We are running this session because the traditional PMM launch process was designed for a world where products shipped quarterly. That world is gone for most teams. When product can go from idea to live in days, the brief-campaign-launch sequence breaks down. Who owns the product narrative when there is no launch moment? How do handoffs work when the product changes faster than a messaging guide can be written? This fireside is a candid conversation with a PMM living this challenge in real time -- about what the relationship between PMM and Product actually looks like when speed is the default. Themes will include: - How to maintain messaging coherence when product is shipping continuously and there is no discrete launch event - Where PMM needs to show up earlier in the product process to stay relevant to the narrative - Practical ways to redesign the PMM-Product handoff for a continuous release environment