Many corporations and startups excitedly tell me, “Our product is great! Users can do this; users can do that; and they can even do these things!” And my response to them has been, “Yes, you are telling me all the things your users can do. But you have not explained to me why the user would do it.”

When employees hear that they’re undergoing an “Agile Transformation,” at least two of those top three motivators are taken away. There is a lack of autonomy (you have to do this thing, you have no choice) and there is a lack of mastery (you’re a beginner again, possibly after a long career). So increasing agility can feel like a big price to pay.