Take Amazon as an example. The ecommerce giant pushes new code live to their customers every 11.6 seconds.1 And they are using these short cycles as a competitive advantage — releasing early and often, gaining market feedback, and iterating based on what they learn to create a continuous conversation with customers. In essence, they are discovering their product at the same time they are delivering it. This has many benefits but perhaps the two most important ones are: The ability to learn, continuously and quickly, how well their products are meeting customer needs Raising customer
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