The Agility Advantage: How to Identify and Act on Opportunities in a Fast-Changing World

By Amanda Setili

How to win market leadership in a fast-changing world

In the past, companies could pick a strategy and stick with it, maintaining a competitive edge for years. But today, companies surge ahead, fall behind, or even disappear in mere months. If you and your company are going to thrive for the long run, you need to continuously evolve, change, and stay a step ahead of your competition.

The ability to see and capitalize on new opportunities is the cornerstone of agility. Successful technology-based firms like Google, Tesla, and Amazon have all mastered agility within their core business practices, but companies in any sector can--and must--learn to spot new opportunities and make the right choices about what to invest in, what to change, and what to abandon.

The Agility Advantage first shows how to identify those aspects of your business where agility is most crucial--where the business environment is changing fast--and which elements have the greatest impact on the customer's decision to buy. Amanda Setili then shows how to master the three components of agility:

  • Market agility: Gain ideas from your most demanding and forward-thinking customers and from outside your industry. Engage, observe, and mix with customers to identify the opportunities created by their changing demands.
  • Decision agility: Anticipate the changes that may affect you and turn even troubling trends into opportunities. Design your strategy to maximize learning and to manage risk. Generate diverse alternatives and make fast, fact-based decisions about which to pursue.
  • Execution agility: Build new capabilities, shed what doesn't fit, and take the first steps in a new direction. Experiment, then reinforce and build on what works. Enlist and inspire your organization around a compelling purpose and grant employees the autonomy and resources to continuously adapt and adjust course.

The future will present more opportunities but narrower windows to capture them. With a wealth of valuable information and practical strategies, The Agility Advantage is essential reading to help any organization adapt and thrive--both today and tomorrow.


"Amanda Setili's book provides practical techniques and insightful examples to guide companies in becoming more agile. Haier is a large, global company, but it is also an innovation platform for multiple agile, small companies. I highly recommend "The Agility Advantage "to any CEO or leader who seeks to quickly and effectively respond to fast-changing markets throughout the world."--Zhang Ruimin, CEO, Haier

"With constant changes to technology and customer expectations, I have not yet found an industry that reinvents itself as quickly as wireless. This pace of change calls for true agility, and AT&T puts agility in action by staying flexible, looking for innovation from any source, and acting quickly on new ideas. "The Agility Advantage "is a must-read for companies that want to become more agile."--Glenn Lurie, president, emerging enterprises and partnerships, AT&T

"Velocity is our primary competitive advantage at The Weather Company, especially as user-generated content, social media, business partnerships, and data innovation become more critical to our success. Amanda Setili's study of agility, and how it leads to faster knowledge, decisions, and actions, helps us--and any company--identify the potential game-changers in our industry and move quickly in new directions."--David Kenny, chairman and CEO, The Weather Company, and cofounder, Digitas

"With "The Agility Advantage, "Amanda Setili provides a practical guide for how any organization--large or small, high-tech or no-tech, local or global--can read the winds of change and jump on new opportunities as they emerge. "The Agility Advantage "is a critical read and should be added to your business book collection this year."--Hala Moddelmog, president and CEO, Metro Atlanta Chamber, and former president, Arby's

"Kabbage disrupts financial services by leveraging big data to serve customers that traditional banks cannot. We've recently started partnering with the very institutions we sought to disrupt.


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About the Hardcover

Publisher Not available
Publish date 09/22/2014
Pages 241
ISBN-13 9781118836385
ISBN-10 1118836383
Language English

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