Why is iterating the analysis of potential value important throughout a project?

Iterating the analysis of potential value is crucial throughout a project primarily because it ensures that the project remains aligned with the evolving needs of the business. Business environments are dynamic, and requirements can shift due to market trends, stakeholder feedback, or new opportunities that arise during the project lifecycle. By continuously reassessing the potential value being delivered, teams can adapt their approach, prioritize features that offer the most significant impact, and allocate resources effectively.

This ongoing assessment helps to validate that the project's objectives are still relevant and that the desired outcomes are being pursued. It allows for timely adjustments, which can significantly enhance the overall success of a project by ensuring that it delivers maximum value to stakeholders in the context of the current business landscape.