“this story also highlights the iterative nature of discovery and delivery. Many teams ask, “When are we done with discovery? When do we get to send our ideas to delivery?” The answer to the first question is simple. You are never done with discovery. Remember, this book is about continuous discovery. There is always more to learn and to discover. The second question is harder to answer. In the AfterCollege story, we had already started the delivery work. Our prototype had a working interface that real customers could use. We were collecting real data. Our discovery required that we start delivery. Measuring the impact of that delivery resulted in us needing to do more discovery. This is why we say discovery feeds delivery and delivery feeds discovery. They aren’t two distinct phases. You can’t have one without the other. In Chapter 10, you learned to iteratively invest in experiments, to start small, and to grow your investment over time. Inevitably, as your experiments grow, you are going to need to test with a real audience, in a real context, with real data. Testing in your production environment is a natural progression for your discovery work. It’s also where your delivery work begins. If you instrument your delivery work, discovery will not only feed delivery, but delivery will feed discovery.”