What if the "just ship it" mindset is on a spectrum between delivering something without doing any user research and perfectionism that will kill a business? Perhaps where a business falls in the spectrum is (or should be) based on the life cycle of the business.

For example, if you're a pre-launch startup, I think "just ship it" is perfect. Get the ideas out of your head, interact with customers and gather data by testing it in the real world.

However, a company like JotForm, which is in the Growth stage of the life cycle has well-defined customer segments, a refined value proposition, a solid vision, strategic roadmap, etc. So a "just ship it" approach to business growth is probably not wise for JotForm at this stage.

There are, however, exceptions. I think Google, because of the experimental nature of the company, can afford to just ship products into the wild and see what happens. It appears to be part of their culture. As of today, Google has about 200+ failed products and services they've shipped! (www.killedbygoogle.com)

I enjoyed reading this article. It helped me think about "just shipping" beyond a blanket mindset for any type of business and to reframe as more of a process aligned with early staged businesses or ideas.