Our belief that we have to "go big or go home" is holding us back from starting down the path towards agility. Instead of making a big bet on agile, we should take the agile approach and embrace incremental expansion and iterative improvement. These are the stories of three first-rate marketers doing just that. Slides from the 2017 PAICR keynote presentation.

1. The Agile Marketing
[R]Evolution
How to Harness the Power of Change
Andrea Fryrear, President and Lead Trainer

2. Go Big or Go Home.

4. Selective
Abstraction:
Taking a detail out of context
and believing it while
ignoring the rest of the
context.

5. Selective
Abstraction:
Taking a transformation out
of context and attributing it to
a big change while ignoring
everything that led to it.

6. Selective
Abstraction
In Action
Big Change

7. Ignored
Context
1st Small Change

8. Agile
Transformation

9. Today
Big
Change?
Big Results!!Status Quo
IF No IF Yes

10. Margaret

12. Big
transformation

13. Bob

14. Bob’s
Prob

15. Deborah

16. Deb’s
Dilemma

17. Renee

18. Renee’s
Riddle

19. Content Diversity

20. Content Diversity

21. Content Diversity

22. Don’t go big.
Get big.

23. Get a big change
without making a big
change.

24. Today
Small
Change
Small
Win
Small
Lesson
Small
Change

25. The Get Big
Curve

26. Step 1: Start Small
The Get Big
Curve

27. Dave Noyle
Creative Services Director
SunLife Financial

28. Image credit: Henrik Kniberg

31. “If we just flipped the
switch it would be a bit
of a disaster...So we
took the pilot approach
and launched into one
project, two sprints, in a
single line of business.”

32. Right project:
Small scope, no urgency

33. Right project:
Small scope, no urgency
Right people:
Available, flexible partners

34. Right project:
Small scope, no urgency
Right people:
Available, flexible partners
Right perspective:
Experimental, trusting

35. “Our business partners
say there’s no way
they’d go back. Results
are better, the quality is
better, and the speed
and pace are better.”

36. Step 1: Start Small
Small but strategic
The Get Big
Curve

37. When you go big you can
also fail big.

38. Today
Big
change
Big Win Big Fail
End
Big
Change

39. Low risk increments allow
expansion to be safe at first
and fast later on.

40. Marketing Product IT
Team 1 Team 2 Team 3

41. Marketing Product IT
Team 1 Team 2 Team 3

42. Marketing Product IT
Team 1 Team 2 Team 3

43. Marketing Product IT
Team 1 Team 2 Team 3

48. 18,446,744,073,709,551,615

49. “Humanity’s greatest
shortcoming is the inability
to understand the
exponential function.”
-Albert Allen Bartlett

50. Start small now so you
can grow fast later

51. Step 1: Start Small
Step 2: Test SmartSmall but strategic
The Get Big
Curve
Epiphany Point

52. Epiphany Point:
A moment of data-driven revelation, after
which you can confidently label an
experiment a success or failure.

53. Start small.
Test smart.
Grow fast.

54. Step 1: Start Small
Step 2: Test Smart
Metrics & measurement around
small start
Small but strategic
The Get Big
Curve
Epiphany Point

55. Keith Moor
Chief Marketing Officer
Santander

60. 1 year in, 67% associated
Santander with the cycles
(Barclays only hit 72% in 5 years)
Record-breaking 10.3 million bike
hires in 2016.

61. ???

62. “long booking
deadlines or
production
cycles ... that is
what we want to
change.”

65. “We are testing,
testing, testing
with consumers
and getting
feedback all the
time.”

66. Influencer Bike Routes
Experiments → Success
Metrics & measurement around
small start
Small but strategic
The Get Big
Curve
Epiphany Point

67. Loyalty +12%
NPS highest in 17 years
Account satisfaction +10%
Positive sentiment 90% (highest ever)

68. If you test smart, small
experiments can deliver
results faster than big bets.

69. When you get big, you
iterate on success and leave
failure behind.

70. Complete
Campaign!
Idea!
Selective
Abstraction
In Action

71. Time
AmountReleased
Launch
(and cross your
fingers)
Complete
Campaign!

72. Listicle

73. Listicle Article

74. Listicle Article Infographic

75. Listicle Article VideosInfographic

77. Epiphany Point
AmountReleased
Time
Complete
Campaign!

78. “Failure” is really just a
signpost showing you where
NOT to go next.

79. Iterative improvement
+
Incremental expansion
=
the world’s most
unfair advantage.

80. Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Every project.
Every campaign.
Every team.

81. Marketing Product IT
Team 1 Team 2 Team 3
More teams.
Minimal disruption.

82. Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Bigger space
between steps,
but bigger
impact w/each
change
Metrics & measurement around
small start
Small but strategic
Epiphany Point
The Get Big
Curve

84. Nick Jue
CEO
ING Netherlands

88. 2 Months
5 Board off-sites

89. 1 site
2,500 employees

90. Pilot 1
Pilot 2
Pilot 3
Pilot 4
Pilot 5 Epiphany Point

91. Strategy and Vision
Written
Agile across
headquarters
9 Months

92. 2,500 employees
250 multidisciplinary Squads
13 Tribes

93. Tribe
Squad Squad Squad Squad
Tribe
Lead
Agile
Coac
h
P P P P
P = Product Owner

94. 40% in new roles

96. New 3 week
onboarding process

97. Quicker to market
Increased employee engagement
Reduced impediments and handoffs
Improved client experience

98. Step 1: Start Small
Small but strategic
The Get Big
Curve

99. Step 1: Start Small
Step 2: Test Smart
Metrics & measurement around
small start
Small but strategic
Epiphany Point
The Get Big
Curve

100. Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Bigger space
between steps,
but bigger
impact w/each
change
Metrics & measurement around
small start
Small but strategic
Epiphany Point
The Get Big
Curve

101. Margaret

103. Margaret’s
experiment

105. Margaret’s
pilot team

107. Margaret’s
“small”
transformation

109. “This is no
big deal.”

110. “This is no
big deal.”

111. “This is no
big deal.”

112. “This is no
big deal.”
“This is amazing!”

113. You don’t need to make a big
change to get a big change.

114. Find your first grain.