Look at Google. Its heartbeat is erratic, unpredictable. It works for them—mostly, sometimes—but it could work so much better. Google arguably only has one big external heartbeat each year at Google I/O—and most teams don’t bother aligning with it. They typically launch whatever they want whenever they want throughout the year, sometimes with real marketing behind it, other times with simple email campaigns. That means they can never communicate with their customers in a cohesive way about their entire organization. One team does this, another does that, their announcements either overlap or
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