Change the way you think about launching.

Founders often hinder their startups' growth by over-preparing for a single flawless launch, a strategy that extends timelines to six months and increases the risk of failure before market traction is achieved. Instead of viewing a launch as a one-time event, industry best practices advocate for an iterative approach that treats product releases as a continuous cycle of shipping and refining. This "always be shipping" methodology acknowledges that most early launches will generate little immediate interest due to misaligned timing or fit, allowing founders to adapt quickly rather than risking stagnation.