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Articles & Books From Mark C. Layton
Article / Updated 03-15-2021
Agile is a descriptor of a mindset approach to project management that focuses on early delivery of business value, continuous improvement of the product being created and the processes used to create the product, scope flexibility, team input, and delivering well-tested products that reflect customer needs. © Followtheflow / Shutterstock.
Article / Updated 03-15-2021
"Who is my customer?" is a fundamental question everyone must ask as they begin product development. Product development teams explore this question frequently, using product and customer usage data to see trends and watch industries and markets closely. Not clearly understanding who your customer is makes product development difficult and rudderless.
Article / Updated 03-15-2021
Traditional approaches to project management focus significantly on processes, tools, comprehensive documentation, contract negotiation, and following a plan. Although agile product development remains dedicated to addressing each of these, the focus shifts to individuals, interactions, working functionality, customer collaboration, and responding to change.
Article / Updated 03-15-2021
Agile processes are different from traditional project management. Moving an organization from waterfall to an agile mindset is a significant change. Through our experience guiding companies through this type of change, we’ve identified the following important steps to successfully become an agile organization.
This updated edition shows you how to use the agile project management framework for success! Learn how to apply agile concepts to your projects. This fully updated book covers changes to agile approaches and new information related to the methods of managing an agile project. Agile Project Management For Dummies, 3rd Edition gives product developers and other project leaders the tools they need for a successful project.
Article / Updated 07-20-2018
Scrum can be used as part of the sales process. Successful salespeople are exceptional listeners and have keen observation skills. One goal is to discover prospects’ problems and then show how the product or service solves those problems. To make this connection, a salesperson needs to establish a relationship based on trust.
Article / Updated 07-20-2018
Your customers are the perfect addition to your scrum because they are great sources of product innovation ideas and improvements. Alienating them not only creates ill will, but also cuts off a crucial feedback loop that can lead to innovation.Internet service providers, phone companies, and local utilities consistently rank among the highest in customer service complaints.
Article / Updated 07-20-2018
The world of marketing offers many opportunities for scrum. Within the waterfall project management style, it’s difficult to know whether the correct product is being built. Little to no user feedback has been sought along the way, so it’s anybody’s guess whether the product will be a big success.Here’s the catch: Organizations traditionally have a fixed annual marketing plan.
Article / Updated 07-20-2018
Many companies use scrum but haven’t applied it to their customer service departments. These firms could greatly improve their customer service, and their bottom line, if they used scrum across the board. If an organization already uses scrum, it should have enough experience and knowledge to share with other departments.
Article / Updated 07-20-2018
Scrum is widely used in marketing today with astounding success. Scrum fits the wild and wooly world of shifting customer needs and technology. Check out these examples of scrum and marketing.
CafePress and scrum
CafePress sells gifts and merchandise that a customer can customize, such as mugs with pictures and/or memes.