The Deceptive Allure of 'Shipping': Why Getting Products Out Isn't the Finish Line

Ah, 'shipping.' It’s a word we hear constantly in the tech world, isn’t it? It’s bandied about like some kind of ultimate achievement, the holy grail for product teams and founders alike. The narrative often goes: build it, launch it, and bask in the glory. There's this palpable buzz, this rush of adrenaline when you finally hit that big red 'go live' button. It feels amazing, a real dopamine hit, like you’ve crossed the finish line of a grueling marathon.

But here’s the thing, and it’s a bit of a tough pill to swallow: that feeling? That finish line? It’s often a mirage. The dirty little secret no one really talks about enough is that 'shipping' isn't the goal at all. It's actually just the very, very beginning of a much longer, more demanding journey. We've become so fixated on the act of getting something out the door that we've, quite frankly, lost sight of what truly matters: the value that product brings, the problem it solves, and the ongoing relationship it builds with its users.

Think about it. How many times have you seen a product launched with great fanfare, only for it to slowly, almost imperceptibly, fade into obscurity? We've all got a mental graveyard of once-promising apps, features, or services that launched to much excitement, only to be starved of attention, updates, or genuine care thereafter. They got 'shipped,' alright, but then they were abandoned. It’s like building a beautiful house, inviting everyone to the grand opening, and then never bothering to live in it, fix the leaky faucet, or even mow the lawn. The house stands, technically, but it quickly loses its purpose and appeal.

The real objective, the genuine north star, should always be about creating impact. It’s about understanding if what you've built actually resonates, if it truly makes a difference in someone's life or workflow. And that understanding, that critical feedback loop, only begins after you’ve shipped. It requires a relentless commitment to listening, observing, iterating, and nurturing. It means marketing, yes, but also continuous development, bug fixes, performance improvements, and genuine user engagement. It's about building a community, not just a product.

This 'ship it and forget it' mentality, frankly, is a disservice to everyone involved – the users who put their trust in your offering, and the hardworking teams who poured their hearts into creating it. Product management isn't just about the launch countdown; it’s about the sustained effort to keep that product not just alive, but thriving, evolving, and continually delivering value. It's a marathon, yes, but one where the finish line keeps moving forward, constantly challenging us to do better, learn more, and truly connect with those we aim to serve. So, let's redefine 'success.' Let's focus less on the mere act of shipping, and much, much more on the enduring impact we strive to create.