In the case of radical product innovation, a fluid, agil new products process might lead to more innovative results. If the final form of the product is truly unknown, it may make sense for the firm to try several prototypes in rapid succession, showing them to customers, getting feeback, trying another prototype, then continuing in this manner until an acceptable form is identified. The term spiral development is sometimes used to describe this process; the name refers to the many iterations between firm and customer: spiral development can be described as s"build-test-feedback-revise" process