As someone who's used to seeing agile in-house development teams deliver astonishing amounts of value to their businesses, many many times over the investment in the team, it always puzzles me that digital agencies still operate to a traditional model where they are forever wrestling with fixed cost, fixed scope, fixed deadline projects that are monsters to get over the line.
The difficulties that have stopped agencies moving away from this have always centered around how you get the contract right so both parties feel they have enough protection & how to build a frameworks that keeps on creating continuous value for the client.
With the introduction of Growth Driven Design (GDD), Hubspot have 'reinvented' agile in an agency-friendly format. Having attended the recent partner event in Dublin, it's fair to say that this market is far from mature, with even their most advanced partners only up to 3 GDD retainers.
From the outside, Hubspot have always looked to me like a cult for marketeers.
However, whether that is the case or not, they really have created something that could change the world. Mainly because it turns agency development on it's head: from a place of just selling hours of development to a place where you're delivering business value to your client.
And if you're continuously delivering business value, you're continuously building your client's business case for spending more & more with you. Client is extremely happy, and so are your cashflows.
Win-Win for everyone!
GDD’s two major phases of development Phase 1: Strategy/Wish list/Launch Pad Website Begin with strategic thinking to evaluate your fundamental assumptions about site users (what their needs and goals are). Research whether your assumptions are valid. Having determined where your buyers’ are in their journey and their points of pain, brainstorm a wish list of website wants. What are all of the things you want on your site? OK, now what are the top 20% that will have an actual, immediate impact? After determining your priorities, develop and launch a website with those core features. You’ll do this quickly, without sacrificing quality (of course). Nevertheless, your goal is to get the site live for an audience to give you the feedback needed to make smarter choices in moving into Phase II. Phase II: The Growth Driven Design Cycle The fundamental principle of Growth Driven Design is continuously experimenting, learning (from analysis) and improving your website. In designing the content and messaging, consider site usefulness, user experience, conversion rate optimization, stickiness and how to best tailor the site to the targeted persona.