The traditional product development framework falls into the GSTIC structure (Goals -> Strategy -> Tactics -> Implementation -> Control). However, this is monolithic, single-shot (hit or miss), and risky. Instead, a new framework of imagine -> build -> release -> observe -> rebuild -> re-release has many advantages. First, it is inherently low-cost. Experiments are made with the assumption that most of them will not amount to much. Iteration is built-in, and so is observation. We assume that we will need to course correct from the outset - not just our implementation, but our assumptions and strategies as well. This is a much better reflection of reality and possibility.