Teams are now facing intense pressure from competitors who are using techniques like Agile software development, continuous integration, and continuous deployment to radically reduce their cycle times. 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
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