The Ukrainian conflict demonstrates the power of a fast, iterative cycle: deploy technology, see if it works, and adapt quickly. This agile approach, common in startups but alien to traditional defense, is essential for the U.S. to maintain its technological edge and avoid being outpaced.

The Department of Defense is moving from rigid, program-specific contracts to a portfolio model. New Portfolio Acquisition Executives can now reallocate funds from underperforming projects to more promising startups mid-stream, rewarding agility and results over incumbency.

Next-generation hardware companies like SpaceX now operate like software firms, with designs and requirements changing daily. This departure from the rigid, top-down 'waterfall' process creates a new market for agile collaboration tools, analogous to how GitHub emerged to serve agile software teams.

Instead of a traditional product roadmap, give engineers ownership of a broad "problem space." This high-agency model pushes them to get "forward deployed" with customers, uncover real needs, and build solutions directly. This ensures product development is tied to actual pain points and fosters a strong sense of ownership.

Adopt engineering methodologies like sprints, story points, and capacity dashboards for marketing operations. This provides the data needed to manage stakeholder expectations, prioritize requests transparently, and move the team from reactive order-takers to strategic partners with a defensible roadmap.

True business agility requires constantly syncing nested plans—tactical, operational, and strategic. It also involves managing efforts across three time horizons: the 'now, next, and beyond.' This military-inspired framework ensures immediate actions align with long-term vision amidst constant change.

When facing a major technical unknown or skill gap, don't just push forward. Give the engineering team a dedicated timebox, like a full sprint, to research, prototype, and recommend a path forward. This empowers the team, improves the solution, and provides clear data for build-vs-buy decisions.

True agility isn't just about sprints; it's psychological. By breaking massive projects into minimal viable products (MVPs) or small features, the team creates a steady stream of "quick wins." This builds a sense of progress and happiness—a "dopamine type of reward"—that keeps the wheel of innovation turning and prevents teams from getting bogged down.

Instead of large, multi-year software rollouts, organizations should break down business objectives (e.g., shifting revenue to digital) into functional needs. This enables a modular, agile approach where technology solves specific problems for individual teams, delivering benefits in weeks, not years.