Continuous testing isn’t a goal; it is an enabler. Teams that pursue CT should know what they are pursuing. The goal could be faster feedback on defects, it could be faster releases to production or faster development. Continuous testing is also an investment, with a payoff typically measured in months at best. Without understanding how much the company is investing, or some way to measure what the harvest will be, the results will come down to perception and politics. Steer clear of the most common reasons for failure and guide your program toward success.