I wasn't sure where the author (Patricia) was going with the whole 'GUIs are built >= 2.5x'.. but by the end, I agree.

Discovery is fundamentally different from assembly (as in the 'factory' metaphor). And innovation (= new product product) is fundamentally about discovery (whether product/market fit, or product/user fit). Therefore, new product development is fundamentally an iterative process.

Any org trying to force-fit a 'get it right the first time' mentality on discovery/innovation has discovered (no pun) just how common failure is...