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Berlin: 2014 Global Gathering 9/22/2014 12:00:00 AM InterContinental Berlin InterContinental Berlin Budapester Strasse 2 Berlin 10787 Germany 52.507001 13.346994

Global SCRUM GATHERING® Berlin 2014

Watch the Keynote Presenations here.
Keep learning and download the slide decks from the presentations here.
View and tag photos from #SGBER on our Scrum Alliance Facebook Page.
View the Graphic Recording of the Welcome Remarks here.

Please note: Scrum Alliance member and Berlin Gathering attendees will need to login to access this webpage.

Click here to download the new SCRUM GATHERING® Berlin 2014 Mobile App. Create your schedule, network with attendees, and provide all feedback using your mobile phone! If you are prompted for a passcode; enter: scrumalliance

Download a PDF of the program here.

Code of Conduct

Scrum Alliance is committed to providing a harassment-free networking, learning and collaboration environment for our Gatherings and other events. To that end, Scrum Alliance has adopted this Code of Conduct and Anti-Harassment Policy Statement.

Please read the Code of Conduct and Anti-Harassment Policy Statement.

For information about sponsoring a Gathering, download the Sponsorship Package, contact Yvonne at, or call (905) 281-0555 ext 111.
  • Registration Fee

    Your registration gives you full access to all keynotes, sessions, and special events. AM & PM Breaks and lunch are included [Monday - Wednesday] plus any evening events. Regretfully, we cannot offer 1-day passes or allow sharing of passes.Note: Breakfast is included in the room rate for those staying at the host hotel when booking through our reservation link. SCRUM GATHERING® is not providing breakfast for those who book through any other means. Breakfast will not be provided for delegates staying outside the hotel.

    Dress code: Business casual, jeans acceptable.

    Please be sure to read all the information below before beginning your registration.

    Discount codes cannot be combined. Read through the information below to determine the discount code which offers the most value to you.

    Registration Types, Pricing* & Discounts **


    Regular: $1,350
    Don't know if you are an active SCRUM ALLIANCE® Member? Contact:


    Regular: $1,600
    Not a SCRUM ALLIANCE® Member? Sign up today and receive a 2-year subscription for only $100 USD


    Price: $950
    Regular: $1,350
    Discount is automatically applied, certifications are verified. 

    First-Time Attendee

    $200 Off!
    To receive a First-Time Attendee discount code, please contact Please reference the Scrum Gathering Berlin within your request.


    10% Discount
    To receive an Academic discount code, please contact

    Scrum User Group

    10% Discount
    To receive an discount code as a Scrum User Group member, please contact

    Group Discounts****

    Groups of (3) or more enjoy a 10% discount. Contact with the names of all registrants within your party to receive the group discount. Note: Registration and payment must be processed at the same time.

    * All prices are in USD.
    ** % Discounts are calculated based on the selected registration type fee.
    *** Early Bird registrations do not have a specific cut-off date. These registrations are based on a first-come / first-served bases and will be available until the maximum quantities have been met.
    *** Group discounts are calculated on the total cost of all registrations in the group. You will have the opportunity to add additional group members during this registration process. The total fees for all registrants in the group will be charged to the first person in the group's registration. NEW: A discount code is needed to receive this 10% group discount. Please contact to receive the group discount.


  • Hotel and Travel


    InterContinental Berlin

    The InterContinental Berlin is sold out. If you would like to be placed on a wait list, please email their reservation department at or call the hotel directly at 0049 30 2602 1287.

    Note: Breakfast is included in the room rate for those staying at the host hotel when booking through our reservation link. SCRUM GATHERING® is not providing breakfast for those who book through any other means. Breakfast will not be provided for delegates staying outside the hotel.

    Our two overflow hotels are located less than a 5 minute walk from the InterContinental Berlin. You must mention Scrum Alliance to get these special rates which include breakfast, wifi and VAT.

    Holiday Inn Express Berlin City Centre West

    The Holiday Inn Express Berlin City Centre West rates range nightly from 99€ to 269€. Please email or call +49 30 688 3190 and mention Scrum Alliance to receive the special rate.  Rooms and rates are only on hold until August 22nd or until the hotel sells out.

    Pestana Berlin Tiergarten

    The Pestana Berlin Tiergarten is offering 255€ Single/265€ Double occupancy please email or call +49 30 31175 9000.  These rates are currently available until out hotel block, or the hotel, sells out.

    Why stay at the conference hotel?

    This is where the action is! Networking opportunities are around every corner and in every elevator. Save time getting to and from breakouts and sessions, and enjoy the convenience of going back to your room between events to make phone calls and check emails. We appreciate you making your reservation at the conference hotel where we have negotiated contracts to give you the best value and service. Your reservation also helps ensure we meet our contractual obligations with the hotel.

    Join Scrum community members from around the world as they gather together in Germany for Global SCRUM GATHERING® Berlin 2014. You'll find plenty of ways to participate as you share experiences, exchange information, and collaborate with fellow Scrum users. Get value and expert insight that provides you with a framework for evaluating and incorporating Scrum while you learn from experienced practitioners and leaders in the Scrum community.


    There are 2 airports in Berlin, depending on your carrier, please check which airport you will be arriving:

    Tegel International Airport (TXL)

    To get to the InterContinental Berlin Hotel, there are a few options:

    Taxi: 30.00 € (one way) approximately 20-25 minutes.

    Bus: Take Bus X9 to "Zoologischer Garten". Change to Bus 200, direction "Michelangelostrasse" to "Budapester Strasse", Bus stops in front of the hotel. Total travel time: approximately 40 minutes.

    Car Rental: The car rental center is located at the airport on the lower floor near Terminal E and car park P2. There will be various offers and service firms there. For more information on car rentals click here.

    Schoenefeld Airport (SXF)
    Distance 21 KM / 13.05 MI SOUTH EAST to Hotel 
    Taxi Charge (one way): €45.00, approximately 40 minutes

    Alternate: Take the RE7 or RB14 train to "Zoologischer Garten". Change to Bus 200, direction "Michelangelostrasse" to "Budapester Strasse". The bus stops in front of the hotel. Or take a 10 minute walk / 500m from "Zoologischer Garten" to the hotel. Ticket zone is ABC. 

    Hotel Address:
    InterContinental Berlin
    Budapester Strasse 2,
    Berlin, Germany
    Phone: +49 30 26020

  • Theme, Track and Chair(s)



    Our theme is Berlin itself - a powerhouse in Europe, like Scrum is the powerhouse for Agile worldwide. What makes Berlin so special? Berlin combines a flair for the creative, from movies to startups, a fascination with how things work, from technology to architecture, and a focus on the wider picture. Famous for its street scenes, the Berlin Bear, and, of course, the Berlin Wall, Berlin has been at the centre of what's happening across Europe for centuries, from European unification and the Euro, to street art and the "Berlinale" film festival, to the Bohemian lifestyle and the hub of technology start-ups in Germany. Just as Berlin is the source for so much inspiration across many diverse fields, Scrum continues to be at the centre of successful agile transformations worldwide and the archetype on which so many agile frameworks are based, providing the core for taking an agile mindset into the enterprise. Berlin is a great venue for the premier gathering of agile folks in Europe, and we look forward to this year's European Scrum Gathering laying the foundations for agility across many different businesses and industries.


    As Agile and Scrum become more and more mainstream, the quality and the scope of implementing Scrum changes. Anyone involved in supporting a company, whether as an internal or external coach or champion, to adopt Scrum needs to be aware of the responsibility which comes with that. Through our talks with potential clients we get a lot of feedback along the lines of: they like Scrum, they tried it, but after a while people are not doing it right anymore.

    In our experience the reason for this is that while teams/companies learn the practices of Scrum, they often don't understand and apply the principles behind these practices. This leads to fast success and high levels of motivation, but after a while they fall back into old habits. Sustainable change is hard, and requires a foundation built on applying Agile and Scrum principles, quality, and an eye on the future.

    To tempt you, we have five powerful tracks from which to learn.

    1. Scrum Principles: “Changing the Status Quo"
    Reaching (and maintaining) a sustainable pace depends on applying the principles of Scrum, not just the practices. This track is about the origins of Scrum - the principles and how they are applied. What do successful teams do to apply the principles? How do they overcome the pull of old habits and comfortable but ineffective ways of working? What are the core principles underlying Scrum and how do we see this applied?

    2. Successful Scrum Practices: “Berlin Never Sleeps"
    Berlin is the hottest start-up capital in Europe, famous for seeing business opportunities in anything and for getting things built quickly. In this track we will look at how to get things off the ground quickly, laying the foundations for impactful and lasting change. From small changes of habit, whether an engineering practice or how a team works together, to fundamental changes in approach, such as emerging architectural decisions or validating ideas before implementing them, we are looking for small changes or fundamentals, pragmatic things that work?

    3. Innovating beyond Core Scrum: "The Bohemian Bear"
    Famous for street art, a different lifestyle, thinking outside the box, creativity is everywhere in Berlin. The act of taking something we understand and adding to it, extrapolating from where we are today to show a completely different perspective, is in the DNA of Berlin. In this track we consider what is next for Scrum? How will the Scrum we understand today grow and evolve to adopt thinking from different disciplines? How will the roles or the practices we consider evolve?

    4. Thinking Outside the box
    Thinking 'outside the box' is about taking the IT out of Scrum. How can we take the core principles and practices and apply them across business functions, in different industries? How is Scrum being used and extended in today's world? Scrum in a Law Office? Marketing and Sales functions? When we take off the blinkers of Scrum as a technology team’s methodology, where can we go? 

    5. Managing Agility Bring Down the Wall"
    Agile adoptions outside of the team level depend on two critical aspects often ignored in discussing Scrum: effective coaching skills and catalytic or servant leadership. How we manage and lead the agile adoption is important. In this track we consider the role of leadership, both as a coach or agile champion and as a line manager, executive or stakeholder. Leadership is about making good decisions, creating the right environment and understanding that our actions have consequences, whether intended or not. 

    Berlin Co-Chairs

    Co-chairs for the Global SCRUM GATHERING® Berlin 2014 are Marion Eickmann and Dave Sharrock, both with agile42 – a fast-growing international agile coaching company, headquartered in Berlin with a offices across Europe and North America, that makes your agile transformation succeed.

    Marion Eickmann is one of the founders and the executive director of agile42. She has been working in the field of software development and project management for more than 17 years. Since 2007, Marion has been successfully delivering local and global agile and Scrum projects internationally. Marion is very active in the Scrum community and organizes regular Scrum User Group Meetings in Berlin (#ScrumtischB) and regularly publishes articles about Agility, Agile Leadership, Scrum, Traceability, Collaboration and Requirements Engineering.

    Dave Sharrock has over 20 years experience working with product delivery organizations. From Fortune100 companies to startups, telecommunications to branded consumer goods, Dave helps companies and organizations understand and realize the benefits of applying an agile/lean mindset to product development. A sought-after speaker and coach, Dave is an expert on organizational change and adopting agile processes and one of the few coaches to hold the Certified Scrum Coach (CSC) and Certified Scrum Trainer (CST) designations at the same time. For good measure, Dave also has a PhD and an MBA. Dave moved from Europe to Vancouver in 2010, has worked closely with the local agile community, AgileVancouver, and leads agile42 in North America.
  • Keynote Speakers

    Prof. Dave Snowden

    Opening Keynote


    Dave Snowden is the founder and chief scientific officer of Cognitive Edge.  His work is international in nature and covers government and industry looking at complex issues relating to strategy, organisational decision making and decision making.  He has pioneered a science based approach to organisations drawing on anthropology, neuroscience and complex adaptive systems theory.  He is a popular and passionate keynote speaker on a range of subjects, and is well known for his pragmatic cynicism and iconoclastic style. 

    He holds visiting Chairs at the Universities of Pretoria and Hong Kong Polytechnic University as well as a visiting fellowship at the University of Warwick.  He has also held senior fellowships at the Institute of Defense and Strategic Studies at Nanyang University and the Civil Service College in Singapore.  His paper with Boone on Leadership was the cover article for the Harvard Business Review in November 2007 and also won the Academy of Management aware for the best practitioner paper in the same year.  He has previously won a special award from the Academy for originality in his work on knowledge management. He is a editorial board member of several academic and practitioner journals in the field of knowledge management and is an Editor in Chief of E:CO.  In 2006 he was Director of the EPSRC (UK) research programme on emergence and in 2007 was appointed to an NSF (US) review panel on complexity science research.

    He previously worked for IBM where he was a Director of the Institution for Knowledge Management and founded the Cynefin Centre for Organisational Complexity; during that period he was selected by IBM as one of six on-demand thinkers for a world wide advertising campaign.   Prior to joining IBM he worked as a software designer and programmer building Decision Support Systems for major international clients such as Guinness.  As a result of that work he developed the business to the point where he became General Manager of a new software business covering Decision Support, Forecasting and Inventory Management..  In those roles he was a pioneer in bringing academic insight into the pragmatic world of business.  He was one of 50 managers selected to be part of the management buyout of Data Sciences from the Thorn EMI group and rose to a central role in strategy before the take over by IBM.  In that role he pioneered a new approach to service marketing and was one of the founders of the DSDM consortium which went on to create international standards for rapid application system development and joint application design.  He created businesses in the areas of Data Warehousing and Legacy System management through the GENUS program won a series of marketing awards in the UK and was crediting with driving most of Data Science’s revenue growth prior to the IBM takeover.
    His company Cognitive Edge exists to integrate academic thinking with practice in organisations throughout the world and operates on a network model working with Academics, Government, Commercial Organisations, NGOs and Independent Consultants.  He is also the main designer of the SenseMaker® software suite, originally developed in the field of counter terrorism and now being actively deployed in both Government and Industry to handle issues of impact measurement, customer/employee insight, narrative based knowledge management, strategic foresight and risk management. 

    Enabling the organisation as a complex eco-system

    This presentation will take an ecological approach to understanding how business functions and IT capability can better interact with each other.  It will argue for a substantial shift away from the predominantly manufacturing and linear metaphors that underly code development, user requirements capture and project management.  Instead we need to see technology provision as a service relationship which can both deliver core needs, but can also joining explorer the rapidly emerging opportunities offered by technology in the modern world.  It will focus on how we understand the Implicit Whys of customer and employee needs not just the Explicit Whats.  As such it will challenge some of the common assumptions behind big data and demonstrate how human sensor networks (whole of workforce engagement for example) can transform the enterprise.  For the Agile community that means developing pre-Scrum capability, for the wider business it means understanding how to co-evolve unstated needs with the rapidly changing capabilities of technology.

    Don Reinertsen

    Tuesday Keynote


    Don is the President of Reinertsen & Associates, a consulting firm specialized in the management of product development.  He has worked with leading product development organizations for over 30 years, and taught executive courses at Caltech for 14 years.  He is the author/co-author of three best-selling books on product development, and is considered one of the leading thinkers in the emerging field of lean product development.  His latest award winning book, The Principles of Product Development Flow: Second Generation Lean Product Development, has been praised as “… quite simply the most advanced product development book you can buy.”

    Exploiting Uncertainty: Thriving in a Stochastic World

    Early attempts to use Lean methods in product development simplistically copied the ideas of Lean Manufacturing.  They assumed that variability should be elimited.  Unfortunately, this is neither feasible nor desirable in product development.  In development, where innovation adds value, uncertainty is the perpetual traveling companion of innovation – therefore, we can’t eliminate uncertainty without eliminating innovation.  Fortunately, another approach is available.

    Richard Sheridan

    Closing Keynote


    From kid programmer in 1971 to Forbes cover story in 2003, author, CEO and Chief Storyteller Richard Sheridan has never shied from challenges, opportunities nor the limelight. While his focus has always been around technology, his passion is actually process, teamwork and organization deisgn, with one inordinately popular goal: the business value of joy! Sheridan is an avid reader and historian, and his software design and developmental team at Menlo Innovations didn't invent a new culture, but copied an old one ... Edison's Menlo Park New Jersey lab. Henry Ford's recreation of the Menlo Park Lab in Greenfield Village was a childhood inspiration!

    Some call it agile, some call it lean ... Sheridan and his team call it joyful. And it produces results ... business and otherwise. Five Inc. magazine revenue growth awards, invites to the White House, speaking engagements around the nation, numerous articles and culture awards and so much interest they are doing more than a tour a day of the Menlo Software Factory™ for thousands who make the trek to Ann Arbor, Michigan each year. In Sheridan's recently published book Joy, Inc. he shares what he has learned about the effect of a culture focused on joy. The book was recently named Management Book of The Year by 800-CEO-READ, and Menlo Innovations was name The Most Joyful Company in America by Inc. magazine.

    The Business Value of Joy

    Joy in the context of business sounds ridiculous, and would be except for one important glaring fact: it produces measurable, repeatable, and sustainable results. Learn why from the founder, CEO, and Cheif Storyteller and author Richard Sheridan.

    Within an industry known for missed deadlines, poor quality, "death march" processes and user experiences that requireDummies books to explain, this talk will deliver the hope of a better way. Attendees who attend agile and scrum conferences are searching for  tangible examples from which to sample and learn. This talk will deliver inspiration and practical takeaways.

    Agile methodologies practiced The Menlo Way™ since 2001 are both joyful and disciplined. In this session, Sheridan will share from him personal experiences about the effects of physical space on team energy and engagement, the benefit of simple paper-based project management tools to foster better sponsor relationships, the power of systematic pairing in creating a learning organization that render towers of knowledge and Brooks' Law quaint challenges of the past.

    Sheridan will discuss the cultural norms that remove fear and encourage experimentation; you'll hear about the elimination of meetings and the rituals and ceremonies that replace them. Learning Objectives: 1) Design a culture with the right team and leadership in a learning environment; 2) create client involvement; 3) define your environment by joy in an open and collaborative culture and 4) create delightful user experiences.

  • Schedule and Program

    Sunday, Sept 21, 2014

    15:00 - 18:00 Registration

    18:00 - 19:00 Welcome Reception

    Monday, Sept 22, 2014

    8:00 - 17:00 Registration

    6:30 - 9:00 Breakfast - Hotel Guests ONLY

    9:00 - 10:30 Welcome Remarks & Opening Keynote

    10:30 - 11:00 AM Break

    11:00 - 12:30 90 Minute Sessions

    12:30 - 13:30 Lunch

    13:30 - 15:00 90 Minute Sessions

    15:00 - 15:30 PM Break

    15:30 - 17:00 90 Minute Sessions

    18:00 - 21:00 Monday Mingle @ Tipi

    Tuesday, Sept 23, 2014

    8:00 - 17:00 Registration

    6:30 - 9:00 Breakfast - Hotel Guests ONLY

    9:00 - 10:30 Keynote

    10:30 - 11:00 AM Break

    11:00 - 12:30 90 Minute Sessions

    12:30 - 13:30 Lunch

    13:30 - 14:30 60 Minute Sessions

    14:30 - 14:45 PM Break

    14:45 - 15:45 60 Minute Sessions

    15:45 - 16:00 PM Break

    16:00 - 17:00 60 Minute Sessions

    Wednesday, Sept 24, 2014

    6:30 - 9:00 Breakfast - Hotel Guests ONLY

    9:00 - 10:30 Open Space Opening

    10:30 - 11:00 AM Break

    11:00 - 12:30 Open Space Sessions

    12:30 - 13:30 Lunch

    13:30 - 15:00 Open Space Sessions

    15:00 - 15:30 PM Break

    15:30 - 17:00 Closing Keynote

  • About the City

    Experience Berlin

    We have selected InterContinental Berlin in Berlin to host the Gathering. Berlin, the capital city of Germany, is known for its culture, media and science which are evident in its offerings, but Berlin is also every bit a modern metropolis.

    The weather in September is generally chilly to mild with highs of 18 C (66F) and lows of 10 C (51F).
    Add some extra days to your trip and make time to visit some unique sites and attractions that distinguish Berlin.
    Here are the Top 10 Things to do in Berlin. For more information on Berlin and its attractions, visit the Tourism Berlin website.

    1. Brandenburg Gate: an iconic landmark of New Germany.
    2. Museum Island: how to five world-class museums and the Berlin Cathedral.
    3. Potsdamer Platz
    4. Berlin TV Tower
    5. Alexanderplatz: one of the most famous and largest squares in Berlin
    6. AquaDom and SEA LIFE Berlin
    7. Checkpoint Charlie: the best-known border crossing and a favorite setting for spy thrillers
    8. East Side Gallery: an open air gallery created from the Berlin Wall
    9. Visit one of Berlin’s 3 major opera houses or one of the 7 symphony orchestras.
    10. Berlin Zoological Garden: the oldest and best known zoo in Germany. 
  • Open Space Guidelines

    Open Space Guidelines

    Bring your topic to Open Space and you can run an informal session on any topic you’re passionate about.

    How do I propose an Open Space session?
    • Think of a topic
    • Take an index card and a marker
    • Write your topic at the top of the card
    • Write your name below – so people know who’s running the session
    • Post your topic on the Marketplace (sticky wall) picking a timeslot and location
    Open Space runs by four simple organizing principles:
    • Whoever comes is the right people
    • Whatever happens is the only thing that could have
    • Whenever it starts is the right time
    • When it’s over it’s over
    Use the Law of Two Feet to take responsibility for following your own passions. If you feel that you are not contributing or benefitting from a session, please feel free to move on to something else. Remember it’s self-organizing so...prepare to be surprised.
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InterContinental Berlin
Berlin , Germany


22-23 September, 2014

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