted to generate value through adaptive solutions for complex problems in all domains.

You can find more information about the latest Scrum Framework at the official page: https://scrumguides.org/; the core of Scrum is written in only 11 pages.

Pensive programmer working on on desktop pc programming code technologies or website desig

Not everyone develops software

Since the Agile Manifesto is software-focused, it often generates confusion for other domains. So we (as a marketing team) came up with the idea to adapt the Manifesto for software development to our purpose in design and marketing at Axon Active. We held some workshops to understand the range of ideas and thoughts and came up with our own version. Because not everyone only develops software, it should also be understandable for other domains such as marketing and design, making the manifesto more open to others, including ICT, ISMS, HR, management, and sales.

Image by Tim Johnson

Complex world

In a complex world with a global, dynamic market [Niels Pflaeging. (2015). Organize for Complexity - Keynote by Niels Pflaeging at Scrum Gathering Prague], these values are valid in software development AND all other domains with complexity and higher density in a global market. Ultimately, we all have the same problems to solve in complex situations.

Image by Amélie Mourichon

Our own home

The idea of this manifesto is not to compete with the Manifesto for Agile Software Development, but to build our own home for us as a team in which we can share our thoughts further, not just for software development. The ideas Follow the manifesto for Agile Software Development but mainly replace the word “software” by product or campaign. It should help us with ideas and thoughts, and with understanding what Agile in this context means and how it can help us.

Image by Ben White

Iterative and incremental

This means working customer-centric, learning and developing iteratively and incrementally [Scrum & Kanban. (2016). Iterative, Incremental, Big Bang.] in a growing VUCA  world, and not using big bang approaches that usually shoot past the target. It also means focusing on return on investment and on customers, creating value and outcome.

Image by Bonneval Sebastien

A Manifesto

Like Scrum, the Manifesto may have more iterations, but we are talking about the mindset and the values in the Manifesto. If we understand them, then the adaption is not urgent anymore. Understanding the idea and living it is more important.

Image by Marvin Meyer

Business agility

Finally, we should not talk about Agility in software, we should talk about business agility.

[Klaus Leopold. (2018). Rethinking Agile: Why Agile Teams Have Nothing To Do With Business Agility.]

We are uncovering better ways of developing
"PRODUCTS" by doing it and helping others do it.

[Adapted from the original Agile Software Development. (2001). The Agile Software Development and the 12 Principles.]


We live the Agile mindset by uncovering better ways and helping others to do the same, so we lead by example and inspiration.

[Scrum Ambassadors. (2021). As a Scrum Ambassador.] 

 

 

 


Sebastian Sussmann
CIO at Axon Active and
Scrum Ambassadors Licensed Trainer (SA-LT)

 

Home: What We Do

Signed by

Nguyen Huu Khanh

2021

Duong Minh Tri

2021

Axon Active

2021

Quoc Tran

Axon Active

2018

Axon Active Vietnam

2018

Axon Active Vietnam

2018

Khang Do Thach Chi

Axon Active Vietnam

2018

Linh Nguyen

Isobar Vietnam

2018

Linh Nguyen

2018

Trương Tuấn Đạt

2017

Le Hoang Anh Khoa

Pixels Garden

2016

Trần Thị Hoàng Vy

Axon Active

2016

Axon Active Vietnam

2016

Anh Ngo

Axon Active Vietnam

2016

Home: What We Do

Sign the Agile Design & Marketing Manifesto

Thanks for signing!

Home: Contact
bottom of page