The commoditization of "agile"

Sales consultant Phil Styrlund had an insight about the way markets have evolved in the Internet age that I think is relevant to information systems consulting in general and to "agile" and "lean" services in particular: Everything is a commodity. Anyone can obtain any goods or services they want by ordering them online.

It used to be that companies offering a product or service could distinguish themselves from others offering similar products or services by highlighting the special features of their product or by bringing unique capabilities to the table. Today, customers just don’t want to hear that. They have access to all the information available about your product or service. They already know. There’s nothing you could say about your product or about yourself that would make you any different, in the eyes of customers, from all the others in the market who are trying to sell the same things. You are a commodity.

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