Get used to continuous iterations

Continuity is a core part of continuous discovery, connecting all other elements like collaboration, experimentation, and user focus into an ongoing process of learning and improvement. Unlike traditional projects with a clear start and end, continuous discovery means product development is never truly finished. It's about constantly testing, learning, and refining.

This approach can be challenging for teams used to working towards fixed goals. They need to adjust to the idea that discovery is an endless loop, and each iteration not only provides answers but also raises new questions. Teams must be comfortable revisiting and questioning their assumptions regularly.

This continuous cycle ensures that the product evolves based on real user needs and market changes.