November 3, 2011 
About a week ago I did a presentation at an event in Charleroi called “Stratégies Gagnantes” (which means as much as ‘Winning Strategies’) together with other speakers such as Michael Cawly (COO Ryanair), Nathalie Klein (Director Consumer Insights Coca-Cola), …I was asked to present about what I thought would contribute most towards winning strategies from a marketing point of view. This based on my experience in digital and specifically as Head of Digital at Duval Guillaume Modem, the agency I work for in Antwerp.
The topic I chose to talk about was ‘agile’, more specifically ‘agile planning’. We all know by now the world is changing, and it’s changing fast. So I didn’t want to go in to much about that, but instead focus on how we need to rethink the way we plan to cope with a situation that is always ‘in motion’. It was an easy choice to make since I’ve been fascinated about agile and about how we should use this thinking (that originates from the agile software development) into our business, into the way we think about planning for the future. Neil Perkin has written quite a few good posts about ‘agile thinking’ as key for anybody who wants to be more future proof. I’ve used some of his thoughts in this presentation.
In the presentation bring forward 4 ideas that need to be considered when thinking about introducing agile planning to your organisation:
- Ideas from anywhere: get out of the organization silos – idea generation happens best when people across all business lines get together
- Plan for the unknown: imagine what would be possible instead of solely relying on what you can deduct from past experience
- Measure to improve: instead of measure to report – make sure you get the learnings when you can still adapt
- Budget for change: make sure there’s time and money to make the change happen
Let me know what you think.
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