Agile has become yet another overused buzz word in the modern marketing lexicon. It sits up there with other bullsh*t bingo buzzwords like paradigm, strategic, integrated and best practice. How did that happen? Long before it became a methodology [for software development] or an academic descriptor for companies that lead with innovation, it was a simple, yet powerful word.
Agile is the ability to move or think quickly.
In my 13 years working with some of the biggest business brands in the world, I’d say that lack of agility is the biggest threat to growth. Not brand positioning, or Technology or Data. In fact, for most firms, the more money they spend on market studies and data analytics, the less agile they become. It’s actually created an unfair competitive edge for smaller challenger brands.
At the end of the day agility is a mindset, not a methodology. Agility is about being able to paint a picture of the future and make all of the necessary and hard decisions to move there. When you get off course, it’s the ability to quickly adapt and course correct.
What do you think?