Importance of Customer Engagement
No plan survives contact with the customer.
—Variation on Helmuth von Moltke
In Agile, delivering customer value is key. As discussed in the preceding chapter, what the customer finds valuable, changes over time, and so do the market conditions. This is why applying big upfront methods, such as waterfall, can be unwieldy. When you fix customer needs up front and plan the path to delivery without continuously engaging with the customer, you might stick to the plan, but you will be incrementally veering away from what the customer finds valuable. The moment you engage with customers on a continual basis, the ...