IOTA Model

We are able to identify two tensions that frame our product development activities:

• A tension between what we value and what the customer values.
• A tension between how we think about the world (of the customer, our team etc.) and how we act in it.

These are shown in the model as a matrix, identifying 4 stages in a cycle of product development.

• Hypothesis formation
• Capability building → essentially a list of features / stories.
• Condition improvement → a list of stories that do not impact the customer now but improve the teams ability.
• Target measurement.