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40%* of new products that make it to market deliver disappointing results and fail to meet customer promises.

These are only including the products that launched — not the products that don't make it out of the development stages.

Rapid Learning Cycles is an adaptation of Agile principles for physical products, such as hardware, chemicals, materials and pharma — and for any other business process where decisions are irreversible or expensive to change. 

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In the physical product arena, the assumptions that drive the practices and tools of Agile Software Development do not hold true. Instead, we use the principles of Agile to deliver value early, while avoiding the waste of revisited decisions. 

We augment agile principles by utilizing RLC methods that:

1. Pull learning forward to make better decisions, eliminate uncertainty, remove obstacles, and burn down risk.

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Industrial plastic injection moulding machine

2. Enable us to make decisions at the right time with the right people and the best available knowledge.

3. Chart a smooth path on the road from idea to launch with less frustration, as the team encounters fewer roadblocks in late development.

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Rapid Learning Cycles can also be used to improve performance in other areas
such as Strategy Deployment, Market Research, or Business Development.