So, horizontal-dominant matrix structures became more common, aligning reporting and incentives to project teams, work cells, or product groups. Long before Agile, many organizations realized that optimizing for job functions meant de-optimizing value delivery.

Vertical-dominant structures (common in traditional IT shops) are aligned along functional siloes (developers, testers, project managers, etc). But let’s see this “model” for what it is: another permutation in the decades-old debate about horizontal-dominant versus vertical-dominant matrix organizational structures. I have no objection to Spotify organizing in whatever way made sense for them, and I celebrate them for continuing to evolve and adapt their organizational design.

Not convinced? Watch the video: at around the 3-minute mark, Kniberg himself says, “This culture description is really a mix of what we are today and what we want to become in the future.” Agile also means evolving and adapting continuously, and indeed, Spotify itself, being an Agile organization, has grown and adapted beyond this published version of “The Spotify Model” as illustrated in this post. Implementing the patterns that are optimal for your unique environment and goals requires thought and tailoring. The objective of becoming an Agile organization is mastering the sensing, experimenting, thinking, and learning adaptation cycle.

An IT organization that thoughtlessly implements Spotify’s org structure will fail to optimize the design of their organization, and as with the many prescriptive, design-up-front Agile recipes and frameworks, mindlessly adopting any prescriptive design is inherently anti-agile.Ī framework is a collection of patterns, but no framework contains all the optimal patterns for any complex organization in the real world. It is a useful example to inform how companies rethink how they organize but it is not a prescription for every organizations’ optimal design. There’s a lot less to this model than these consultants would have you believe. In many cases, these consulting charlatans even mis-identify the Spotify model as a “methodology,” further inflating expectations of its potential value and impact. The names Spotify came up with for the various dimensions of the organizational structure are cute – “Tribes,” “Guilds,” “Chapters.” Somehow, however, this interesting anecdote became a rigid prescription that many large corporate IT organizations thoughtlessly copy, often (mis)guided by one of several large consultancies who flog the Spotify model as a key component of their clients’ Agile org design. It’s a nice article describing how Spotify was organizing at the time. Specific and Worldwide Target Engagement.In 2014 Henrik Kniberg posted an article describing how a small music player company in Sweden organized some of their development teams. Music Subscribers/Playlist, Active email list.Ĥ. Genre-Geo Promotion Via Online curated Music streaming Platform.ģ. Firstly, I will listen to your music for marketing analysis and run a promotion campaign to reach My Database of active audiences worldwide through:Ģ. This Service provides Organic Spotify Marketing Campaign to assist talented musicians, artists, record labels promote all Genres of Spotify music organically to reach more audiences, gain more visibility, boost their streams/plays, listeners and get noticed in the industry to hasten your music career.ġ. Are you an artist? Do you want your slow-moving Spotify music to go viral right before your eyes? You are just at the Right Spot

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