Andrea Fryrear: Unexpected Agility: Why the Key to High Performance Marketing Lies with People Not Projects

Total organizational agility is the future of business, yet only a tiny fraction of organizations have successfully managed a complete Agile transformation. With its litany of benefits and decades of application history, why does Agile struggle to make the jump to the rest of the organization?

What if the very experiences that drive Agile change agents to evangelize it outside of IT are standing in the way of total Agile transformation? Join Certified Professional in Agile Coaching and 15-year digital marketer Andrea Fryrear as she uses Agile marketing departments as a case study for understanding and eliminating the cognitive biases that hold back business agility efforts.

By the end of this hands-on session, you’ll be able to: Overcome the translation problems that arise when introducing Agile ways of working to groups that have never used them before Identify and mitigate the two most detrimental cognitive biases that plague Agile trainers, coaches, and change agents Help marketers (and other non-Agile groups) start exploring Agile by taking a people-first approach, instead of a process-first approach