Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World.

Welcome back to the Agile World. This is Greg Kilstrom. In The last few episodes I've been talking about

what sets an agile brand apart from from other brands. I went through a few things so

first thing was having an open dialogue with customers about not only complaints but ideas and suggestions and things like that.

The second thing was making sure that the stories that you do tell are authentic and really resonate

not only with your values but with your customers. In the last episode I

talked about using data to drive deeper insights and really asking the right questions from that data because you

surely have a lot of it. We're able to store so much these days, but it's really it's really

key to ask the right questions from that data.

Today I'm going to talk about staying nimble by always listening.

So there's a couple of different aspects to being nimble.

And nimble, I think, can be a synonym for agile as well.

And so, you know, part of being agile, it's not being reactive and I think this is often a common

misconception is you know just because you can change something and you do have access to information that might suggest

that you should make a change doesn't mean you should just be reactive and change

something on the fly and without a clear purpose or direction.

So I think to me being nimble means we are listening, we have a process to make changes.

So agile methodology works in what's called a series of

sprints. So in marketing or branding, the way that I suggest this is, you know, agile marketing is such that it's not a start and end type project.

So sometimes with software with manufacturing, you know, let's talk about software and web design, for instance, that's something

that I'm very familiar with. A website redesign project, for instance, it has a start and an end. I approach it in a more

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