Agility or being Agile is not just about being more efficient, being more productive, being faster, being more qualified, etc. Yes, we may need these cool stuff in order to succeed but Agility or being Agile should be understood as a tool for enhancing customer experience. At the end, if you cannot satisfy your customer needs, it is no matter how efficient you are working in your office. So, the focus must be the customer first. Unfortunately, it is easy to forget about your customers and instead, focus on yourself and your processes. That’s how some of the Agile transformations have failed. In this session, I will talk about some big successful companies from different industries like Zara, Ikea and SouthWest Airlines and, explore together with you how they benefit from being Agile. I will talk about business agility that focuses on customer satisfaction and its importance for being successful in your industry no matter what it is.