[MESSY MIDDLE] Yesterday, I talked about starting the Agile Marketing Alliance with Jim Ewel and the support we had from the #agilemarketing community. Today, I want to talk about the messy middle, when you know change is happening, but the new normal hasn't yet emerged.
It's painful and awkward (kind of like being a teenager. 🤣)
Let's talk about it in context of Geoffrey Moore's #crossingthechasm. When we started the Agile Marketing Alliance, we thought we were on the front side of the maturity curve, with a group of early adopters and headed toward the early majority. While we knew marketing lagged behind #agile in technology, we thought it would follow a similar maturity curve.
However, around middle of 2023, we started to see some attitudes toward agile in technology shift. Rumblings around failed transformations started to get louder, there was a disappointing turnout at Agile2023, and a few "Agile is Dead" posts started to appear.
See, the hard part about the Messy Middle is that multiple things are happening at once. At the same time some are just "discovering" a trend, Innovators and Early Adopters are looking ahead, trying to suss out the Next Big Thing.
And so, as a organization just getting started, we find ourselves in the midst of the messy middle, trying to determine: Where is Agile marketing on the adoption curve? Is it still building momentum, even as agile in technology finds itself on the backside of the curve? Or has AI stolen the show, and marketers are following that shiny new object??
Your opinions welcome below👇
#staytuned
Creative Solutions Director at WebSmart Agency
1moHow's change embraced? Stats show real-world case studies.