Condition Your Company to Think in Numbered Releases

One of the smartest digital product strategies we picked up is thinking of everything as a numbered release. Not just software, but absolutely everything. It's a simple, but incredibly powerful shift in thinking that works! People get on board, alignment improves dramatically, and the chaos of product development starts to feel a little more predictable. We tried "alpha," "beta," and even Apple's confusing animal/place naming conventions. But numbered releases are better.

Here’s why we trust this approach:

• People are familiar with numbered releases: Users are accustomed to numbered releases from other products and services. You're leveraging existing mental models and expectations, making it easier for them to understand and accept your release cadence.

• Eases arguments about MVP: The dreaded "Minimum Viable Product" debate can derail progress for months. Numbered releases sidestep this. Release 1.0 is your initial offering. Release 1.1 adds core functionality. Release 1.2 builds on that, and so on. The number itself defines the scope, not subjective interpretations of "viable."

• Numbers are trusted more than words: Words are open to interpretation. Numbers are fixed. People inherently trust numbers more than vague descriptions. A release number communicates a clear, tangible milestone.

• Numbers make communication easier: It's simply easier to talk about "Release 2.0" than, for example, "the next iteration of the core platform with enhanced user authentication and a streamlined onboarding process." Numbers are concise and easy to remember.

• Numbers can be infinitely subdivided: Need to add a small feature or fix a bug? Just add another "dot" release: 2.1.1, 2.1.2, 2.2.0. This granular approach allows for continuous improvement and prevents the need for massive, monolithic releases.

Why Numbered Releases Works for…

• For the Product Leader: Releases free you up to focus on core capabilities. You can demonstrate progress faster, build momentum, and gain stakeholder confidence. You can also manage expectations more effectively by clearly defining the scope of each release.

• For IT: Numbered releases are native to IT. They understand the concept of versioning and appreciate the clarity it provides. This makes collaboration smoother and reduces friction.

• For Leadership: Releases buy you time and trust. You can show progress more frequently, even if features aren't fully polished. It demonstrates that you're iterating and moving forward, even when facing challenges.

• For Marketing: Releases offer a reason to engage with potential clients or test features.. They provide opportunities for announcements, blog posts, and even mini-launches. Each release is a chance to generate buzz and keep the product top of mind.

• For Sales: Releases offer something new to talk about with clients. It’s a reason to reconnect, showcase new features, and potentially upsell existing clients.

• For Service: Releases define a clear reference point when troubleshooting issues. They can easily identify the version a customer is using and quickly pinpoint the source of a problem.

Important Caveats:

• Real-time release timeline: This system only works if you have a real-time, up-to-date release timeline that's visible to everyone. Transparency is crucial because any positive goodwill you’ve built up through using numbered releases will be quickly lost.

• Commitment from IT: You need buy-in from your IT team. They need to be willing to support this release-based approach and maintain a consistent release cadence.

• Don’t just launch buggy solutions: Numbered releases shouldn't be an excuse for incomplete features. Quality is still paramount. Each release should deliver genuine value, even if incremental. "Good enough" doesn't mean "broken."

Thinking in numbered releases is more than just a naming convention. It's a fundamental shift in how you approach digital product development. It enables iteration, fosters collaboration, and builds predictability into a process that's often anything but. Focus on delivering value incrementally and consistently, one release at a time.