Shipping is a crucial aspect of software development that brings life to a company, its team, and customers. It exposes mistakes, but with the cost of deployment approaching zero, many companies still ship software guided by old habits. Shipping frequency has a significant impact on the company's productivity, team happiness, and job satisfaction. Continuous shipping enables a feedback loop that confirms or challenges assumptions, making new things possible for customers and giving teams the opportunity to focus on the next thing. A high shipping cadence defines a company, promoting a culture of iteration, collaboration, and customer engagement.