Organizations may be reluctant to include learning in their product development cycles for fear that it will increase time to market. However, repeated cycles that include learning are more efficient in the long run, especially for large products.

Including learning and experimentation in cycles of build, measure, learn acts as forcing function and prevents teams from building too much at a time. Often, this contributes to leaner deliverables that realize the desired outcome with less effort.

As well, including learning in the build cycle helps teams to more quickly cycle through and eliminate ideas that will not deliver the desired outcome, thus reducing waste.



Gilad, Itamar. “Think Learning, Not Experiments.” Itamar Gilad Product Management (blog), May 24, 2021.