👏🏼 Always 👏🏼 Be 👏🏼 Launching 🚀

Most founders treat a launch like a high-stakes, all-or-nothing event—months of planning, big announcements, and the pressure of making a splash. But here’s the truth: launches aren’t milestones. They’re momentum.

At Rising Tides, we’ve seen firsthand that the best founders don’t launch once or twice a year. They launch constantly. New features, product updates, experiments—each one fuels the next.

This mindset isn’t just about growth; it’s about conversation. Every launch is a moment to connect, listen, and refine. The companies that ship often? They win. The ones that overthink and delay? They disappear.

Demystifying the Launch

Founders, myself included, tend to overcomplicate launches. We build them up in our heads, convincing ourselves that everything has to be perfect before going live.

But that’s a losing strategy.

Instead of treating a launch as a one-time event, think of it as a refueling stop—a way to add more speed to what you’re already doing. Each launch isn’t a finish line; it’s a way to build momentum.

• It keeps your audience engaged. People follow companies that are always evolving.

• It builds brand velocity. The more you ship, the more people expect you to ship.

• It removes perfectionism. Instead of waiting for the "perfect" moment, you get comfortable iterating in public.

The companies that look like they’re moving the fastest? They’re just always shipping.

Always Be Shipping

Instead of waiting for a "big moment," the best founders focus on continuous, strategic launches.

New features? That’s a launch.
A slight redesign? That’s a launch.
A pricing update? That’s a launch.

Each one is an opportunity to start a conversation with your customers.

This is why so many successful tech companies ship constantly. They aren’t just adding features—they’re training their audience to expect value.

The Pitfalls of the Grand Launch

Over-reliance on big launches slows companies down.

I’ve seen large organizations spend months—sometimes years—crafting the “perfect” launch. And when the time comes?

❌ The product isn’t ready. So they push it back. Again.
❌ The market shifts. And they have to start over.
❌ The moment passes. They lose momentum and have nothing to show for it.

Big launches create pressure. Small, continuous launches create progress.

Launches Are the Ultimate Icebreaker

There’s a hidden benefit to launching often: it forces you to engage with your audience.

When you consistently ship, you create a natural reason to start conversations with your ideal customers.

A new feature gives you an excuse to check in: "Hey, we just launched X. Would love your feedback!"
A product update gives you a reason to listen: "We built this based on what customers told us. What do you think?"
A pricing change lets you hear concerns firsthand: "Does this make sense for your business?"

Every launch removes the awkwardness of outreach—you’re not just selling, you’re sharing.

It also creates a culture of vulnerability. When you launch something before it's perfect, you show your audience that:

You’re listening to them.
You’re willing to improve based on feedback.
You’re evolving with their needs.

Instead of showing up with a polished, untouchable product, you’re showing up open and adaptable.

And that? That builds trust.

Consistent Launches = Real Time Insights

The best companies don’t just launch—they use launches to learn.

🚀 Every launch tells you something new about your market.
🚀 Every feature update exposes a new pain point.
🚀 Every product tweak shows you what people actually care about.

Companies that launch consistently stay closer to their customers than those that don’t.

This is why waiting for a “perfect” launch is a mistake. If you hold back, you’re missing out on months—maybe years—of learning.

The faster you launch, the faster you understand:

What features actually matter vs. what you thought mattered.
What messaging resonates vs. what customers ignore.
What people will pay for vs. what’s just “nice to have.”

Case Study: The Power of Constant Launching

Some of the biggest names in tech have scaled by launching fast, learning faster.

 Databricks ($62B Valuation): Always integrating AI-driven features and releasing updates rapidly, instead of waiting for “big” product reveals.

OpenAI: Their launches feel continuous—each new feature release sparks conversation, gets feedback, and builds on what’s next.

Notion: Instead of launching a massive overhaul, they drip out new features—ensuring users always have something fresh to engage with.

What do they all have in common?

They don’t just launch. They launch often.

How to Implement the Always Be Launching Mindset

Want to shift into an Always Be Launching culture? Here’s how to start:

1️⃣ Turn every improvement into a micro-launch.
You don’t need a massive event—just a reason to tell your audience what’s new.

2️⃣ Announce every change, even small ones.
This keeps your audience engaged and gives you constant touchpoints.

3️⃣ Use launches as listening tools.
Don’t just ship—start conversations. Ask for feedback. Learn from your customers.

4️⃣ Get comfortable launching “unfinished” ideas.
Perfectionism kills progress. It’s better to launch, learn, and improve than wait too long.

5️⃣ Train your audience to expect innovation.
When people know you’re always evolving, they stay tuned in.

The Future Belongs to the Fast Movers

The best founders don’t wait. They launch, they refine, they repeat.

If you want to stay relevant, grow fast, and build real momentum—you have to be in a constant state of launching.

Not next quarter. Not next year. Right now.

Think it over and send me a reply:

How can you integrate the "Always Be Launching" mentality into your business’ culture?

—Grady

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