This podcast explores the intricacies of knowing when a product is ready for launch, including the art of patience and weathering feedback storms. The team emphasizes the importance of quality, novelty, and differentiation. They discuss the significance of launching a product slightly early and taking risks, as well as the danger of relying solely on customer feedback. Qualitative feedback and engaging in conversations are seen as crucial during a product launch.
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Quick takeaways
Launching with impact—assessing quality, avoiding embarrassment, and infusing novelty are key elements in launching a memorable product to the market.
By embracing a 'swarm' approach, the team addresses and rectifies issues promptly during the initial launch ensuring a smoother user experience.
Rejecting the concept of roadmaps, in favor of flexible product evolution, and prioritizing qualitative feedback over quantitative metrics during a product launch helps to address user needs effectively.
Deep dives
Consider quality and novelty in product launches
When launching a new product, it is important to consider both quality and novelty. The product should meet a certain level of quality, ensuring that it is tight, fast, and good enough to avoid embarrassment. Additionally, the features of the product should be differentiated and interesting, making people take notice and say 'That's interesting!' or 'Why don't other products have this?' This often involves making trade-offs and leaving certain features out, focusing on what is important and unique.
Handle bugs and issues swiftly during product launch
During a product launch, it is crucial to handle bugs and issues swiftly due to the shorter feedback loop. When a product is new, there may be bugs that deviate just slightly from the intended user experience, affecting a larger number of users. These issues need to be addressed and fixed quickly, with a dedicated team focusing on resolving them. As the major and obvious issues are fixed, the team can eventually transition to a smaller group to continue addressing the remaining bugs and issues.
Consider customer feedback but trust your own instincts
While customer feedback is valuable, it is important not to be overwhelmed by it. Instead of accumulating a long list of suggestions and ideas, it is better to internalize the feedback and trust your own instincts. Ideas that keep coming up repeatedly are usually the ones worth further consideration. Furthermore, it is crucial to focus on solving real problems and designing products that you would be proud to use yourself. Trust your internal standards and intuition as a product owner.
Focus on qualitative feedback and maintain self-confidence
When launching a product, it is more important initially to focus on the qualitative feedback, such as the mood and tone surrounding the product. Understand what people are saying, their questions, enthusiasm, and concerns. Maintain self-confidence as a product person and have standards for what you consider as good. Fall in love with your own product, as this will make you a more effective salesperson. Remember that feedback in the first few minutes of using a product may not be as impactful as feedback from users who have extensively used it.
Balance qualitative and quantitative feedback
While qualitative feedback is crucial, quantitative feedback has its place too. However, it is important not to solely rely on numbers during initial product launches. Instead, focus on the qualitative aspects of feedback, including mood, enthusiasm, and overall tone. Use numbers to evaluate the overall impact and performance of the product over time. Do not get carried away by extreme positive or negative feedback; maintain a level-headed approach and have faith in the long-term success of the product.
Product launches can be a delicate dance between anticipation and anxiety.
Today on "Rework", Jason Fried and David Heinemeier Hansson sit down with host Kimberly Rhodes to explore the intricacies of knowing when a product is ready for launch.
Listen in to learn the art of patience with the "Give It Five Minutes" principle and the necessity of building a "bucket of arrogance" to weather feedback storms during challenging launch phases.
Don’t miss out on Jason and David's unparalleled insights as they delve into nuances involved in bringing a new product to the market.
Launching with impact—assessing quality, avoiding embarrassment, and infusing novelty are key elements in launching a memorable product to the market.
By embracing a "swarm" approach, the team addresses and rectifies issues promptly during the initial launch ensuring a smoother user experience.
"You can't design on people's requests. You have to design on their behalf"—how using a selective approach to customer feedback allows for more thoughtful and user-centric product development.
Rejecting the concept of roadmaps, in favor of flexible product evolution.
"Give it Five Minutes": why acknowledging the temporal unreliability of early feedback, especially during a launch, is crucial.
How building a “bucket of arrogance” helps with weathering feedback storms.
How prioritizing qualitative feedback over quantitative metrics during a product launch helps to address issues without compromising the product's integrity.
Rework is a production of 37signals. You can find show notes and transcripts on our website. Full video episodes are available on YouTube and X.
If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 or email, and we might answer it on a future episode.
