Iterating is key to designing well. And design often must mesh with Agile, in which iterating is also key. Why do design and Agile both use iteration? Because iterating produces insight into what customers need — based on how they respond. But firms often misinterpret iteration as being about shipping sooner. It’s not. This report for experience design (XD) professionals and their colleagues explains why in terms they can use to communicate to their executives to dispel these misunderstandings. It will help your firm make the most of design’s revolutionary potential.