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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.

  • AA

    Anuj Adhiya

    about 7 years ago #

    This is an old article but one that I think still is incredibly relevant even today.
    Attain product/market fit first, then market for growth.

    • SE

      Sean Ellis

      about 7 years ago #

      Thanks Anuj, completely agree. Growth is exciting so everyone wants to jump right into it. But without product/market fit, YOU WILL FAIL. This article explains why.

  • GD

    Guerric de Ternay

    over 6 years ago #

    Really interesting. What I get from this old post, is that "marketing launch" must be carefully planned. And lean startups should consider launching their marketing before any product.