Does the thought of a launch make you a little anxious? Stressed out?
Well, there’s a legit reason for it…but it doesn’t have to be that way.
I’ve been through many different types of launches. Ones with big teams and little teams and multiple teams…online, offline, across time zones, cultures. You name it – I’ve seen it.
If there’s one thing that happens during this do-or-die period of delivery, shipping and launching…it’s people getting stressed.
As you probably know … or suspect, there are a lot of tasks, moving parts, pieces, and things that have to happen to deliver an organized launch.
People get fired up – kind of flip out – and often lose it because the pressure is just insane when money is on the line. And launching means lots of things on the line — money, reputation, showing people you’re legit, whatever…but here’s one thing it isn’t….
It’s not the end of the world.
It won’t mean your business will make it.
It doesn’t mean you’re better or smarter than anyone.
It’s just you, having the guts to get your stuff out to the world, with the your best efforts put out there first.
That’s why you can take a deep breath and dive in if it’s your first one and get ready to learn.
The way you do this launch can mark the way you do the rest of your launches.
The way you react to problems, challenges, unexpected stuff that crops up doing a launch can make or break you in the long run.
The lessons you learn right now can stick with you for awhile…so it’s wise to start thinking about how you want the launch to feel as you’re working your way through it.
Stress can be a reality of launches – but I believe that stress doesn’t even have to enter the arena if you understand some key things about the process of launching anything.
Things To Remember (and Do) When You’re Launching So You Don’t Go Completely Insane and Come Out Stronger Than When You Started:
1. Realize changes are going to happen.
You will want to tweak or add emails to your announcement series, you may want to add something to your product, maybe even change how long your launch offer will be open.
Maybe you’ll decide to do a call at the last second so that people can get a better taste of your product or service. Other people might trip up the progress too if they don’t follow through on something — then you’ll need to change who does what.
Changes happen all the time during a launch and delivery of a project. Be flexible, understanding, and don’t let it get under your skin.
2. One person should always give direction – even if multiple people discussed something.
There should be a clear “who has final call” on something related to your project.
Sure you can have gatekeepers along the way who keep your vision in mind, but make sure there is one person (maybe that’s you!) who decides when something is ready to go.
3. Minimize last minute changes by discussing each stage of the launch in advance.
Taking #2 and #1 a step further…you need to discuss every stage of the project and launch in advance. When you have a clear view of where you’re going and who will do what throughout, things will run much more smoothly.
4. Discuss + prepare for launch hiccups – and how you’ll turn it around if you don’t get the results you want.
And taking the above a step further, while you discuss and plot out the project, make a note of any potential hiccups that can happen along the way.
Don’t dwell on them and plan only for little bumps, but be aware of what could happen and make at least a very rough plan of what you’ll do if…a contingency plan you can put into place if Plan A isn’t executed according to plan.
5. Make people the leader of their domain.
Divide your project into different areas or domains — like advertising, affiliates, customer service, graphics, website, copy.
List all the areas where you could assign someone as the captain.If you have a skeleton crew – like you and one other person, just make that person captain of a few different ones.
Give them ownership of their part of the project and allow them to be the point person … This relieves a lot of running around like a chicken with your head cut off behavior.
6. Avoid community emails that only cause confusion.
Sometimes it’s important to inform the entire team of global changes to the project and I wholeheartedly accept emails that inform everyone at the same time.
With that said, I think it’s a better idea to keep most emails lean and sent to only the essential few.
I’ve seen some community emails in my day — all the way back to Animation production days when there was this monolith email meant to clear everything up…and it managed to do the EXACT OPPOSITE.
People generally look through emails – scanning for the part about THEM… it’s hard to find in a huge honkin’ email. Believe me. I know.
7. Respect boundaries of people who work at home.
If you’re starting an online business, working at home, have a few people working for you virtually, then this is something you must remind yourself of DAILY.
Establish the “on” hours of your launch production and the “off” hours. This is good for you and for your team. Don’t be sending them emails at 9pm or later at night.
They could be on catching up on their day’s work and see your email come in and get totally frustrated thinking you expect them to work RIGHT NOW.
Virtual team burnout is a reality – so be nice to your team – and to yourself. Establish those hours and try to stick to them yourself.
8. Realize that your stress bleeds to your team.
Even in a virtual situation, people can feel stress…it’s like it gets transmitted across the wires. Do everyone a favor and do whatever it takes to reduce your own stress. If not for yourself, think about doing it for your team.
When you freak out or let it all hang out with your team, it stresses them out. Be their fearless leader no matter what.
And – if you’re working on your launch alone (WHICH I DO NOT RECOMMEND), then you will need to find stress-reducing activities (exercise, massage, green juice) or your launch will never come to fruition.
9. Hire a coach to get you through it – don’t lean to much on your friends or your team.
See #8. Some tips for hiring a coach – do it at least 6 months prior to the launch. Keep them on your team through the launch and include them on every decision so they have a full picture of how you’re running the ship.
Make sure your team knows that you are working with an advisor, but be strong and make the final calls on your own.
The coach is your support – not the team’s, so take the coach’s advice, decide what you want to do and then relate that to the team.
You’ll feel totally supported but also get an injection of empowerment as you make the decisions on your launch.
10. Buy yourself gifts.
This has to be my favorite suggestion. Throughout the launch I want you to go out and buy yourself and your team (if you can afford it), small trinkets that are like bright shiny beacons toward your end goal.
I watched a dear friend buy herself charms for her bracelet and I thought it was the sweetest, most perfect way to give yourself support and encouragement.
When you make decisions you need that support, you need those little goodies that remind you of your commitment to follow through on the launch.
Wanna hear me dive deeper into these 10 reminders and get more advice to get through your first online launch? Sign up to get early notification when Fearless Launching opens again!
{ 6 comments… read them below or add one }
Anne – Great post. I especially love the idea of keeping set hours even with a virtual team. It had not occurred to me, but is so true, that when an email comes in there’s a twinge to take care of it *now*, instead of waiting until work hours. This is a really mindful way to draw boundaries and help take care of the team.
I just find so many of us forget to make set hours for ourselves…and then when we get help or add new people to our team, we forget that they have lives too! Super important to keeping your team happy!
Great tips Anne!! I’m with Julie, love the keeping hours rule.
I also think the gifts should carry through to after the launch, celebrate it baby! Give props, publicly to your team if you have one.
And do a brain dump afterwards of what went well, what could have been done better. The rinse and repeat
Gifts are definitely a must. It can be in the form of a yoga class, massage, or a walk outside. Doesn’t have to be crazy.
And yeah – the post morten is a must for launches…so take notes as you go through the launch so you know what you can improve next time!
Anne, what a great article! And of course, perfect timing for me. =) It’s really nice to know that my “stress” is not unusual, but almost expected. I also appreciate the reminder that when we launch something it will never be the absolute, final product; but that the product will always be evolving and changing. I tend to get caught up in “perfection paralysis.” Thanks again for sharing your knowledge! Look forward to your seminar on the 24th.
Perfection paralysis is super common…and lady, I’m going to show you how to start moving again. Once you really see the minimum requirements to make a launch happen, you’ll wonder why you’ve waited so long!