As with most iconic brand redesigns these days, the recent rethink of Burberry’s logo by British designer Peter Saville has the Internet predictably lighting torches. 

Of course the world is littered with controversial logo redesigns. 

But what struck me about the recent Burberry kerfuffle wasn’t the ho-hum, Microsoft Word-ey result. It was the raucous din from creatives over the lack of time the designer was given—including Mr. Saville himself. 

He wanted four months. Burberry's Creative Director Riccardo Tisci gave him four weeks.

Now however you feel about the new mark (or whether it should have been changed at all) four months in today’s always-on, agile world is an eternity. So let’s step back from Peter’s design for a moment, and leaven the bread with a bit of perspective: 

•In eight short weeks, Kevin Systrom and team coded, beta tested, de-bugged and launched Instagram.

•Amazon makes 8,000 changes a day to its code. Roughly one every 11 seconds.

•In 48 hours, Ed Smiley and his fellow NASA engineers famously saved the Apollo 13 crew from suffocating using just a plastic bag, cardboard and duct tape. Now that's rapid prototyping under pressure!

•Burberry itself is now adopting advanced production processes to react to an increasingly in control customer—often changing designs as fast as in-season. Yes, even the clothes are being designed faster than the logo.

The scale and ambition of these projects vary, but the underlying point doesn't. The exciting news is that there’s never been a better time to work better and faster. Proven Design Thinking techniques and agile methodologies can get you and your team to great by hacking the creative process. 

Getting rid of big reveals, having conversations, instead of presentations, breaking stuff faster, and embedding multi-disciplinary teams with clients are just a few of them.

It’s certainly not painless, and more than a bit messy, but it works.

And if you don’t think these tech-world processes aren’t already reshaping ad agencies and design firms, just watch what Alex Bogusky’s return is about to do to CP&B. 

My guess is he’s going to break some things that desperately need breaking.

Now fast should never equal mediocre, nor should it mean inexpensive, either. Clients should always pay a premium for world-class results, delivered on time. And teams should never be forced to work at pace due to artificial urgency—that leads to burnout.

Clients need to step up as well, condensing unnecessary layers of approval, moving faster themselves and being even more transparent about their goals, uncomfortable truths and desire (or lack thereof) for true disruption.

But four-month creative development lead times?

You’ll find those buried in a faded cardboard box next to Don Draper’s Emmy.