Fast Feedback Loops

Commitment to Focus, Flow, and Faster Delivery
Speed without insight is reckless, and insight without speed is wasted potential. We accelerate value delivery by deploying small, incremental changes frequently, ensuring that feedback is gathered quickly to validate impact, reduce risk, and drive continuous improvement.
We embrace a fast-feedback culture where learning happens in real-time, allowing us to course-correct early, enhance product quality, and deliver customer value sooner. By shortening feedback loops, we turn uncertainty into knowledge and assumptions into data-driven decisions.

What This Means
Teams must optimise their workflows to ensure that every change - no matter how small - delivers measurable learning. Fast feedback loops should be embedded in every stage of the engineering lifecycle, from development to production.

Our commitment to Fast Feedback Loops is built on:

  • Frequent, Incremental Deployments – We ship small changes continuously, reducing risk and accelerating validation.
  • Automated Testing & Continuous Integration – We leverage CI/CD pipelines to ensure rapid verification of code quality and functionality.
  • Observability & Real-Time Insights – We monitor deployments and system performance to detect and resolve issues proactively.
  • Experimentation & Feature Flags – We use controlled rollouts and A/B testing to gather real-world feedback before scaling changes.
  • Customer & User Feedback Integration – We actively listen to users, ensuring that engineering decisions are driven by real-world impact.

Why This Matters
Delays in feedback lead to wasted effort, increased risk, and slower innovation. By embedding fast feedback loops, we:

  • Deliver value to customers sooner, reducing time-to-market.
  • Identify and mitigate issues early, preventing costly rework.
  • Encourage innovation through rapid experimentation and iteration.
  • Improve engineering confidence, ensuring that releases are safe, scalable, and resilient.

Our Expectation
All teams must prioritise speed of feedback, ensuring that changes are validated early and often. Leaders must champion a culture of fast, iterative learning, where teams embrace continuous delivery, observability, and real-time insights.
To support this policy, best practices, automation frameworks, and monitoring capabilities will be embedded into our engineering workflows, enabling teams to optimise for fast feedback.
By making fast feedback loops a core engineering principle, we create an organisation that learns quickly, adapts effortlessly, and delivers Better Value Sooner Safer Happier.

This policy establishes a culture of rapid learning, incremental delivery, and continuous validation, ensuring that engineering teams move fast without sacrificing quality.