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Project management


HAVE WE TAKEN AGILE TOO FAR?

Many companies use the approach as an excuse to avoid careful planning and
preparation. Amazon takes a different tack.
by
 * Colin Bryar
   and
 * Bill Carr

by
 * Colin Bryar
   and
 * Bill Carr

April 09, 2021
Shaun Pettigrew/Getty Images
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Summary.    Agile is a highly effective tool for product development, especially
software-driven offerings. But as companies expand its use into new areas
(budgeting, talent management), agile is too often used an excuse to avoid
careful planning and preparation. Instead of...more
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The idea of “agile” thinking or innovation, along with its close cousin “lean,”
has spread far beyond its product development and manufacturing roots. It’s not
uncommon now to hear about the agile approach to budgeting, talent management,
or even running a family meeting.

Agile is a powerful process for product development, but many organizations are
taking it too far and using it to avoid careful planning and preparation.
They’ll get a better result if they combine it with a different approach that we
learned working as executives at Amazon. “Working backwards” can make up for
agile’s shortcomings in the crucial early stages.


HOW AGILE COMPANIES GET AHEAD OF THEMSELVES

Agile might seem perfectly suited for when a company is developing a product or
service that doesn’t exist and is looking to move quickly. In these cases, it’s
difficult to simply interview customers or watch them in action, because they
can’t respond to a hypothetical product.

The solution is to develop a prototype, or minimum viable product. Through a
series of sprints, typically lasting two weeks, a product team puts together
something that’s good enough to show customers and get their reaction. If the
idea bombs, well at least the team got that information quickly and with only a
small investment — and maybe they’ll uncover a better idea in the process. If it
gets traction, then the team can quickly iterate to create an even better
product.

Contrast that with the working backwards approach, which is all about planning.
Working backwards emerged in 2004: Amazon’s e-commerce strategies had proven
successful, and the company was aggressively seeking new opportunities with a
large potential market. Where should it look?

Rather than jumping into developing a plausible product — what an agile mindset
might encourage — the company preached going slow to go fast. CEO Jeff Bezos
often called himself the “chief slowdown officer,” and he got involved when he
thought teams were moving quickly into coding without clearly defining the
customer problem and an elegant product solution.

The working backwards approach requires a fully realized vision of a proposed
product, embodied in a written press release for the product’s launch. This felt
wrong, even unnatural, to software developers and product managers who wanted to
get going on coding already. Teams typically spent weeks, if not months, hashing
out this press release — along with an FAQ that explained to colleagues,
customers, and senior management how Amazon could create this wonderful offering
at an affordable yet profitable price. Only when the executives were satisfied
with these documents could anyone start writing code and actually assemble the
product.

The practice has stuck: To this day Amazon works backwards from what it thinks
will delight customers, even if it currently lacks the capabilities to make that
product. The Kindle e-reader, AWS cloud computing services, and the Echo voice
assistant with Alexa all came from working backwards, at a time when Amazon had
little experience in making devices or hosting other companies’ activities on
its servers. Yet all three of these offerings became hit products. Over time
each has attracted competitors, but they continue to hold the largest market
share.


SPEED ISN’T EVERYTHING

The fundamental problem with agile, as many companies use it, is that its
relentless pace biases developers. They want to get out a minimum viable product
in only a few weeks, so they skimp on scoping out just what the product should
accomplish. Or worse, in our experience, they make two kinds of compromises.

First, rather than take the time and uncertainty to develop a new capability,
they go with the skills they currently have. They accept their existing
constraints, which automatically limits the potential for a high-growth
offering.

Second, they curtail their ambitions on the product. Instead of a major
breakthrough, they tend toward only incremental improvements on existing
offerings. Or if they do go bold, their minimum viable product isn’t really
viable at all, so customers can’t give realistic feedback. The developers
haven’t had time to do their homework and prepare something that’s sustainable.

The team tells itself that whatever information they get is still valuable
toward some future breakthrough product. But that future rarely comes. Too
often, the process of two-week sprints becomes the thing, and the team never
gets the time and space to step back and obsess over what is needed to truly
delight customers. Teams think in bite-sized chunks based on the resources that
they already have — there’s no time for the careful thinking that breakthroughs
require.

Agile proponents worry that a working backwards approach takes the authority and
urgency away from teams to launch new code, get feedback from customers, and
iterate rapidly. But speed isn’t everything, especially when it comes to
breakthrough products. Don’t confuse writing code with making progress per se.
By working backwards, you can actually get a successful product to market
faster.


HOW TO MAKE AGILE WORK BETTER

We’re not arguing that companies should throw agile out the window. It’s still a
highly effective tool for product development, especially software-driven
offerings. Many of its principles and processes have been used successfully by
Amazon and other companies. After all, most product development involves only
incremental changes. You don’t need a lot of thought around these improvements.
Just put together two rough alternatives and try them out in the real world,
where you’ll get vital feedback.

Teams with breakthrough products can benefit from agile as well, once they’ve
done the kind of advance work involved with the working backwards approach. When
you’re in the coding and product construction phase, you want to move quickly
and avoid getting bogged down. Sprints keep you on track and ensure that you
actually get something to market.

The best solution, then, is to combine agile with something like working
backwards. Amazon, for example, has learned to use the working backwards process
for idea development, but then follow agile to build and ship the product. If a
giant like Amazon can switch course like that, then even startup companies can
follow suit.

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 * AGILE ADVANTAGE: CREATING FLEXIBLE, INNOVATIVE, RESULTS DRIVEN TEAMS
   
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Read more on Project management or related topics Product development and
Business management
 * CB
   Colin Bryar worked at Amazon from 1998 to 2010, where he became a technical
   vice president and served a stint as Jeff Bezos’ technical advisor.  Now an
   executive advisor, he is co-author of Working Backwards: Insights, Stories
   and Secrets from Inside Amazon.
 * BC
   Bill Carr was at Amazon from 1999 to 2014, where he was vice president for
   digital media among other positions.  Now an executive advisor, he is
   co-author of Working Backwards: Insights, Stories and Secrets from Inside
   Amazon.

 * Tweet
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New!
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Project Management Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online
leadership training helps you hone your skills with courses like Project
Management. Earn badges to share on LinkedIn and your resume. Access more than
40 courses trusted by Fortune 500 companies.
How to get it done right, on time, and on budget.
Start Course
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Read more on Project management or related topics Product development and
Business management



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EMBRACING AGILE


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UNDERSTANDING AGILE MANAGEMENT




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