Bringing Ideas To Life
When you have an idea there are two ways to bring it to market: You can try it or launch it.
In one case, you can move slow and steady, approaching it as a day-to-day exercise. In this method you are simply trying the idea. You’ve made no promises about what it will become in the future. If the tests work, you keep going, growing, and adapting. The benefit of this approach is flexibility. You can launch quickly, pivot quickly, and make adjustments on the fly without altering the initial promise. “No harm, no foul, I’m just trying things out.”
On the other side, you can launch your idea with fanfare and commotion. You prepare a press kit, you send an email to your list, do you post on social media. You set expectations, you define the end goal. This is an approach that conveys certainty. You are not trying, you are doing.
The difference between these two approaches is substantial. In one case you launch quickly, you set minimal expectations, and leave yourself room to make changes or stop entirely without much consequence.
On the other hand you do a lot of planning and work in the beginning prior to launch, cash in attention points with your audience, and you leave yourself a little room to change opting instead for a public commitment to see through the plan.
Often times we put too much pressure on ourselves to launch when we should instead just be trying. How often are we truly certain about something? And when we follow through on something, how often is it because we are honoring our word rather than respecting our time?
We don’t need to announce that we’re leaving social media. We don’t have to create a video series just so we go to the gym more often.
We don’t need to be a hit machine right out of the gate.
Many successful projects began as a great idea, a lot tinkering, and showing up every day. But too often, we get excited and impatient so for each idea we launch our own PR campaign.
In the age of information abundance, attention scarcity, and social validation, maybe we could use a little more tinkering, a lot more showing up, and a few less announcements that we probably won’t deliver on.
And P.S. I’m guilty of launching too often and not trying enough.