Launch, launch, and launch again (and my U.S. trips)

Launch, launch, and launch again (and my U.S. trips)
4 September 2019

If you are operating your own website or any other form of business, you ought to consider the concept of multiple, repeated launches. It’ll help you advance your business faster, and with less risk, than if you stake everything on one single launch.

Hand on heart, does the adage “Always be launching!” feature in your current business planning? If not, you should give the following article (and the video linked to further below) half an hour of your time.

The advantages of always having a launch coming up

The concept of doing lots of different launches is another way of saying that you shouldn’t spend months stressing out about every pixel on your website and every sentence describing your product. Throw out the old notion of having just one shot for launching. Instead, create a series of micro launches to celebrate new individual products and services, and/or their different features.

By doing so, you achieve the following (among others):

  • Ongoing or repeated injections of energy into your business.
  • Getting customer feedback earlier, which you can use to improve your services.
  • Cash flow pulled forward in time.
  • Avoiding the risk of staking everything on one single launch, which could go wrong for reasons entirely beyond your control.

I am not usually writing blog posts about other peoples’ blog posts. However, why re-invent the wheel if someone else has already done a perfect job?

Kat Manalac YouTube

This 26-minute video of Kat Mañalac talking about repeated launches at a Y Combinator event is well worth listening to if you want to learn more about the subject.

E.g., she explains the different forms a launch can take:

  • Silent launch (before you even have a website)
  • Friends & family launch
  • Stranger launch
  • Online community
  • Request access launch
  • Social media and bloggers
  • Pre-order
  • New feature
  • Press

It’s a seemingly simple idea and one that I have been using elements of already because intuition led me there. However, Kat Mañalac managed to present it in a way that broadened my perspective of the subject and inspired me to think harder about its possibilities.

As one of the commenters below her video says: “Remember kids, A.B.L.! Always be launching!”

Do you already have your next (mini) launch in your diary?

If you are still thinking of a launch as a form of Big Bang, then you’d probably benefit from watching the inspiring talk.

Question to my readers: Will we cross paths in the U.S.?

I loved not just what Kat presented in this video, but also (crucially) how she presented it. There is a reason why the U.S. continuously churns out successful new online companies, in ways that other parts of the world cannot keep up with.

Visual Capitalist’s listing of the world’s top 100 Internet sites shows 60 from the U.S. and 15 from China. Among “European” countries, the only one that features is the U.K. Continental European countries don’t feature at all. Other statistics have slightly different figures, but that doesn’t change the overall picture.

Operating two blogs that I have big commercial ambitions for, I was reminded of an old rule that I’ve applied throughout most of my life. Unless you have an active network of peers in the U.S. and regularly travel there for research and inspiration, you are likely not at the top of your industry’s game. It’s the U.S. where it’s at.

With this (and other) ideas in mind, I’ll be heading Stateside more often again:

  • New York: 18-30 September
  • West Coast (Seattle, San Francisco, LA, San Diego): 13-30 October
  • On the list but without dates yet is a trip leading from Chicago to Detroit, Pittsburgh, Philadelphia, and Washington, DC. Separately, I’ll do a stint in Miami.

If you are in any of these cities and think we should have a coffee or a beer, do drop me a note!

I am always eager to meet with readers and peers from the industry.

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