Launch Tomorrow

Landing Pages for your Lean Startup

Here’s an example of an Extreme Product Launch

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Extreme product launches are focused on getting you to that first sale as quickly as possible. By figuring out what works on a business level, you can then proceed to with the business growth because you’re already proven that a business case exists (at a small scale) for your product.

What’s cookin’ for Launch Tomorrow

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This week I have a few updates to share. I think the main one is that it looks like my immediate family and I are recovering from covid-19. We don't really now how we got it, despite largely working from home in the last month or so. But in our case it kind of passed like a nasty flu and it seems to be kind of running in the background, too, even still. The testing took a long time, due to major spike in cases domestically here, so by the time I was certain we had it, the symptoms were disappearing.

I'm writing this to primarily just reassure everyone that this is a real thing, real people do get it, and there are varying levels of complications…so avoid it if you can. At the same time, I find it easier to have a more sanguine and less fear-tinged view of the pandemic, knowing how it ran its course in my personal context. It's not fun, especially in the early days of confirming you have it, as you know it can develop in any direction. But if you live, you have antibodies for this strain of the virus. If anyone wants to talk about having covid or dealing with it from a practical perspective, just drop me a line.

Why checking your sources matters

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Shattered Glass trailer

We recently watched a movie from 2004 called Shattered Glass, a movie about about Stephen Glass. He was a journalist who made up stories in the nineties, and passed them off as fact. At the time, he worked for the New Republic, a well-known and influential magazine. Most of the staff were recent grads trying to make a name for themselves, so they didn’t get paid much, but they partied hard. Somehow he circumnavigated their fact checking process, and managed to blag his way into story after story. Until his editor caught wind of what was going on…

Most journalism is based on improving what we already know, by building on what we already know. You need to use external inputs as data points to your own investigation. In school before the internet existed, there was a lot of emphasis on minimizing plagiarism. Cite your sources. Make it clear what is your thinking and what you got from somewhere else.

Robustness

At a high level, the same is true of the scientific process. Academics cite other papers, to then extend the state of the art with their own thoughts, data, and investigations. Cite your sources. And document your experience. With popular approaches like Lean Startup, the scientific method has been simplified into experiment-based entrepreneurship.

In both cases, this is about robustness and reliability of information. If we can’t trust what we see and hear from others, it undermines most of the “systems” in society. Media. Political systems. Business. Education. Research.

Check your source’s credentials

I bring this up because there is a flavor of advice and advisors in the entrepreneurial world who just repeat smart sounding soundbites from others. But not necessarily based on their own experiences. They are “plagiarizing” from an intellectual perspective. Which seems like it’s not that big of a deal. It’s academic. A white lie. In business, it’s not that important to credit others, especially in marketing material, right?

More importantly, though, advice plagiarizers are not able to go deeper and explain the logic and trade-offs which are relevant. They only Know; they can’t Do. They get the dopamine rush of looking smart, without needing to actually do their own work. In short, they benefit themselves without necessarily benefiting their advice takers. Or worse, harming their advice takers by giving inappropriate or irrelevant advice, causing additional problems if followed.

The real issue here isn’t plagiarism; it’s pretending you are saying something from experience when you haven’t earned the right to do so.

There was an article about the bullshit industrial complex a few years ago, which is what really pointed out how important this is. If everyone is just endlessly repeating advice they hear somewhere else (and often passing it off as their own) then we pretty much have a big echo chamber. No one is doing any original thinking or work or testing from direct experience. It’s all just received wisdom, which is just naff.

Dog-fooding

In contrast, we have dog-fooding. Dog-fooding is a hard concept to swallow. [pun intended] My sister is actually an expert in dog food as a veterinarian, but that’s not really what i’m referring to.

What songs are in your personal soundtrack?

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While fiddling around during the lockdown, I decided put together a Spotify playlist of songs I like, and that I found inspiring as a founder. Even though I have a reasonably eclectic taste in music, my roots will always be in rock. Rock and 80s hair metal were the audio backdrop to my mis-spent teenage years.

Just to call it out explicitly, I’m not really a fan of Gary Vaynerchuck “hustle” or Grant Cardone’s “massive action”. Being deliberate first matters (to me) a lot more, so you don’t fritter away lots of pointless energy. By nature, I’m more of a systematic strategist, which I think appeals to the deep tech founders I enjoy working with.

The theme song of my entrepreneurial style

In my own case…

If there was a theme song for my own style of new product development, it would probably be “Learning to Fly” by Pink Floyd.

Learning to Fly was released and massively popular right when I was still a pre-teen. You couldn’t not hear it on the radio for a period of a few months. It was the first time I was away from my parents for a few months, living abroad in Montreal with my family to pick up French. I had autonomy to explore and learn in a completely foreign environment. Safely.

Why Covid-19 numerical models overlook the reality families face

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It all started innocently enough.

As I’ve been working remotely for a few years, I felt I hadn’t been taking much advantage of it. So when my mom invited me to Cancun with my daughter who’s in preschool, I figured “why not?” As long as my team had everything they needed and were clear on priorities, I could go. Moreover, I could just work from abroad. The only real difference was my time-zone availability. Beyond that, nothing changed for them.

For me, it just meant getting up for 6 am meetings. But being much closer to the equator helped rationalize this. Particularly since I already had a team member in Columbia, even closer to the equator with 6 am sunrise, 6 pm sunset.

While there were a few news reports about Corona virus in Wuhan province in China, there didn’t seem to be much to be concerned about. My wife bought a box of face masks for our flight just in case. My daughter was excited about the face masks, at least initially. Kind of like Halloween.

You can probably guess where this is going.

At the airport, when we were walking around with our face masks, people gave us somewhat awkward looks. Although we weren’t the only ones, we were one of a handful of people with masks. Both in Warsaw and later in Zurich.

When we got to Cancun, the world went #CovidCrazy. Suddenly, borders started closing, starting with the Polish one (for everyone except citizens) but we still had to get there in order to cross the border. We almost boarded our return flight but decided not to, as there would be two changeovers and a bus ride across the German-Polish border, with hours of backlog. Not ideal for travelling with a lot of luggage and a preschooler.

Then to get back to Poland, all of the connecting flights became impractical, because those countries shut down their borders. Even though we’d only be changing flights, we’d have to cross the border at the airport to pick up and drop off our luggage while changing airlines.

Finally, it looks like the Polish government looks like it may organize direct flights via the national carrier back to Warsaw. But still waiting on confirmation for this. Without it, we’ll be in Mexico until the international lock down resolves itself. Or more accurately, in self-quarantine so that we can travel at a moment’s notice.

We live in volatile times. It’s funny how I recently penned a few posts about proactivity, while remaining flexible and not locking into a rigid plan, as the optimal strategy. Clearly this is a mindset which helps now.

Like a number of friends with split up families with dependents around the globe, both kids and seniors, the realities of the advice that comes out of mathematical models are a bit more complicated than it would have been for me as a single or even childless young couple. Kids can spread the disease but not have much symptoms. Grandparents face the risk of death due to lack of absolute numbers of ventilators. All that said, I am happy that I am quarantined among family and able to take care of them and myself. I’m hopeful that this situation will play itself out eventually.

There must eventually be some kind of way to restart flights using some type of nearly automated pre-certification of health/lack of Covid-19. The Chinese have some kind of device that measure body temperature from a few meters away. We just need to start thinking through what we can change in order to continue containing the virus, while giving people some ability to remain mobile.

Also, there have been a number of efforts among makers to come up with technical solutions to the expected shortfall of ventilator masks, like that of my friend Sal: https://diyventilators.com/. If you are interesting in helping out, join the chat at that site and say hi.

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