Overnight success
The media loves overnight success. 100,000 units sold on launch day. 10,000 views in the first month. 10 million in sales on opening day. Whatever the benchmark.
Start-ups love blowing money on grandiose launches. Just imagine! We’ll be on the first page on the New York Times and get a review from Walt Mossberg and have all the blogs following us.
The truth is, change happens progressively. Wikipedia, Starbucks, Linux, Nike, Harley Davidson, you’ve never heard about the launches of any of these companies. They started small and progressively built something exceptional. Something the creators genuinely cared for.
Apple is the best example. Products launches are as simple as can be. Just a passionate man in a black turtleneck on a stage. And yet, even before Steve pronounces his gospel, you know you want the new iThing.
Apple didn’t sell 300,000 iPads last Saturday, it took a few decades to sell them.
Apple spent years crafting exceptional products for a small, dedicated niche. Being passionate, striving for better, and caring.
The thing is, you can’t take shortcuts to reach Apple’s status. Get started today, and in ten years, people will marvel on how you were an overnight success.
Overnight success takes years of preparation.
