When we attempt to reach our Digital Shelf goals with discreet projects, we sabotage our thinking. Projects imply finite scope and timeline, and ideally we want something built to last. To match the world we live in now, we must move beyond the 20th century model of big design followed by big delivery to an approach where we start small and build momentum through a continuous rate of small change. Organizations are using lean startup and design sprints as the quickest way to build learning into their processes. Pairing these processes with more traditional agile methodologies focused on outcomes and impacts helps us to iteratively build, evolve, and scale our approach to the Digital Shelf in order to gain or maintain a competitive edge.