Agility at Scale

    Conference and optional Master Classes

    September 19-21, Tobacco Theater


    Eelco Rustenburg, Jeff Gothelf, Richard Sheridan,

    Diana Russo, Jurriaan Kamer ...


    Zalando, Picnic, MAERSK, Schiphol, 101Ways ...

  • Agility at Scale

    "Your company's Agility is only as effective as its weakest function"

    The theme: Agility at Scale

    Agility at Scale is about your company's ability to adapt in today's fast changing economy. The challenge is of course, that your company exists of many different functions, like Sales, Marketing, IT, who are all on a different level of Agile maturity. And this means that your company's Agility is only as effective as its weakest function! It is therefore to no surprise, that true Agile companies develop Agility across all of its functions. And preferably in alignment. Let's explore together Agility throughout the company and learn from one another. Let's explore Agility at Scale.


    For this event, speakers and companies are invited who have truly raised the Agility bar in functions like IT, HR, Finance, Sales & Marketing and Management. We also look strategically; how do we prepare our next generation to flourish in the Agile company.


    The event starts with talks, followed by an Open Space in which all speakers participate (so that you can interact with them) and finishes with an optional Master Class.


    The outline:

    • September 19 | Warm-Up evening (optional)
    • September 20 | The Conference
    • September 21 | Master Class (optional)

    Speakers and Companies:

    • Eelco Rustenburg, Jeff Gothelf, Richard Sheridan, Diana Russo, Jurriaan Kamer and more
    • Zalando, MAERSK, PICNIC, 101WAYS, Schiphol. The list keeps growing

    Our Audience

    Our typical conference participants are today's leaders, managers, directors and board members, but also for those interacting with the leaders (e.g. Change Managers, IT leads, Product Owners, HR leads, Finance leads, Marketing directors, Teachers and Trainers etc.)


    As the theme of this year is Agility at Scale, we expect participants from all functions, e.g. Marketing & Sales, HR, Finance, IT, etc. And we also expect participants from the Educators, as we will be discussing about how we can prepare our next generation to thrive in the Agile company.

    Reasons to Attend

    • Better than any formal training. We write tomorrow's training curriculums.
    • The best speakers in the field of Agility and Agile Organizations.
    • Great way of networking
    • Learn from Agile companies such as MAERSK. How does this conglomerate make the transition?
    • A subsequent Master Class. With Jeff Gothelf and Jurriaan Kamer teaching.
    • Unique Warm-Up with Jeff Gothelf and Daniel Gebler (from Picnic).
    • Fun. Hands-on. Interactive.
    • The venue. The historical Tobacco theater is ever-so inspiring.
    • An impeccably organized event.
    • Amsterdam. Enjoy the city. We can assist.
    Our previous event, Agile Amsterdam 2017, scored 4.5 points out of 5 (over 150 respondents)
    'Best Agile conference I attended for years' - Marc
    'Great, provocative, learning and very agile event' - Renze J. Klamer
    'High-energy and inspiring event on a beautiful location, with great speakers and even better attendees' - Arthur von Kriegenbergh
    'Agile Amsterdam was a very inspirational, top - conference by and for Agilists from all over the world' - Djoro Laupatti
    'Agile comes alive at this conference, lots of learnings on how to improve agile adoption and increasing maturity' - Stef van der Made
  • Speakers at Agile Amsterdam 2018

    We have selected the most respected speakers. Stay tuned as the list is growing.

    Eelco Rustenburg

    Key Note Speaker, Writer and Visionair

    Eelco is Partner at Blinklane. He is a seasoned Agile management consultant and one of worlds top trainers. He has written the bestselling book “the Power of Scrum” together with Jeff Sutherland. After some 10 years of Agile in the trenches, he has become a prominent Agile Management Consultant.

    The last 10 years he has helped numerous large organizations in their Agile transformation. Scaling Agile is one of his many specialties, along with behavioral change, leadership coaching, lean thinking and accelerating innovation.

    Jeff Gothelf

    Organizational Designer

    Jeff Gothelf is an author, speaker and executive coach. He co-founded Neo Innovation in New York City and helped build it into one of the most recognized brands in modern product strategy, development and design.


    Jeff is considered an authority in Organizational agility. He is the co-author of Sense and Respond, Lean UX and Lean vs Agile vs Design Thinking.

    Diana Russo

    HR & Organization Innovator

    It’s about time that HR embraces agile! Helping the organisation to understand the impact of the fast changing environment, leading the transition/scale up to a future proof organisation and using agile ways of working in HR operations… great opportunities and no time to waste!


    Diana Russo is (Agile) HR & Organizational Innovator, Consultant, Trainer, Keynote Speaker, Lecturer and Author ('HR & Social Media')

    Richard Sheridan

    MENLO Innovations

    Author of the book 'Joy, Inc.', Richard is also the CEO, Chief Storyteller and co-founder of Menlo Innovations.


    CEO Rich Sheridan removed the fear and ambiguity that typically make a workplace miserable. With joy as the explicit goal, he and his team changed everything about how the company was run. The results blew away all expectations.

    Britta Sluis

    Manager Consumer Marketing at Schiphol

    Responsible for the marketing of all parking products (Schiphol Parking) and marketing for retail, catering and services on Airside (See Buy Fly) and Plaza.


    After a short sabbatical, Britta will speak at Agile Amsterdam about her journey in founding a true Agile Markering function. Britta built it up from scratch, starting with a team of 4 and growing it to a team of over 40 staff members.

    Jurriaan Kamer

    Organization designer at The Ready

    The forces of complexity, humanity, and technology are putting pressure on our organizations that can't be met by traditional ways of working. This requires an organizational shift from 'plan & predict' to 'sense & respond'.


    Although Jurriaan's talk 'lessons learned from F1 Racing' is almost legendary, Jurriaan is preparing a complete new talk exclusively for Agile Amsterdam 2018.

    Khushpreet Kaur

    Digital thought leader @ McKinsey

    Khushpreet is an Associate Partner with McKinsey & Company based out of New York City. She co-leads the Agile@scale practice for financial institutions at the Firm, and focuses her time on the intersection of Operations and Technology including agile, digital, data and analytics. She is recognized as a Digital thought leader, and is currently leading Firm’s thinking reimagining traditional funding/budgeting model in an agile environment.

    Kelly Waters

    Founder & CEO at 101 Ways

    Kelly Waters is the owner and managing director of 101 Ways - a London & Amsterdam based consultancy that provides leadership and expertise in agile transformation and agile project delivery.

    In 2010, Kelly won an award for being the 'Most Valuable Agile Player in the UK' and his blog 'All About Agile' was started in 2007 and today gets more than 100,000 page views per month, helping people with all aspects of agile adoption.

    Giacomo Parato

    Agile Transformation Lead @ MAERSK

    Giacomo works for Maersk Digital where he is driving the Agile Transformation and the scaling frameworks adoption.


    Maersk is a business conglomerate with over 88.000 employees and has been the largest container ship and supply vessel operator in the world since 1996. How can one transform such an established company? It may very well involve more than just transforming the IT function... 

    Daniel Gebler

    CTO at Picnic

    Picnic is the world’s fastest growing online supermarket that makes grocery shopping simple, fun, and affordable for everyone. We are proud winners of the challenger award 2015, best start-up award 2016, and most innovative company award 2017.


    "Build the right team, nurture it with a strong technology vision, and then get out of their way and let them build it. Establish a champion mindset but stay humble and don’t fall into the trap of arrogance from early success. Last but not least, enjoy the journey and get comfortable with the unknown"

    Maarten Lindenbergh

    Lead Global Agile Project Management

    at Zalando

    Say you transformed into, or created, an organization that is truly agile. Chances are you still need that high priority large scale projects every now and then. To launch that new amazing product, to go live in that so much desired for new country, or perhaps to conform to that new legislation on data protection.


    How do you then manage such large scale and complex initiatives? Agility has proven itself to work very well on small and medium scale projects. But on a large scale, you start facing challenges. How do you align different departments and 100+ teams without messing about with their autonomy that is valued so much? How do you allow for all the uncertainty while still facing strict deadlines?

    Djoro Loupatti

    Owner of Tante Lean that specializes solely in Agile Transformations at Schools

    “Leading educational change is like driving at night.
    You can see only as far as your headlights,
    but you can make the whole trip that way.”
    Agile in Education is twofold: it is about 'running the school' in an Agile fashion, and to develop the Agile mindset at the students. Djoro will speak to Agility in running the school and Nils Oud will speak to Agile teaching and learning by the students by making use of the Scrum framework.

    Niels Groen

    Partner/ SPCT Candidate at Gladwell Academy

    Niels will deliver one of the offered Master Classes.


    He just wrote his PhD book on Agile in large governmental environments. Clients most value Niels’ highly analytical and yet simultaneously creative way of thinking. As a result, he is able to quickly grasp the issue at hand, and come up with surprising solutions. Moreover, his ability to communicate in a clear and non-threatening manner helps him to realize goals that require the involvement of multiple stakeholders.


    Niels has run Agile Operations programs in different organizations and is currently supporting Achmea with the implementation of SAFe. He is the inventor of the RPE simulation that has been used within Philips, and has performed many trainings on Agile, Leading SAFe, Scrum.

  • The Agenda

    We offer 2 tracks, a "Visionairs track" and a "Company track".

    The agenda conveniently allows you to continuously "hop from one track to the other"!

    September 19 (Wednesday)

    Warm-Up with Jeff Gothelf & Daniel Gebler

    Incredible exciting opening!

    18:00 - 18:30 | Arrival invitees. Sandwiches served.

    18:30 - 18:35 | Official kick-off

    18:35 - 19:15 | Picnic (Daniel Gebler)

    19:15 - 20:15 | Jeff Gothelf

    20:15 - 21:00 | Drinks

    September 20 (Thursday)

    The Conference & Open Space

    (the order may still be subject to change; the listed speakers are fixed)​

    Opening and Key Note

    Theater Room

    09:00 - 09:15 | Official opening

    09:15 - 10:00 | Eelco Rustenburg


    Morning Tracks

    Theater Room

    10:15 - 11:00 | Jurriaan Kamer (Agile at Scale)

    11:15 - 12:00 | Diana Russo (Agile HR)

    12:15 - 13:00 | Lunch (or join The Studio Room)

    13:15 - 14:00 | Lunch (or join The Studio Room)


    The Studio Room

    10:15 - 11:00 | 101ways (Kelly Waters)

    11:15 - 12:00 | MAERSK (Scaling Agility)

    12:15 - 13:00 | Khushpreet Kaur (Agile Finance)

    13:15 - 14:00 | Britta Sluis (Agile Marketing)

    14:00 - 14:30 | tbd


    Afternoon Tracks

    Theater Room

    14:30 - 15:00 | Open Space set-up

    15:00 - 15:30 | Round 1

    15:30 - 16:00 | Round 2


    The Studio Room

    14:30 - 15:00 | -

    15:00 - 15:30 | Djoro & Nils (Agile Education)

    15:30 - 16:00 | Zalando (Agile PMO)


    Closing Note

    Theater Room

    16:15 - 17:15 | Richard Sheridan


    Fun, food and drinks

    17:30 - 20:00 | The Theater Room

    September 21 (Friday)

    The Master Classes

    Jeff Gothelf, Jurriaan Kamer and Niels Groen

    09:30 - 10:00 | Arrival invitees. Breakfast.

    10:00 - 14:00 | Master Class (incl. lunch)

    14:00 - 15:00 | Drinks

  • Open Space

    A massive amount of learning.

    12 Different sessions to choose from.


    You are invited to participate, attend or lead these individual sessions.

    Bring your questions or insights to the conference.

    Learn from the community and speakers alike.

    If this is the first time you are attending an Open Space event, you will not only learn about Leading your Agile Transformation, but also see a powerful tool to conduct meetings of pretty much any size.


    Often nicknamed as “Unconference”, the style and format of an Open Space event is uniquely different. Through pure self-organization, Open Space brings agile values to life and it does not come as a surprise that the Agile Alliance created an initiative for open space adoption and hosts their own event using this style world-wide.


    Walk away with proceedings, an artifact that will capture our decisions, findings and recommendations.

  • Our Agility at Scale related Master Classes

    The Agile community is in town. Let's make use of that opportunity.

    Teachers: Jeff Gothelf & Jurriaan Kamer

    Abstract Master Class by Jeff Gothelf

    Sense & Respond: How to Build & Lead Successful Lean Practices in High Growth Companies


    This Master Class is based on Jeff's recent book, Sense & Respond, and focuses on applying Lean practices to process change and transformation efforts. The class will teach how to de-risk new ways of working or big transformation efforts, break them down into small experiments, test and learn while setting clear, human-centric measures of success.

    Abstract Master Class by Jurriaan Kamer

    Practical ways to bring agile to the boardroom and the rest of the organization​


    Agile is often seen as something for the development teams, but to be able to unlock agility at scale we need to go beyond IT and even beyond agile. In fact, we need to have tools and practices that fit the context of any team in the organization, combined with a change approach that works at scale.


    In this workshop participants learn by doing. We will explore how to apply the OS canvas, how to apply agile in any team including the boardroom.

    Abstract Master Class by Niels Groen

    How big projects turn into big disasters; and how you can still undertake large scale initiatives in a more controlled way


    · Big projects, big commitments: lessons learned from big project disasters

    · “Assume variability, preserve options”, especially at scale…

    · Overcoming the anti-patterns of portfolio and program management to be successful


    In this masterclass, dr. Niels P. Groen shares insights from his book ‘The Never-ending Project’, focusing on how well-known, large-scale projects turned into big disasters. Still, enterprises and government agencies need to undertake large scale initiatives. How do they need to transform their mindset and approach to do so in a more controlled way? And why do we need to change our approaches to portfolio an program management to make that possible?

  • Registration and Event Pricing

    We deliver Value. This is our promise to you.


    (as of July 01)


    Conference and Open Space | 690 Euro *

    Conference, Open Space and Master Class | 1050 Euro *


    * Includes the optional September 19 evening warm-up with Jeff Gothelf and Daniel Gebler (Picnic)


    We provide Group discount for groups of 4 and more. Additionally we provide discount to our regular Agile Amsterdam community. Please contact us for details.

  • The Venue for Agile Amsterdam 2018

    Tobacco Theater

    Tobacco Theater


    You wouldn’t expect it, walking around the small street Nes, the cultural main street of Amsterdam. An impressively high room of 200 m² (over 2000 square feet), constructed of steel and rough white plaster. Industrial, fresh, sturdy and with an obvious love for design and history.

    The Rooms

    The Conference Rooms


    Upon entering, the eye is drawn to the northern light, the industrial bar and the steel balcony, rough but with rich details. Unique!



    An impressive, 9 meters high space with a slanted glass roof and clean sleek walls. On the wall there’s the somewhat naughty picture by Jomez, The Last Supper. We love it!

    The Wine Cellars

    Fun, drinks


    The authentic wine cellars of TOBACCO Theater are hidden in the catacombs of this old tobacco auction house. A classical scene of artistic curves and bows and Mediterranean walls.


    Enjoy the city in September

    Amsterdam is the Netherlands’ capital, known for its artistic heritage, elaborate canal system and narrow houses with gabled facades, legacies of the city’s 17th-century Golden Age. Its Museum District houses the Van Gogh Museum, works by Rembrandt and Vermeer at the Rijksmuseum, and modern art at the Stedelijk. Cycling is key to the city’s character, and there are numerous bike paths.

  • FAQ's


    TOBACCO Theater can be well reached by foot, it’s a 15 minute walk from Amsterdam central station.


    From the Stationsplein go in the direction of the Rokin and the Dam. The Nes is a side street off the Dam, behind the National Monument. At the entrance of the Nes is a souvenir shop with a big yellow clog outside during shopping hours. Enter this street and follow it, you’ll find us on the left side on number 75.


    Do you prefer public transport, no problem! At central station you take tram 1, 2 & 5 and exit at stop “Spui” on the side of the Nieuwezijds Voorburgwal. If you take tram 4, 9, 14, 16 & 24 you exit at “Spui” on the side of the Rokin. For more options please go to 9292.nl.


    For more details: www.tobacco.nl/en/contact/route/

    BY CAR

    You can reach TOBACCO Theater within 20 minutes from the A10. It is possible to enter or exit your car in front of the theater.


    For parking you can ask our help. We have good value parking tickets for Parking Waterlooplein and The Bank (Amstelstraat 12). For €20.00 you can park for 24 hours. These tickets allow you to park affordably and within 10 minute walking distance from the theater. These tickets have to be ordered at least 10 days before the event. Let us know what kind of tickets you need and how many.


    Near our theater are multiple large parkings:

    • Parking Oosterdok – 10 minute walk – The cheapest: €1,50 per 20 minutes and 5 hours to 24 hours €10
    • Parking De Bijenkorf – 5 minutes walk
    • Parking Waterlooplein – 7 minutes walk
    • Parking Stadhuis Muziektheater – 7 minutes walk
    • Parking Nieuwezijds Kolk – 7 minutes walk
    • Parking The Bank – 8 minutes walk
    • Parking P1 Centraal Station – 10 minutes walk

    For more details: www.tobacco.nl/en/contact/route/


    The nearby hotels that we approached, claim that their best prices can be found via the larger hotel sites, such as:

    We therefore recommend to use these booking sites. For some international visitors we have recommended the IBIS hotel, which is quite close by and 3-star (priced).



    On the event itself, please bring your ticket with you so that we can match it up with our records. You will be offered a batch with name tag and company name.



    Leading up to the event, please note our following refund and cancellation Policy:

    • If you cancel before May 31 2018, you will be refunded your registration fee less a 10% administrative processing fee
    • If you cancel on or after May 31, 2018 but before July 15 2018, you will be refunded 50% of your registration fee
    • If you cancel on or after July 15 2018 but before August 20, 2018, you will be refunded 25% of your registration fee
    • If you cancel on or after August 21 2018, you will not be eligible for a refund

    At all times you are able to transfer your registration to someone else. Please contact us so that we can maintain our files.

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