Sheesh — what is it about ‘creatives’ that makes them so profoundly prone to reductio ad absurdam…
Geoffrey Transom

well said!

Iterations are not a means, it is a process where Designers, Business and Development work TOGETHER towards the same goal.

It’s like going to Mars: first you go to the moon, then you send a rover Mars, then you send a team to rotate around the planet, then you land: you don’t try to land on the first shot.

Iteration is about finding the right steps (and by right, I mean approved by Business, Developers and Designers) to get to the final goal.

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