Launch

A successful launch rewards hard work.

No matter the audience or how heavy the news, introducing what’s next is your opportunity to spark energy. This milestone will soon be celebrated, but rocket ships do not launch without intention.

The excitement of sharing something you’re proud of can be intoxicating, but we can only be new once. Launching before you’re ready can lead to carnage. Limping into a launch without a connected cadence will also reduce excitement as attention becomes diluted.

Let’s first look at how to avoid launching before you’re ready. There’s value in shipping your art often, as this is the only way anything is set free to evolve toward product-market fit. This, however, does not give us permission to be careless. Research, internal planning, strategic development, thorough testing, and working with true fans is the easiest way to stress test whatever you’re building. When we normalize a nimble, but detailed-oriented approach, you’ll create confidence in what’s being launched while also allowing your art to connect within the market you seek to serve more often.

When the time is right, planning a strategic launch sequence can initiate a boost loud enough to create attention and also long enough to push through the thick atmosphere of endless distraction. Instead of a single celebration, think of your launch as a connected collection of memorable moments.

The most common misfire is overloading your audience too soon. This may be part of the strategy with a short launch sequence, but when a launch lingers, duplicative content will numb an audience before the intended culmination arrives. One tactic for staying patient is mapping the overall launch sequence. This helps sync development with the timing of communication. Such planning also provides internal clarity and connects valuable context to each transmission.

To map a launch sequence, start by creating intrigue with as little information as possible. Think of this subtle stage like a notice to save the date. Next, create excitement by leaning into the pain. Leak a little on why the audience should be excited for what’s to come. No need for too many details quite yet. Those will land next.

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As the countdown ticks toward zero, fortify the team to determine how you can effectively respond to every type of inquiry during launch. With internal operations ready to rock, release one final burst of hype before delivering the payload on launch day. As thrusters fire and liftoff occurs, you’re now set free to release your art into the universe. Congratulations!

Within the early moments of flight, keep messaging sharp. Deliver on the promise, include singular calls to action, and track analytics to stay strategic.

A thoughtful launch can create a flurry, but attention is hard to earn and it’s gone before you know it. As the loudness of a launch begins to fade, hit the free prize inside button to activate a few more extraordinary insights built to fuel lasting momentum. Once in orbit, maintain a smooth onboarding process for late arrivals and enjoy the view knowing elevation makes us all feel successful.

Online Event Management

Live event management is a handful. Virtual events should also be well thought out. How can we create a memorable experience when everyone is participating online? Let’s teleport into this topic together.

First, consider what must be accomplished. What cannot be achieved without this time together? Determine how long the virtual experience should last. It’s usually less than you think. Next, line up the right technologies to ensure it fits the needs of your virtual experience. As tech is selected, use security tactics to avoid unwanted distractions. With objectives and logistics in place, it’s time to flesh out the experience.

While our connected era has unlocked the next level of efficiency with these virtual interactions, a drawback to online gatherings is the lack of time before and after a meeting. This means there’s less serendipitous interplay. Stay efficient, but it may be wise to weave in random value through manufactured moments that still feel natural for participants.

As attendees arrive, use your opening remarks to set the tone. Generate cohesion with jolts of genuine energy as any rules of engagement are quickly confirmed. If there’s a meeting agenda, run through that and connect it with meeting goals so attendees know what to expect.

After a welcoming attendees with a concise, energizing, and clarifying introduction, have fun unpacking the primary discussion. Stay on task and try to avoid distractions, but leave time for interactive dialogue. With less open dialogue due to the limitations of a virtual experience, this is one way to create space for those manufactured moments of serendipity. These conversational buffers help to avoid having the loudest voice be the only one that’s heard and invites an inclusive environment with deliberate space for everyone to participate.

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The term “hybrid” is hard to define. There’s value in weaving tech into in-person events so that others are able to virtually feel the experience. There’s also value in keeping things simple so the focus remains on your attendee’s engagement. Experiment with what works for you, but one interesting combination is to go all-in with live events, and then add strategic online events into the mix. This avoids fragmented coordination, eliminates the hollowness of virtual content within an in-person experience, and creates ease for organizers who benefit from both types of environments.

As you bring your online events together, you want interactivity so it’s not talking heads with attendees pretending to listen. Do this by including icebreakers, musical moments, pop-up polls, breakout discussions, scavenger hunts, doodling exercises, physical activities, and scheduled breaks. Encourage note taking and grab screenshots as artifacts to share later. Leave time for questions before wrapping things up.

As you bring things to a close, it’s important everyone feels a sense of accomplishment. If ramblings drag on before the meeting abruptly cuts off, people will leave feeling empty. Keep the virtual energy juicy, review key takeaways, and encourage action to tie a bow on the efficiency of all your online events.

Live Event Management

There’s something exhilarating about bringing people together to enjoy an experience you built. Anyone can bring a few friends together. Creating an environment for the public to connect requires more attention.

Controlling the chaos of an event is easier with solid planning beforehand. First-time events are always the hardest, but every event has unknowns. The more thought put in before people arrive, the smoother your attendees’ experience will be.

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I’ve developed and managed countless events throughout North America. More tips and tactics, as well as, insight from my own experience is layered into the Event Management section of YDNTB.

Basic details include the venue, time, and guest list. Who’s the audience? Based on those you want to attend, how can the venue support the right vibe and is it accessible? How will transportation and parking work? Looking at community calendars, will your event compete with other related events?

With basic event details in place, how can you promote this event so people you want to attend notice it? Will a website be needed or is social media enough? Is it free to attend or will there be a cost? If it’s free, how will you cover costs? Speaking of costs, how could sponsorships work? What’s the plan for food and drinks? Is there a registration process? If not, will you still be able to gather attendee data? Is security staff needed?

Think about your own goals for the event and how you want attendees to feel when they leave. Beyond the basics, what’s the agenda look like? Will there be any sort of programming? What about special speakers? As the host, if you plan to say a few words, what are the key points you want to make? Are activities planned or is casual conversation enough to keep everyone engaged? Will you be able to capture enough media while still managing the event? If not, does it make sense to hire someone to capture photos and video to use later? Can you rally attendees by connecting them on social media before, during, and after the event? Could showcasing live social media activity boost awareness for those unable to attend? Where’s a good place to send everyone interested in the after-party?

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Stay tuned! Next week we’ll shift focus to online events.

One common mistake is assuming an event is over when the last guest has left. Detailed planning leads to smooth events. Concerted efforts to commemorate events lead to future opportunities. Finish strong with thank-you notes, tagged photos, video highlights, recap articles, and follow-up conversations.

Event management is challenging and stressful, but super energizing. The more you bring people together, the more effective you’ll become. As the basics become second nature, it’s easier to get more creative. This leads to larger crowds, more memorable experiences, and longer-lasting engagement. Like everything, the more you practice, the better you get.

Early Moves

So you have a business idea you’d like to explore? Yes!

It’s easy to say “Let’s gooo!” but when you say yes to something, you’re also saying no to something else. This is opportunity cost, so be strategic with your early moves. Before you go too far, remember that an appropriate “no” early on is better than a long, wrong “yes.” Let’s explore how to decide what ideas to activate and how to help them bloom.

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Things you dedicate time to will grow.

It takes discipline, but time alone with any idea is a good way to avoid swinging at bad pitches. Dig into online research before going too far. Determine what related products or services already exist. Run some numbers. Talk to potential customers and see if you can snag a few preorders. The goal is to understand the realistic impact you may be able to make in the market by confirming it’s something strangers are willing to pay for.

If you start to feel genuine interest, talk with others who may be interested in collaborating. Think about your own skills to identify where you’ll need help. Attend related events to further qualify early concepts. Even if you’re not ready to share details, the readiness to Show Up and #GiveFirst often leads to new allies who can connect dots as you continue working through ideation, team development, research, and testing.

Before you go much further, take a pit stop with your future self. Is this a business/market you want to work on for the foreseeable future? If you like to quilt, it doesn’t mean you should start a quilting business. The hardships that come with being a business owner can actually kill your passion. Dance with all your ideas, but recognize when something should remain a hobby.

Early moves are exhilarating, but there’s value in being efficient as you decide if something is going to work. If this evolving business idea continues to touch your heart after internal and external analysis, you may have something ready to pursue! Inspiration is perishable, so when this happens, be ready to take action. As you do, stay patient. It’s not how fast you move, it’s that you find ways to keep moving. Avoid the headline trap and find lasting energy knowing that even hints of progress can nurture an idea toward reality.

As you continue moving forward, think big, but remain realistic by doing one thing really well. Stay intellectually humble and welcome doubt by working with others and be ready to iterate quickly. It often takes many versions of an idea to land on something ready for the wild.

Die Empty

Graveyards are full of good intentions, untold ideas, disconnections, and missed opportunities.

As we celebrate year-end holidays and look to 2022, it’s easy to make audacious plans for what’s next, but perhaps it’s wise to pair big ideas with small actions?

This obviously means something different for everyone. For example, there are times in our lives when we seek to do so much more. It’s easy to feel overwhelmed when cool ideas, good intentions, and even positive action doesn’t lead to the anticipated outcome. For those who face this mental mountain, first give yourself grace by remembering that we either succeed or learn. This will help you find closure with past failure(s). As you push through this self-limiting mindset, lean back into your community of fellow founders. It’s even harder to show up when you’re experiencing a dip, but movement activates motivation and leaning into the prosperity of others will percolate helpful conversations. Pair this curiosity with a pinch of vulnerability and you’ll be reminded how generosity builds trust and helps you solve new problems.

In contrast, there are other times when a profound sense of accomplishment leaves us wondering what more can be done? This would seemingly be a privileged state, but our sense of purpose can waver when goals have been met. This can cause even the most ambitious spirit to feel lazy. A sense of achievement dysmorphia can also set in, which downplays our accomplishments in an effort to create space for more. Perhaps one way to counter this type of mental moment is to pair celebration with relaxation, creativity, and humility. Rejuvenation often emerges from self-care rooted in gratitude. This form of vulnerability brings peace, which often provides clarity on prolific ways to make a deeper impact on familiar fronts, or energy to explore brand new ways to fuel positive change.

The nudge you need will be dynamic based on the complexity of your ever-shifting environment, but a willingness to persist allows us all to keep building.

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The YDNTB audiobook was just released and listeners love it! It is now available as a direct download (with bonus features) in this special Holiday Bundle. It can also be found on Audible, iTunes, and Amazon.

It’s impossible to measure the amount of time and effort it took to narrate, edit, and professionally publish this 5-hour audiobook (here’s how I did it), but that’s not what matters. What matters is that I have a remarkable relic to be proud of forever. Enjoy the show my friends!

Along with what you’re able to undertake, appreciate all that you cannot. When idea machines have an opportunity surplus, it’s easy to over commit. It’s much harder to stay cognizant of our personal bandwidth when our connected era is always introducing new ways to spend your time. These are crossroads where you’re invited to be honest about your own purpose, by allowing the superpowers of others to activate something you can/should not. As you share the love, deliver ideas, resources, connections, and opportunities without hidden agendas. You can’t take such things with you, so boldly give them away with a sense of abundance and find renewing joy in helping others bring more good things to life.

My hope is that after reading this year-end reflection, you observe the blunt title less around loneliness, and more as positive encouragement for doing all that we can with our precious time in this life.

A sustainable cadence leads to longevity, but a profound legacy awaits those who exhaust all their love, intelligence, connectivity, and energy to leave satisfied in the end.