Articles by Eric Ries
- Don't launch
Eric advises startups not to synchronize their marketing launch and product launch, as doing so early is often a bad idea. A marketing launch establishes positioning, which companies need time to figure out correctly. It also raises expectations that the product must fulfill. Instead, companies should focus on product iteration and renewable customer acquisition before considering a marketing launch. A strategic launch requires understanding growth drivers and targets. It should not be done out of anxiety, ego or fear, but because it strategically solves business problems. Overall, the advice is to delay launch until the product and strategy are proven rather than rushing into a potentially damaging publicity stunt.