David Hawks is the CEO of Agile Velocity based out of Austin, TX, and he is a ardent proponent for abandoning the "project" mentality and moving to a value-driven approach to product development. "Projects are a waterfall container" that typically have a fixed date and scope. And data suggests that most of the products that result out of projects aren't even used in the end. David says that's because projects are developed at the beginning -- when we have the least amount of information -- and designed with what David calls "a mythical certainty."

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