To conclude: one of the things we love most about agile marketing is how human it is. Loads of methodologies or approaches start from some ideal type of character or mindset that a lot of us simply do not have. Agile is different. It takes into account all of our basic flaws and bad habits and tries to act on them in a very simple, process- driven manner. It is all about taking away the complexities and making them simple. It knows that we are terrified of failing and loathe change and tackles that – head on. It realizes that we like to keep things to ourselves and finds a loophole for that. Agile is smart. It knows that we are not perfect and starts from there. 39