Find out the benefits of Agile Methodology from a Scrum Master

Last month, I assisted Illawara Digital Conference where I attended and learn from some keynote speakers including Daniel Young from Ebay Australia and some others.

I also got in touch with Justin Urbanski who works as a Scrum Master using "Agile" Methodology for new product development. Justin kindly shares his view about Agile Methodology in Australia and its benefits below. 

Mauricio: Why are you so passionate about "Agile" Methodology?

Justin: On the train ride to the 2009 Agile Australia conference in Sydney I was reading "Agile Estimation and Planning" by Mike Cohn. On the train ride back I was writing my speech to management on why we need to go Agile. The conference is not the sole reason I am so passionate. When I first started reading about Agile it just made sense to me. In a way it was sort of how I liked to work anyway.

Justin Urbanski - Scrum Master - Australia

M: What does "Agile Methodology" mean and what are its key benefits compared with other project development methodologies?

J: Agile is an umbrella of methodologies. A team should choose which methodology is right for them. Agile differs from the traditional Waterfall method in that it promotes iterative development and self organising teams. Instead of doing 6 month software releases, in Scrum (one of the methodologies) we have 2 week sprints. At the end of each sprint the product is potentially shippable. Everyone can then inspect where the product is at, how the market is going, what the customers want and adapt every sprint. That's the difference and one of the key benefits. 

In Scrum cross functional teams work through tasks. The teams are also self organising. I used to be a project manager and assign tasks to individuals to ensure that the project completed on time. I don't have to do that anymore. The teams simply pick off the highest priority tasks and work on it within a sprint. The team members decide who works on what. It's hard to explain but because the teams are working in short sprints and they continually inspect and adapt and eventually they become high performing. The teams talk about how they can get better and better both technically and organisationally. Its not a manager telling individuals how to improve, its a team understanding how they can go faster. That's the benefit.

Agile Methodology Cycle

M: You are a Scrum Master. What are the benefits of having a scrum master in a project development team?

J: Yes I am a Scrum Master. A Scrum Master serves the team. The Scrum Master does everything he or she can to help the team and make them as productive as possible. Like a coach on a football team, the Scrum Master should observe the team and help them adapt.

Scrum Master Position within a Product Development team

M: Is there anything on "Agile Methodology' that we could use for digital marketing processes, ie: managing social media, improving Search campaigns, producing content, etc?

J: I don't see why not. You just need to determine which methodology would be best for your team. For example Kanban may be the way to go. It helps teams prioritise and limit work in progress. 

In Scrum you have a Product Owner. Their responsibility is to control the budget and vision. So they set what things should be worked on first to achieve greater return on investment. I don't see why you could not do that in the digital marketing space.

Kanban Methodology simplified 

M: For entrepreneurs, is there any risk of taking/using "Agile methodologies" in their product development processes?

J: No, and I believe it would be beneficial because you continually inspect and adapt. A great book to read is "Thelean startup" by Eric Ries. 

M: What are your top two project development management tools you would suggest for teams to track Agile projects (Jira?, others)

J: I am very familiar with Jira and it works well. I would suggest the Atlassian suite which includes Greenhopper and Confluence. Because they are both Atlassian products they integrate easily. Greenhopper is the Agile part and helps teams organise and plan sprints. Confluence is Atlassian's wiki. I love it because it enables teams to collaborate and document quickly.

Jira Dashboard - Example

M: Is there any specific products/services or even industries that tend to be better fit for 'Agile methodologies" why?

J: Agile is targeted for the software industry and I believe suits the development of any software product. Web based products tend to be the best fit because when you inspect and adapt each sprint there is something to show. Plus web based products tend to be more volatile and also easier to release each sprint.


M: What are Australian companies implementing best practises Agile metholodogies?
J: In Australia there are too many companies to list who is doing best practise. The thing is that every company is different. If you have the right people and the right coaches then hopefully those people are getting the most out of their Agile journey.


M: Is there anything Agile teams should avoid when using Agile Methodology?
J: Firstly avoid ScrumBut. If you do not Scrum properly then you will not get the most out of your teams. Secondly be patient. Your Agile transition is a journey. It takes years to get it right.  

M: Can someone use Agile methodology for everyday activities? how?

J: Yes there are people using it in schools and I have even used it at home. At home I setup a Kanban wall to help organise our family activities.

M: How we do compare with America on the adoption of Agile methodologies and what companies in Australian are taking the lead?

J: I don't know the stats or about America but Agile in Australia is thriving. In 2009 there was the first Agile Australia conference. We now have 5 or more Agile conferences per year in Australia. The leading companies are Thoughtwoks, SMS MT, Suncorp, and Atlassian just to name a few.

M: Where people can learn more about what you do? please send us your website, blog, twitter, etc.

J: The best way is to just contact me via email for any questions your readers may have. 

M: Anything cool or funny that you have experienced by working with Agile teams?

J: The coolest thing is watching a Scrum team grow into a high performing one. That's what I love about Agile. Its about the soft skills just as much as the technical skills. The soft skills allow teams to build the rapport that enables them to produce remarkable software.

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How we know

This is a golden age of scientific discovery. Nevertheless, the most basic things about ourselves remain a mystery. What is consciousness, for example? It is clearly correlated with processes happening in the brain, but that’s not what I mean. What is it, in the sense of what is it made of? It obviously isn’t made of matter or energy. Matter and energy are things we think about, things we are conscious of, but they are not what we are conscious with.

And how do we know what is true or false? Not because one neuron has triggered another. The reasons we give for our beliefs depend on logic and the laws of thought, not on what happens to be going on in our head. If another neuron had fired, it wouldn’t have changed the truth or falsity of the statement I have just made.

Catholic philosophers such as Thomas Aquinas have a theory of knowledge. In one way, it is quite close to modern empiricism. It says we base our knowledge on what the senses reveal to us. (Nihil in intellectu quod non fuit prius in sensu.) But it is what we do with what the senses give us that make it interesting. The Thomistic theory says that we subject it to a process of
“abstraction”. This means that we extract from it universal archetypes or “forms” – so, for example, in a certain red and fragrant confusion we discern the form of a rose. It is this form, combined with matter, that makes the rose a thing. The form is real, and without it neither our knowledge of the rose nor the rose itself would exist.

Like a house illuminated by natural light from the five windows of the senses, our soul receives information from outside. But how do we “process” this information? How do we arrive at the forms that enable us to identify what we see, the constants and universals that enable us to recognize a flower or a tree, a cat or a dog? The Thomistic philosophers, basing themselves on a controversial passage by Aristotle, are not much help. They say we abstract the form by the light of the active intellect, which is then received by the passive intellect. Knowledge happens in us when the passive intellect thus becomes identified or united with the thing known.

But there is no explanation of this “light” of the active intellect or how it works. The description I have given, based on what St Thomas says, is a series of metaphors. (He is obviously not speaking of natural “light.’) Why could the active intellect not be understood in more Platonic terms, as the forms themselves present in the memory of the soul? Then in order to recognize a rose or a tree all we would have to do is match what we have received through the senses to the imprint of the forms within ourselves.

The difficulty now lies in understanding the nature of this “memory of the soul,” which is not the same as our memory of what the senses perceive. But this is no more difficult than understanding the “light” of the active intellect. Nor does it mean that we perceive the forms directly – let alone God directly – in this life. In fact, our knowledge of these forms is obscure and confused, but that is enough to enable us to see an ordered world of distinct and distinctive creatures.

It may even be exactly the same thing that the scholastics are talking about—the light of the agent intellect. In the primordial contact with our Creator, when he breathes into us the breath of life, we acquire this source of light within ourselves. It is an image of the Son of God himself, who is the locus and synthesis and source of all forms, the archetype of archetypes. Thus to “know” anything in this world is to recognize in it some facet or glimmer of that primordial light, that supreme form, which one day we shall see face to face.

Being itself is radiant, is a kind of light. This light is love, the act of self-giving. It is the spark at the beginning of our existence, the point where our existence continually flows out of God in his creative act. We are from the beginning a form individuated by matter, preserving within our depths the luminosity of the idea in which God sees us and we shall see him. Writers in the Augustinian tradition sometimes call this spark the “eye of the soul” or of the heart, the apex mentis, the “cutting edge” of the soul, but it is simply the highest part of the intellect, and it is implicit in everything we know.

Photo by Rose-Marie Caldecott.