From Concept to Customer: ShiP vs WiP

The Importance of Shipping Over Keeping Things in Work In Progress (WIP)

In the fast-paced world of business and technology, the mantra “ship it” has become a cornerstone of success. Shipping, or delivering a product to the end-user, is often regarded as more valuable than keeping things in Work In Progress (WIP). This article explores why shipping is crucial, highlighting the benefits it brings over maintaining a backlog of unfinished tasks.

1. Feedback Loop and Improvement

One of the most significant advantages of shipping is the creation of a feedback loop. When a product is shipped, it reaches the hands of users who can provide real-world feedback. This feedback is invaluable for identifying strengths, weaknesses, and areas for improvement. In contrast, keeping things in WIP delays this critical feedback, potentially leading to wasted efforts on features or products that may not resonate with the target audience. Shipping encourages a cycle of continuous improvement. By releasing products iteratively, businesses can make incremental enhancements based on actual user experiences. This agile approach ensures that the final product is more refined and better suited to market needs.

2. Market Relevance and Competitive Edge

In today’s competitive landscape, speed to market is a crucial differentiator. Companies that ship products quickly are better positioned to meet market demands and capitalize on emerging trends. Keeping things in WIP can result in missed opportunities, as competitors may launch similar or superior products while you are still perfecting yours.

Shipping also helps in establishing market presence. A shipped product, even in its minimal viable form, can start building brand recognition and customer loyalty. This early presence can be leveraged to gain a competitive edge, capturing market share before others.

3. Resource Optimization

Resources, both in terms of time and money, are finite. Prolonged WIP can lead to resource drain without yielding tangible results. Shipping helps in optimizing resources by focusing efforts on delivering functional outputs. This not only ensures better utilization of resources but also provides a clear metric of progress.

Moreover, shipping can validate the viability of a product. By releasing a product early, companies can gauge its market acceptance and decide whether to continue investing in it or pivot to other ideas. This prevents prolonged resource allocation to projects with uncertain outcomes.

4. Motivation and Team Morale

Seeing a finished product in the hands of users can be incredibly motivating for teams. It provides a sense of accomplishment and purpose, fueling further innovation and productivity. On the contrary, prolonged WIP can lead to frustration and burnout, as the lack of visible progress can be demoralizing.

Shipping creates milestones that teams can celebrate, reinforcing a culture of achievement and continuous delivery. This positive reinforcement is crucial for maintaining high morale and sustained effort.

5. Revenue Generation

A completed and shipped product has the potential to generate revenue. Keeping things in WIP, however, delays any financial returns. Early shipping, even of a basic version, can start generating income that can be reinvested into further development and improvements.

Revenue from early shipping can also provide proof of concept to investors and stakeholders, demonstrating the viability and market potential of the product. This can facilitate additional funding and support for future projects.

6. Risk Mitigation

Shipping helps in identifying and addressing risks early in the product life cycle. By releasing a product to real users, potential issues related to usability, functionality, and market fit can be uncovered and mitigated promptly. Prolonged WIP, on the other hand, may hide these risks until it’s too late, leading to more significant problems and higher costs.

Early shipping allows for risk management through iterative testing and feedback, ensuring that any issues are addressed before they become critical.

7. Innovation and Learning

Shipping encourages a culture of innovation and learning. Each shipped product serves as a learning experience, providing insights that can be applied to future projects. This iterative approach fosters a mindset of continuous improvement and experimentation.

By contrast, keeping things in WIP can stifle innovation. The focus on perfecting a single product can limit opportunities for exploring new ideas and technologies.

The importance of shipping over keeping things in Work In Progress cannot be overstated. Shipping enables a feedback loop, ensures market relevance, optimizes resources, boosts team morale, generates revenue, mitigates risks, and fosters innovation. While the desire for perfection is understandable, the benefits of releasing products iteratively far outweigh the drawbacks of prolonged WIP. Embracing a culture of shipping not only accelerates progress but also paves the way for sustained success in an ever-evolving market.