Agile approaches help by acknowledging the uncertainty and noise that surrounds software development projects. Their solution to this is evolutionary or emergent development. The question now is how can we improve on this? How to make the requirements process more objective and rigorous? The presentation suggests that a lack of rigorous requirements data can lead to sub optimisation and solutions that lack end customer focus. The next wave is to understand why customers interact with the organisation and then put those interactions under statistical process control. The evidence available for the strength of this approach is substantial.