The Direction Leak | Article 7: Iterative Process
You’ve got a team that’s executing like clockwork. Code is shipping, new features are rolling out, and your sprint planning meetings are starting to feel like a well-oiled machine. But then something hits you: The “perfect” solutions you were so confident about don’t always pan out.
Suddenly, you’re stuck in a cycle of fixing, tweaking, and pivoting. Features that seemed “done” last week need rework today. Deadlines that were “locked in” feel more like suggestions.
That’s the Iterative Process Leak. Without a commitment to iteration, teams end up building the wrong thing or, worse, building it the wrong way.
Why Iteration Is Critical
The issue with rigid plans is that they often fail to account for the unpredictability of real-world feedback. When you don’t embrace iteration, you get:
- Over-engineering: Teams build things to “perfection” on the first try, wasting time on features that might never even be used.
- Slower learning cycles: The longer it takes to validate a decision, the longer it takes to realize it was the wrong one.
- Wasted resources: Teams get locked into the initial plan, even if it’s not working, simply because they’re too far into execution.
- Frustration: Engineers and product managers get frustrated when they can’t pivot quickly based on new data or feedback.
An iterative process makes it easier to fail fast and learn faster, which, in turn, accelerates progress.
Signs You’re Missing Iteration
How do you know your team’s process is too rigid? Look for these signs:
- Features go live with bugs or untested assumptions that only surface after launch.
- There’s resistance to changing course based on feedback from users, stakeholders, or the team itself.
- Deadlines feel like sacred deadlines that can’t be adjusted even when it’s clear that the initial plan isn’t working.
- Teams are hesitant to ship smaller, “good enough” solutions because they’re focused on getting things “perfect” from the start.
If your team is obsessed with perfection and avoiding mistakes, you’re missing out on the power of iteration.
The Fix: Embrace an Iterative Mindset
- Ship Early, Ship Often – Don’t wait for “perfect.” Ship something small and iterate. Feedback is the real product validator.
- Fail Fast – Test assumptions quickly. If something’s wrong, admit it, pivot, and try again. The goal is speed, not perfection.
- Measure and Adjust – Use data to validate or invalidate features early and often. Check whether you’re moving the needle in the right direction—and if not, change the direction.
- Create an Iteration Culture – Encourage a mindset where iteration is celebrated. Failing is fine as long as you learn from it and adapt quickly.
Submit a Bug Report
Ask yourself:
- Are you encouraging your team to fail fast and learn from mistakes?
- Do engineers feel comfortable shipping early and refining later?
- Is the focus on learning quickly rather than getting things perfect the first time?
If the answer is “no,” you’re over-committing to the “big bang” release, and you’re likely missing the opportunity for rapid improvement.