In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris delve into the world of Agile methodology. You will gain a clear understanding of Agile principles and how they compare to traditional waterfall project management. Discover the benefits of Agile for marketing, including increased flexibility, customer-centricity, and the ability to adapt to changing needs. Finally, explore the challenges of implementing Agile, such as the need for discipline, planning, and stakeholder management.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

In this week’s In-Ear Insights, we’re starting the first of a four-part series on the use of agile techniques in marketing and generative AI.

So, this week, let’s talk about what the heck is agile.

You’ve heard this term, and you’ve probably heard this term badly misused.

So Katie, when people are talking about agile—agile methodology, agile marketing, agile development, etc.—what is this?

Agile methodology comes from software development.

In project management, there are two standard types of approaches you take to a project: one is called waterfall, the other is called agile.

Now, there are a bunch of other subcategories, but those are the main parent categories.

Waterfall is the most traditional and most highly used method of getting projects done, until agile came on the scene.

So waterfall—okay, so if you’re listening to this, we’re showing this on our screens, you can catch it on TrustInsights.ai/youtube—so waterfall is a step-wise process where you have to finish the first phase before you move on to the next one.

Therefore, it creates this idea of a staircase or waterfall, where you go from the top down.

So you do your requirements, you have to finish those completely before you move on to design, then you move on to design, you finish those completely, you sign off on everything, and so on and so forth.

The upside of waterfall is you know what to expect; you have all of your pieces together.

The downside of waterfall is if you want to make a change to something somewhere—if you want to change a design, your business goals have changed, whatever it is—you have to go back and start at the beginning.

Waterfall is really good for projects that are repeatable, the process is cl