Responding to changeĀ over following
a static plan

This value is a derivative from the original Manifesto for Agile Software Development published by the developers back in 2001.

Our slight change of adding the word 'static' helps it relate a bit better to the marketing world. If we are unable to deviate from a rigid plan when a buyer/market/global change occurs, then we risk under-serving our audiences and reaping poor outcomes.

responding to change
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