shipping

The last step of making a thing: sending it out the door into the world where it meets eyes, judgment, and finality. Shipping is to building what walking onstage is to rehearsing — the same work, but the direction of attention reverses.

In software, to ship is to release: deploy, publish, push the button. The word comes from Seth Godin's insistence that the practice of a maker is not the making but the sending — that "shipping beats perfection" because an unshipped work has zero impact.