In many respects, getting the product to market represents the first step in the product development process. So far we’ve stressed the value of starting with a minimally viable product. In the next chapter, we’ll show how the product evolves from that. We’ll describe how agile itself is evolving to focus on continuous improvement based on learning and feedback from customer behaviour. And we’ll see how there is no one design, but rather multiple options that can be tested to deliver the optimum customer experience and the greatest benefit to the business.