2 builders who never spoke to each other

Open on the announced hour with what is finished

When the date arrives and part of the work is not done, ship the part that is and add the rest afterwards rather than moving the date. Nathan Barry launched with eight of ten exercises and dropped unfinished bonuses out of the bundle, and Alex Hillman opened a space he knew was incomplete on the day he had promised. The missing pieces become the next reason to contact buyers.

The method

1. 01

   Launch on the announced hour with the material you have finished and add the remainder afterwards, rather than moving the date

2. 02

   Cut bonus deliverables that are not ready rather than delaying the launch, and ship them in an update afterwards.

3. 03

   Announce a date by which the new thing will be partly usable and open on that date knowing it is unfinished, rather than holding back until it is done.

What it returned

• 5

  Offline video downloads and transcripts of 5 hours of interviews were not finished, so the download links were left out of the launch bundle

• Shipped with eight of ten exercises complete; the last two were added to the end of the email course after launch

• Indy Hall planned to host Tech Week events from April 22nd and be usable in some form by May 1st, four weeks out; its two previous openings had each been pulled off in under three weeks, and this time it had over twice as many members to share the work.

Sources

• Not a Joke: Indy Hall v3.0 - The Future of Indy HallAlex Hillman · dangerouslyawesome.com · The Timeline · 2012-04-01
• Join me as I create & launch a product in 24 hoursNathan Barry · nathanbarry.com · 9:00 AM update: · 2014-12-01
• Self-doubt and launch statsNathan Barry · nathanbarry.com · The launch weekend · 2013-05-28