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I'm sure I'm not the first person to think it, but I just came across the description of a newly published book whose title made me think about this subject. The book is: Reading Minds and Markets: Minimizing Risk and Maximizing Returns in a Volatile Global Marketplace, by Jack Ablin and Suzanne McGee. The title immediately made me think that this was the right language to use when communicating with business-people and senior management to describe what agility is in terms of its benefits to the bottom line. Investopedia describes a "Value Proposition" as: "A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings." So I think that "value proposition" is the right term to describe what is it about agility that I want to describe to a business-person or senior manager that should make them want to care about what agility is and why they should adopt it. With the above in mind, here is my "value proposition" for agility: Agility is all about harnessing the power of collaborative people and frequent delivery to: There! Top that! :-) Think you have a better value-proposition for agility that is more succinct while still touching on the minimally sufficient set of key attributes? (the people-factor, frequent value-delivery, cycle-time, responsiveness to change and risk/ROI) If so, then I want to see it! Leave a comment and let me know!  Posted: 2009-06-10 01:17:00Author:Brad Appleton
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