№ 012 · mar 20 '26 · 3 min · process

On shipping things when no one is watching

Slack notifications off. Keyboard on. Trust the calendar.

most weeks, nothing dramatic happens. a backend migration lands. a typo gets fixed. a small feature ships behind a flag to eleven users.

it's tempting to wait for an audience before you do anything. to tie each release to a launch tweet, a newsletter, a post. the quiet weeks are where the products actually get built.

calendar says ship on friday. so ship on friday.