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 talked

about some of the things that sets agile brands apart. First I talked

about having an open dialogue with customers then I talked about telling

stories that are genuine and authentic that resonate with the company's values as well as its customer's values.

Then I talked about using data to drive deeper insights and greater growth, So using that quantitative information

to really add on top of the qualitative stories

that you're getting from your customers.

In the last episode, I talked about staying

nimble by always listening and really having a process to listen but not just be reactive and instead really have a methodology and a process that benefits from thinking in an agile way and really helps brands be more successful.

In this last part of this series of episodes, I'm going to talk about letting go a little to have deeper relationships.

So part of the Agile Methodology identifies three different roles in the process.

So there's the product owner.

This is the person that is really responsible for setting requirements of a project.

There's the Scrum Master and to not go into too much depth,

this is essentially the project manager, this is the person that leads

the team that's doing the work, and then there's the actual team doing the work.

So there's these three roles, and generally speaking in a, you in the software world in the manufacturing world

this is all internal to an organization you're not you're not outsourcing this to

your customers or anything like that this is is all, these are all an internal team.

And so, you know, the product owner really is in charge

...