Launch when the product can reliably deliver its core promise to a narrow group, known risks are controlled, and you can support every early customer personally.
Work through it
Set the promise
State exactly what the first release does and does not do.
Choose the cohort
Invite customers whose needs match the current product and who will communicate honestly.
Create support loops
Make feedback, issue reporting, and direct follow-up part of the launch plan.
Measure behavior
Track whether users reach the promised outcome, return, and recommend the product.
Common mistakes
- Calling missing fundamentals “iteration”
- Launching to everyone
- Measuring only signups