The ideal design tends to emerge in bits and pieces, as you get experience with the system. Thus, the best approach is to make lots of small investments on a continual basis. I suggest spending about 10–20% of your total development time on investments. This amount is small enough that it won’t impact your schedules significantly, but large enough to produce significant benefits over time. Your initial projects will thus take 10–20% longer than they would in a purely tactical approach. That extra time will result in a better software design, and you will start experiencing the benefits within
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