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Articles by
jascha kaykas-wolff
Agile Marketing Series: Marginal Thinking vs. Full Value Thinking
Posted by jascha kaykas-wolff & filed under Agile Business 
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Businesses tend to think their major constraint is resources, when in reality it’s process. And the process constraint modern businesses need to over come hierarchy is agile. Agile is a process designed to achieve difficult and rewarding innovations by priority, not by stockpiling resources. Agile is the process of full value thinking, not marginal thinking.…
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Agile Marketing Series: Though This be Madness, There is Method in it
Posted by jascha kaykas-wolff & filed under Agile Business .
What makes someone buy something? Is it possible to know exactly why and when they decided on the purchase? Probably not, but as agile marketers, it’s high on our list of concerns. The sales funnel attempts to put a framework on customer purchases via linear process, but a purchase is not a process, and a…
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Agile Marketing Series: Incentive and Motivation
Posted by jascha kaykas-wolff & filed under Agile Business .
In his study of over 8,000 businesses, Nicholas Bloom of Stanford University found three things to be essential for good management: targets, incentives, and monitoring. Of those three, I think incentive is the least understood. Targets your company certainly must set — that’s evident with little explanation. And the way you monitor and measure your…
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Agile Marketing Series: Downward Mobility and Disruptive Technology
Posted by jascha kaykas-wolff & filed under Agile Business .
The idea of “downward mobility” doesn’t excite people in business like it should. Maybe it’s the marketer’s obsession with an upward-sloping graph. Maybe it’s the engineer’s obsession with more features. Or maybe it’s the generally negative associations with the word “downward” that are to blame. For Innovation, “Downwardly Mobile” Activities Are Where Tomorrow’s Leaders Come…
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Agile Marketing Series: Does Management Work?
Posted by jascha kaykas-wolff & filed under Agile Business .
If you’ve spent any time around engineers and software developers, then you’ve surely heard many forms of the same a question — a question that is also common in hierarchy-dominated companies without agile techniques: Does management ever do anything? Does it seem like there are more managers than employees? Why do we need managers at all? On the other…
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Agile Marketing Series: Louder Than Words, Agile is Your Business Culture
Posted by jascha kaykas-wolff & filed under Agile Business .
Agile process allows innovators the space they need to explore while making the minimum number of concessions to the existing business hierarchy. It ensures day-to-day operations continue long enough for a working, evolving strategy to emerge. Exploration. Testing. Re-evaluation. These are the gradual repetitions of a solid agile process: Scrums Sprints Backlogs Dual operating systems…
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Agile Marketing Q&A: A Developer’s Perspective
Posted by jascha kaykas-wolff & filed under Agile Business .
I’m an advisor for several start-up firms, and one of my favorites to work with is an amazing design and technology development shop in Portland, OR, called The Brigade. The Brigade’s latest creation turned music giant Spotify into the world’s largest jukebox on wheels: a big green bus tricked out with a crowd-controlled music app…
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