High-tech companies are in a hurry—as well they should be—but many hurt themselves by trying to move products out the door too quickly. I often hear executives repeat homilies like "Ship early, ship often," and "Launch and learn." They assume that there is no penalty for simply slapping something together, shipping it, and then upgrading their product or site in a rapid iteration cycle. Unfortunately, there is a big, hidden cost associated with this tactic.
Rapid development environments like the World Wide Web have promoted the idea of simply iterating many versions of a product or service until something works. Arguably, the Web is in its nascent stage and companies are still experimenting to see what works and what doesn’t, yet this should not be an excuse for iteration without planning, nor should "speed to market."