Shipping landing pages like product releases
A release train for marketing: branches, canaries, rollbacks, postmortems.
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Branches, not drafts
A draft is a single shared surface that anyone can overwrite. A branch is a labeled point in time you can diff, review, merge, and revert. Marketing surfaces deserve branches.
Canaries before cannon
Never roll a new page to 100% of traffic in a single step. Canary at 5% for a day, 25% for another day, and 100% only when the Engine gives the all‑clear. Most regressions are obvious at 5%.
Rollbacks are a first‑class verb
If a rollback takes more than one click, you will not rollback. You will rationalize. Build the system so the rollback is cheaper than the rationalization.
Postmortems without drama
When a page underperforms, name the hypothesis, the evidence that disconfirmed it, and the revised prior. No heroes, no villains. Just an entry in the log that makes the next decision faster.
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