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DeliveryC

Continuous Delivery

Definition

A software engineering practice in which code changes are automatically built, tested, and prepared for release to production at any time. Continuous delivery shortens the feedback loop between writing code and learning from real users. PMs benefit because it enables feature flags, gradual rollouts, and rapid experimentation without heavyweight release processes.

Why It Matters for Product Managers

Understanding continuous delivery is critical for product managers because it directly influences how teams prioritize work, measure progress, and deliver value to users. PMs benefit because it enables feature flags, gradual rollouts, and rapid experimentation without heavyweight release processes. Without a clear grasp of this concept, PMs risk making decisions based on assumptions rather than evidence, which can lead to wasted engineering effort and missed market opportunities.

How It Works in Practice

Engineering and product teams leverage this practice by integrating it into their regular workflow:

  • Adopt — Agree as a team on how and when to apply this practice, making it an explicit part of the team's working agreement.
  • Execute — Follow through consistently, treating the practice as a non-negotiable part of how the team operates.
  • Inspect — Regularly evaluate whether the practice is delivering the expected benefits and surface any friction.
  • Adapt — Adjust the approach based on what the team learns, keeping what works and discarding what does not.

    • The value of continuous delivery compounds over time. Teams that commit to it consistently see improvements in velocity, quality, and cross-functional alignment.

    Common Pitfalls

  • Treating the practice as overhead rather than recognizing the quality and velocity benefits it provides.
  • Implementing the process without buy-in from the full cross-functional team.
  • Letting the process become rigid and bureaucratic instead of adapting it as the team learns and grows.

    • Related Concepts

    To build a more complete picture, explore these related concepts: Feature Flag, Release Train, and Kanban. Each connects to this term and together they form a toolkit that product managers draw on daily.

    Related Terms

    Feature FlagRelease TrainKanban

    Frequently Asked Questions

    What is continuous delivery in product management?+
    A software engineering practice in which code changes are automatically built, tested, and prepared for release to production at any time. Product managers use this concept to make more informed decisions and deliver better outcomes for users and the business.
    Why is continuous delivery important for product teams?+
    Continuous Delivery is important because it provides structure and alignment that enable teams to ship faster, reduce waste, and maintain quality. Teams that adopt this practice consistently see improvements in collaboration, predictability, and user satisfaction.
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