6. Iterate & Optimise

Once there's real usage data, it goes back into the roadmap — not as a wishlist, but as evidence. What people actually did, where they got stuck, which small changes moved the number that mattered and which ones didn't do anything at all.

Changes that don't work get reversed, not left in out of sunk cost. This stage runs in a loop for as long as the product's live, feeding Promote & Expand with a clearer picture of who it's actually working for.

In practice, that's a short list of the two or three changes worth making next, backed by what actually happened — not a backlog nobody's touched in months.