A Modern Take on the Agile Manifesto

build great
products™
2014 © Jama Software, Inc www.jamasoftware.com | 1.800.679.3058
A MODERN TAKE
AGILE MANIFESTO
ON
THE

2 2014 © Jama Software, Inc
In 2001, when the Agile Manifesto was published, workplace
technology looked very diﬀerent from how it does today.
Communication channels were more limited in variety, and sharing of
information was nowhere near as easy as it is today with high-speed
internet, mobile data and a multitude of cloud storage options. So
what does today’s agile look like? Do the values of the Manifesto still
apply? When did agile become more about process and less about
the mindset? How can we merge the intention of the Manifesto with
the new way we work? How can we evolve agile concepts to tackle
the challenges of today in a new way?
During my career as a developer, consultant, and now as a product
manager, I have lived the experience of the challenges faced by
Waterfall, Agile and hybrid teams alike, both from the technology and
business sides. With great respect for the Manifesto, I have long
considered the implications of rethinking its tenets in light of the
massive shifts we’ve seen in technology and the way we now work.
Read on for an opportunity to rethink yesterday’s Manifesto in a new
light and deconstruct which concepts were home runs and which still
need to evolve.
Introduction to Derwyn Harris

The Manifesto in 2014
The Agile Manifesto has been great for software teams, but has presented real
challenges for business analysts and other stakeholders involved in the broader
context of application development. The problems addressed by agile in 2001 still
exist today; in fact they are magniﬁed by the changing landscape of product
delivery. As a result:
•  More information than ever is available, maybe too much
•  Context, conversations and decisions go undocumented
•  Communication gaps widen due to geographically dispersed teams
•  Time to market has dramatically shortened
•  Customer needs continue to go unmet

2014 © Jama Software, Inc4
Why Rethink the
Manifesto?
The World has Changed
Software is Everywhere
Complexity has Increased
Projects Still Fail

THE WORLD HAS CHANGED

We are radically connected as a result of modern
technology. We have invented ways to connect that were
unthinkable in 2001 – from online storage in the cloud to
social networks – from Facebook to LinkedIn and Twitter.
This true for how we work. It is also true for how we
communicate with customers in general. The customer
voice is more empowered than ever and customers
vociferously share opinions about products all the time.
As a result of this radical connectedness, hierarchies of
communication have ﬂattened and reshaped the power
relationship between rulers and masses, or between
management and workers.

MOBILE:
The Ericsson R380 had just been released, laying claim to the term
“smartphone.” Camera phone technology was still three years away
from North America.
SOCIAL:
Social platforms were in their infancy in 2001, evolving from message
boards to instant messaging and Wikipedia. Even MySpace was not
around yet.
MUSIC:
iTunes was first released in 2001 as was the first generation iPod,
beginning the biggest disruption ever in music acquisition and storage.
COMPANIES:
Google had 400 employees, and a new idea of the creative technology
company was beginning to emerge. Amazon turned its first profit, laying
the foundation for major growth in the coming years.
Modern Technology in 2001

MOBILE:
Smartphones are now the norm, with more sold worldwide than of feature
phones for the ﬁrst time in 2013. We’re also adding tablets and wearables
to the array of connected devices.
SOCIAL:
The hardware devices we’ve started using since 2001 help us connect to
each other through a number of highly adopted global social networks.
It’s easier than ever to share information and opinions across the world
instantly.
MUSIC:
The music industry has gone through huge changes. The iPod still exists
but is no longer the force that it was. The music industry is switching to
subscription models (such as Spotify) and is integrating with hardware
ecosystems built around personal devices and home systems (such as
Sonos).
COMPANIES:
Google is now a global leader and is shifting from just software towards
more complex product systems, such as self-driving cars, Google Glass
and smart home systems. Amazon has released Kindles, Fire streaming
entertainment devices and more recently entered the mobile phone
market.
The State Technology in 2014

SOFTWARE IS EVERYWHERE

Tesla is using
information sent directly
from its cars to better
inform product
development decisions.
In addition, Tesla is
sending frequent
updates to improve the
users experience.
•  In 2001, cars had a minimal amount of code in them. A
current new car now has about 100 million lines of
code. [1]
•  More than 150 million connected cars are expected
on American roadways by 2020. [2]
•  Remote Recalls: In March 2014, Tesla addressed a
known ﬁre risk in its cars in part by providing a
software update to existing vehicles. This helped
mitigate the risk without owners needing to visit
dealerships or service centers. [3]
•  Cars are also beginning to connect to each other.
The U.S. Department of Transportation is working on
a system that has the potential to reduce accidents as
a result of an intelligent connected car network. [4]
Automotive

•  According to a report by Accenture, full-service
banks in North America could lose 35% of market
share to digital competitors by 2020. [5]
•  Four of the ten most hated brands by millennials are
banks. [6]
•  Banking experiences are shifting away from brick-
and-mortar, face-to-face interactions in favor of more
digital banking experiences: mobile banking apps let
them budget, transfer money and deposit checks via
camera phone.
•  Peer-to-peer lending and payments make sending
and receiving money easier than ever. Retail
solutions including Square and apps such as Venmo
and PayPal are connecting customers in constantly
evolving ways.
Banking
Emphasis on user
interface and analytics is
driving startups like
Simple and adoption of
services like Mint.

COMPLEXITY HAS INCREASED

Building products used to be simpler; hardware products could only handle so many lines
of code; web applications only had to worry about a couple of browsers and monitor sizes;
and there were fewer programing frameworks.
Today hardware contains a lot more software. Software products need to consider many
more devices and situations, and open source has provided the development community
with many more libraries, frameworks and languages from which to choose. A greater
number of platforms and browsers must be supported. This has introduced a huge amount
of complexity. According to a report, “The State of Modern Product Delivery,”
commissioned Forrester Consulting and Jama Software[7]:
Product
RELEASE QUARTERLY OR
MORE FREQUENTLY
30%
70%
53% SAY DIFFERING BUSINESS
PRIORITIES IS THE MAIN PROBLEM WITH
TURNING IDEAS INTO PRODUCTS
23%OF PRODUCTS CONSIST OF
HARDWARE AND
SOFTWARE / FIRMWARE
64%
NUMBER OF TEAM MEMBERS
ON A PROJECT
AKEHOLDERS ARE
CLOSE PROXIMITY
6 TO 10
DON’T KNOW
20 +
2 TO 5
51%
18%
17%
12%
2%
11 TO 20
0% 10% 20% 30% 40% 50% 60%
87%
9
%
100%
23%2-3TEAMS
23%ATLEAST4TEAMS
41%
4 TO 6 TEAMS
38%
55%
HAVE OVER 100
OVER 250
17%
100 TO 249
21%
50 TO 99
DON’T KNOW
4%
87% HAVE MULTIPLE TEAMS
64% HAVE AT LEAST 4 TEAMS
41% HAVE 4 TO 6 TEAMS

Organizational
We can now communicate across teams in many ways that were unavailable in 2001,
enabling modern distributed teams to work together more efficiently. However, the growth
in distributed teams also amplifies the organizational challenges of product delivery.
According to a report, “The State of Modern Product Delivery,” commissioned Forrester
Consulting and Jama Software[7]:
81% of teams are distributed
across multiple buildings
30% 28% 16% 7%
Multiple sites with
more than 7 hour
time difference
Multiple sites
with 1-3 hour time
difference
Multiple sites
In same
Time zone
Multiple sites
with 4-6 hour
time difference

Organizational
According to a report, “The State of Modern Product Delivery,” commissioned Forrester
Consulting and Jama Software[7], companies have massive amounts of products under
development:
NUMBER OF PRODUCTS IN A COMPANY’S PORTFOLIO NUMBER OF TEAMS PARTIC
PRODUCT COMPLEXITY
hardware and software, buildin
requirements, and companies h
might have numerous variants
devices. Suddenly, the product
Organizational complexity is gr
portfolio. Only 4 percent of tho
different teams use different pr
connected to the work is the ke
COMPLEXITY
10 TO 49
17%
100%
23%2-3TEAMS
38%
55%
HAVE OVER 100
OVER 250
17%
100 TO 249
21%
50 TO 99
LESS THAN 10
3%
DON’T KNOW
4%

PROJECTS STILL FAIL

TEAMS ARE OUT OF SYNC:
Forty-one percent of business leaders identiﬁed “disagreement on requirements due to
conﬂicting priorities or opinions” as the No. 1 problem they face bringing products to market[7].
NO SILVER BULLETS:
What Fred Brooks wrote in his 1986 paper, “No Silver Bullet – Essence and Accidents of
Software Engineering” remains true. The problem: we continue to seek out the silver bullets
and fail to recognize the nuances of human behavior and complexity.
DECISION HAVE BIG IMPACTS:
There are hundreds, if not thousands, of decisions that take place during a product lifecycle.
Robert Goatham, in his paper “The Story Behind the High Failure Rates in the IT Industry”
outlines the number of individuals involved–compounded with the complexity of the project
as primary reasons IT projects fail more frequently than others.
PEOPLE MATTER:
You could have the best process in the world, but if the people involved don’t care or don’t
get along you are at risk. It’s not to say that people are the only thing that matters but they’re
an important factor in product creativity, innovation and success.
Why Projects Fail
PROJECTS STILL FAIL

DEFINING PRODUCT SUCCESS IS IMPORTANT AND CAN BE OVERLOOKED:
The Agile Manifesto promoted the idea of working software over big bang releases, but
working software can have different meanings in organizations. It’s important to establish
what it means in yours. Evaluate the correct amount of context you need to provide your
stakeholders to ensure you can maintain a working software process.
FAILURE CAN PROVIDE USEFUL DATA:
If done right, the data collected from failure can be valuable and actionable feedback.
Product management is not only about defining what needs to be built but also about
designing customer and stakeholder expectations. By defining outcomes and managing
expectations with the rest of the organization, you’ll be better able to utilize the data
obtained from product failures.
IT’S WHAT YOU DO NEXT THAT MATTERS:
Success is theoretically about getting it right. Yes, agile and the idea of working software is
about putting it out there for feedback, which means you are not always going to be right.
What’s key is to be prepared to react to the feedback so you can act quickly and continually.
This builds loyalty and admiration in a world where customers are highly engaged and
demand interaction.
The Definition of Failure has Shifted
PROJECTS STILL FAIL

2001 MANIFESTO
VS
2014 MANIFESTO

IS THE MANIFESTO AGILE
OR
IS AGILE THE MANIFESTO?
Given the vast changes that have taken place since
the Manifesto was written, consider how the concepts
or methodology of agile should adapt. Going through
the Agile Manifesto line by line, what parts of it remain
true today and which need to evolve to ﬁt the times?

INDIVIDUALS AND INTERACTIONS
WORKING SOFTWARE
CUSTOMER COLLABORATION
RESPONDING TO CHANGE
“That is, while there is value in the items on the right,
we value the items on the left more.”
PROCESSES AND TOOLS
COMPREHENSIVE DOCUMENTATION
CONTRACT NEGOTIATION
FOLLOWING A PLAN
OVER
OVER
OVER
OVER
2001 MANIFESTO

WORKING SOFTWARE
PROCESSES AND TOOLS
FOLLOWING A PLAN
OVER
OVER
OVER
OVER
2001 MANIFESTO

•  Tools were cumbersome
•  Process was heavy and manual
•  Tools didn’t drive process
•  Waterfall did not reward
interactions
•  Individuals were considered
resources
•  Interaction options were limited
INDIVIDUALS AND INTERACTIONS PROCESSES AND TOOLSOVER
2001 MANIFESTO

In 2001, we worked more independently and our workplace
interactions were limited by the technology of the times. Waterfall at its
core was designed to limit interactions and focus on set, defined goals.
Agile’s goal was to encourage teamwork and collaboration. Because
options with technology and communication were limited, working
more closely together was encouraged by teams sitting physically
close together. This did not scale well across the organization. Roles
such as business analysts and project managers were often left out of
this process.
Process and tools meant something very different in 2001. Tools were
few and process was very heavily manual with lots of steps and detail.
Process focused more on “CYA” and quality than it did on getting the
product right. The tools didn’t really drive process in the way they do
today. Rational was driving Rational Unified Process, but tools were
immature in comparison to those that exist to support the process
today.
INDIVIDUALS AND INTERACTIONS PROCESSES AND TOOLSOVER
2001 MANIFESTO

•  Tools have matured
•  Many more processes exist
•  Agile is a process
•  Teams are more complex
•  Options to interact have increased
INDIVIDUALS AND INTERACTIONS PROCESSES AND TOOLSCOMBINED
WITH
2014 MANIFESTO

In 2014 teams are more complex, as are the channels we use to
communicate. Our understanding and acceptance of interacting
through a medium has dramatically changed and continues to change.
One idea to consider is the notion that the Manifesto, in attempting to
describe one OVER another (albeit with a disclaimer at the bottom)
may have caused some of the confusion. In this instance, “combined
with” is used in order to indicate a partnership.
This is a perfect example of the Manifesto favoring process over tools.
Complexity of products and teams has increased. Tools have matured
greatly and should be valued more than they were in 2001. In fact,
today’s tools are tightly coupled with individuals and interactions.
Some argue that the reason agile teams fail is that they did not follow
the process strictly enough. This logic goes against the Manifesto.
Process is an important consideration. It’s impossible to not have some
kind of process. Tools are important and today it’s the combination of
tools and process that is most important.
INDIVIDUALS AND INTERACTIONS PROCESSES AND TOOLSCOMBINED
WITH
2014 MANIFESTO

WORKING SOFTWARE
PROCESSES AND TOOLS
FOLLOWING A PLAN
OVER
OVER
OVER
OVER
2001 MANIFESTO

•  People reacted to cumbersome
documents
•  Documents were created in silos
•  The value of documentation was up
for debate
•  Software was simpler
•  Software was typically “just”
software
•  Big reveals were scary
WORKING SOFTWARE COMPREHENSIVE DOCUMENTATIONOVER
2001 MANIFESTO

WORKING SOFTWARE COMPREHENSIVE DOCUMENTATIONOVER
2001 MANIFESTO
In 2001 the notion was that documentation should be replaced by
working software. Of course, back then “software” was a simpler
concept. Certainly some software was highly complex, but overall,
software products have grown greatly in complexity. The mindset at
the time of the Manifesto was to document everything upfront, then go
build. Often, the result was that teams built the wrong thing. In that
context, eliminating comprehensive documentation seemed like a
good idea.
Alistar Cockburn, signer of the Manifesto, has spoken about the word
“comprehensive” and the decision to use it. According to Cockburn,
this term was highly debated. The creators didn’t want people to think
that documentation in and of itself was unnecessary because they did
believe it was important. The intent was to call out exhaustive
documentation as overkill.

•  Documentation no longer means
“Word docs”
•  We are “documenting” all the time
•  Documenting includes decisions
•  Software no longer just software
•  What does “working”
even mean?
•  How do we account for
continuous delivery?
WORKING SOFTWARE COMPREHENSIVE DOCUMENTATIONBALANCED
WITH
2014 MANIFESTO

WORKING SOFTWARE COMPREHENSIVE DOCUMENTATIONBALANCED
WITH
2014 MANIFESTO
Today we have more complex software, we also have realities of
“MVP” and continuous delivery. The idea of working software is much
more of a reality. This does not change the importance of
documentation. What does change is the idea of the word “document.”
A white board, sticky notes, wiki, or collaboration software, these are
all documentation. This is a critical and necessary aspect of the
process. The ability to respond to change, to interact, in fact
everything the Agile Manifesto believes in relates to communication
and collaboration around something. The ideas, stories, epics, and
decisions written and made everyday.

WORKING SOFTWARE
PROCESSES AND TOOLS
FOLLOWING A PLAN
OVER
OVER
OVER
OVER
2001 MANIFESTO

•  Contracts feel ﬁnal and distant
•  Mismatched expectations between
business and engineering teams
•  Required customers to be onsite during
development
•  Proxy customers failed to accurately
convey customer needs
•  Collaboration meant something diﬀerent
CUSTOMER COLLABORATION CONTRACT NEGOTIATIONOVER
2001 MANIFESTO

CUSTOMER COLLABORATION CONTRACT NEGOTIATIONOVER
2001 MANIFESTO
At the time of the writing of the Manifesto in 2001, the expectation in the
software world was that customers and developers defined budgets and
timelines of what was expected to be delivered and when. The
developer was then obligated to deliver to specifications and on time.
This arrangement left little room for change: the challenges or
opportunities that inevitably arise during the development process.
Contracts may have kept some projects on track but they also could
stifle features or improvements that served the customer well. The
Manifesto’s solution was to have the customer on-site in lieu of making
contracts. This was a noble idea, but not practical for all organizations or
industries.
The reality is that in some companies and industries, contracts are still
necessary. Sometimes contracts are part of the vendor selection process
or related to regulatory requirements. Another problem is that having the
customer on-site often results in the unintended creation of “proxy”
customers, individuals who are supposed to convey the concerns and
interest of the customer. Instead, proxy customers created a point of
failure. Relying on one individual to understand and comprehend what
customers need and want can result in communication breakdowns. In
many organizations, the role of business analyst helps to bridge the
business and the technical sides, to translate the customer’s problem
into a set of requirements. They can help define what the business
problem actually is, which might not be in the same words customers
would use to describe their needs.

•  Contracts have not gone away
•  It’s about communication and
alignment
•  Negotiation is synonymous to
Collaboration
•  Collaboration has changed
•  Speed and innovation has changed
our interpretation of the customer
•  Collaboration vs. Feedback loops
CUSTOMER COLLABORATION CONTRACT NEGOTIATION
2014 MANIFESTO
COMBINED
WITH

CUSTOMER COLLABORATION CONTRACT NEGOTIATION
2014 MANIFESTO
COMBINED
WITH
Today when we say “collaboration” it means something diﬀerent than it
used to. Modern collaboration tools make it easy to convene, discuss
and agree to decisions with individuals around the globe. Collaborative
processes are now a reality for dispersed teams and make it possible to
be in constant communication with our customers.
While collaboration has not eliminated the need for contracts across
industries, it has changed our ability to combine collaboration with the
contract. The contract keeps teams in alignment with the original vision
and core business value of what is being built. If the vision changes,
continued communication with the customer means the contract is a
living agreement that can adapt to change.

WORKING SOFTWARE
PROCESSES AND TOOLS
FOLLOWING A PLAN
OVER
OVER
OVER
OVER
2001 MANIFESTO

•  “Plan” was synonymous with “rigid”
•  Outcome will be bad if the plan is
bad
•  Change is up to interpretation
•  Requirements help deﬁne the
intent
OVER
2001 MANIFESTO
RESPONDING TO CHANGE FOLLOWING A PLAN

2001 MANIFESTO
In 2001, the perception—and often the reality—was that a plan
represented the final work. It was treated like a gate into the black box
of engineering. You had to have a plan or you couldn’t solve the
customer problem. The engineering team then went into the Black Box
with the plan and built the product based on their interpretation. Of
course when the product failed, many blamed it on a faulty plan.
Others blamed engineering for misinterpreting the plan.
A lot of effort went into defining requirements upfront, so they were
crisp and clear to the developer team. Entire books have been written
about how to write requirements in an effort to reduce confusion
around “the plan.”
The Agile Manifesto tried to fix this by eliminating documentation, i.e.
moving away from “the plan.” Teams also began to interpret the idea
of responding to change as meaning “just do what the customer
wants.”
OVERRESPONDING TO CHANGE FOLLOWING A PLAN

•  You say plan, I say vision
•  Follow together vs. follow blindly
•  Communication and alignment
•  Quickly understand and resolve
•  Requires connections and
collaboration
2014 MANIFESTO
COMBINED
WITHRESPONDING TO CHANGE FOLLOWING A PLAN

2014 MANIFESTO
COMBINED
WITHRESPONDING TO CHANGE FOLLOWING A PLAN
How you respond to change is key to determining whether your
outcome is success or failure. Understanding how to get to the core of
the change can be an indicator for success.
Change is inevitable. Regardless, there must be a plan. It’s important
to refer back to the plan often to avoid drifting away from the core
business value your product needs to deliver. Any drift needs to be
within acceptable bounds for the project and must be necessary. If it
isn’t, then the plan needs to evolve.
Ultimately change and vision go hand in hand. We must work
together to constantly evaluate and understand what we are building
and why. One can even argue that it’s not change we are responding
to. We are responding to the many decisions made throughout the
process. People can’t make good decisions in a vacuum. They must
have a clear understanding of the business value they are trying to
deliver and a crisp grasp of customer needs.

SO WHAT’S THE FUTURE?

MODERN PRODUCT
DELIVERY

2014 © Jama Software, Inc44
Future
Methodologies
•  Data and Science will Drive Decisions
•  Culture will be a Focus
•  Individual Behavior will be a Driver
•  Tools will Play a Larger Role

RECOMMENDATIONS

•  Decouple the Manifesto from agile
•  Continue to shift our understanding of failure
•  Evaluate your current communication methods
•  Track metrics and use them to iterate
•  Think of agile from an organizational perspective
Pause and Rethink

•  Find ways to constantly provide visibility to the
organization
•  Allow communication and opinions to ﬂow freely
•  Identify where decisions are made and captured
•  Constantly ask if people understand not only what
they are doing but why
Communicate

•  Open up the dialogue about culture
•  Embrace process
•  Communicate, Communicate, Communicate
•  Start with too much information, then work your way
back. Find the balance.
Evolve

The world looks very diﬀerent today than it did in 2001
when the Agile Manifesto was written. Many of its core
tenets are still relevant today, but there are also
opportunities to incorporate modern tools and technology
to further evolve our development processes.
By rethinking the Manifesto for today’s work environment
you can better communicate with stakeholders to provide
more visibility and continually evolve your process.
Share your thoughts on rethinking the Agile Manifesto by
ﬁnding me on Twitter @Derwyn and connecting with other
product professionals in the Product Delivery Group on
LinkedIn.

ABOUT JAMA SOFTWARE
From concept to launch, the Jama product delivery platform helps companies bring complex
products to market. By involving every person invested in the organization’s success, the Jama
platform provides a structured collaboration environment, empowering everyone with instant and
comprehensive insight into what they are building and why. Visionary organizations worldwide,
including SpaceX, The Department of Defense, VW, Time Warner, GE, United Healthcare and
Amazon.com use Jama to accelerate their R&D returns, out-innovate their competition and
deliver business value. Jama is one of the fastest-growing enterprise software companies in the
United States, having exceeded 100% growth in each of the past ﬁve years, during which time
both Inc. and Forbes have repeatedly recognized the company as a model of responsible growth
and innovation. For more information please visit www.jamasoftware.com.
build great
products™

[1] http://www.wired.com/2012/12/automotive-os-war/all/
[2] http://press.ihs.com/press-release/country-industry-forecasting/big-data-drivers-seat-
connected-car-technological-advance
[3] http://www.nytimes.com/2014/03/29/business/safety-agency-ends-investigation-of-tesla-
ﬁres.html
[4] http://www.washingtonpost.com/local/traﬃcandcommuting/direct-communication-
between-car-computers-may-reduce-accidents-by-up-to-80-percent/2014/02/03/
b55e9330-8d1a-11e3-833c-33098f9e5267_story.html
[5] http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2014-digital-disruptors-
how-banking-got-agile.aspx
[6] http://www.fastcompany.com/3027197/fast-feed/sorry-banks-millennials-hate-you
[7] http://www.jamasoftware.com/wp-content/uploads/documents/jama-2014-state-of-
modern-product-delivery.pdf
Sources

A Modern Take on the Agile Manifesto

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