For PMMs managing a release cadence that nobody outside of marketing seems to care about. The traditional launch model: A big date, a press release, a one-time campaign etc was designed for a world that no longer exists. This session introduces a continuous launch methodology built for the reality of fast product cycles, short attention spans, and GTM teams who need to ship with less runway and fewer resources. We'll look at: - A continuous launch framework that replaces the "moment in time" model without creating more overhead - How to prioritise what deserves a full launch versus a lightweight, targeted rollout - Metrics that tell you whether a launch actually moved anything beyond downloads and impressions