Big Takeaways Understanding the Ownership is Designing for “beta burden” changing the journey As products become conduits for Experience-driven and updatable Enterprises have to design products experiences, their features and products are introducing a new model to evolve and transform over time, functionality are constantly in flux. of ownership—one where businesses must while simultaneously becoming more While this state of “forever beta” retain some control and responsibility over comfortable releasing products they opens up a wellspring of opportunity, a device, even after a customer purchases might conventionally see as “unfinished.” if mishandled it risks leaving people it. This shift has implications for the whole Products will gain value from the overwhelmed, frustrated and wary organization, and businesses must ensure ecosystem of experiences that form of what’s around the corner. their strategies and operating models are around them, if properly fostered aligned with this new reality. and guided by the enterprise.