Business Agility Library Playlist

British American Tobacco Playlist — Business Agility is a complex undertaking and, at the scale of BAT, this is highly magnified.


This playlist is designed to amplify and accelerate the journey that BAT is on to become a leading agile organization. Each of these research reports, references, and case studies have been carefully selected to highlight the breadth of what is possible.

The Domains of Business Agility

We define "Business Agility" as a set of organizational capabilities, behaviors, and ways of working that affords your business the freedom, flexibility, and resilience to achieve its purpose. No matter what the future brings.


The best place to start is the Domains of Business Agility. These are the defining cultural and behavioral characteristics of an agile organization. Spanning the entire organizational system, each domain is equally important, necessary, and interrelated. This model outlines what an organization needs so that it can seize emerging opportunities for its customers' benefit. » Learn More »


The Domains of Business Agility also offers a helpful guide throughout the transformation process, from just starting out to maturity.

What's the State of Business Agility?

Business Agility Report 2021 - As organizations around the world continue to adapt to the ongoing and profound impact of COVID, the importance of business agility is made manifestly clear.


This year, 254 organizations around the world contributed to the Business Agility Report. Over half of these organizations employed more than 1000 people. The results show that innovative responses are required to overcome the systemic and ongoing challenges arising from COVID. The benefits of business agility are clear: higher-performing organizations reported that they were best able to rise to these challenges while remaining true to their customers and purpose. 


It is in this context we release the 2021 Business Agility Report. Download the report to learn more!

Transformation Stories

The following case studies and articles cover some of the most inspirational and informational facets of business agility. These stories will help you understand what is means to become an agile organization. 

Measures & Metrics

In order to serve as a compass for agile action, business outcomes must be measurable. Some outcomes are quite tangible, such as sales, profits, or customer retention. Others are less tangible, but equally important. Intangible outcomes may include more subjective measures of customer sentiment or employee attitudes. These intangibles drive behavior that in turn impacts more tangible, bottom line measures like sales or employee retention.

September 26, 2018, 16 minutes read time

Structuring Your Business For Agility

August 9, 2021, 29 minutes read time

Flawed Mental Models

Stay up to date with the latest from the Business Agility Institute.


Organizations have always needed to earn the right to exist. Yet, as both market predictability and the barrier to entry is decreasing, we are now seeing that incumbents no longer enjoy the same commercial advantage as they used to. It is agile organizations — those that frequently inspect, adapt and pivot to meet opportunities — that are more likely to flourish in this ambiguous and uncertain market.

February 23, 2017, 18 minutes read time

The 22000 Persons Start-up

April 6, 2021, 1 minute read time

Agile Hardware

Want more? Subscribe to Emergence: the Journal of Business Agility

HR & People Operations

While creating value for your customers is why your business exists, it is your workforce who creates the customer experience that ultimately delivers that value. If you look after your employees, they will look after your customers. Engaged and happy employees stay longer, learn more, and generate innovative ideas. This generally leads to better customer experiences and thus greater customer loyalty.

March 15, 2018, 17 minutes read time

Agile HR – a Game Changer

August 14, 2019, 54 seconds read time

How to Hire a CEO. With Agility.

Join us in NYC for the 2022 Business Agility Conference


Sales teams of the past and present tell us different stories. Customers, their values, and the customer journey have all undergone tremendous shifts. Today’s consumer market is represented by individualized consumers who prefer unique methods of purchasing.

March 2, 2019, 10 minutes read time

Agile Sales

March 2, 2019, 16 minutes read time

Expression Analysis - Agile Market Entry (AME)

April 14, 2020, 1 minute read time