What does it mean to launch?
The author posits that generally, we conflate two unrelated concepts into the term:
- 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)
He argues that in today's world, there is no reason you have to do these two things at the same time, and that in most situations it's a bad idea for startups to synchronize these events.