DistributionPublished 2021-01-21 · founder reported
Make more than one launch matter
How Linear approached distribution.
What they did
Saarinen described announcing Linear before it was finished, then using financing, public availability and pricing as separate milestones that reached new audiences.
Reported outcome
He reported each milestone brought more attention and customers; waiting for a single complete launch would have delayed learning.
An idea to test, from Afterlaunch
A sequence of substantive announcements creates more chances to learn which audience responds.
Small experiment: Plan three genuine customer-facing milestones and record activated users from each announcement.
A company’s reported outcome doesn’t prove one tactic caused it. Treat this as a hypothesis.
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