Getting Real is a must read for all marketers. The impact Agile Development is having on product management is as revolutionary as the changes that social media are having on marketing communications. In my opinion, an alternative title for Getting Real could have been “The New Rules of Software Development,” because the strategy outlined is such a radical paradigm shift. Seth Godin stated “every once in a while, a book comes out of left field that changes just about everything. This is one of those books. Ignore it at your peril.” His comments could not be more true.