Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World. Welcome back to the Agile World, this is Greg Kilstrom.

I've been talking for the last few episodes about what I refer to as the Agile Brand Manifesto in my book.

And I base this off of the Agile Manifesto, which was written in 2001 and really kicked off the Agile Movement.

A bunch of software developers put it together and talked about what Agile and the Agile methodology really values and how it differentiates itself or

differentiated itself from previous methods.

So I did the same thing.

I kind of gave an homage in my book, the agile brand to this and came up with four things that I believe agile brands need to value.

The first thing I talked about which was valuing long-term customers over short-term sales.

The second thing is valuing dialogue with customers over simply broadcasting one-way marketing messaging.

The third thing, which I talked about in the last episode, is valuing staying true to accompany

's values over doing whatever they can to generate profits.

And I talked about how obviously with over doing whatever they can to generate profits.

And I talked about how obviously with a for-profit company,

particularly one driven by shareholders,

it's not realistic to say that you're going to make decisions solely based on values and not based on money, but that you

can make some compromises, you can make some decisions, and that often making decisions based on

values is a long-term investment in not only the company

itself but in long-term customers and even in long-term employees.

In this last episode on this topic, I'm going to talk about value and continual improvement

over maintaining the status quo.

I think this is kind of an easy topic to talk about

...