Navigating the Turbulence: The seemingly perpetual “Building the plane while Flying" Approach to Modern Product Development

The world of product development is one that requires constant revision of the elements that gave rise to the initial product or service. In the past, it was possible to plan and execute a system or product launch with a high degree of certainty given lower rates of disruption and displacement; to add, Waterfall style thinking and Manage by Objective style corporate approaches meant plans were set, budget confirmed, and traditional analyse-design-build-test-release delivery approaches commenced. Today, with the pace of technological change and the ever-evolving needs of customers, it's no longer possible to predict the future with any degree of accuracy. With that, the ways of work, mindset, tools and management approach have changed, and continue to be adjusted to deal with an ever changing, ever-digitising world.

The conventional playbook for system and product development no longer guarantees success. The days of meticulous long-term planning have given way to a more agile, adaptable, and responsive approach. The paradigm shift known as "Agile Product Development" and its apt metaphor (and many who have been in this space feel this is the case) being "Building the Plane While Flying", are becoming more “the way things are done”, rather than a quick exception for innovation projects, knee-jerk reactions, and emergencies.

The now more than two-decade old Agile product development practice has moved past buzzword or aspirational way of work; rather - and to its roots - it is a dynamic methodology that empowers teams to harness change and deliver products that genuinely resonate with customers. The core principle of Agile lies in its flexibility, and focusing effort on things that truly matter to move a product from A to B: it advocates beginning with a skeletal plan and then refining the product iteratively as it takes flight.

This approach offers numerous advantages. It requires and aims to ensure continuous customer engagement and feedback, which is pivotal in crafting products that genuinely cater to their needs. It's a customer-centric philosophy that keeps companies in tune with the ever-evolving market personas. Its tenets are far more about collaboration and keeping development in a constant, controlled state of flux, to keep the proverbial airplane in the sky.

Agile's adaptability is invaluable in a landscape where change is the only constant. Rather than being constrained by a rigid plan, teams can pivot swiftly, responding to unforeseen challenges and opportunities. This responsiveness can be a decisive factor in achieving project efficiency.

There are some telling statistics that indicate this approach is working; notably I have tracked the success of Waterall/Wagile/Agile success and initially Agile was questioned (I had written about that here: https://www.dhirubhai.net/pulse/agile-state-mind-lazaros-karapanagiotidis/?trk=pulse-article_more-articles_related-content-card), today – it is hard to contest:

1. Scope Flexibility and the Unknown (The need for something to fly): A staggering 80% of projects experience changes in scope during their lifecycle. (Source: Standish Group)
2. Speed and Agility (The need for delivering value at lowest cost, a high-performing flying object): 30-50% operational performance in speed, target achievement and predictability (Source: McKinsey & Company)
3. Success Rates (the need to keep flying): Companies embracing Agile practices are 1.5 times more likely to attain higher project success rates. (Source: The State of Agile 2022 report)
4. Comparing Agile to Waterfall (keeping the parts in check based on priority): Agile projects succeed 64% of the time, while traditional waterfall projects succeed only 49% of the time. (Source: The State of Agile 2022 report)
5. Customer Satisfaction: Agile projects are twice as likely to succeed as waterfall projects (Source: VersionOne) and Agile teams are 50% more likely to deliver products that genuinely cater to customer needs. (Source: The State of Agile 2022 report)?

From this, the image of a plane being constantly built (and rebuilt) is necessary, as many elements of product delivery require revisions of not only what customer experience, but what powers that experience. It also implies that product delivery teams must be prepared to change direction, challenge convention, and remain unbeholden to the metrics and beliefs considered to be true.

Navigating Agile Success

Is it a bird? Is it a plan? It's.... whatever the market wants.

If you're keen on embracing an agile approach (i.e. constantly building and rebuilding the plane while flying it and where necessary) for your product development journey, here are some pointers not far off from the original Agile Manifesto:

• Cross-Functional Teams: Assemble a team of experts from different disciplines, such as aerodynamics, propulsion, structural engineering, avionics, and manufacturing (ok, not those kinds - in product world it's typically UX designers, frontend and backend dev, architects, product managers, data scientists),. This will ensure that all aspects of the plane (product) are considered and that the final product meets the needs of all stakeholders, including customers, regulators, and pilots
• Task Segmentation: Break the project down into smaller, more manageable tasks, such as designing the wings, fuselage, and engines (start with the minimum viable parts that make a product). This will make it easier to track progress and make changes as needed.
• Iterative Development: Build and test the plane incrementally. This means starting with a basic prototype and gradually adding features and functionality over time. This allows the team to get feedback from customers and regulators early and often, and to make changes as needed
• Frequent Customer Feedback: Engage customers early and often to get feedback on their needs and preferences. This feedback can be used to improve the design and functionality of the plane
• Embrace Change: Be open to change. The aviation industry is constantly evolving, and new technologies and regulations are emerging all the time. The team needs to be able to adapt to these changes quickly and efficiently
• Celebrate Milestones: Recognise and celebrate achievements along the way. This will keep the team motivated and dedicated, and more inclined to building a better flying machine

While the intent of this piece is to not induce a state of chaos, it is to touch on the often chaotic feeling of requirements changing due to internal and external pressures. It is a throwback to Product, Programme and Project Managers who have felt the pressure of refining an obscure solution, with minimal input - guided by the single directive that something needs to be delivered.

Just as it is in the ever-evolving world of aviation and product development, remember: just like hope, Building the Plane while Flying is not a strategy; it's a mantra, a ticket to staying ahead of the competition and soaring to new heights. Buckle up, embrace the turbulence, keep innovating, and never lose sight of your destination because, happy passengers and pilots are the ultimate flight plan.