Why iterations matter

When it comes to startups iterations matter a lot. They are evidence of the business pulse. They mean we are progressing and building momentum.

But there are some deeper reasons why iterations matter so much. Iterations give us a reason to go back.  To go back to the market ‘our people’ and re-engage in a conversation. It gives us something to talk about,  stimulate interest and demand. To glean feedback from, regardless of who this conversation happens to be with. Our business is essentially a large complex set of conversations, and the changes we make facilitate them.

So who can we go back to with our iterations?

– Our customers who want to know how these iterations help them out

– Our employees who can get excited about the cool stuff they have been / will be working on

– Our suppliers who can get excited about the prospect of more business

– The media want to report on innovation, updates and the industry

Nintendo EvolutionPic via Alex Figueroa

All of these conversations stimulate our business, our industry and ultimately the market place. Our iterations have a much bigger impact than we think. It’s far more macro.

Iterations are social, and we are social creatures. If nothing has changed or improved, then we move on. It is human nature.


  1. Ross Hill · October 8, 2009

    It’s important to look at the iterations from a customer perspective too. Often we’re working on heaps of cool things but if they’re behind the scenes nobody knows – need to have a balance between the visible and invisible stuff.

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