“ Here’s a common question I get from startups, especially in the early stages: when should we launch? My answer is almost always the same: don’t. First off, what does it mean to launch? Generally, we conflate two unrelated concepts into the term, which is important to clarify right up front.
Announce a new product, start its PR campaign, and engage in buzz marketing activities. (Marketing launch)
Make a new product available to customers in the general public. (Product launch)
In today’s world, there is no reason you have to do these two things at the same time. In fact, in most situations it’s a bad idea for startups to synchronize these events. Launching is a tactic, not a strategy.
Lessons Learned: Don’t launch
