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The problem with modern Agile Coaching: More than just cakes and dogma.

Updated: Sep 29, 2023



Are you weary of Agile Coaches who seem more concerned with cakes than delivery performance? You're not alone! Agile Coaching has, in recent times, acquired a rather perplexing reputation for its whimsical ways, often prioritising trivialities over substantial transformations. But why has this become the norm, and how can we bring about a more balanced approach?


Let's delve into the world of Agile Coaching and examine why it feels like we're appointing coaches with scant experience in delivery and why it's high time to steer our ship in a different direction.

The Cake Conundrum Imagine this: a team perpetually struggling with deadlines, besieged by relentless blockers, and grappling with Agile principles they can't quite grasp. Enter the Agile Coach, bearing a beautifully frosted cake and a heart brimming with optimism. While the cake may momentarily brighten the team's spirits, it won't untangle their delivery woes. The "cake culture" in Agile Coaching has become symbolic of misaligned priorities. We're not here to malign cake - who could? However, it's essential to remember that Agile Coaches have a more profound role within the organisation. Their primary mission should revolve around enhancing delivery performance, fostering team motivation, promoting collaboration, and vanquishing the very blockers plaguing the team.

The Wishy-Washy Reputation One of the root causes behind this cake-centric approach to Agile Coaching is the appointment of individuals lacking hands-on delivery experience. While theoretical knowledge holds its worth, it can never replace practical experience. Visualise receiving bicycle riding lessons from someone who's never straddled a bike themselves. They may have read volumes about cycling and possess an assortment of fancy helmets, but when it comes to pedalling, they're adrift. Similarly, an Agile Coach bereft of real-world familiarity with software development, project management, or delivery practices can offer only limited guidance.

The Process Paradox While some Agile Coaches are obsessed with pastries, others lean too heavily on the Agile process, playing by the book and adhering strictly to the rules. They become the "Process Police," obsessed with following every Agile ritual to the letter, losing sight of the ultimate goal: successful delivery. In their quest to be agile by the book, they inadvertently stifle creativity and flexibility within the team. The Agile process becomes an end in itself rather than a means to achieve better delivery performance.

Tool Time Expertise In our quest for balanced Agile Coaching, there's one more aspect to consider. Agile Coaches should possess the expertise to reconfigure tools, such as Jira effectively. Why, you ask? Because teams can often become distracted by tooling that doesn't align with their practices, ignoring it and hindering their ability to focus on delivery or worse: It could become a blocker. When Agile Coaches can fine-tune these essential tools to match the team's practices seamlessly, it eliminates unnecessary distractions and ensures that the team's workflow aligns with Agile principles, enhancing their team’s performance. This means fewer hiccups in the process and a more streamlined path to successful value delivery.

The Way Forward So, what's the solution to this multifaceted conundrum? How can we ensure that Agile Coaches balance cakes, processes, and actual delivery, all while wielding tool expertise?

  1. Prioritise Experience: While theoretical knowledge is valuable, practical experience in delivery is indispensable. Seek Agile Coaches who've been in the trenches, faced the challenges, and emerged wiser.

  2. Embrace Agile Principles: Agile Coaching is about embodying Agile principles and values, not merely following a checklist. Coaches should advocate the Agile mindset and guide teams in adopting it.

  3. Balanced Approach: Encourage Agile Coaches to strike a balance between Agile processes, tool reconfiguration, and real delivery concerns. Avoid rigidly adhering to Agile rituals at the expense of delivering value.

  4. Measure Success: Evaluate Agile Coaches based on their ability to drive tangible improvements in delivery performance, team collaboration, and organisational health, including their proficiency in aligning tools with team practices.


Agile Coaching should be a harmonious blend of principles, practices, tool expertise, and a touch of cake, not an obsession with either extreme. By appointing experienced coaches who balance Agile principles with real-world delivery and tool optimisation, we can reshape the narrative surrounding Agile Coaches. Let's shift our focus from cakes and process perfection to driving meaningful improvements in delivery performance while fostering team happiness and motivation. It's time for a more balanced Agile approach!


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