This document discusses agile advocacy and provides guidance on how to effectively advocate for agile adoption within an organization. It defines advocacy as supporting or urging by argument, especially publicly, and influencing others to embrace change. Good agile advocacy identifies benefits and challenges, the areas of change, and is tailored for different audiences. Key audiences include executive management, stakeholders, and development teams. The document provides tips on advocating to these groups, such as focusing on benefits and impacts when presenting to executive management. It also warns of potential pitfalls like seeing agile only as faster or cheaper.