Broadcast Communication

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In the agile development community, we are all hip to the notion of two way communication. It can be via any mechanism you choose: email, instant messaging, smoke signals or the hands-down, all-time winner – face to face. That’s fantastic, but there is another form of communication that we can develop: one-way communication.

What’s the value of that, you ask? Isn’t two way communication a lot better? The answer is yes, two way communication is great and has it’s place, but one way communication has a different purpose – one that agile teams should learn to develop as well. In fact, most agile teams don’t do very well at the one way communication beyond the team at all.

Let me explain: One way, or broadcast communication doesn’t require any response. You just shout out the news and go about your business. Now of course if there is no one to hear the news, then it really doesn’t make much difference (if a tree falls in the forest…). However in the case of working on a team, there is usually someone around. Broadcasting simply shares information with absolutely no expectation of any information or reply in return. It’s all giving and no receiving. Others can get the information and then act accordingly without ever engaging in dialog.

Some examples of one way communication include: status reports, information radiators: including burndown charts, kanban boards, etcetera. There are tools that promote one way communication such as Twitter and Yammer. I suppose even a wiki or blog qualifies too.

There is one other thing about broadcast communication that I like, especially when it comes to swarming. One way communication removes any expectation of compliance. When you broadcast information, the receivers get to decide what they want to do with it. There is no expectation of any sort of action. Commands are weakened or non-existent with this type of communication. That’s a good thing if you are swarming.

A few sentences back, I made the claim that Agile teams aren’t very good at broadcasting information beyond the team. Many of the teams that I work with tend to be very inward facing. The communication is rich between team members, but it’s very sparse if you are outside the team. This may also be a reflection of the hierarchical nature of many of the companies I’ve worked with. Teams need to take advantage of every mechanism they can find to radiate information outside the team. Some opportunities include:

  • The Scrum of Scrums or other program or portfolio meetings
  • Information radiators OUTSIDE the team. Broadcast doesn’t work if everyone has to come to you to get the message.
  • Attending other forums, other teams status meetings
  • Status reporting – yes, status reports are the root of all evil, but they are a form of one way communication.

If you aren’t using one way broadcast, give it at try. It’s a powerful communication tool – and essential to promote swarming.

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