a single source, nothing corroborates it

Book hours for getting noticed, not just building

Standing a product up costs almost nothing now and everything difficult happens afterwards, so put the attention work in the calendar before you know what it will be. Cory Zue committed twelve hours a month to marketing and let the specific tactics emerge inside that, favouring work that leaves something permanent behind such as onboarding videos or content that helps a buyer decide. Justin Jackson's warning is that the better distributed product routinely beats the better one.

The method

1. 01

   Plan for attention to be your second job after building the thing, because the better product regularly loses to the better distributed one.

2. 02

   Do not mistake cheap launches for easy businesses - standing the product up costs almost nothing now, and everything difficult happens after that.

3. 03

   When you do not yet know what your marketing will be, commit a fixed number of hours to it anyway and let the specific tactics emerge inside that budget.

4. 04

   Prefer marketing work that leaves a permanent asset behind, such as onboarding videos or decision-helping content, over activity that only counts once.

What it returned

• 2016

  Justin and a friend bought a domain, used a free hosting credit and had a web app running in a day; meanwhile Mattermark reported in June 2016 that building SaaS companies was getting more expensive with weak exits.

• 12

  Zue's July goal was 12 hours on Pegasus marketing, with blog posts, SEO, hanging around forums and talking to prospects all listed as candidates.

• 30

  Zue could not measure the net impact of his 30-day growth sprint but valued it because most of the output was permanent assets that keep working.

• BetaMax lost to VHS; Tom Petty and the Heartbreakers could not get American radio airplay for years until British audiences picked them up and US stations followed.

Sources

• SaaS is ripe for disruptionJustin Jackson · justinjackson.ca · Starting is easy, growth is hard · undated
• Your second biggest problemJustin Jackson · justinjackson.ca · Your second biggest problem · undated
• 30 Days of AccountabilityCory Zue · coryzue.com · So how’d it go? · 2019-08-01
• The Horse Finally Learns to FlyCory Zue · coryzue.com · This Month’s Goals · 2019-07-01