Jim Ewel Talks User Stories for Agile Marketing

In this episode Frank Days and Roland Smart interview Jim Ewelpresident of Peel the Layers, his Agile marketing consultancy in Seattle, WA. JIm’s a former CMO and CEO but is not afraid to get into the weeds when it comes to Agile marketing. In fact, these days he’s often running trainings with companies that are just getting started with their Agile practice or that are trying to take their practice to the next level. 

Jim’s no stranger to The Marketing Agility Podcast, he was first on the show back in 2012. We had such a great conversation that we’re already planning to have him back in a month to discuss applying Agile to the buyer’s journey.

In this session we discuss how marketers can interpret the canonical user story framework: “As a <role>, I want <goal/desire> so that <benefit>” and we go on to tackle these questions:

  • What makes a great marketing user story?
  • How should marketers approach user stories vs epics?
  • What’s the role of personas in user story development?
  • Why is estimating stories so hard for marketers?

Thanks for listening to the show and we want your feedback! Shoot us a note on Twitter @rsmartly and @tangyslice.

Bonus—Jim is a music aficionado and is always sharing new and interesting stuff with us. Here are six selections that are worth a listen:

  1. I really like Death Cab for Cutie’s last album, Kintsugi, especially the song Black Sun.  Another beautiful song that comes out of heartbreak.  It’s over a year old now, but still on my playlist https://www.youtube.com/watch?v=eTbVIfqeDq0
  2. I’m a sucker for classic jazz crooners, and one of the best currently performing is Cecile McLorin Salvant.  She’s the nearest thing we have today to Billy Holiday or Sarah Vaughan.  Listen to her performance of “Stepsister’s Lament” https://www.youtube.com/watch?v=_wjDtT4Dr44
  3. Ibeyi is a French-Cuban duo consisting of twin sisters, Lisa and Naomi.  It’s slow to build, but I like their song River https://www.youtube.com/watch?v=lHRAPIwsS5I
  4. I saw Sean Rowe live about a year ago, and I don’t think he gets enough recognition.  Try Shine My Diamond Ring https://www.youtube.com/watch?v=pZQYML9Wf6k
  5. I love musicals and one of the ones I grew up with was West Side Story.  There’s a relatively new recording of it by Michael Tilson Thomas and the San Francisco Orchestra that is just fantastic.  You can hear every singer in space, and the performance is just spectacular.  There’s a short intro video here https://www.youtube.com/watch?v=gGz0PkBXJxw
  6. And finally the reference to “I fell from the sky” is from a Cult song called “Love Removal Machine” https://www.youtube.com/watch?v=vneFS48Z4Ws

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