Well worth the longer read… but some principles every marketing team should embrace.

• Cross-functional teams — collaboration among different disciplines fosters creativity
• Small, dedicated, co-located teams — optimize for team communication and bonding
• Progress = outcomes, not output — measure all work by its impact on real customers
• Problem-focused teams — the team is focused on a business problem, not a set of tasks
• Removing waste — ruthlessly jettison processes that don’t help move outcomes forward
• Small batch size — work in small increments where possible to test ideas in the world
• Continuous discovery — understanding prospects and customers is an ongoing journey
• GOOB (“get out of the building”) — go talk to real customers in their environment
• Shared understanding — teams aren’t just a sequence of siloed contributions
• Anti-pattern: rockstars, gurus, ninjas — team cohesion is better than stars
• Externalizing your work — get ideas out of heads and into tangible forms
• Making over analysis — just debating ideas is a waste, go try them out
• Learning over growth — learn what works before you rush into scaling it up
• Permission to fail — breed a culture of experimentation, which breeds creativity
• Getting out of the deliverables business — focus on customers, not documentation