Ship predictably, not frantically

What most teams are struggling with is that they don't have predictable repeatable shipping of things. At least from my experience, the bigger really widespread struggle is, stuff isn't moving, it's dragging. I can't see the end. I'm losing my... I'm feeling burned out.

And many of the companies that I've either worked with or advised, coached over the past few years, it was all about outcomes. Everyone was, 'Outcomes, outcomes, outcomes,' which is right. You want to make sure you're doing the right thing with the right goal, and that's fine. And some folks, myself included at certain points, swung way too far on the outcomes train and forgot that output is an indicator of that.

If you have a team that's doing all of the ideation and figuring out how to make decisions quickly and getting the right documentation and setting up the right product briefs and design briefs and experiment briefs, all the things that we know go into to successful product development, that's great, but if you're also not shipping a lot of things to market quickly enough, then it just doesn't matter that much.

You should still be separating your hard launch from your soft launch. So what you should be doing is basically saying your developers are able to launch something on a particular date and it's the date that's convenient for them.

It's about time to money more than time to market. We know how to do time to market. If you insist on time to market, we know how to do that. The techniques are well-known. The harder part is time to money.

What is a better outcome? Is it a better outcome to just ship more faster now, but most of the things aren't unimpactful? Or is it a better outcome to ship fewer things but really work on making sure that you're shipping them in the best way and de-risking a lot of other things so that a year later your win rate's higher and your velocity is higher?