# Deadlines in product delivery

> Deadline is a dirty word. There are few scenarios when they’re applicable, but it’s worth knowing when they’re essential.

> Last updated: 2024-08-22

## Deadlines in product delivery

Deadline is a dirty word, like [estimation](/2023/09/13/estimating-software-projects/).

There are few scenarios when they’re applicable, but it’s worth knowing when they’re essential. It’s usually when the strategic context requires it, like getting to market first or following a key event for users. [Deliverables help achieve outcomes for users](https://www.jamiearnold.com/blog/2019/8/12/outcomes-goals-and-objectives), after all. A sandwich must be delivered to a deadline in order to achieve the outcome of a good lunch.

A deadline can set a healthy constraint for prioritisation or hammering scope too. This is most useful when it comes to a minimum viable product or feature set. It helps you think in iterations and get something smaller – but still valuable – out sooner.

It took me years to learn that. Working on coronavirus services helped, and launching an MVP at a startup compounded the learning.

So, they’re rarely necessary, but know when they’re useful. It’s a tool, not a sustainable way of working.

22 August 2024 · [Product management](/tag/product-management) [Agile delivery](/tag/agile-delivery)  

Related posts: [The Delivery](/2018/10/27/the-delivery/), [Improving pace of delivery](/2024/01/26/improving-pace-of-delivery/), [The Transience of Earthly Pursuits](/2019/08/24/the-transience-of-earthly-pursuits/)

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