05 Sep 2012

This is the age where, as one former Facebook genius put it, “the best minds of my generation are thinking about how to make people click ads.”  (Which is its own post.  But we digress.)

Youth is rewarded. Fresh ideas are built on open APIs. There are apps, clouds and new newer ideas built on the newest new ideas.  The term “innovation” has been stretched thinner than pantyhose on a championship pumpkin.

We’ve been doing this long enough to know that certain things work. Others don’t. Think of us like Edna in The Incredibles:

When it comes to your company, you — like Mr. Incredible — may think, “Isn’t that my decision?”  Of course it is.  But know this: when we in essence say, “No capes!” — we don’t give you advice to hear ourselves talk. Many of us at Leap PR have been around long enough to remember the last bubble — and when it burst.  We have reasons for our counsel.

We had clients say that they thought they should keep describing their product or service in fancy language, so that the world would know they were brilliant engineers. We said, “No fancy language!”  That’s because a) your product or service should speak for itself; but b) the best product or service in the world is like the proverbial tree falling in the forest if the media — let alone regular business decision-makers — can’t penetrate your fancy language long enough to know what the heck you’ve created or why they should care.

 

Or if we say, “It’s not ready. Don’t launch.”  You know what?  Don’t launch.  We won’t name names, but across our team’s varied careers, we have seen many companies and services launch prematurely.  And by prematurely we mean:

  • The website isn’t ready.
  • The product isn’t debugged.
  • The product doesn’t quite work as envisioned (hey, that’s what beta- and soft launches are for).
  • The customer service path isn’t set up;
  • The service works fine… if only 20 people use it.  But hey, you asked for The New York Times, we got you The New York Times — which means tens of thousands of users overnight.  You’d better be able to scale.  Like, yesterday.

If you don’t get it right, there’s always a new shiny object to get your audience’s fickle attention.  And maybe that one works.

But that brings us to another reason people launch prematurely: they need to make money (really!), and they’re afraid that if they don’t launch quickly, some other copycat site will steal their brilliant idea.

But, again: if your service or site isn’t ready, then your competitor’s launch timeline is not the question you need to be asking.  If your site is ready, then Leap is confident that we can get you the media that will help you build buzz, whether someone else launched first or not.  Um, unless it’s Facebook.  Which we have also dealt with.  Just sayin’.  (Which reminds us — always have a “Plan B.”)

We’ll figure it out with you, and we’ll make it work.  Just… no capes.

 

 

 

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