Founder Says Ship Today, but Developers Ask: “Define 'Today.'”

Shipping today sounds great. Until you realize "today" means different things to different people.

Author

Glenda Carnate
July 31, 2026

Read time: 2.5 minutes

The founder declared: "We’re shipping today." The employees clapped. But one developer asked: "What’s this 'today' supposed to mean?" The founder was thinking of midnight. The developers were thinking of next week. There was a huge difference in understanding.

Tips for aligning on shipping:

1. Specify “today” in terms of time zone.
Unsuccessful: Saying “today” and thinking it means the same thing for everyone.
Successful: Agreeing on a precise time and time zone.
Different people have different ideas of what “today” means.


2. Be specific about dates and times.
Unsuccessful: Saying “we’ll ship today.”
Successful: Saying “we will ship at 6 PM ET this Friday.”
Specificity helps avoid misunderstandings.


3. Be sure that you mean the same thing by "shipping."
Unsuccessful: Assuming everyone understands the task’s scope.
Successful: Being specific about the definition of the term “shipping.”

💡Key Takeaway: 

"Shipping today" is a target. "Shipping on Friday by 6 PM ET" is a strategy. Make things precise and avoid confusion.

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