Join the Movement!


To compete effectively as a modern business, your company’s ability to sense and respond to market opportunities and threats is vital. Therefore, we have created the Manifesto for Business Agility. This manifesto outlines the key attributes a company must embrace to compete both today, and in the future.

Our intention is to introduce truths from our work across hundreds of transformations — to introduce a set of values that enable modern businesses (marketing, channels, finance, technology, etc.) to achieve optimal business outcomes.

In the spirit of continuously seeking truths, we bravely set out a manifesto that we fully intend to mature as we collectively learn from each experience. This is an open invitation for any feedback and thoughts to make this manifesto yours as well as ours.

Additional contributing authors will be recognized/acknowledged in addition to the original authors above as we progressively mature the Manifesto for Business Agility.