What it is
A controlled crossing
Launch is the controlled crossing into production. Once the maturity gate clears, the work goes live — and from there, changes are driven by measured signals, not guesses.
Why evidence-led
Assumptions get expensive
Post-launch is where assumptions are most tempting and most costly. Tying iteration to real data keeps growth honest and stops the roadmap drifting on opinion.
A worked example
Improve on the data
A shipped page improves based on what its analytics and search data actually show — the same discipline applied to fixedpricewebsites.com, where ranking claims wait for real measurement.