Software has leveled the playing field between large, well-established companies and smaller startups. As such, large companies often find themselves being challenged by the most unlikely competitors. They realize that to stay at the top of their game and continue to grow, they must innovate.

They can’t continue to do business as usual – remaining risk-averse and analyzing markets and opportunities through well-established techniques for long periods of time. They must develop a culture of experimentation. They must either adapt their business model or risk becoming obsolete. One main way to avoid the latter is by building custom, highly differentiated software that is deployed early and often to customers. These deployments must leave traditional practices behind and instead be consistent, automated, and low risk.