There’s nothing business loves more than stability. Consistent markets facilitate outcomes, but volatile markets call into question any principle. All businesses depend on customers, brands address customers, so there is no other strategy than the agility to adapt and adopt the new demands and desires of the market as their own.

The brands that survive and emerge stronger from any situation of instability are those that have been able to be agile, adapting their value proposition to the new demands of society. Faced with the complexity of today’s world, it has become an increasing challenge for companies to achieve sustainable competitive advantages. To survive in these circumstances, organizations must react quickly to circumstances and accelerate their responses to citizens. But agility is something that goes far beyond speed.

Business Agility

Business agility refers to the ability of the Organization’s values, behaviors, and capabilities to evolve. More formally, we can define agility as the continuous development and maintenance of the ability to make decisions in changing circumstances.

Agility is the Company’s ability to:

  • Adapt quickly to market changes, both internally and externally.
  • Respond quickly and flexibly to societal demands.
  • Adapt and lead change in a productive and cost-effective way without compromising quality.
  • Maintain your competitive edge.

To increase its agility, a company not only needs to adapt flexibly, but must also be able to propose new solutions for new scenarios.

How to Achieve Business Agility

People, not processes, are what make change happen. Therefore, it is necessary to first involve the right people at the right time and in the right way. Give them clear, concise, and customer-focused goals. And promote communication and collaboration among the team. The forms will be the second thing to consider, starting from objectives, identifying those responsible, pointing out how it will be done, what will be the appropriate organization to guarantee the result.

3 Pillars for Business Agility Management

As noted above, business agility can give a brand a competitive advantage by offering a great customer experience that is the result of rapid organization and absorption of learning, based on an execution that does not sacrifice quality at all. There are 3 pillars that underpin agility:

  1. Perception

An organization’s identity is projected onto its image. In times of change, it is necessary to ensure that image and identity remain united, in order to build a positive perception permanently.

  1. Attitude

Dynamic capabilities are the foundation for an Organization to adapt, change, and take better advantage of opportunities. An attitude towards change, leaving aside the comfort zone, facilitates anticipation and the achievement of competitive advantages.

  1. Leadership

Leadership involves responsibility and vision. Agile companies have collaborative leadership, which is capable of engaging collective intelligence to deliver better results that cross the usual boundaries when ordinary control mechanisms are absent.

We live in uncertain times in a volatile, uncertain and complex world. Agility in business is one way to successfully overcome some of that ambiguity by providing an approach to adapt and remain relevant to the market.


Carlos Puig Falcó

CEO of Branward


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