You want to build a world where roll back is 95% the right thing to do. So that it almost always works and you don't even have to think about it.

During an incident, the incident lead should be able to say to your team's on call: "can you roll back? If so, roll back" and the oncall engineer should know if it's okay. By default it should be if you're writing code mindfully.

Certain well-understood migrations are the only cases where roll back might not be acceptable.

Always keep your services in "roll back able", "graceful fail", "fail open" state.

This requires tremendous engineering consciousness across the entire org. Every team must be a diligent custodian of this. And even then, it will sometimes break down.

Never make code changes you can't roll back from without reason and without informing the team. Service calls, data write formats, etc.

I've been in the line of billion dollar transaction value services for most of my career. And unfortunately I've been in billion dollar outages.