Given the current dynamic business environment, there is a tremendous need for operational agility and the ability to quickly respond to changing market forces. Time to value (TtV) is an important metric that can be used to manage such environmental conditions. It can drive the development of methods enabling the rapid realization of delivering business value as soon as possible.

Within a market, simply being the best in TtV might not be enough; a distinct increase in value over the competition is also required. Two examples in the world of technology prove this point. Apple’s Newton was one of the first serious handwriting-recognition platforms, but its performance failed to convince users of its value. On the other hand, iPod wasn’t the first MP3 player on the market, but it was the first one that could store your entire library, and buy and load music easily and legally. It not only provided value from a user’s point of view but it also cut the TtV because customers “got it” very quickly.

To not only gain but also retain competitive advantage, both value, as perceived by the customer, and TtV, when realized by the customer, are required.

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