The Red Queen Paradox

Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!

Lewis Carroll, Alice in Wonderland

Velocity is speed with a vector. The balance between quality and effort is quite complex, and it is not solved by running harder. We put a lot of effort into communication and understanding, both as a team and with our customers.

That approach requires pragmatism – should we invest more time into this? Is this a conversation worth fighting for? – as well as empathy, expertise and order.

Not every project will be perfect, but the bar is high. We aim at doing our job right: smart, fast, focused, aware of our shortcomings, and ready to do better in the next round.

In practice

• Decide which projects deserve the extra 20%, and admit when they don't.
• Ask a teammate for help early. Escalating is cheaper than grinding.
• Underpromise, then overachieve. Never create false expectations.