There are as many types of agile coaches out there as there are flavors of ice cream. And, their levels of leadership maturity and skill can vary just as widely. It can leave one fretting, “What am I really getting when I bring in an agile coach? And, how do I ‘grow’ my own?” In fact, what are the “must have” skills of an agile coach and how can you tell if your coach has them? The Agile Coach Competency Framework is one big clue to answering these questions. Over the past two years, this framework has guided the development of hundreds of agile coaches. Agile managers and champions also use it to obtain “truth in advertising” to hire the right coach at the right time. We will explore this framework and provide lightening-talk-style case studies that showcase how it has been used in the real world. You’ll leave with ideas and actions to help you become a more savvy purveyor (and/or developer) of agile coaches.