Launch is a word that gets used loosely
Founders talk about “launching” all the time. Pre-launch. Soft launch. Hard launch. Re-launch. Some launches involve big announcements, press, paid campaigns, viral posts. Others are quiet — a website goes live and a handful of users sign up.
The word covers a lot. That looseness produces some quiet damage. Founders treat launch as a single dramatic moment, plan for it for months, and then either over-invest (in events that don’t pay back) or under-invest (in the boring work of actually getting users to use the product).
A better starting point: launching is the moment when your product moves from a private project to a thing real users can encounter. That’s less dramatic than the word implies — and more important.
What launching is, and isn’t
Launch...
