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Not asking about the story presented as counterpart against Waterfall or the story of its idea development from Takeuchi & Nonaka or yet another well deserved criticism over its real world implementation, but how from a social and business perspective it took over the whole industry. I know it is not 100% of the companies, but most of them, and now it is even expanding to other industries.
Was it an incentive for management control? Did it have influencers and evangelists? Was there some tupperware scheme on selling titles and courses? just the promise of streamlined progress and predictability together with ending the contrast against the waterfall issues? was it because it is easier to pivot and adapt to change due continuous deliver? was it part of a larger atractor of rejecting long term planning, like now very few people do proper business plans and long term planning, etc?
Please keep it on the sociocultural and business aspect.