As a product-first company, Intercom has developed an efficient launch machine over the years, but as they grew, challenges arose from shipping more updates and features, expanding their go-to-market teams, and marketing to new audiences. They realized that their "old way" of launching products was no longer effective, leading to "ever-bigger cookie-cutter launches." To address this, Intercom has reworked their framework to prioritize based on impact, bundle features for stronger announcements, and get super targeted with their messaging. By doing so, they aim to focus more resources on high-impact activities, avoid overwhelming customers, and tailor messages for specific target audiences, ultimately making their launch processes more effective.