We are discovering better ways of creating value for our customers and for our organizations through new approaches to marketing. Through this work, we have come to value:
Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Adaptive and iterative campaigns over Big-Bang campaigns
The process of customer discovery over static prediction
Flexible vs. rigid planning
Responding to change over following a plan
Many small experiments over a few large bets
Attendees of SprintZero held June 11th 2012 in San Francisco, CA
While we made some important decisions at SprintZero, this is a work in progress. We will apply our own process to publish this manifesto, measure the results, learn from the feedback, and adapt and iterate.
And we ask you to help with these questions:
- Are these the right values?
- Should we eliminate any?
- Should we consolidate any?
- Have we missed something?
Where did the values come from?
We derived these values from previously posted Agile Marketing manifestos, which were summarized in a blog post by Travis Arnold, Roundup: Agile Marketing Manifestos
This declaration may be freely copied in any form, but only in its entirety through this notice.