In software development world "deadline" mostly often means a date when product is ready to be used, delivered to user or "released". Management use it to plan, to be sure all in team are focused and disciplined. Thats a good side of it.
Dark side of deadline is stress and pressure on a team. As Dr. Richard Boyatzis, a professor in the departments of organizational behavior, psychology and cognitive science said - "The very moments when in organizations we want people to think outside the box, they can’t even see the box". This is about deadlines case.
Going "Live" may benefit from radio/broadcast cases where everybody know why they have this time scheduled to broadcast signal. And this is surely includes all is ready at this predefined time. Going live or going on-air is about life interaction and not about "dead line". It is not a point in time where you do or die. It is a point when your creature is going to get live.
(image by Mattias Strobbe)
