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This is the practical rulebook for your actual question. It draws the line between shipping (code deployed) and launching (users know, understand, and adopt), then teaches you to match launch intensity to how significant the change really is. A minor tweak doesn't need a press release and a platform-level change shouldn't ship silently, so instead of asking 'how often,' you learn to ask 'how loud' for each thing you ship.
Feature Launches
From Lenny's Wiki
- Shipping and launching are different jobs: deployed code is not the same as users knowing about it.
- Match your launch effort to the feature's real significance, not a fixed calendar.
- Over-launching small things and under-launching big things are both mistakes strong teams avoid.
