Agile! It's Everywhere

This blog was updated April 2025

Is it just me, or has “agile“ become the most overused word in the language of business?

I may be mistaken about this; perhaps I just notice it more because this past year has been all about agile for us here at PM Solutions and PM College. This time last year, we were creating the research questionnaire for our study, The Adaptive Organization: A Benchmark of Changing Approaches to Project Management. Then came the data crunching and report writing and publicizing ... and the webinar ... and answering everyone's questions about the study ... and now, with Deborah Bigelow Crawford, I’m getting ready to present that research at the PMI Global Conference. (It takes agility just to get through all those hoops!)

In the meantime, of course, I have read approximately a zillion articles on various aspects of agile, from software development (Agile Classic) to project management, to product development, to agile marketing (we have two chapters on this in the  AMA Handbook of Project Management), to disaster recovery .... and more. Today, a colleague forwarded me a Wall St. Journal piece on “agile management. “I was prepared to be annoyed by the suits at WSJ appropriating a project management term, but my heart softened when I saw them citing a PMI research report. I used to think, when I was an editor for the PMI Publishing Division, that having the words “project management” appear in mainstream business journals would be a major milestone for the profession. Now, it happens every day. I missed the exact tipping point that became this deluge, but I’m still excited when I see how mainstream project management has become. The next big thing to become just another thing: agility. In projects, in products, in management. In everything we do. Why is this such a powerful idea? Here’s a very telling quote from the WSJ piece, citing the CEO of an ad agency featured in the story, talking about the cultural effect of daily standup meetings:

“It sounds like a small thing, but that’s actually a huge thing,” says Jacqui Hartnett, Starmark’s president. “You make and keep promises to yourself and others, and do what you said you were going to do.”

That quote serves as a perfect advertisement for our upcoming PMI Global Conference presentation, “Mindset Over Method: Some Surprising Success Factors for the Adaptive Organization.” Agile changes work styles and patterns, changes minds ... and the change in terminology, tools, or methods is of far less importance than this culture-shifting organizational transformation. All from the simple act of standing up and saying, “Here’s what I’m going to do today, and here’s how I need your help.”

FAQs

What does it mean that “agile” is becoming mainstream in business?

The increasing use of “agile” signifies a broader adoption of its principles beyond software development. It implies that concepts like iterative work, collaboration, flexibility, and continuous improvement are being applied to various business functions, including project management, marketing, and even general management practices, indicating a fundamental shift towards more adaptive organizational structures.

Why is agility considered such a powerful idea in today's business environment?

Agility's power lies in its ability to help organizations respond effectively to rapid change and uncertainty. The focus on frequent feedback loops, cross-functional collaboration, and iterative progress allows for quicker adaptation to market demands and customer needs, ultimately leading to increased efficiency, innovation, and a greater ability to deliver value in dynamic environments.

How does the “mindset over method” concept relate to successful agile adoption?

“Mindset over method” emphasizes that the underlying cultural shift and adoption of agile principles (like collaboration and continuous improvement) are more critical than simply implementing specific agile frameworks or tools. Without this fundamental change in thinking and behavior, organizations may struggle to realize the true benefits and value-added program management capabilities of agile approaches.

What are some examples of how agile is being used outside of traditional IT or software development?

Agile principles are now being applied in diverse areas such as agile marketing (iterative campaigns, data-driven adjustments), product development (frequent releases, customer feedback integration), and even disaster recovery (flexible response plans). The core idea of adaptability and responsiveness makes agile a valuable approach across various business functions seeking value-added program management.

If my organization is considering adopting Agile, where should we start?

Organizations considering agile adoption should begin by understanding the core principles and values of agile. Focusing on cultivating a collaborative and iterative mindset across teams is crucial. Starting with pilot projects and gradually scaling adoption while emphasizing training and continuous learning will contribute to a more successful and value-added program management transformation.