Why “just ship it” is the worst expression in marketing

When I was back in agency land I’d hear the phrase “just ship it” mentioned all the time, in presentations, blog posts and conversations with other specialists. It felt like a battle cry, a valiant call to complete projects against all odds.

But now I see things differently.

Since moving client-side I’ve come to appreciate that “just ship it” is not realistic for the way the majority of businesses work. Worst of all, it can serve as a form of marketing hara-kiri completely derailing the potential of projects or increasing the risk of a critical mess that can’t be easily cleaned up.

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