"In the past, companies could measure their performance every quarter ... In contrast, Facebook [and others] ship new versions of its product multiple times a day, with enhancements and fixes determined by realtime feedback from actual use of the Web site ... Continuous delivery and A/B or multi-armed bandit testing not only require new products to be rolled out quickly, but also mean that wrong decisions can be rolled back quickly. Accepting that decisions can be wrong, and acknowledging the errors, requires courage that traditional risk-averse enterprises tend to eliminate by introducing process. Responsive enterprises accept that failures will always happen and guard themselves from cascading failures by purposefully causing failures. Just the thought of creating a deliberate failure to make a system more robust against failure immediately sends many traditional middle managers over the edge."
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