I’ve found it problematic to couple the construction of something with a launch date. For contrast, I’ve found it advantageous to launch something when it’s ready and then promote it when it’s stable.

Making shipping a priority is more fun, too. Deadlines feel like work, shipping feels like a challenge.

A couple exceptions:

  1. externally imposed deadlines, eg security issues, GDPR and Transfer Service Agreements
  2. cadence meetings, eg demonstrating the latest work at the end of the week

Pandemic update: when conferences were cancelled wholesale, all deadlines relaxed, to what seemed like universal relief; but now that conferences next year seem plausible, deadlines are back without a thought 🤦‍♂️