One of the most passionate and recurring debates among PMMs is how to package feature launches effectively. The typical cadence ranges from quarterly to semi-annual, depending on the volume of new features, timelines, and the urgency or innovation involved. The most common strategy is bundling a set of features under a shared theme. However, these themes often feel forced or misaligned with the broader product story or portfolio narrative. I loved Jason Oakley recent post about Shopify’s approach to feature launches. Shopify releases over 100 new features in every batch under the “New Edition” framework. This time, they went bold with “The Boring Edition: Nothing New, Everything Improved.” This direct and confident approach is smart as it simplifies the complexity and call the thing for what it really is. I can see scenarios where it resolves internal debates over features that might not make a significant impact individually but, when combined, drive a meaningful improvement in overall customer experience.
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Every company is scrambling to launch flashy AI features. Which is why I love what Shopify did last week. A bundled launch summed up as "Nothing new, everything improved" Shopify does an awesome job with their seasonal launches. They call them Shopify Editions. If you're interested in learning more about them, we covered them in Episode 9 of the Ready For Launch podcast. Essentially, they bundle multiple (I'm talking 100+ features) into one massive launch that the entire company can rally around. They do one for every season. For their latest edition, they went back to basics. “150+ product updates. Nothing new, everything improved." The updates may seem insignificant individually. But they're packaged in a way that makes Shopify appear focused on the customer, while everyone else is focused on chasing AI revenue. Not to mention, their microsite is an epic blast from the past.
I love the 'Nothing New, Everything Improved' approach! There's something smart about focusing the narrative on enhancing everything without chasing new things.
Thanks for sharing Hila! Love your take as always.
Product Marketing Manager
20hI love that, because sometimes it’s really not a big launch and then the debate what kind of campaign to run and how much time and resources to invest always comes up.