I-Agile Marketing yi-Evolution, Hhayi Inguquko, nokuthi Kungani Kufanele Uyamukele

ibhuku lokukhangisa beshesha

Ukusuka ekwakhiweni kwezakhiwo kuya kwisoftware yokwakha.

Ngawo-1950 Imodeli Yokuthuthukisa Impophoma yethulwa ekwakhiweni kwesoftware nentuthuko. Uhlelo luyinsalela yomkhakha wezokukhiqiza lapho, ngokwesidingo, impendulo efanele kwakudingeka yenziwe ngaphambi kokuba umsebenzi uqale. Futhi, kulowo mhlaba, impendulo eyiyo inengqondo! Ungasicabanga yini isimo lapho uthathe isinqumo sokwakha ibhilidi eliphakeme ngokuhlukile phakathi nendawo nokwakhiwa?

Lokho kusho, umkhiqizo wokusetshenziswa kwale nqubo ekwakhiweni kwesoftware ukuthi ukwakheka kwesoftware (feature + ux) bekufanele kube kwesokudla ngaphambili. Umjikelezo ojwayelekile wokuthuthuka uqale ngokuMaketha enza ucwaningo oluthile emakethe nangenkinga nokuhlinzeka ngemininingwane yabo ngohlobo lweDokhumenti Yezimfuneko Zemakethe kanye / noma iDokhumenti Yezidingo Zomkhiqizo. Ithimba labathuthukisi bese lizincinzela phansi lakhe lokho iqembu lezeMarket elithe imakethe lifuna kuthi uma beqeda babuyisele umkhiqizo oqediwe eqenjini lezokumaketha elisize ukuwutholela ikhasimende. Le modeli isebenze. Futhi kusebenze kahle kakhulu ezinkampanini ezinjengeMicrosoft.

Ama-Quicklinks:

Kukhona okushodayo kule nqubo. Ikhasimende.

Ngasekupheleni kweminyaka yama-90s i-intanethi yayikhula ngokushesha yaba yindawo yokuhweba eshisiwe enezinkampani ezintsha ze-intanethi ezifinyiwe futhi, okubaluleke kakhulu, yayiqala ukuhlinzeka ngezindlela ezisebenzayo zokuhambisa isoftware. Umthuthukisi wayengasadingeki ukuthi anikeze umkhiqizo wabo wokugcina eqenjini lezokumaketha enkosini yegolide manje ababengasebenzisa ikhodi yokugcina baqonde ngqo kwi-inthanethi baqonde ngqo kumakhasimende abo.

Ngokusatshalaliswa kwesoftware yabo iqonde ngqo kumakhasimende, abathuthukisi kanye nabaqambi babe nokufinyelela okusheshayo kwedatha eningi mayelana nokuthi umkhiqizo wabo usebenza kanjani. Akuyona impendulo efanelekile evela ekumaketheni kepha idatha yangempela yokuxhumana kwamakhasimende. Yiziphi izici ezisetshenzisiwe futhi ezingekho! Zonke izindaba ezimnandi angithi? Cha.

I-Waterfall Development Model nezinqubo zayo zebhizinisi lapho isigamu sekhulu leminyaka esibonise indlela ephumelelayo yeka ukusebenza. Akuvumelanga impendulo yesikhathi sangempela. Kwakungekho mqondo wokuphindaphindwa okusheshayo.

Ama-Anarchists Enhlangano

Ngo-2001 iqembu labathuthukisi kanye nabacwaningi bezinhlangano bahlangana e- Indawo yokuhlala e-Utah ukuxoxa ngokuthi inqubo entsha ingavumela kanjani ukuxhumana okungcono kumakhasimende futhi iholele kumaqembu aqinile nesoftware engcono. Kulowo mhlangano i Ukuthuthukiswa kwe-Agile ukunyakaza kwazalwa futhi manje sekuthathwa njengohlelo oluphambili lokwakha isoftware. Cabanga kanzima ngesikhathi ogcina ukuhlangana nethimba lobunjiniyela ebelikhuluma ngokusilela kwabo emuva kanye nejubane labo lamanje… kujulile ukuthi lolu hlelo lusetshenziswe ngokushesha nangokuphelele kangakanani.

Njengoba abafowethu bethu bezobunjiniyela bebebhekene nenye yezinqubo eziphazamisa kakhulu ezishintsha izikhathi esikhathini esidlule seMarketing bezingathinteki kangako. Ukusizakala kwethu kubuhlakani obusha obusanda kutholakala kwezobunjiniyela bekuyikhono lethu lokusho lokho Imikhiqizo yethu ithunyelwa ngokuqhubekayo. Ngaphandle kwalokho, senze iphutha ngokungazinaki ngezinqubo zebhizinisi nezinhlelo ebesizisebenzisa kule minyaka eyi-100 + edlule. Iqoqo lenqubo ebelibukeka lifana kakhulu ne-Waterfall Development Model.

inhlangano-anarchistsUkumaketha kwaqhamuka ne- kwesokudla phendula ngesimo somkhankaso, umaki wethegi, uphawu bese sihamba size siqede ngaphambi kokuvela emsebenzini wethu ukufaka umsebenzi wethu esiteshini esengamele. Futhi kungani sizoshintsha? Le nqubo evivinywe futhi eyiqiniso isebenze amashumi eminyaka. Kepha akusasebenzi futhi sinoDorsey noZuckerberg okufanele sibabonge.

Ukwenziwa kwenethiwekhi yokuxhumana nomphakathi kukwenze kwaba lula ngokumangazayo kumakhasimende ethu namathemba okuphendula imikhankaso yethu, imigqa yamathegi kanye namalogo en mass. Into enhle leyo? Kufanele noma kunjalo, ekumaketheni, sikhinyabezwe amandla ethu okuphendula ngenxa yezinqubo zebhizinisi ezingekho. Asisheshe.

Ngo-2011, eSan Francisco, iqembu labathengisi lahlangana ukuxoxa ngezinguquko zenhlalo nezobuchwepheshe ezidinga amaqembu ezokumaketha ukuthi asebenze ngokuhlukile. Ukwaziwa ukuthi ukufana phakathi konjiniyela nokumaketha bekufanele nokuthi i-Agile Development Manifesto kufanele ibe yisibonelo sokumaketha.

Kulomhlangano kubizwe igama I-Sprint Zero laba bakhangisi babhala i- I-Agile Marketing Manifesto futhi eminyakeni edlule ye-3 sibonile umqondo we-Agile Marketing uqala ukubamba.

Kuyini i-Agile?

I-Agile iyindlela ehlelekile yokuhlangabezana nezidingo zebhizinisi ezisebenzayo, zansuku zonke, ngenkathi igcina isikhathi esithile "esingenakwenzeka" sokuhlola amathuba amasha nokuhlola. I-pendulum ihlala ishintsha phakathi kokuqamba (ukuqhamuka nemibono emisha nokuzama izixazululo zamanoveli) nokumaketha (thola ukuthi amakhasimende emisebenzi okudingayo ukuthi uwenzele ini) futhi ukuba beshesha kukuvumela ukuthi ukuxazulule ngokubekwa phambili kokubili.

Indlela elwa nama-Mad Men.

Masibe qotho. Noma ngabe kungenxa yezithiyo zangempela noma zamasiko, amabhizinisi amaningi anomuzwa wokuthi awanaso isikhathi noma imali yokulinga – futhi mhlawumbe ngeke. Kepha ngaphandle kokuzama, amabhizinisi e-status quo ekugcineni alahlekelwa amabhizinisi aphazamisayo. Ukungazami ngokuya ngamathuba amasha webhizinisi kufana nokuthi uthi umatasa kakhulu wenza imali yokufunda, ukukhula, nokushintsha empilweni yakho yangasese.

Le nkinga evamile icela lo mbuzo:

Ngabe inkampani yakho ingayisebenzisa kanjani izinselelo zamasu wokulwa nomlilo ngokushesha ngenkathi ihlangabezana nezinombolo zesikhashana nezesikhathi eside zezezimali?

Ngikholwa ukuthi impendulo ukusebenzisa imikhuba ye-agile, ebandakanya izinyathelo eziningi ezincane, ezilinganisiwe, zokuhlola — hhayi isu elilodwa elikhulu, elibizayo, eliqoshiwe. Ngamanye amagama, i-agile yindlela yokulwa nama-Mad Men.

I-Agile inikeza ithuba lokuhlola imibono engaziwa ngaphakathi kwenqubo ezinzile enikezela ngemisebenzi emisha ngamazinga athembekile wokusebenza kahle. Kuyindlela yokuzama izinto ezintsha bese wenza izinombolo zakho. Esinye isithiyo esikhulu ekwakhiweni kwezinto ezintsha ukuthi isakhiwo sendabuko senkampani yendabuko asibandakanyi iningi labasebenzi abasha ngezincazelo zomsebenzi, ngezombusazwe, nangokuzonda ukubekeka engcupheni.

Ukusungula Ingxenye ye-Agile eBhizinisini Elilandelana

UKotter ubala uhlu lwe- izakhi eziyisishiyagalombili ezidingekayo okudingekayo ukuze ibhizinisi lendabuko liqale ukuthuthukisa isiko lokuhlola ngaphakathi. Lezi yizinto ezifanayo ezidingekayo ukuthuthukisa imikhuba ye-agile, ngiyakholelwa.
i-agile-component-hierarchical

  1. Ukuphuthuma kubalulekile - Ithuba lebhizinisi noma usongo kufanele luphuthume ngokwanele ukusukumela izinyathelo. Khumbula indlovu. Ugijima ngemizwa. Thola usongo angangena kulo.
  2. Sungula umfelandawonye oqondisayo - Kulabo abafuna ukuba yingxenye yenethiwekhi entsha ye-agile, kufanele bavele eminyangweni ehlukahlukene futhi babe namazinga abanzi wokuzibophezela kanye negunya ngaphakathi kwesigaba sabaphathi. Futhi, mhlawumbe okubaluleke kakhulu, amalungu omfelandawonye kufanele abe ngamavolontiya kunethiwekhi ye-agile. Lokhu ukufuna ukuqoqwa kwabantu, hhayi okufanele uqoqe.
  3. Yiba nombono ngokuthuthuka kwemizamo, imibuzo yokuthola izimpendulo, izivivinyo zokuzama. - Noma ngabe yiliphi ithuba lebhizinisi, thuthukisa umqondo walokho okulindele ukuthi ukuhlolwa kwakho kungavela. Noma ngabe banephutha, kufanele basebenze ukugqugquzela isifiso semvelo sokwazi. Umbono kufanele uphakamise izintshisekelo kanye nelukuluku.
  4. Dlulisa umbono wokuthengwa kusuka kulo lonke iqembu le-agile kanye nenkampani iyonke. - Yisho okucabangayo ngokucacile. Akudingeki ukuthi babone, kepha kufanele babe nokuthakazelisa. Nikeza wonke umuntu umbono wokuthi kungani ukhethe isinyathelo sokuhlola nokukhetha umbhali okahle ongasiveza ngolimi olulula, olulula.
  5. Nika amandla isenzo esibanzi. - Amandla esigungu sabaphathi futhi ubuthakathaka bawo obukhulu. Zonke izinqumo zithathelwa phezulu. Enethiwekhi ye-agile, imibono nobuchwepheshe bungavela kunoma ngubani. Yize kukhona umfelandawonye oqondisayo, inhloso ukususa izithiyo, hhayi ukugcina uchungechunge lomyalo. Lowo mfutho isigaba sabaphathi esizama ukuphinda silawule.
  6. Bungaza ukunqoba okuncane, okubonakalayo, kwesikhashana. - Inethiwekhi yakho ye-agile ngeke ihlale isikhathi eside ngaphandle kokuthi ubonise inani ngokushesha. Abagxeki besigaba sobukhosi bazoshesha ukuchoboza imizamo yakho, ngakho ungahambi ngokushesha zisuka. Yenza okuthile okuncane. Khetha isinyathelo ongafinyelela kuso. Kwenze kahle. Prakthiza inqubo ye-agile. Lokho kuzokwakha umfutho.
  7. Ungavumeli. - Ngesikhathi esifanayo lapho udinga ukunqoba, ungamemezeli ukunqoba okuningi ngokushesha okukhulu. I-Agile imayelana nokufunda emaphutheni nokulungisa kabusha. Qhubeka uphokophele phambili, ngoba lapho ususa unyawo lwakho kugesi, kulapho kuzomelana khona nokuphikiswa kwamasiko nezepolitiki. Yenza isikhathi sezinhlelo zakho zenethiwekhi. Namathela kuyo, noma ngabe kuvame kangakanani ukusebenza okumatasa.
  8. Faka izinguquko nezifundo ezifundwe kusiko lebhizinisi lilonke. - Le ndlela inethiwekhi ye-agile ingabazisa ngayo abaphathi. Lapho uthola izindlela ezingcono zokwenza okuthile noma amathuba amasha ongawaphishekela, zisebenzele kolunye uhlangothi.

Izinto Ezintathu Zokuqondisa Okufanele Uzikhumbule

Akuzona nje kuphela lezo zinyathelo eziyisishiyagalombili zikaKotter ezibalulekile empumelelweni, kepha unikeza izimiso ezintathu eziqondisayo okufanele zikhunjulwe.

  1. Izinyathelo eziyisishiyagalombili azihambelani. Lezi zinyathelo ziyisibonelo, hhayi inqubo noma inqubo — umumo, hhayi ukuqhubeka ngokuhlelekile. Konke kufanele kwenzeke, kepha akudingeki kwenzeke nganoma iyiphi indlela ethile. Ungalahlekelwa ukukhathazeka kwe-steam ngokweqile ngoku-oda.
  2. Inethiwekhi ye-agile kufanele yakhelwe ibutho lamavolontiya. Cishe i-10% yabasebenzi izokwanela, inqobo nje uma abantu abakunethiwekhi befuna ukuba lapho. Ungabi wedwa noma uvalwe ukuze ubambe iqhaza, kodwa futhi ungazami ukuqasha abantu abanomqondo ofanele we-100%, ngoba ngeke bakujabulele ukuba lapho futhi ngeke bakubone ukubaluleka kwakho. Njengoba uKotter esho, “Ibutho lamavolontiya aliyona inqwaba yemigilingwane eyenza imiyalo evela ngethusi. Amalungu ayo angabaholi bezinguquko abaletha amandla, ukuzibophezela, kanye nomdlandla."
  3. Leli qembu le-agile kufanele lisebenze nabantu abasebenza ngaphakathi kobuholi obuphezulu, kepha kufanele ligcine inethiwekhi yokuguquguquka nokuqina. Inethiwekhi ifana nesistimu yelanga enobumbano oluqondisayo enkabeni kanye nezinhlelo nezinhlelo ezingaphansi ezihlangana futhi zihlakazeke lapho kudingeka. Inethiwekhi ayikwazi ukubhekwa "njengomsebenzi onobuqili" noma abaphathi bayo bazoyichoboza.

I-Agile imayelana nobuholi, hhayi ukuphathwa okuningi

I-Agile ngumdlalo wokuqeqesha kabusha indawo yesimanje yokusebenza ukuze kube nombono ongcono, ithuba, ukuphendula, ukubuza, ilukuluku, isenzo esiphefumulelwe nokugubha. Akukona ukuphathwa kwephrojekthi, ukubuyekezwa kwesabelomali, ukubika, amaketanga omyalo, isinxephezelo noma ukubophezeleka kumasu onke e-Mad Men Yizinhlelo ezimbili enhlanganweni EYODWA ezigcwalisanayo – ezingaphindi – enye nenye. Ngokufanelekile, abasebenzi abaphumelela kunethiwekhi ye-agile bangaletha lawo mandla amasha kubaphathi, futhi.

Okuqala njenge-Eye Rolling Kungaba Ukuvulwa Kwamehlo – uma Uyivumela

ukuvula i-agile-eyeInethiwekhi entsha ye-agile ekuqaleni ingazizwa njengomsebenzi omkhulu wokuzibandakanya kwabasebenzi omkhulu, othambile, oswidi. Kulungile! Kuyavela. Akuyona ushintsho oluzumayo noma olukhulu. Njengezivivinyo zokwakha iqembu, kuthatha izinga elithile lokunethezeka nokwethembana okwenziwe ngokuhamba kwesikhathi.

Qhubeka. Gcina izinyathelo ezincane. Dlulisa ukunqoba kusukela ekuqaleni. Thola izinyawo zakho ngaphansi kwakho ngenkathi uthengisa inethiwekhi ye-agile kubaphathi abakhona. Uma wenza konke lokhu, inani lebhizinisi lizovela ngaphambi kokuba isigaba sabaphathi singakususe njengokuwubuwula, okwehlukile, ukuchitha isikhathi, noma yini enye evusa inkanuko evame ukuphuma kuma-90% ukukhipha u-10%.
Namuhla uikuchitha iskhathi kuholela emcabangweni omuhle wakusasa. Umsebenzi we-Agile — njengobuciko ngokwabo — akuwona umdlalo wama-95% noma amazinga angcono empumelelo. Ukube bekunjalo, ngabe wonke umuntu ubekwenza.

Futhi belingeke libe khona ithuba, ukube wonke umuntu ubekwenza.

Oda iNcwadi

Ukukhula Ngokushesha. Kungani Ukumaketha Kwe-Agile Nebhizinisi Kungagcini Ngokusebenza Kepha Kuyadingeka.

incwadi yokumaketha-beshesha

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.