Book a Call
Book a Call
New Product Development
ARTICLE #119
Agile Project Management: What is it and why is it important?
New Product Development
Written by:
5 min read
Updated on: October 17, 2024
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Why do so many digital projects grind to a halt halfway through, tangled in revision loops or swamped by shifting priorities? Often, it comes down to sticking with a rigid project management style that can’t keep up. Agile flips that script by carving out big tasks into smaller, fast-paced sprints—complete with frequent check-ins, real-time collaboration, and a built-in habit of refining deliverables before it’s too late. Born from the 2001 Agile Manifesto, which values people over processes, this approach has spread beyond software teams to just about any industry hungry for adaptability.
Scrum, Kanban, and other Agile frameworks give structure without squashing creativity, helping groups pivot quickly when needed and sidestep tedious bureaucracy. The result? Fewer stalls, smoother course corrections, and a team atmosphere where progress feels like a collective effort rather than a lonely marathon. If you have ever faced chaotic handovers or panicky last-minute fixes, Agile might just keep the headaches at bay—while giving your project a fighting chance to thrive.
Why do so many digital projects grind to a halt halfway through, tangled in revision loops or swamped by shifting priorities? Often, it comes down to sticking with a rigid project management style that can’t keep up. Agile flips that script by carving out big tasks into smaller, fast-paced sprints—complete with frequent check-ins, real-time collaboration, and a built-in habit of refining deliverables before it’s too late. Born from the 2001 Agile Manifesto, which values people over processes, this approach has spread beyond software teams to just about any industry hungry for adaptability.
Scrum, Kanban, and other Agile frameworks give structure without squashing creativity, helping groups pivot quickly when needed and sidestep tedious bureaucracy. The result? Fewer stalls, smoother course corrections, and a team atmosphere where progress feels like a collective effort rather than a lonely marathon. If you have ever faced chaotic handovers or panicky last-minute fixes, Agile might just keep the headaches at bay—while giving your project a fighting chance to thrive.
What is agile project management?
What is agile project management?
Agile Project Management, often known simply as APM, is an approach that divides your project into short cycles called iterations or sprints. Each cycle includes planning, development, testing, and a review—usually culminating in a working piece of the final product. Rather than waiting months (or years) to unveil a grand launch, Agile favours mini-releases that gather quick feedback from stakeholders so you can adapt as you go.
Some refer to APM as a “methodology,” but it’s more a mindset influenced by the Agile Manifesto—a set of principles that emphasise adaptation, collaboration, and steady progress over strict, traditional requirements. Essentially, you’re always ready to tweak things rather than doggedly stick to an original plan that might be outdated by next week.
Agile Project Management, often known simply as APM, is an approach that divides your project into short cycles called iterations or sprints. Each cycle includes planning, development, testing, and a review—usually culminating in a working piece of the final product. Rather than waiting months (or years) to unveil a grand launch, Agile favours mini-releases that gather quick feedback from stakeholders so you can adapt as you go.
Some refer to APM as a “methodology,” but it’s more a mindset influenced by the Agile Manifesto—a set of principles that emphasise adaptation, collaboration, and steady progress over strict, traditional requirements. Essentially, you’re always ready to tweak things rather than doggedly stick to an original plan that might be outdated by next week.
Why is agile project management important?
Agile project management is commonly used in software development or other types of application development. As software is constantly changing, the needs of the product also have to change with it. Project managers are now adopting several technologies using APM to complete projects.
1. Faster delivery to market
In a hyper-competitive market, dragging your feet can be fatal. By breaking work into smaller modules, your team tests and refines features quickly—and if something doesn’t fly, you find out fast. That shortens your product’s time to market, giving you a head start on competitors clinging to slower, traditional methods.
2. Better risk management
Traditional project management can be rigid, with risk lurking until it explodes near deadline day. Agile handles risk head-on through incremental releases. If a snag arises—maybe a feature flops in user testing—you can pivot before sinking a fortune into the entire project. That early feedback loop allows proactive fixes, saving your budget and your reputation.
3. Stronger teamwork
Ever endured long, drawn-out comms chains in older project setups? Agile flips that on its head by pushing short, frequent stand-ups or check-ins (hello, Scrum), plus continuous communication with stakeholders. Collaboration becomes the norm, not an afterthought. And when changes come up, the team can pivot smoothly rather than unravelling months of rigid planning.
4. Emphasis on flexibility
Let’s say halfway through building a mobile app, you discover new user demands or a competitor’s new feature that outshines yours. In a traditional method, that spells chaos. In Agile, you simply adjust the sprint backlog, pivot your tasks, and keep rolling. A bit of spontaneity, matched with structure, encourages ongoing innovation rather than locking everything in stone from day one.
5. Quick adaptation to industry changes
Think of how often user tastes or technology evolves (looking at you, AI). Agile’s iterative cycles make it easier to respond. Feature requests or new ideas can be slotted in, tested, and refined. In short, it’s a method that thrives on real-time feedback and rapid changes rather than suffering from them.
Agile project management is commonly used in software development or other types of application development. As software is constantly changing, the needs of the product also have to change with it. Project managers are now adopting several technologies using APM to complete projects.
1. Faster delivery to market
In a hyper-competitive market, dragging your feet can be fatal. By breaking work into smaller modules, your team tests and refines features quickly—and if something doesn’t fly, you find out fast. That shortens your product’s time to market, giving you a head start on competitors clinging to slower, traditional methods.
2. Better risk management
Traditional project management can be rigid, with risk lurking until it explodes near deadline day. Agile handles risk head-on through incremental releases. If a snag arises—maybe a feature flops in user testing—you can pivot before sinking a fortune into the entire project. That early feedback loop allows proactive fixes, saving your budget and your reputation.
3. Stronger teamwork
Ever endured long, drawn-out comms chains in older project setups? Agile flips that on its head by pushing short, frequent stand-ups or check-ins (hello, Scrum), plus continuous communication with stakeholders. Collaboration becomes the norm, not an afterthought. And when changes come up, the team can pivot smoothly rather than unravelling months of rigid planning.
4. Emphasis on flexibility
Let’s say halfway through building a mobile app, you discover new user demands or a competitor’s new feature that outshines yours. In a traditional method, that spells chaos. In Agile, you simply adjust the sprint backlog, pivot your tasks, and keep rolling. A bit of spontaneity, matched with structure, encourages ongoing innovation rather than locking everything in stone from day one.
5. Quick adaptation to industry changes
Think of how often user tastes or technology evolves (looking at you, AI). Agile’s iterative cycles make it easier to respond. Feature requests or new ideas can be slotted in, tested, and refined. In short, it’s a method that thrives on real-time feedback and rapid changes rather than suffering from them.
What are the principles of agile project management?
Nothing better explains the principles of the agile project management method than the Agile Manifesto. The manifesto has 12 guiding principles, which are mentioned below.
1. Satisfy customers through fast and continuous delivery. When customers receive new updates on a regular basis, they are more likely to see the changes they want within the product, which leads to more satisfied customers and more recurring revenue.
2. Welcome changing requirements even late in development. It gives customers a competitive advantage. Being inflexible in Agile brings more harm than good.
3. Deliver value to customers or stakeholders frequently to make it less likely for them to churn.
4. Break silos of projects and increase collaboration.
5. Build projects around committed and actively working teams to achieve a goal.
6. Face-to-face communication, such as Zoom calls, is needed if working with a distributed team.
7. A final working software/product is the ultimate measure of success.
8. Agile processes promote sustainable development. Though some aspects can be fast-paced, the pace shouldn't be too fast to burn out team members.
9. If the team develops excellence in one sprint, they can continuously improve and move faster in the future.
10. A simple solution is best because Agile doesn't aim to overcomplicate things but finds simple answers to complex problems.
11. Self-organised and proactive teams become the most valuable assets to the company because they strive to deliver value.
12. Teams use regular intervals to improve efficiency through fine-tuning behaviour.
Nothing better explains the principles of the agile project management method than the Agile Manifesto. The manifesto has 12 guiding principles, which are mentioned below.
1. Satisfy customers through fast and continuous delivery. When customers receive new updates on a regular basis, they are more likely to see the changes they want within the product, which leads to more satisfied customers and more recurring revenue.
2. Welcome changing requirements even late in development. It gives customers a competitive advantage. Being inflexible in Agile brings more harm than good.
3. Deliver value to customers or stakeholders frequently to make it less likely for them to churn.
4. Break silos of projects and increase collaboration.
5. Build projects around committed and actively working teams to achieve a goal.
6. Face-to-face communication, such as Zoom calls, is needed if working with a distributed team.
7. A final working software/product is the ultimate measure of success.
8. Agile processes promote sustainable development. Though some aspects can be fast-paced, the pace shouldn't be too fast to burn out team members.
9. If the team develops excellence in one sprint, they can continuously improve and move faster in the future.
10. A simple solution is best because Agile doesn't aim to overcomplicate things but finds simple answers to complex problems.
11. Self-organised and proactive teams become the most valuable assets to the company because they strive to deliver value.
12. Teams use regular intervals to improve efficiency through fine-tuning behaviour.
When to use agile project management?
Some projects are as clear-cut as following a well-tested recipe—step one, step two, job done. Others feel more like cooking without a set menu: you tweak ingredients as you go, experimenting with different flavours. If your team or client leans toward that second style, Agile project management might save you from major headaches. It excels when requirements are hazy at the outset or almost certain to morph over time.
Agile offers daily or weekly check-ins (stand-ups) and smaller chunks of work (sprints) so you can pivot quickly rather than rewrite half the project from scratch. It’s also brilliant for prototyping, whether it’s a mobile app or a website. Instead of tossing out months of coding when a prototype misses the mark, you adjust in short bursts, based on fresh insights from users or stakeholders. Of course, it’s not a quick fix for every scenario, if the team or client can’t articulate even basic goals, or if no one’s willing to adopt an iterative mindset, things can get sticky fast. But in situations where you need ongoing input and the ability to shift course in real time, Agile is like a safety net under your balancing act.
Some projects are as clear-cut as following a well-tested recipe—step one, step two, job done. Others feel more like cooking without a set menu: you tweak ingredients as you go, experimenting with different flavours. If your team or client leans toward that second style, Agile project management might save you from major headaches. It excels when requirements are hazy at the outset or almost certain to morph over time.
Agile offers daily or weekly check-ins (stand-ups) and smaller chunks of work (sprints) so you can pivot quickly rather than rewrite half the project from scratch. It’s also brilliant for prototyping, whether it’s a mobile app or a website. Instead of tossing out months of coding when a prototype misses the mark, you adjust in short bursts, based on fresh insights from users or stakeholders. Of course, it’s not a quick fix for every scenario, if the team or client can’t articulate even basic goals, or if no one’s willing to adopt an iterative mindset, things can get sticky fast. But in situations where you need ongoing input and the ability to shift course in real time, Agile is like a safety net under your balancing act.
What are popular agile project management methodologies?
Agile isn’t one monolithic system; it’s more of an umbrella for multiple frameworks. Each has its own personality, but they all share the core principles of collaboration, short work cycles, and near-constant adaptation. Here are the best-known ones you’ll likely encounter:
Scrum
Scrum is the go-to for countless small, tight-knit teams. Projects break down into sprints—timeboxed phases where each person knows precisely what they need to accomplish. You’ve also got a Scrum Master, whose main job is clearing hurdles so nobody’s caught in admin quicksand. Daily stand-up meetings ensure each team member is on the same page about tasks, progress, and snags. Sprint planning decides what the team aims to complete in the next round, while the sprint retrospective looks back at what worked or faltered, helping everyone refine the plan going forward. It’s a fantastic cycle for keeping issues small and manageable instead of letting them snowball.
Kanban
Kanban originated on Toyota’s factory floors, but it’s spread everywhere from software development to marketing. Picture a board with columns labelled ‘To Do,’ ‘In Progress,’ ‘Review,’ and ‘Done,’ populated by digital cards for each task. Moving these cards from column to column visually flags any bottlenecks before they implode. It’s a great option if your team wants a rolling schedule instead of rigid time sprints. You can reshuffle priorities on the spot, which is especially handy when last-minute tasks pop up (and they always do).
Extreme Programming (XP)
This method doubles down on frequent releases and technical best practices, often in software development. XP stands on five values: communication, simplicity, feedback, courage, and respect. Like Scrum, it uses daily stand-ups, but there’s a deeper focus on coding tactics such as pair programming, test-driven development, and continuous integration. The goal is to push out small increments of software regularly and tweak them according to customer or user feedback—no waiting until the project is in crisis mode before making changes.
Adaptive Software Development (ASD)
If your environment is known for constant curveballs, ASD might be your best bet. It champions three phases—speculate, collaborate, and learn—which can all happen at the same time. Because it’s non-linear, teams can shift gears in response to real-time discoveries or emerging problems. You’ll see a lot of experimentation and open-ended thinking, with a strong emphasis on learning as you go. For teams that thrive on brainstorming new angles and aren’t fazed by frequent direction changes, ASD can keep creativity flowing without endless rework.
Agile isn’t one monolithic system; it’s more of an umbrella for multiple frameworks. Each has its own personality, but they all share the core principles of collaboration, short work cycles, and near-constant adaptation. Here are the best-known ones you’ll likely encounter:
Scrum
Scrum is the go-to for countless small, tight-knit teams. Projects break down into sprints—timeboxed phases where each person knows precisely what they need to accomplish. You’ve also got a Scrum Master, whose main job is clearing hurdles so nobody’s caught in admin quicksand. Daily stand-up meetings ensure each team member is on the same page about tasks, progress, and snags. Sprint planning decides what the team aims to complete in the next round, while the sprint retrospective looks back at what worked or faltered, helping everyone refine the plan going forward. It’s a fantastic cycle for keeping issues small and manageable instead of letting them snowball.
Kanban
Kanban originated on Toyota’s factory floors, but it’s spread everywhere from software development to marketing. Picture a board with columns labelled ‘To Do,’ ‘In Progress,’ ‘Review,’ and ‘Done,’ populated by digital cards for each task. Moving these cards from column to column visually flags any bottlenecks before they implode. It’s a great option if your team wants a rolling schedule instead of rigid time sprints. You can reshuffle priorities on the spot, which is especially handy when last-minute tasks pop up (and they always do).
Extreme Programming (XP)
This method doubles down on frequent releases and technical best practices, often in software development. XP stands on five values: communication, simplicity, feedback, courage, and respect. Like Scrum, it uses daily stand-ups, but there’s a deeper focus on coding tactics such as pair programming, test-driven development, and continuous integration. The goal is to push out small increments of software regularly and tweak them according to customer or user feedback—no waiting until the project is in crisis mode before making changes.
Adaptive Software Development (ASD)
If your environment is known for constant curveballs, ASD might be your best bet. It champions three phases—speculate, collaborate, and learn—which can all happen at the same time. Because it’s non-linear, teams can shift gears in response to real-time discoveries or emerging problems. You’ll see a lot of experimentation and open-ended thinking, with a strong emphasis on learning as you go. For teams that thrive on brainstorming new angles and aren’t fazed by frequent direction changes, ASD can keep creativity flowing without endless rework.
Challenges of going agile
Agile can look effortless when all the moving parts align, but let’s be honest: sometimes it’s a train wreck waiting to happen. If stakeholders keep changing their minds—or can’t agree on a shared objective—no amount of stand-ups or retrospectives will magically fix that. Likewise, if the team lacks experience or struggles to handle fast-paced revisions, Agile might set the stage for burnout rather than efficient delivery.
Another tricky point is that Agile heavily emphasises the development team, customer objectives, and continuous iteration. End-user satisfaction might fall through the cracks if someone forgets to bring those users into the conversation. Meanwhile, large, traditional organisations—accustomed to long planning cycles, strict documentation, and unyielding budgets—can find Agile’s fluid style jarring. Tensions often flare up around the level of paperwork required, how quickly priorities can shift, and whether everyone truly believes in ‘fail fast, fix fast.’ In heavily regulated sectors (finance, healthcare) or when dealing with strict contracts, you may need a blend of Agile and old-school methods to tick all the boxes. Without that, you risk crashing into compliance walls or stakeholder gridlock.
Agile can look effortless when all the moving parts align, but let’s be honest: sometimes it’s a train wreck waiting to happen. If stakeholders keep changing their minds—or can’t agree on a shared objective—no amount of stand-ups or retrospectives will magically fix that. Likewise, if the team lacks experience or struggles to handle fast-paced revisions, Agile might set the stage for burnout rather than efficient delivery.
Another tricky point is that Agile heavily emphasises the development team, customer objectives, and continuous iteration. End-user satisfaction might fall through the cracks if someone forgets to bring those users into the conversation. Meanwhile, large, traditional organisations—accustomed to long planning cycles, strict documentation, and unyielding budgets—can find Agile’s fluid style jarring. Tensions often flare up around the level of paperwork required, how quickly priorities can shift, and whether everyone truly believes in ‘fail fast, fix fast.’ In heavily regulated sectors (finance, healthcare) or when dealing with strict contracts, you may need a blend of Agile and old-school methods to tick all the boxes. Without that, you risk crashing into compliance walls or stakeholder gridlock.
Why agile is worth considering
Although Agile’s roots are in software development, it’s not confined there. Around 86% of surveyed teams worldwide say they use some form of Agile practice, underlining how it’s become a staple in many environments. Banks like ING famously reshaped their internal structures to move faster, while companies like Spotify used iterative releases to sharpen their competitive edge. When done well, Agile helps you spot hiccups early, gather feedback in smaller increments, and keep the momentum going. This can trim weeks off delivery timelines—and ward off that dreaded moment of realising you’ve built the wrong thing.
Even if you are not creating the next high-profile app, you might still benefit from applying Agile’s core concepts: frequent collaboration, quick turnarounds, and a willingness to adapt. As projects in nearly every sector become more complex, the ability to pivot (without incurring massive delays) can be a real advantage. Whether you’re part of a global design agency, running a marketing campaign with shifting demands, or handling product launches in tight timeframes, Agile makes sure you’re ready to switch direction when the world throws a curveball. And yes, that might mean fewer late nights tearing your hair out—always a plus in any project manager’s book.
Although Agile’s roots are in software development, it’s not confined there. Around 86% of surveyed teams worldwide say they use some form of Agile practice, underlining how it’s become a staple in many environments. Banks like ING famously reshaped their internal structures to move faster, while companies like Spotify used iterative releases to sharpen their competitive edge. When done well, Agile helps you spot hiccups early, gather feedback in smaller increments, and keep the momentum going. This can trim weeks off delivery timelines—and ward off that dreaded moment of realising you’ve built the wrong thing.
Even if you are not creating the next high-profile app, you might still benefit from applying Agile’s core concepts: frequent collaboration, quick turnarounds, and a willingness to adapt. As projects in nearly every sector become more complex, the ability to pivot (without incurring massive delays) can be a real advantage. Whether you’re part of a global design agency, running a marketing campaign with shifting demands, or handling product launches in tight timeframes, Agile makes sure you’re ready to switch direction when the world throws a curveball. And yes, that might mean fewer late nights tearing your hair out—always a plus in any project manager’s book.
Frequently Asked Questions
What are the values of agile project management?
The four core values of APM include prioritising:
People and interactions over tools and processes
Working product over detailed documentation
Customer collaboration over contract negotiation
Response to change over following a plan
What are the 5 phases of Agile project management?
The five phases of APM are:
Envision (define goals and project scope)
Speculate (prioritise tasks and create user stories)
Explore (develop and test prototypes)
Adapt (review progress and make necessary adjustments)
Close (reflect on outcomes and prepare for the next iteration)
What is a real-world example of agile methodology?
The Japanese car manufacturer Toyota has applied agile project management throughout its production process. It has continuously improved its production line through regular reviews and feedback from employees to improve quality, reduce costs, and increase efficiency. Another great example is IBM, which created a cross-functional, self-selected team instead of management-assigned teams for employee empowerment.
Final Thoughts
Agile Project Management stands out because it prioritises progress over perfection, welcomes changes, and delivers value in smaller, digestible increments. While it originally emerged in software development, you can adapt it to a host of industries that require quick feedback and an evolving end product—especially in our digitally driven era.
Is Agile right for every project? Probably not. Some might still call for a more rigid framework if the deliverables and timeline are set in stone. However, for many teams, especially those dancing in a competitive or fast-changing environment, Agile’s iterative style can be a total lifesaver.
Frequently Asked Questions
What are the values of agile project management?
The four core values of APM include prioritising:
People and interactions over tools and processes
Working product over detailed documentation
Customer collaboration over contract negotiation
Response to change over following a plan
What are the 5 phases of Agile project management?
The five phases of APM are:
Envision (define goals and project scope)
Speculate (prioritise tasks and create user stories)
Explore (develop and test prototypes)
Adapt (review progress and make necessary adjustments)
Close (reflect on outcomes and prepare for the next iteration)
What is a real-world example of agile methodology?
The Japanese car manufacturer Toyota has applied agile project management throughout its production process. It has continuously improved its production line through regular reviews and feedback from employees to improve quality, reduce costs, and increase efficiency. Another great example is IBM, which created a cross-functional, self-selected team instead of management-assigned teams for employee empowerment.
Final Thoughts
Agile Project Management stands out because it prioritises progress over perfection, welcomes changes, and delivers value in smaller, digestible increments. While it originally emerged in software development, you can adapt it to a host of industries that require quick feedback and an evolving end product—especially in our digitally driven era.
Is Agile right for every project? Probably not. Some might still call for a more rigid framework if the deliverables and timeline are set in stone. However, for many teams, especially those dancing in a competitive or fast-changing environment, Agile’s iterative style can be a total lifesaver.
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®