Jan Bosch is a research center director, professor, consultant and angel investor in startups. You can contact him at jan@janbosch.com.

Opinion

PD fallacy #9: products are static

Leestijd: 4 minuten

We’re much better off accepting that change is continuous and working in short iterations on a continuously improving product.

Humans love to think in terms of absolutes. We like to set a target, work really hard toward it and have the illusion that when we reach it all our troubles will be gone and we’ll be in a state of permanent bliss. For instance, sports competitions have a very clear target and those of us who have run marathons have all experienced the suffering (especially between 27K and 37K in my case) and the longing for the finish line.

Similarly, many contracts between customers and suppliers tend to be described in targets and goals to be reached. In construction, erecting and completing the building is the typical goal of the contract. In the defense industry, companies often manage a list of thousands of items required by the government purchasing from them and the contract stipulates that the project is complete when all these requirements have been satisfied.

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