**Parent Topic**: [[Software/README]] ## The Objection The most common pushback on continuous deployment: "Sounds great for *your* business, but it could never work for *my* mission-critical application." Two fears underlie it — that mission-critical customers won't accept continuous releases, and that CD yields lower-quality software. Ries answers that "mission critical is in the eye of the beholder," a lesson he learned from a phone call with a 16-year-old girl whose birthday party a bad consumer-service release had ruined. ## Reframe the Question "Most customers of most products hate new releases" — reasonably, because most releases are bad news: new bugs, or "features" that make the product worse. Ask "want releases more often?" and you hear "No, thank you." But ask "next time you report an urgent bug, would you rather it be fixed immediately or wait for an arbitrary release milestone?" and the answer flips. Customers don't hate fixes; they hate bad releases. ## Two Mindset Shifts First: if a change is supposedly side-effect free, **release it immediately** — bundling it hides which change caused a later side effect. Second: separate the marketing release from the engineering release ([[Separate Engineering Release from Marketing Release]]); enterprises blunt release pain with slow fixed schedules, but feature flags grant the same control continuously. --- *Source: [[Web Operations]] (Allspaw & Robbins, O'Reilly 2010) — Ch 4 — Continuous Deployment*