Like many companies, we have a big annual user conference called SIGNAL, which is our platform to announce products, get press, and wow our customers. So the deadline is usually set when our marketing team books the venue and starts selling tickets. That leaves features and certainty. Generally speaking, uncertainty doesn’t help, so features are the variable that we give teams control over to meet the deadline. We are measuring certainty in the months leading up to SIGNAL, but by a month before, certainty should firm up to a yes or no, at which point features are the only variable to meet the
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