The New New Product Development Gamewriting

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1986-01-01 · 2 min read · Edit on Pyrite

The paper that directly inspired scrum, published in the January-February 1986 issue of Harvard Business Review (vol. 64, pp. 137-146) by hirotaka-takeuchi and ikujiro-nonaka. The paper studied product development practices at companies including Honda, Canon, 3M, Xerox, Fuji-Xerox, and NEC, and identified a new model of product development that they contrasted with traditional sequential ("relay race") approaches.

The rugby metaphor

hirotaka-takeuchi and ikujiro-nonaka described the new model as a "rugby approach" in which "the team tries to go the distance as a unit, passing the ball back and forth" — in contrast to the traditional relay-race model in which each specialist completes their phase and hands off to the next. The rugby metaphor gave ken-schwaber and jeff-sutherland the word "Scrum" — a rugby formation in which the whole team moves together.

The paper observed that the most innovative products were being developed by small, cross-functional, self-organizing teams operating with considerable autonomy, and that this approach was significantly faster than the traditional phase-gate sequential development process.

Key characteristics identified

The paper identified six characteristics of the new product development model: 1. Built-in instability (top management sets broad goals and challenges, doesn't specify) 2. Self-organizing project teams (autonomy, self-transcendence, cross-fertilization) 3. Overlapping development phases (instead of sequential, the relay race is abandoned) 4. Multilearning (learning at multiple levels and across functions) 5. Subtle control (management sets checkpoints without micromanaging) 6. Organizational transfer of learning

Relationship to Scrum

jeff-sutherland has explicitly cited this paper as the inspiration for Scrum, naming the framework after the rugby formation described in it. The paper's emphasis on self-organizing-teams, overlapping phases (which became empirical-process-control in Scrum), and cross-functional team structure maps directly to Scrum's core design decisions.

ikujiro-nonaka later developed the knowledge creation theory (tacit → explicit knowledge, the SECI model) that also influenced thinking about organizational learning in Agile contexts — connecting to the broader lean and systems thinking tradition.

Historical gap

The paper predates Agile by 15 years. Neither hirotaka-takeuchi nor ikujiro-nonaka were software practitioners; the paper studied product development across manufacturing and technology companies. The translation from the paper's observations about hardware product development to software development methodology was done by ken-schwaber and jeff-sutherland in the early 1990s. The degree to which the Scrum framework is a faithful implementation of the paper's observations versus a creative reinterpretation is not fully documented.