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Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
Agile trait: Production is iterative and incremental. Fully tested, functional chunks of value are presented frequently, and users give direct feedback that may result in changing requirements.
Rationale: Plans are often based on what the planner thinks the end users want or need. Only those users, however, can confirm that a deliverable truly matches their wants or needs. Introducing a product in phases allows the production team to make changes and adjustments along the way. This vital characteristic of an Agile framework prevents the all-too-familiar scenario of a production team developing a full product, only to have it rejected by the end user.
Example: A marketing team believes that there is a high demand for articles, white papers, and e-books about a particular topic; let’s call it Thought Leadership Now. Instead of creating a full complement of literature about Thought Leadership Now, the Agile marketing team creates and releases one blog post. If the target audience for this content is not receptive, the team has the opportunity to reconsider the audience, the topic, the media, and/or the distribution channel.