I strongly believe that the only way to build successful products is to get them in front of your customers. This can often be rather difficult when it comes to setting up a project as you have to buy production hardware, set up a delivery process etc, something that is often ignored at the early stages of a project and as a result the architecture that gets built becomes expensive to manage and the cost of change starts to increase. To prevent this from happening I start with a delivery runway.
You could consider the runway the equivalent of a production line in a car factory. You could build the car in your shed in an adhoc process, but this will not scale as you want to build more. So I look for and adopt technologies that make sure that the first line of code written is deployed into a working production environment. Further to this, I like to deploy to production everyday or even multiple times a day. By reducing the amount of change thats deployed you reduce the amount of risk associated with it, reduce risk and we reduce cost. That means more money to spend on the features of your product that will make a difference.
Having run many enterprise scale solutions in the past it is incredible how much time/cost can be consumed in compiling a release together when a delivery process is absent. Doing this at the end of a long term development cycle creates such a barrier to delivery that it makes many software products uncompetitive. By embracing change and building an infrastructure to deliver that change we can adapt to market shifts.
I am definitely not the first to implement a continuous deliver process and the below presentation from Chad Dickerson CEO of Etsy explains the process and value with a few graphs thrown in.