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Scrum is an iterative and incremental agile software development framework for managing software projects and product or application development. It defines "a flexible, holistic product development strategy where a development team works as a unit to reach a common goal". It challenges assumptions of the "traditional, sequential approach" to product development. Scrum enables teams to self-organize by encouraging physical co-location or close online collaboration of all team members and daily face to face communication among all team members and disciplines in the project.A scrum master is the facilitator for a product development team that uses scrum, a rugby analogy for a development methodology that allows a team to self-organize and make changes quickly. The scrum master manages the process for how information is exchanged.