From the course: Agile Marketing Foundations
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Team composition
- There's a useful book out there called the "Team of Teams". The new rules of engagement in a complex world. It was written by General Stanley McChrystal. He was commander of the Joint Special Operations Command for the U.S.Army. In this book, the former general describes how they evolved to be more decentralized and more tech savvy. A lot of the values of agile were visible to me, when I read the book. Not the least of which was the ability for teams to operate autonomously. Marketing teams have certainly evolved since the "Mad Men" era. Really out of sheer necessity, it used to be that a copywriter and an art director were all that a creative director needed to create groundbreaking in advertising. A team of two could change the world. Now, I'm not saying that I don't believe that a team of two can't still change the world, on the contrary, but it certainly takes new skills. To develop your own team of teams,…
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