Consistency is a key value in life, we are all clear what things like studies, sport... is much more important to be continuously constant that a great effort in a timely manner over time, regardless of the intensity. When we see an athlete on TV, regardless of the sport, we know that he began to practice more than three months ago, because it is an activity that takes years of perseverance and sacrifice.
In business, is also common that constancy and everyday work is a valued caracteristic, no one expects miraculous results or finish all the work in one day. In web, by contrast, its very common the idea of having one and then not have to do anything else. We are aware that many business and life processes never end, but on the web we take an static approachc. This leads to a website that tarnishes our results as a business because it is not up to them. It is an outdated and annoying window showing a prior state of our company, that has adapted sucesfully to the changes imposed by an increasingly fast-paced world (unlike our web).
We often forget that people who do not know us will appreciate our website, so this has to be tailored to what the company is at all times. If we keep the web parked, it will not only be increasingly difficult to update as it ages, but will be more complicated for our potential customers to really know how the company is advancing. A gap between what should be our main asset and the company marketing in general occurs.
That's why we follow the GDD methodology, because it solves this huge problem of making a sprint for the web and then stop training, because our company needs something more like a marathon. It lets have a web presence that responds efficiently to market stimuli and accurately represents the state of our company.