In today’s fast-paced business environment, the ability to innovate and adapt quickly is crucial for success. Rapid iteration enables organisations to continuously refine and improve products, helping them stay ahead of the competition. However, many teams struggle with fostering a culture that embraces speed and experimentation. This keynote will explore why rapid iteration matters, and how it empowers teams to deliver high-quality products faster and more efficiently. We will dive into the different approaches to rapid iteration, highlighting how both startups and large companies implement it in various ways to meet their unique needs. Attendees will gain insights into how to create a framework for aligning and empowering teams to move quickly, iterate frequently, and learn from every experiment. By embracing rapid iteration, organisations can foster innovation, reduce time-to-market, and build a culture that values progress over perfection.