Designers can have trouble realizing that delivery is just part of an ongoing process. For those who went to design school, every time they made something, they had one chance to get it right. And even digital design practices have their roots in traditional media, where once something is produced, it’s in the world and out of your hands. This background encourages perfectionism, with a concomitant unwillingness to ship until you get it just right. With connected software and services, delivery should be frequent. By making delivery a habit (and not a rare event), the idea of The Launch loses
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