SPIRAL UP® is a business agility and organizational transformation framework created by Christophe Martinot. It helps teams diagnose how they work, align priorities, act with clarity, and improve continuously.

What does it mean to spiral up?

To spiral up means to learn through challenge, strengthen trust and execution, and turn change into continuous improvement rather than stagnation or decline.

What are the six SPIRAL UP principles?

The six principles are Synergize, Provide, Inspect, Respond, Act & Accept, and Learn. Together they describe how teams collaborate, deliver value, check reality, adapt, make decisions, and improve.

Manifesto

The Agile Customer Centricity Manifesto.

A crowdsourced manifesto for customer centricity in business. It brings to sales, marketing, HR and finance the clarity the Agile Manifesto brought to software. Co-created in 2022 with the Business Agility HUB community.

Sign the manifesto Read the 12 principles

Six values

We value the items on the left more.

1
Human interactions — respect for people and diversity — over processes and tools
2
Obsession for fulfilling customer needs and creating value over focusing on irrelevant work and communication
3
Cross-functional engagement with customers, frequent interactions and shared ownership over contract negotiation
4
Responding to change over following a static plan
5
Learning through experiments and data over opinions and conventions
6
Transparency — building trust and respecting customer privacy — over secrecy

Twelve principles

What we put into practice.

01
Customer satisfaction is based on value.
02
Embrace customer change requests.
03
Deliver working solutions ASAP.
04
Dialogue and listen to customers every day — or as often as you can.
05
Customers deserve to deal with trustworthy and motivated employees.
06
Customers prefer to put a face to the name.
07
Solving the real customer problem is the primary measure of progress.
08
No one is superhuman. Maintain a sustainable and constant pace.
09
Continuous attention to technical excellence and customer experience.
10
Less is more. Focus on the outcome, not on the output.
11
Let teams decide their way of working to delight the customers.
12
We all learn to be better together.

Signatories

29 practitioners have signed.

Co-authored by Christophe Martinot and Thomas Hormaza Dow. Each name links to the signatory's LinkedIn profile.

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Inspiration & links

Licensed under Creative Commons Attribution-NoDerivatives 4.0. Free to use, even commercially.