‘Business Agility’ is all the rage these days, proclaimed by its proponents as the next big thing in Agile. It’s become a buzzword as powerful as ‘software development agility’ was almost 20 years ago. It’s not surprising since implementing Agile successfully requires a change at almost every level of an organization. The irony is that many of the same mistakes made by software development orgs in the name of agility are being repeated by their present-day counterparts. Like software development agility, business agility should start with a fundamental question: is it the right goal to aim for given our organizations current operating model? The chasm between software and business must be bridged if an organization is to have any hope of deploying business agility. This talk explores how OpenX is trying to cross the chasm.