The article discusses the growing importance of flexibility services in the energy market, as utilities face increasing risks of supply-demand imbalances due to unpredictable renewable energy sources. Energy aggregators have emerged to provide the needed flexibility, and traditional utilities are also developing demand-side response solutions. The key question is how utilities can successfully enter this market, which requires speed, skills, and agility. The article identifies three main reasons why utilities are adding flexibility services to their offerings: as an additional source of stable revenue in the growing flexible-capacity market, to differentiate themselves from competitors, and to improve their overall business performance. The global market for flexible capacity is expected to grow significantly over the next two decades, and utilities that can effectively capture this value will be well-positioned for success.