Release it: now

Release your software to real users as early as possible.

Building software for years without ever releasing any of it is like working in a kitchen and letting the food go cold and mouldy before serving it up.

Building software is a collaborative process – not just amongst you and your colleagues – or between you and your partners – but between you and your users. Feedback from real users helps you guide the future of your product and your immediate investments. It helps you prioritise and optimise. Making product decisions without real user feedback is quite often, I think, guesswork. Yes, it’s (hopefully) educated guesswork – but it’s guesswork all the same.

You can learn a lot from user testing and user research prior to release – and there’s no way you would want to skip these steps – but nothing can replace the feedback you get when real people use your product, with real use cases, under real load.

If you see that you’ve been sitting on the latest version of your product for months without any of it hitting a user, or if you find yourself wanting to squeeze “just one more feature” in before you drop the release, then stop and think: can I give my users meaningful, measurable value with this release? If so, then release it. Now!