The book has grown iteratively but so too have the services that the authors offer.

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The business model canvas is meant to be filled in iteratively and changes over time as hypotheses are tested by speaking directly with potential customers and partners.

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That said, experts are definitely needed, but they will focus more on iteratively answering strategic business questions and helping select and enrich the data available to various business teams.

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It makes sense that a company like BlackBerry would want to focus primarily on the core OS and features first and tackle smaller things like extra settings and options iteratively as the platform grows and progresses.

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However, while repairing the weak pillars, the builder stays cognizant of the impact of their strength on existing previously strong pillars and may have to iteratively adjust the strength of both the old and new pillars.

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Among them is the notion that companies and individuals must stick to a plan, rather than iteratively experiment, making what Peter Sims calls little bets, and Johannson build upon by recommending purposeful bets, one that cause you to take action sooner rather than later, then learn from what happens.

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