In answering this big question, Pam Ashby draws it back to her core belief that an Agile approach, and an Agile mindset offers a ‘sensible’ and pragmatic approach to getting the right things done. “Agile is a very sensible way of approaching business,” she affirms, describing how Agile points you towards doing things in small chunks, focusing on where the real value for the business lies. Moving forward with initiatives in an iterative way allows teams to test and review through a cyclical process that invites feedback, amends and improves, and keeps a steady focus on “where the value is today.” This is particularly relevant for marketing.

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