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independence2 unconnected · 2 more authors in those circles
standing

contested · 4 claims against 2

applies to

b2b and consumer, no audience needed

mixed results

confidence

high

evidence

6 claims · 4 articles · 4 receipts

window

2019-08-01 → 2024-01-07

2 builders who never spoke to each other · contested

Put a launch on the calendar every month

Fix a shipping rhythm so the calendar decides when something goes out instead of your confidence in it, and keep going until one of them holds. Jakob Greenfeld, Justin Jackson and Luca Restagno each set a quota, weekly or monthly, and all report that the repetition turns up demand a single carefully chosen idea never would. Judge each release on whether you can reach its buyers at all.

Where this splits

Luca Restagno halves the quota rather than ship incomplete products around a job and a family, and Cory Zue found that a shipping streak crowded out anything large or strategic.

  1. side 01 · 4 claims

    Ship on a fixed weekly or monthly launch quota

    Jakob Greenfeld · Justin Jackson · Luca Restagno

    1. 1Hold yourself to shipping a product every single month, so the calendar rather than your confidence decides when something goes out.
    2. 2Impose a one-week shipping cycle with a fixed start and ship day, and launch something every seven days until shipping becomes routine.
    3. 3Ship one product a month until one of them holds, and judge each by whether you can actually reach the buyers and get the first thousand or two of monthly revenue.
    4. 4Launching often also surfaces demand you did not know existed, which a single carefully chosen idea never would.

  2. side 02 · 2 claims

    A shipping quota crowds out large and strategic work

    Cory Zue · Luca Restagno

    1. 1With a job and a family, halve the target rather than shipping incomplete products to hit a number: six launches teaches the same lessons.
    2. 2A daily growth streak biases you toward small, safely completable tasks and squeezes out both large projects and strategic thinking, so treat it as a short sprint rather than a way of working.

What it returned

  • 12

    He frames the monthly launch quota as making the 12 Startups in 12 Months challenge a component of his wider programme.

  • $1k

    The challenge is framed as twelve launches across twelve months, testing for $1k to $2k MRR or about $5k of revenue in a month.

  • Justin's Build & Launch season shipped four projects in a month - the show itself, the Product Hunt Handbook, an SMS group-notification app, and a WordPress membership-site tool - on a Friday-to-Thursday cycle.

  • Zue finished the challenge with a long list of small wins, said he felt less in control of his time and more stressed, and completely failed his separate goal of big-picture planning.

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

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