When I was back in agency land I’d hear the phrase “just ship it” mentioned all the time, in presentations, blog posts and conversations with other specialists. It felt like a battle cry, a valiant call to complete projects against all odds.
But now I see things differently.
Since moving client-side I’ve come to appreciate that “just ship it” is not realistic for the way the majority of businesses work. Worst of all, it can serve as a form of marketing hara-kiri completely derailing the potential of projects or increasing the risk of a critical mess that can’t be easily cleaned up.
It’s easy to write Inbox Zero off as a gimmick.
I did for years, seeing the cries of “Inbox Zero” from people who had successfully whittled their emails down to nothingness as the strangest of achievements to be proud of.
After all, having no emails in your inbox doesn’t mean you have no work to do. It just means that you’ve moved things around in a way that gives your brain a satisfying rush of knowing something is off your too do list. Out of sight, out of mind.
But then what happens? With every email squirrelled away you’ve no idea what you’re waiting on, what you need to do next or where projects are, without traipsing through all of your email folders.