Leading product in enterprise is different. Most teams treat discovery and delivery as sequential: first we learn what to build, then we build it. This creates a handoff that loses context and a timeline that assumes certainty too early.

The best teams run both continuously. Delivery teaches you what you got wrong. Discovery while building lets you adjust before it's expensive. A developer watching a usability test mid-sprint changes priorities faster than any roadmap review. A designer embedded in deployment catches edge cases that research missed.

Discovery isn't a phase you complete. It's a practice you maintain.