Robert Martin (https://en.wikipedia.org/wiki/Robert_Cecil_Martin) once tweeted (@unclebobmartin):

"When designs are cheaper than builds, e.g. a skyscraper or a bridge, big up front design makes good sense. But when builds are cheaper than designs, e.g. software or oil painting, short and iterative design and build steps are best."

I couldn't agree with that more.

I work in an industry where builds are not cheap and iteration after launch is nearly impossible. You better believe we have a very, very long design cycle.