"The reason people tend to iterate in development instead of design is because it's much easier. They're not sure what they want, but once they see something, they know what they like and don't like about it."<p>This just happened to my team last week.  The designer had pretty comprehensive mock ups of the site, the stake holders all said "sure, looks good," we implemented it, and then the stake holders saw it and asked for something very different from the initial design.<p>I agree that, to some extent, this is inevitable.  However, if you can somehow teach or convince or trick the business people to give feedback during the design phase, it would save time overall because modifying mockups take much less time than actually building something multiple times.  That does not change the need for developers to iterate as rapidly as possible, of course.