When launching a product or a feature, or even launching a whole new business, it’s often difficult to know when to do it. You’re pretty much always going to launch too early or too late — from my experience, it’s almost impossible to launch “perfectly on time”.
If you’re getting ready to launch something, I hope this episode is helpful for you.
Actions / take aways
I’ve outlined some key actions and take-aways for those too busy to listen to the full thing:
Set a deadline for your launch — every time you do this you learn how to get better at setting deadlines.
Assign an owner if you're in a team — if more than one person “owns” a project, then no one actually owns it.
Be clear on your priorities — ensure everyone is aware of what is most important to the launch and the company.
If in doubt, optimise for speed — moving faster tends to solve more problems than it creates. Speed means you learn faster.
I co-founded GoSquared all the way back in 2006(!) with two of my best friends from school – Geoff and JT, and have been building, learning, failing, and winning in the world of software ever since.
Monday of this week was a rubbish day for me. I woke up frustrated, anxious, feeling deflated and not sure what to do. I almost felt like calling in sick. But instead I put my running kit on and got out for a run in the rain.
When I came back, I said "screw it" and hit record on my Mac, and spoke about what was on my mind.
Later in the evening, through the wonders of SaaS – tools like Transistor, Descript, and Epidemic Sound enabled me to take my ramblings and make them into a podcast in a few hours.
I didn't overthink this, and I know I can do better, but I started, and I hope I can continue.
I saw this tweet and it made me want to smash the “reply” button and disagree. But then I resisted – it needed more words, more thought.
As with most topics, and controversial points: it's nuanced and it depends.
Businesses grow up to inherit traits from their leaders – good and bad
From everything I can see, startups (and all companies) naturally adopt the culture and behaviours of the people running them.
Whether it’s the aggressive, winner-takes-all approach of Uber (and Travis Kalanick), the hungry, fast moving, detail obsessed approach of Stripe (and the Collison brothers), or the decisive, crazy, design-obsessive approach of Apple (and Steve) – I struggle to think of a company that isn’t an extension of the identity of the people in charge of it.
That’s not to say that the company can’t adapt or adjust to address the shortcomings of the founders. In fact, it has to to succeed. We all have flaws – and the bigger the business, the more publicly known those founder flaws are.
I find this all the time at GoSquared – as I’ve grown up, I’ve tried to increasingly make myself aware of my strengths and my weaknesses. I try to ensure we hire for people that fill the vast gaps in my own skill set, and I try to ensure I keep my mouth shut on topics where I really don’t consider myself an expert.
Your identity doesn't need to map 1:1 with your business
The reason I struggle with this tweet, is that it’s a two-way statement – it’s stating your startup = your identity. I find it much easier to agree that one’s startup is heavily influenced by the founder’s identity. I find it much harder to agree that a startup defines the founder’s identity.
GoSquared defining my own identity has honestly been its own small challenge for most of my adult life.
It's been a challenge in small ways and large – for example, my first Twitter account was not "@jamesjgill" it was "@GoSquared" – the very personification of GoSquared and myself on social media back in the day were the same thing. It was this decision to not start a personal Twitter account earlier that almost certainly caused me to miss the opportunity of being "@jamesgill" on Twitter, damnit!
It’s always hard for me to have a conversation with a friend before the question of “how’s GoSquared going?” cropping up within the first 5 minutes. Work is always a logical topic to talk about when catching up with a friend, but I find that answering this question, as a founder who has only ever worked in one place for my entire career, is a deeper question.
It’s a question of “how are you finding work?”, sure, but also “how has this career path you’ve chosen worked out so far?”, and “how is the
For the first time, you can now send emails to your contacts using GoSquared, without needing any external tools or integrations, and benefit from the wealth of data, insights, and segmentation options that we've been building for years.
Automation has been a long time in the works.
I remember when we released Customer Data Hub (at the time, we called it People Analytics) – back in 2015(!) – one of the top requests we received from customers from that point onwards has always been: I want to use the data in GoSquared to send better emails to customers.
It's exciting to have this huge new set of functionality in the platform. So many hours of hard work across the team went into this release, and I am so proud of what we've all achieved together to get to this point.
If you run a software business, and you're in the market for a better way to engage with your customers, you should take a look at what we've been up to.