It strives for discipline in operations, insights for adaptation and innovation in customer delivery. It does not assume a perfect environment and system for delivery. Rather, the methodology adapts its practices based on the existing system and builds on top of it for delivery to customer, even in times of disruption and uncertainty.
In the digital era, organisations are striving to be responsive to customer needs in a more flexible manner than ever. Rigidity in organisational design structures and operations will hinder businesses from being in the forefront of understanding the customer and gaining competitive advantage in time to market. Even large corporations aim to have the nimbleness of a start-up and the capability of a stable organisation to quickly understand the market dynamics and re-position their products and services accordingly. It stems from the realisation that competition of today’s world is more frequent, difficult to foresee and are seldom from the same industry.