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We've all been there. You’ve got a killer idea, and you’re itching to launch, but then the planning monster rears its head. Overplanning can lead to lost costs, reduced agility, and locked-in budgets. Let’s explore how to keep it simple and agile.

Overplanning is Your Worst Enemy

Excessive planning sucks up resources. When every detail is scrutinized, costs skyrocket without adding real value. The lost costs accrued from overplanning your launch cripple the actual budget of the launch.

Rigid plans lock you in and create iteration paralysis. Adapting to market changes becomes a Herculean task. In typical product launches I find that we iterate on message and distribution within the first 20-45 days.

Detailed plans set budgets in stone, stifling innovation and growth. For early-stage companies, locking budgets into 18-24-month cycles are things of the past. OFC we still start small and then throw cash at distribution when it takes off, but I find it’s better to preserve those “pools” instead of setting a rising monthly budget.

It’s all Campaigns for me

Instead of overplanning, I adopt a flexible approach that emphasizes direct execution and iteration. Here’s the basics concepts that I’ve adopted.

Lean Startup Principles: Focus on creating a Minimum Viable Product (MVP). Test and refine based on real customer feedback, saving time and money while meeting market needs.

Prioritize Key Objectives: Identify your top priorities. Focus your efforts on these essentials to stay agile.

Foster a Learning Culture: Encourage your team to experiment and learn from failures. This mindset will help you pivot effectively.

Don’t Trust Me, Here’s the Data

 Harvard Business Review notes that 70% of startups fail due to wasted resources on unnecessary planning.

Lean Startup research shows companies adopting iterative approaches are 60% more likely to succeed.

 The Small Business Administration reports that flexible budgeting processes lead to healthier growth trajectories.

My Direct Execution Model

First, break down executive long-term visions into achievable short-term goals. Align strategies and execution based on results to a singular goal (Q1). Focus is the name of the game at launch. Develop your campaign to focus on the product's core function (not features). Start testing value props in replies, DMs, and direct outreach. At this stage, we generally focus on one distribution channel for content creation and then distribute across other channels for cross-promotion. The planning and preparation stage takes 10-14 days max. Launch and run campaigns in the market for 20-30 days. Create feedback loops through engagement. Regularly gather and analyze audience feedback to refine your product. During the time test audience, message and channels then invest down hard where you see results. Final TakeawaysBy adopting a campaign mentality of sprints over long-term planning, you encourage experimentation within your team and prioritize analytical listening. These skills allow your team to execute with ambition while always following through on responses.

Emphasize a rolling budget approach to reallocate resources based on current needs. In a model of continual testing and analysis your financials will be responsive, tight and in line with investor expectations.

By following the Rising Tides campaign approach, you can ensure that your business remains flexible, responsive, and well-positioned for a successful product launch.