The founders of Airbnb didn’t have one moment of “Oh shit, this is going to happen.”


It was a sequence of moments.


Airbnb had a sequence of launches. The company wasn’t birthed into the world fully formed to the thunderous applause of customers waiting to use their service. They launched the company at SxSW and noone noticed. So they went back to the drawing board and launched and launched again. They kept ‘launching’ the company until the world finally paid attention.


It’s worth remembering that with most examples of successful companies, products, projects and personalities, we only notice the launch that works.


There’s no point in expecting the initial launch of our own projects to capture the attention of the entire market, to receive critical acclaim or to be the answer to all our financial dreams. We shouldn’t compare the first drafts of our own work with the final polished edited work of those we look up and aspire to. 


The launch is an experiment. If we approach it like this, what will happen and who will notice?

The experiment tests your hypothesis and then you take the results and feed them back into your work, asking

  • How shall we iterate?
  • What can we add or subtract to improve our product/service and how can we refine the story we share around how it serves our community?


Our job is to learn and earn enough to ensure we can continue to the next iteration, the next phase, the next launch.

That’s how we continue to make change in the world.

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