I’m saying it’s OK to ship with elements of crappiness I’m not saying that it’s OK to stay crappy. A company must improve version 1.0 and create version 1.1, 1.2, … 2.0. This is a difficult lesson to learn because it’s so hard to ship an innovation; therefore, the last thing employees want to deal with is complaints about their perfect baby. Innovation is a process, not an event.