In fact, last Monday we launched a new home page and new channel and section pages as part of our iterative approach to rebuilding Forbes.com.

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So Al changed the process to an integrated, iterative approach utilizing many of the same concepts that Frank Lloyed Wright used in his organic design approach.

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If he has spent the last year getting ready to put Apple on a faster footing with a more iterative approach, not only does that approach match up with how smartphones are currently evolving, but it would deliver more consistent sales throughout the year.

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The Xperia S proved that Sony could build a good phone, the Xperia T showed an iterative approach and a new found confidence in styling and advertising, and the Xperia Z is a handset that delivers everything you expect, has the style, and gives you the confidence it will not be out of date in six months time.

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And, because the strategic value propositions (or use cases) for a patent often changed as a company developed and competed with others, my approach was an iterative one that was re-visited regularly in case a decision that was appropriate at one time was no longer appropriate because of new information.

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If your team still resists the idea of iterative soft launches, just remind them that if this approach was good enough for Christopher Columbus, Steve Jobs and the Wright brothers, it is probably good enough for them.

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