Doc Norton
Speed Is a Side Effect

When leaders ask teams to "go faster," they're usually not asking for better outcomes. They're asking for more output. More stories delivered. More code shipped. More visible progress.

Implicit in that ask is a pretty big assumption: that we already know exactly what needs to be built, that the plan is correct, and that execution is the only thing standing between us and success.

So "go faster" becomes shorthand for "execute the plan harder."

That's where things start to go wrong.

Speed Is a Side Effect
Doc Norton
Don't fail fast; Observe often

The problem with "fail fast" is that it too often becomes "move fast." Failure is hidden or spun as success, speed is rewarded, and the learning part gets lost entirely. At its worst, "fail fast" is an excuse to rush into the next thing without pausing to understand what just happened.

What I want to promote instead is Observe Often. The shift in language is intentional—when we say “observe,” we bring focus back to what matters: seeing, measuring, and learning from what we do. And “often” reinforces frequency over haste. It’s not about reckless speed; it’s about small, deliberate moves and frequent feedback loops.

Don't fail fast; Observe often
Doc Norton
Why I Joined Test Double

When I say I’m joining Test Double as their new VP of Delivery, I’m not just making a career move—I’m making an alignment move. This is a company that already values the things I value. They’ve built a strong culture, a strong team, and a strong set of practices. I’m not joining to overhaul anything. I’m joining to help make something great even better.

Why I Joined Test Double
Doc Norton
Collaboration Contracts beta release

Today, I’m excited to announce the beta launch of Collaboration Contracts, a lightweight app designed to help teams—especially distributed ones—quickly define and manage their roles in decisions. Whether you're using it to bring clarity to one-off decisions or baking it into how your team operates every day, the app is built to support alignment, accountability, and smoother collaboration.

Collaboration Contracts beta release
Doc Norton
An Experiment Canvas

The Experiment Canvas is a simple means of planning, tracking, and responding to your experiments.

An Experiment Canvas

AI

This Has Happened Before. It's Happening Again.

This Has Happened Before. It's Happening Again.

I don't think we have five years before agentic coding becomes the mainstream context in which professional software development happens. I think we're talking about two or three. Possibly less.

If that sounds alarmist, I'd ask you to consider how it would have sounded in 1983 to tell a mainframe developer they had about eight years before their core expertise became a niche. Or in 1994 to tell a desktop developer they had about four years. Both of those statements would have seemed extreme at the time. Both were accurate.