Early in 2011, Mullenweg and I discussed launching Jetpack at SXSW, one of the biggest media events in the world. Automattic rarely did product launches, but I was familiar with them and the work required to do them well. SXSW was in March and the timing just might work, we thought. My biggest concern wasn't the time line: it was the collision of Automattic's culture with a hard public deadline. We discussed it as a team and committed to deliver Jetpack in time for SXSW, which started on March 13, 2011.
