Agility is the dad joke of business terminology – everyone lets out a little groan when they hear it. It is a term, alongside others such as “innovation”, “customer-centric”, “multi-channel” and “value-add” that has been exhausted by casual overuse.

Yet, as with those other terms, its practical, central tenet – the ability to adapt, quickly – is critical to retail and consumer businesses operating in increasingly dynamic and uncertain markets.

In this paper we look at a new way to approach strategy, enabling your business to have greater agility to deal with today’s turbulent markets.

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