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We are the World Leader for Value Stream Mapping?

Recently, I am hearing things like  “We are the World Leader for Value Stream Mapping”   from vendors and managed service providers alike.  Why? I thought. Value Stream Mapping (VSM) was originally introduced in 1996.  Why is this becoming such a hot item again now?   Other tag lines and mantras that you are likely to hear are things like:      Experience Management is an Evolution Speed to Value not Time to Market Without continuous flow, continuous integration               Continuous Delivery are just an aspire! From Milestones To a Continuous Quality Assurance Flow Shift Left, and    Green to Green Every IT executive, manager, or practitioner can surely add to this list. I thought about these and other new ways of thinking and realized we are moving beyond Digital Transformations and understood that true success for any delivery cycle will require Flow Engineering. Without continuous flow service providers are likely not going to be able to meet business and customer requirements