The simplest question we get: why eleven days and not thirty, why not ninety?
Because memory. Thirty days is enough for the client to drift back to daily duties and lose the brief's context. Ninety days is enough for the team to lose it too. Eleven is the line beyond which everyone still remembers why we started.
What the cycle forces
- Decide. No 'let's revisit this next week'.
- Cut. Nice-to-have moves to the next cycle, if relevant.
- Ship daily. The cycle has a visible trajectory.
A short cycle isn't about speed. It's about memory.