By Greg Kihlström 

We are living in an agile world. What started with technologists and marketers has spread across entire organizations, and didn’t stop there. Consumers are thinking agile as well. They are more willing to be part of product development and the process of building brands than ever before, due to a number of social, technological, and economic factors. Also, as employees, they are also more interested in sharing values with the companies they work for, and are looking for new types of management and work environments. All of this adds up to the makings of an agile world led by newly-empowered consumers in an evolving economy.

The Agile Consumer gives practical examples of how agile thinking and approaches, as well as a shift in consumer behavior, are changing the brand-consumer relationship and driving better outcomes for both. It features examples and case studies of brands like Procter & Gamble, FirstBuild, BetaBrands, Lego, Google and others.

The Agile Consumer is my fifth book and the third in the series which started with 2016’s The Agile Web, exploring how the agile methodology applied properly to website design can create dramatic improvements in their efforts. 2018’s The Agile Brand explored how brands that embrace consumer feedback can create a “living” brand that evolves over time while staying true to its values.

The book features interviews with several industry leaders, and a foreword by award-winning author and Chief Energy Office of EnergizeGrowth, Lisa Nirell. The Agile Consumer is available in print and as an ebook from Amazon and Barnes & Noble, and as an ebook from Apple Books.

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