In a tweet-driven, drip-drip-drip news cycle, communication teams must be faster. A problem-solving approach that emphasizes fluidity over rigid structure could be the answer.
“There’s this idea that if we just put a detailed-enough plan together, we can eliminate uncertainty,” says Rubin. “Agile says, ‘No, you really can’t, so let’s embrace that uncertainty that’s inherent in our world and then leverage it to our benefit.’”
That’s exactly what the marketing and communication team at EnterpriseDB, a software firm based in Massachusetts, started doing about a year ago.