Millions of software projects still aren't being run in an agile way. What can we do to widen agile adoption? Let's look at marketing strategy...
First: eXtreme Programming
In the beginning there was eXtreme Programming. Actually, Tom Gilb created an iterative method at least 10 years before that, called "Evo", which was (and is) in many ways better than XP, but, being based around metrics, it didn't have much sex appeal and never took off. Whereas the "eXtreme" branding appealed to innovators, or at least got them talking, and helped to spread the word.
Then: Rebranding as Agile
The word "eXtreme" may have appealed to innovators but it didn't appeal to their managers, so a few clever people came up with a new word that would serve to encompass not just XP but a whole genre of methods. You might not want to be extreme, but who wouldn't want to be agile?
This marketing masterstroke led to early adopters (media, telecoms, IT firms etc.) beginning to take on agile practices.
Today: The Chasm
Unfortunately, at this point, agile adoption began to stutter. This is where we are now, and where we have been for the last few years. The vast majority of organizations still aren't using agile methods. It's like a chasm has opened up and we haven't worked out how to cross it.
So, what do we do?
Clarke Ching believes the chasm is a mirage and that another rebranding ("EverydayAgile") is all that's needed to cross it. Brian Marick, on the other hand, thinks the chasm is so wide we might as well throw in the towel and retreat to more innovative companies.
My view is that the issue is real and is too important for us to simply give up on. If you consider how much time and money is wasted around the world on software projects that deliver late and don't actually do what the customer needs, the mind boggles. We have been "uncovering better ways of delivering software"; it seems criminal not to help others do the same.
I'm not convinced that a rebranding is necessary but, if it is, I think "Lean" or "JIT" might be better candidates than "EverydayAgile". I can see the idea of "EverydayAgile" is to try to make agile seem less daunting, but I don't think this is the problem. Organizations aren't scared off by the word "agile". Quite the opposite! They're drawn to it, to the extent that they'll claim to be "agile" when they're absolutely not. They see "agile" as a synonym for quality. If we were to rebrand, the purpose should be to stop the brand being diluted to the point that no-one knows what it actually means. However, though aging, the agile manifesto still seems to be doing a sufficiently good job of maintaining a sense of the brand values.
What I think we should do is follow Geoffrey Moore's advice about crossing the chasm:
"The fundamental principle for crossing the chasm is to target a specific niche market as your point of attack and focus all your resources on achieving the dominant leadership position in that segment."
Where should we focus?
I suggest we focus on investment banks. They're on the left-hand edge of the early majority. They're financially-savvy and IT-heavy, so an improvement will be noticed, but they are also large and bureaucratic. They pay well, they're influential, they want to adopt agile, but they just can't work out how.
Rather than generic Agile conferences, we should organise a string of global conferences about Agile Investment Banking, we should have our big-wigs talk to their big-wigs, build agile tool support to meet their specific needs, and focus our entire community's effort on helping them to become agile.
After we have demonstrated a track-record of success in investment banks, we will have crossed the chasm, and convincing everyone else should be a lot easier. That's the theory anyway...