Most design teams still describe work as a sequence of steps. Discover, define, design, deliver. Or research, ideate, prototype, ship.
That story made sense when design work ended at launch. It does not match how digital products are actually built today.
Agree or disagree?
We featured Thomas’s article on continuous product design.
In Sutton’s framework, there are four things always in play:
None of these comes first. None of them are ever done.
I dont think both have to be mutually exclusive elusive. I think the difference is in the end of launch phase and the study adapt refine phase. The beginnings and subsequent changes are always going to be different and will need different mindsets but its not either or.
Like all good frameworks, choose your own adventure wisely. 
I tend to see a sway back to a more organic process across the industry, especially with the tools that enable it… what I don’t see is how the impact is tracked. Process sometimes gives the illusion of a positive outcome, but it’s the results that matter more.
Do you guys use a set process?