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Pre-launch Panic - Tame the monsters under the desk.

This morning I revisited an old 205 Seth Godin talk. “Quieting The Lizard Brain

Marketing guru Seth Godin uses the metaphor of "shipping" to describe the crucial act of completing and launching a project. He argues that the true measure of success lies not in perfectionism, but in the ability to finish and deliver something of value to the world. This struck a nerve with me. In building a strong online presence consistent content is key and so many times I have been pulled back from deadlines because of this lizzard brain panic. When onboarding a new client I look for the ability or at least the understanding that great content may not happen every time we post but over time we will create a body of work that will be great and that will produce a strong bottom line.

While Godin's message resonates deeply, many business owners and creators fall victim to the pre-launch panic. This is the often-crippling fear that arises just before a project goes live, filled with doubts and the urge to make last-minute changes. This fear can be debilitating, leading to delays, missed deadlines, and even worse, the paralysis of never "shipping" at all.

But how can we resist the siren song of last-minute tweaks and launch with confidence?


Here are some key strategies to avoid getting stuck in the pre-launch panic and ship your project on time and budget:


1. Embrace "Done is Better Than Perfect":

Perfectionism is the ultimate enemy of launching. The desire to polish and refine every detail can lead to endless loops of revisions and delays. Remember, the goal is not to create something flawless but to deliver something valuable to your audience. Each launch, even with its imperfections, provides valuable feedback and learning opportunities to propel you forward. Even a simple spelling error can be a touch of authenticism and a catalyst for engagement.  The last two Apple Pro Apps launches were riddled with bugs, simple bugs. Rather than get frustrated, I too as a user needed to let go, report the bugs, and understand that these apps are so complex that I now have value to Apple as a bug catcher.  Creating engagement and loyalty along the way, clever as well as enabling them to keep my costs down. Very clever in building brand loyalty and community.  On the other hand Adobe with its exorbitant pricing I have no tolerance for bugs. 


2. Set Clear Deadlines and Boundaries

One of the best ways to combat pre-launch panic is to establish clear boundaries and deadlines. Set a realistic timeline for your project and stick to it. This will help you focus on what's essential and avoid getting bogged down in unnecessary details. Additionally, communicate these deadlines to stakeholders and team members to ensure everyone is aligned and working towards the same goal. 


3. Prioritize and Focus on the "Must-Haves":

Every project has a list of features and functionalities. However, not everything is equally important. During the pre-launch phase, focus on the critical "must-have" features that will deliver your product's or service's core value. Prioritize these features and ruthlessly cut anything that is not essential for a successful launch. Remember, you can always add more bells and whistles later, but you need a solid foundation to build upon.


4.  Remember Your Big Why:

It's easy to get bogged down in the minutiae of last-minute details. When doubts and anxieties arise, remind yourself of the bigger picture. Why did you embark on this project in the first place? What value are you hoping to create? Reconnecting with your initial motivation and purpose can reignite your passion and fuel your determination to ship your project.


After two years of writing these articles every week, the list is long on how much I and my business have benefited from this experiment. The commitment has been a challenge but I’ve published 50 articles each year and I wear that badge of achievement proudly.  The fact that I chose a written form of content over my usual video productions has been a personal mind-expanding journey. Perhaps exploring this further could be a good topic for next week.  


If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold 

Master Creator

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