Most projects don't fail. They just never ship.

Sent in July, when the book went up for preorder. It's out now. Get the book.

I've spent twenty years watching good work not happen.

Not fail — failure is loud, and loud gets fixed. This is quieter. The meeting ends with nods. The deck gets a new version number. The project stays green on every dashboard. And somehow, nothing ships.

I wrote a book about it. Just F*cking Ship It is out on 28 September, and available to preorder from today.

It's a short, blunt field guide for anyone who has ever left a meeting thinking: "We talked for an hour and still didn't decide the thing." Leaders, product people, delivery people, founders — anyone responsible for outcomes when the room gets foggy.

It's built around five moves. Each one produces something you can point at:

• Visualise & Align — a decision written clearly enough that everyone is arguing about the same thing.
• Own the Obstacles — blockers turned into conditions instead of full stops.
• Launch & Learn — the smallest real step that creates evidence instead of more opinions.
• Track & Tune — a cadence that shows movement, not performance.
• Story & Spark — a story strong enough to survive the meeting after the meeting.

No theatre pilot. No ceremonial ten-step dance. If you can't point at the output, you've probably just had another chat.

Early readers have been generous.

Magnus Hillestad, CEO and co-founder of Sanity.io, called it "intentional and structured — built to get you from talking to shipping."

Morten Næss, Chief Product and Innovation Officer at Bluestone PIM, said it "names exactly how work stalls, not in flames but in polite postponement."

The paperback is £12.99 and reads in an afternoon.

Read it in an afternoon. Ship something by Friday.