I’ve had an on/off relationship with Marty’s writings. I think Inspired is brilliant but I also think he’s been guilty at times of pushing an ideology instead of a science. Not a lot of thought has been put into when the type of product thinking he pushes isn’t required for example. There’s also been very little testing of the method itself, despite it being so widely applied.

So on that basis I really enjoyed this article where Marty argues from the opposite side and outlines where he’s changed his mind.

The top one gave me a lot of joy - business viability! So often the commercial legwork of building a business case is done last (or not at all), long after the decision is already made. I wonder if things would be quite different today if that had made it into the first edition. Oh well.

Anyway, there’s a few gems in here. Enjoy.