Hirst AcademyInnovation and Change in Marketing
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Module 8

Project Management and Agile Delivery

Estimated time: 6–7 hours · Gives the strategy a delivery method and a stakeholder-mapping tool together, since both are needed to actually ship an initiative rather than just plan one.

A funded strategy still has to be built by someone, in some order, reporting progress to someone else. By the end of this module you'll be able to explain why project delivery moved from rigid, plan-driven methods towards iterative and agile approaches, apply the Agile Manifesto's values and lean thinking to scope a first iteration, compose a cross-functional team around a problem rather than a function, and map stakeholders with Mendelow's Matrix so engagement effort goes where it's actually needed.

Interactive Tool

Mendelow Stakeholder Matrix

Score stakeholders on power and interest to place them in Mendelow's four quadrants, each with its own engagement strategy — not a single ranked recommendation.

Open the tool →
8.1

A Short History of Project Management

Formal project scheduling begins with a chart, not a philosophy. Henry Gantt, an American mechanical engineer working in the scientific-management tradition, published the horizontal bar chart that still carries his name around 1910–1915: a visual plan showing which tasks happen when, and in what sequence, against a fixed timeline (APM, n.d.). That scheduling discipline hardened, across the following decades, into what later became known as the waterfall model — requirements, design, build, test, deploy, each phase completed and signed off before the next begins. The label is usually traced to Winston Royce's 1970 paper "Managing the Development of Large Software Systems" (Royce, 1970), though the attribution carries an irony worth keeping in mind: Royce used the sequential diagram to illustrate why a purely linear process is risky for software, not to recommend it outright. The industry adopted the diagram and left the warning behind.

A strictly sequential process suits work where requirements are genuinely stable and the destination is known in advance — a bridge, a building, a chart of fixed tasks. Digital products rarely offer that luxury: what users actually need often only becomes clear once something real exists for them to react to, and a plan-driven process that defers all feedback to the end of a long specification phase finds out it was wrong only when changing course is most expensive. This mismatch had already earned a name by the late 1960s, the "software crisis", and it persisted through the 1980s and 1990s: large projects running over time and budget, delivering systems nobody quite wanted. Responses emerged gradually rather than all at once: Barry Boehm's spiral model (Boehm, 1986) wrapped Royce's phases into repeated, risk-driven cycles instead of one long pass; rapid application development and incremental delivery broke a single big release into smaller ones. These were steps towards iteration, but they kept much of waterfall's process weight — detailed plans, heavy documentation, formal sign-offs — rather than replacing it outright. That remaining weight is exactly what the next generation of thinking set out to challenge.

Learning ObjectiveTrace how project management evolved from plan-driven scheduling to iterative approaches, and explain what problem each generation was responding to.
Key ConceptsThe Gantt chart as scheduling discipline (APM, n.d.); the waterfall model and Royce's original, more cautious intent (Royce, 1970); the mismatch between stable-requirement methods and discovery-driven digital work; the spiral model as an early move towards iteration (Boehm, 1986).
Practical ExampleA before/after comparison for Thornfield's Pathfinder freight management system: installed in 2004 under a waterfall-style specification that fixed its data model for two decades, versus the iterative approach its replacement will need in order to keep pace with a business that no longer knows its full requirements upfront.
ExerciseFor an initiative in your own organisation or role (or, if you don't have one, Thornfield's Pathfinder replacement), write a short before/after comparison: how would a strictly sequential, fully-specified-upfront approach have handled it, and where would that approach have been most likely to go wrong?
8.2

The Agile Manifesto and Lean Principles

In February 2001, seventeen software practitioners met at a ski resort in Snowbird, Utah, representing a handful of competing lightweight methods — Extreme Programming, Scrum, DSDM, Crystal, Feature-Driven Development and others — to find what they had in common (Beck et al., 2001). What they produced, the Manifesto for Agile Software Development, is deliberately short: four value statements, each phrased as a preference rather than an absolute — individuals and interactions over processes and tools, working software over comprehensive documentation, customer collaboration over contract negotiation, and responding to change over following a plan — backed by twelve supporting principles. It is the work of seventeen named signatories acting collectively, published at agilemanifesto.org, not the output of any single author, and treating it as one person's idea misreads how it came about.

A separate but complementary lineage runs through lean thinking. Lean originates in the Toyota Production System and was adapted specifically for software by Mary and Tom Poppendieck (Poppendieck and Poppendieck, 2003) into seven principles: eliminate waste, amplify learning, decide as late as responsibly possible, deliver as fast as possible, empower the team, build integrity in, and see the whole. The two lineages reinforce each other — lean's instinct to defer decisions and cut waste sits comfortably alongside agile's preference for working software over heavy documentation — but they are not interchangeable with specific delivery frameworks. Scrum structures work into fixed-length sprints with defined roles and ceremonies; Kanban visualises flow on a board and limits how much work is in progress at any one time, without prescribing fixed iterations at all. Both are frameworks that can be used to put agile values into practice; neither is a synonym for "agile" itself, and a team can follow Scrum's ceremonies to the letter while missing the values entirely.

Learning ObjectiveExplain the values behind the Agile Manifesto and lean thinking, and assess where a real initiative sits on a plan-driven-to-agile spectrum.
Key ConceptsThe Agile Manifesto's four values and twelve principles, authored collectively by seventeen signatories at Snowbird in 2001 (Beck et al., 2001); lean software principles adapted from the Toyota Production System (Poppendieck and Poppendieck, 2003); Scrum and Kanban as specific frameworks within agile, not synonyms for agile itself.
Practical ExampleThornfield's Pathfinder replacement is assessed against the Manifesto's four values: closer to "working software over comprehensive documentation" and "responding to change over following a plan" than Pathfinder's original 2004 specification ever was, though still some distance from a fully agile way of working given the system's regulatory record-keeping obligations.
ExerciseTake an initiative in your own organisation or role (or, if you don't have one, Thornfield's Pathfinder replacement) and place it on a spectrum from strictly plan-driven to fully agile against each of the Manifesto's four values in turn, noting any constraint (regulatory, contractual) that genuinely limits how far towards the agile end it can move.
8.3

Cross-Functional Teams and MVPs

A cross-functional team is built around a problem rather than a department: it contains everyone who can decide, design and build without leaving the room, rather than passing work between specialist teams that each hold a piece of the authority needed to finish it. This matters most exactly where Module 2's operating-model exercise finds a gap — when no single team owns an outcome, a cross-functional team is often the structural fix, because it collapses the handoffs where ownership previously went missing rather than adding another layer to coordinate.

Once a team exists, the next discipline is scoping what it builds first. A minimum viable product, in Eric Ries's sense (Ries, 2011), is not a smaller or lower-quality version of the eventual product; it is the smallest thing a team can build that lets it test a specific, real assumption with real users, and then decide what to build next from evidence rather than opinion. The riskiest assumption is the one whose failure would undermine everything else — not the easiest thing to build, and not the most visible feature on a roadmap. Ries's build-measure-learn loop makes the sequence explicit: build the smallest test of the assumption, measure what actually happens, and let that evidence — not the original plan — decide the next iteration. Treating an MVP as a synonym for "rushed" or "low quality" misses the point entirely; a well-scoped MVP is a deliberately narrow experiment, not an excuse for a poor one.

Learning ObjectiveCompose a cross-functional team suited to a digital initiative, and scope a first iteration that tests its riskiest assumption.
Key ConceptsCross-functional teams as a structural response to ownership gaps; the minimum viable product as a test of a real assumption, not a synonym for low quality (Ries, 2011); the build-measure-learn loop; identifying the riskiest assumption rather than the easiest feature.
Practical ExampleThornfield's cross-functional Pathfinder Replacement Squad scopes its riskiest assumption as whether drivers and depot staff will actually use a new booking module at all, and builds the smallest version that tests it rather than the most complete one it could imagine.
ExerciseFor an initiative in your own organisation or role (or, if you don't have one, Thornfield's logistics-as-a-service platform for SME customers), name its riskiest assumption, describe the smallest thing a team could build to test it with real users, and list the roles a cross-functional team would need to build it without handing work between departments.
8.4

Mendelow's Matrix

Once a team is assembled and a first iteration scoped, delivery still runs through people who were not in the room when those decisions were made — and not all of them need, or want, the same kind of attention. Mendelow's Matrix plots stakeholders on two axes, power and interest, producing four quadrants: manage closely (high power, high interest), keep satisfied (high power, lower interest), keep informed (high interest, lower power), and monitor (low power, low interest) (Mendelow, cited in Johnson and Scholes, 1991). The grid's dating carries a genuine wrinkle worth naming rather than smoothing over: the matrix is most commonly cited to a 1991 source, but at least one source traces the underlying framework to Mendelow's own 1981 conference paper on environmental scanning, with the 1991 date originating from its later popularisation in Johnson and Scholes's strategy text — making 1991 a widely reproduced citation for a framework that may be a decade older. Cite it with that uncertainty rather than asserting one year with unwarranted confidence.

The matrix's value is not the label a stakeholder lands on but the engagement decision that follows from it. A stakeholder with high power but currently moderate interest needs enough information, on a timescale that suits them, to stay satisfied without constant involvement in delivery detail; a stakeholder with high interest but limited formal power needs honest, regular updates precisely because they lack other means of finding out what's happening. Misjudging either placement has a cost: treating a "keep satisfied" stakeholder as merely "monitor" risks a late, high-power intervention that could have been avoided; treating a "keep informed" stakeholder as unimportant risks a loss of trust that outlasts the project. Placements are not fixed for the life of an initiative — power and interest can both shift as delivery proceeds, which is why the matrix is worth revisiting rather than filling in once and filing away.

Learning ObjectiveMap stakeholders using Mendelow's Matrix and decide engagement effort appropriate to each quadrant.
Key ConceptsThe power-interest grid and its four quadrants — manage closely, keep satisfied, keep informed, monitor (Mendelow, cited in Johnson and Scholes, 1991); the uncertainty over the framework's original date; engagement effort as the point of the exercise, not the label itself; stakeholder positions shifting over the life of a project.
Practical ExampleThornfield's Pathfinder Replacement Squad places the drivers' union in "keep satisfied" — high power, moderate interest at this stage of delivery — and SME customers in "keep informed" — high interest, limited formal power — in the Mendelow Stakeholder Matrix.
ExerciseAfter reading the squad's matrix in the worked example at the end of this module, build a Mendelow's Matrix in the Mendelow Stakeholder Matrix for an initiative in your own organisation (or for Thornfield's Pathfinder replacement if you don't have one): place at least four stakeholders in their quadrants, state for each what "appropriate engagement" concretely means, and name the one stakeholder whose placement is most likely to shift as delivery proceeds.
Worked Example

The Pathfinder Replacement Squad

Thornfield stands up a cross-functional Pathfinder Replacement Squad to deliver the strategic bet Module 2 committed to: replacing the Pathfinder freight management system installed in 2004 on a now-unsupported database platform. The squad is deliberately composed around the problem rather than around departmental lines: a developer and a technical architect from IT, an operations lead who understands how bookings actually move through a depot day to day, a depot manager who can speak for the people who will use the new system, and a finance analyst who tracks the Pathfinder bet's business case within the £18m the strategy committed across its three bets. The squad works in 12-week sprints rather than against a single long specification, and it scopes its first iteration around the riskiest assumption identified in the Cross-Functional Teams and MVPs lesson: not whether the new booking module can be built, but whether drivers and depot staff will actually adopt it. By the end of sprint 3, the squad delivers a minimum viable replacement for the customer booking module — deliberately narrower than the system's eventual full scope — and tests it at a small number of pilot depots before any wider rollout, generating real adoption evidence rather than a plan's best guess.

Delivery runs through stakeholders well beyond the squad itself, and the squad builds a Mendelow's Matrix in the Mendelow Stakeholder Matrix to decide how much attention each one needs. The drivers' union sits in "keep satisfied": it holds real power over whether drivers accept a new way of logging bookings, but at this early pilot stage, before any change to pay or working conditions is on the table, its interest in the detail of delivery is moderate rather than urgent — so the squad keeps the union briefed at a level that respects that power without demanding a seat in every sprint review. SME customers sit in "keep informed": they have a strong interest in a booking system that works, since it is the system they use directly, but little formal power over how the squad sequences its sprints — so the squad's main obligation to them is honest, regular communication about progress and timing, not a vote on scope. Both placements are explicitly provisional: if the pilot rollout extends to driver pay or scheduling, the union's interest — and the attention it is owed — would rise accordingly.

Knowledge Check

  1. Why is it misleading to credit Winston Royce's 1970 paper with recommending the waterfall model?
    Royce's paper used the sequential diagram to illustrate the risks of a purely linear process for software development, not to endorse it; the industry adopted the diagram as a model to follow and left his warning behind (Royce, 1970).
  2. Why is it wrong to describe the Agile Manifesto as one person's idea?
    It was written collectively by seventeen named practitioners who met at Snowbird in February 2001, representing several existing lightweight methods, and published under all seventeen signatures — there is no single author to credit (Beck et al., 2001).
  3. Why is an MVP not the same thing as a smaller or lower-quality version of a product?
    In Ries's (2011) sense, an MVP is the smallest thing a team can build to test a specific, real assumption with real users; its purpose is deliberate learning through the build-measure-learn loop, not a shortcut taken to save effort or cut corners.
  4. Thornfield's squad places the drivers' union in "keep satisfied" rather than "manage closely." What would have to change for that placement to move?
    "Keep satisfied" reflects high power but only moderate interest at the current pilot stage; if the rollout began to affect driver pay or scheduling directly, the union's interest would rise and the placement would move towards "manage closely," since Mendelow's Matrix reflects a stakeholder's current position rather than a fixed label for the life of a project.
  5. Module 2's operating-model exercise found that no team owns shared customer insight across Thornfield's depots. Which of Ross, Mocker and Beath's (2018) building blocks does a cross-functional team put into practice, and why is it a structural response to that kind of ownership gap?
    The accountability framework: autonomous teams with clear ownership and the authority to act; a cross-functional team built around a problem contains everyone who can decide, design and build, so it collapses the handoffs where ownership went missing instead of adding another layer to coordinate.

Resources & Further Practice

  • The Agile Manifesto (2001): Beck, K., Beedle, M., van Bennekum, A., Cockburn, A., Cunningham, W., Fowler, M., Grenning, J., Highsmith, J., Hunt, A., Jeffries, R., Kern, J., Marick, B., Martin, R.C., Mellor, S., Schwaber, K., Sutherland, J. and Thomas, D. (2001) Manifesto for Agile Software Development. Available at: agilemanifesto.org — the primary source for this module's second lesson; read it directly rather than a paraphrase.
  • Poppendieck and Poppendieck (2003): Poppendieck, M. and Poppendieck, T. (2003) Lean Software Development: An Agile Toolkit. Boston: Addison-Wesley — the source for this module's seven lean principles, adapted from the Toyota Production System.
  • Ries (2011): Ries, E. (2011) The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. New York: Crown Business — the build-measure-learn loop behind this module's MVP lesson.
  • Further practice: Run the Mendelow Stakeholder Matrix with your own stakeholders scored on power and interest, then carry your squad structure and stakeholder matrix into Module 9, where the same squad's team dynamics become the focus.
Checkpoint

Reflect on Your Delivery Plan

  • What I did: name the initiative you scoped, the riskiest assumption you chose to test first, and the stakeholder you placed with least confidence.
  • What I learned: note one belief about agile, MVPs or stakeholder engagement that this module changed, and what changed it.
  • What I'll change: write the one change you will make to how your team plans or reports its next piece of work, who needs to agree to it, and when you will check it worked.