… is this (at the very start of building a new product):
Assume your product’s already been built. Now think about how you’re going to get adoption and usage among your audience.
Too often you get so caught up in the excitement of building something cool, you don’t tackle the hard problem of seeding it and getting usage among early adopters until you’re very close to – or at – launch. Then you’ve got a product that’s ready and no one but yourselves using it. Your go-to-market guy’s under tremendous pressure and your developer’s twiddling his/her thumbs. Your team can run out of momentum and enthusiasm really quickly and it’s very hard to get your mojo back.
This has happened to us before. And I’m still working on that advice.