How To Sabotage a Successful Product With a Half-Baked Delivery

Release management is the first step to customer success, literally.

Joe Procopio
6 min readFeb 13, 2023

Let me know if this sounds familiar. Your team delivers an amazing new product or feature that customers have been demanding for months, then nobody uses it. Or they use it incorrectly. Or they complain that it doesn’t work like they wanted.

Most of the time I see this scenario play out, especially with startups, the mistake isn’t in the product itself, it’s in the delivery.

Release Management in a Nutshell

Releasing a new product or feature to a real customer market isn’t all that difficult anymore. This is especially true with software and digital products, where “release” has evolved from an overnight multi-hour process to a button push and an automated warning to customers to refresh their screens.

That doesn’t mean release management is just as simple. It’s still a convoluted process that gets misconstrued and overlooked more often than not.

I’m not talking about user acceptance testing and production scheduling. You probably do that. I’m not even talking about customer notification. Most companies, even startups, also do that.



Joe Procopio

I'm a multi-exit, multi-failure entrepreneur. NLG pioneer. Building & GROWERS. Write at and More at