That process allows marketers to account for the inevitable volatility and uncertainty ... And that's the problem: When you wait to launch everything at once, you miss the opportunity to learn, test, ...

Learn how agile really works; (2) understand when it is appropriate; (3) start small and let passionate evangelists spread the word; (4) allow teams that have mastered the process to customize ...

Rigby, Darrell K., Jeff Sutherland, and Hirotaka Takeuchi. "Embracing Agile: How to Master the Process That's Transforming Management." Harvard Business Review 94, no. 5 (May 2016): 40–50.