I've been rethinking this idea of "build an audience before you build a product." There *are* benefits. But there are also some major downsides.
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When fans sign up for your waiting list, that momentum can fool you into thinking you have product-market fit (when you don't).
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(on that last point,
@derrickreimer recently shared this story about how that happened to him with Level)pic.twitter.com/yuYEFC4LrRPokaż ten wątek -
Folks who have a big audience also have an additional pressure to succeed. If you’re unknown, and you fail, it’s not a big deal. You learn, and move on. But when you’re known, your failures get amplified.
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This performance anxiety can cloud your judgment. When you’re worried about “what will my audience think?” it’s harder to evaluate your business clearly, and make smart choices. It’s like trying to solve a complex math problem, while thousands of people look over your shoulder.
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The other big problem with having an audience? Ego. It’s gratifying to have fans; they make you feel good. But it can lead to us subconsciously deluding ourselves into thinking we’re on the right path (when what we’re really doing is protecting our ego).
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This is why you'll sometimes see well-known artists release work anonymously. They want the work to stand on its own and attract attention on its own merits. Similarly, standup comedians know that a room full of friends isn't a good barometer for how funny their act is.
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Customer intent is huge. What you want: folks who are genuinely searching for a solution to their problem (and are willing to pay to fix it). What you don't want: folks signing up for any other reason ("I'm curious," "Saw you on Product Hunt, and wanted to see your UI")
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In the past, I released a product that looked like a big winner. Lots of preorders and positive testimonials. But after the initial launch, sales stopped. What I learned: many of those launch customers were fans, excited about my new project. But beyond fans, nobody wanted it.
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Contrast that with
@TransistorFM (and projects like@megamaker and@marketingdevs): these products benefitted from my audience initially, but have found good (ongoing) traction from other channels. Your product has to have legs outside of your personal network.Pokaż ten wątek -
Again, this makes me think about comedians. Lots of new comics will invite all their friends to their first show. And they'll kill! But then they'll go on the road and bomb. The audience doesn't know them; their material has to stand on its own legs.
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