- Build quality in! Take the time to invest in your quality metrics. Understanding what you are trying to achieve, measuring it continuously and responding when results come in.
 - Everybody has responsibility for the release process Team involvement on the project build and sign-off means ownership is shared, risk is shared and rewards are shared.
 - The process for releasing/deploying must be repeatable and reliable If you are continuously iterating, that process needs to be efficient, written and understood by all stakeholders
 - If something is difficult or painful, do it more often Taking the hard road to overcoming a hurdle will typically save your customer from suffering through it and make them appreciate your product more
 - Automate Invest seriously in automating all the tasks you do repeatedly, as this tends to lead to reliability.
 - Done means “released” Releasing something into the market is risky. It might work straight away, it might require changes. Creating a culture that accepts this reality is imperative for innovation to thrive and an organisation to evolve and grow.
 - Improve continuously Don’t sit back and wait for your product to become out of date or impossible to maintain. Continuous improvement means your system will always be evolving and therefore easier to change when needs be.
 
Embracing continuous delivery for continuous success