The first principle in the Agile Alliance’s Manifesto for Agile Software Development states: “Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.” But how do we define that value? What does it look like in the context of digital business transformation?
A major reason digital transformations fail is that business leaders don’t know what value is, as true value is defined by the customer, and what they’re willing to pay for. Unfortunately, instead of concentrating on the true measures of value, such as improving the customer journey experience, engagement and happiness, most organizations focus on developing features and measuring efficiency and productivity metrics. This is, at best, digital optimization and falls short of actual digital transformation.