The following excerpt from the “lean thinking” genre illustrates the emerging “frame” dimension of the project cycle. Zach Nies proposes augmenting the typical build / measure / learn sequence with a “frame” phase.

Frame, Build, Measure, Learn: Knowledge and Innovation in an Uncertain World

Zach explains the proposed enhancement of the feedback loop in terms of an empathy map.

The frame / build / measure / learn cycle is analogous to Deming cycle (PDCA — plan / do / check / act) and Boyd loop / OODA loop (observe / orient / decide / act).