Optimise value across the organisation

Are you looking for a peer group with whom you can share experiences of agile transformation? Do you need to draw on research to convince teams and leaders what really succeeds?

The GCBA is a member organisation designed to support anyone involved in business transformation.

The GCBA community can support you as you go beyond the process, planning and control thinking of the past to execute truly successful digital transformation.

Founded by acclaimed authors and digital transformation experts Fin Goulding and Haydn Shaughnessy, the Global Centre for Business Agility is a community of professionals from all parts of the business.

The one thing they share in common is the development and testing of new agile techniques in the never ending search for optimised business value across the whole business.

To support your goals the GCBA will also be launching research to understand and report on what really works.


Macro photo of tooth wheel mechanism with OPTIMIZE, SOLUTION, SUCCESS, STRATEGY and ACHIEVEMENT concept letters
Scrum task dash board. The tool of agile project management approach

What is business agility?

Business agility is often thought of as the transfer or extension of software agile techniques to the whole business. That means using conventions like sprints, stand-ups and retrospectives in all areas of work.

However, true business agility involves the whole business working together rather than just using the same work techniques. There are few techniques or frameworks that address the challenges of this more holistic business approach.

The challenge is that we all need to extend our capabilities and take on new roles in a very flexible way. Teams built from a diverse group of skills are going to be much better placed to make good decisions.

The GCBA is founded on the belief that the framework should be as minimal as possible, leaving more room for intelligent people to interact and collaborate in designing the best way to work for the job in hand.

Our goal is to help you become the best practitioner of business agility that you can possibly be.

What is digital transformation?

True digital transformation is not just a set of changes to work practices leveraging new technologies, but it aims to optimise how we deliver value.

We now use a variety of terms for experiences that have a lot in common - digital transformation, agile transformation, agile mindsets… in essence a new culture that encourages the individual to contribute, and the team to make decisions about innovation.

In place of command and control, teams need to continually challenge the status quo, experiment, probe and test.

Digital transformation is often seen as a pure IT project or too much focus is given to the technical aspects.

Business agility truly begins to happen when we work together on how to create more value for customers. Businesses need to recognise and confront key divisions such as the IT-business divide.

Digital transformation can only be successful when the whole business is on board with new culture and behavioural norms.

Technology, internet, business and marketing. Young business woman writing word:business transformation

Improved Communications

  • Advocacy for real business agility and avoiding the traps set by other frameworks
  • Working in extreme visual environments
  • Harnessing the power of increased social interaction
  • Visual approaches to critical non-essential methods in work
  • Hosting conversations that move teams beyond consensus

Value Seeking Behaviour

  • Improving predictive insights into emerging customer niches, needs and aspirations
  • Better targeted innovation and resource use
  • Reduce waste in the flow
  • The Flow Value Stack for comprehensive value management

Co-creating Processes

  • Designing Work in a real time visual environment
  • Descaling work to make it more manageable
  • Moving to a shorter and faster cadence of work
  • Designing work for multidisciplinary teams

New Methods of Working

  • Visualisation as a comprehensive design environment
  • Moving beyond personas to real segments
  • Asset discovery and targeted innovation
  • Goal setting
  • Breaking work down
  • Workflow and critical non-essentials
  • Informal just-in-time quality control
  • Flexible goals and internal debate

Join the Global Centre for Business Agility

Demonstrate your expertise as a Business Agility Professional. You'll join a network from around the world powered by the business agility best practices