One of the most (only?) predictable aspects of product development is that release dates create stress. They create stress for developers who want to finish on time and also want to create quality product. It’s stressful for management because they are anxious to have a product out in the marketplace as soon as possible and it’s stressful for ops because they are going to have to test, deploy and support a new application. They are also stressful for product managers who are in the middle of all the activity.

Release dates are also critical. They drive clarity and they force you to make explicit all the tiny little decisions that you have made and glossed over. It’s equivalent to writing down an idea you’ve been thinking about for a while. All the leaps you’ve made in your mind to make your idea hang together are forced out into your mind and onto paper. It’s important to do, but it takes work.

In spite of the stress, it’s fun too. Especially if you feel good about what you’ve been working on. Getting through test, cleaning up bugs and moving to release is a great feeling. This is also tempered by the anxiety of wondering whether users will care and by the knowledge that you’re never done - you’ve got to measure user response, get ready to iterate and also to start working on what’s next.

It’s supposed to be hard work. Nothing valuable comes easily. Also, during release time, it’s important to remember we’re all on the same team.