Among excellent companies a fundamental shift is taking place: away from long-range forecast, long-term plans, and big bets, and toward constant short-term iteration, experimentation, and testing. These organizations follow the computer scientist Alan Kay’s great advice that the best way to predict the future is to invent it. They do this in many small steps, getting feedback and making adjustments as necessary, instead of working in private toward a distant event with a confidently predicted outcome.
