Easy, as somehow discussed on the article. Beyond the IT department everyone else has very to low incentives to adopt "those crazy ideas from computer guys", they care about deadlines, roadmaps, when marketing campaigns can be organised, with what content, what should be on the contracts with business partners,... Ever since we got those ideas around 2000, the best outcome if agile is adopted at all, is scrumfall as…
Yeah, because waterfall with iterations is better than SCRUM/AGILE/WHATEVER. God intended water to run from the TOP to the BOTTOM. Don't fight gravity.
The worst results I have ever seen have been projects where the people on the bottom stopped caring because the people on the top tried to make them ignore the laws of nature.
Also: God is dead