Where Your New Product
Launches
Less Theory, More Doing
Nail positioning and launch a new product cost-effectively and quickly by using digital channels not just to sell, but to learn directly from the real market.
The book helps you acquire your first customers and sign up leads quickly. Think real-world setups, digital tools, and tactics to test and understand the market and to generate, capture and leverage demands for a new product.
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What You Can Learn From This Book
One guiding principle. One core idea: use digital channels not just to sell, but to learn. The strategies and tactics in this book are built on real-world experiments, not theory. You will find insightful illustrations, key concepts, practical methods, recommendations and examples to help you:
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Understand how to use digital channels as a tool to design and run real market testing to generate signup leads and land first customers quickly and cost-effectively
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Run testing on digital channels and build winning initiatives, including applying the tools that can be targeted to the intent, targeted advertising, and website landing pages, to test and understand your defined market quickly and cost-effectively.
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Setting up an incubator environment that simulates and syncs with the real-world market and collects meaningful signals before a full launch. Apply concepts, techniques, and tactics to generate, leverage, and capture demands for your new product—less theory, more doing.
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Identify your market segments and positioning through testing, optimising, and analysing target segments, messaging and narratives, and pricing strategies.
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Take confident action and drive real performance improvement to land your first important customers by reading signals and attracting the right early customers, whether it is from a branding or action perspective.
Why This Book Matters
Many founders rely only on organic growth and then wonder why progress feels so slow.
To grow faster, you need both organic and paid channels working together.
Here's why:
Organic growth: builds long-term momentum, but it's slow to start and often has lower conversion rates.
High-intent advertising: delivers instant targeting and converts at a higher rate.
The 14-Day Sprint framework uses high-intent ads to quickly generate and capture demand while simultaneously testing your positioning. Acquire your first 100 customers in just two sprints.
The first sprint focuses on nailing positioning and acquisition tactics.
The second sprint focuses on landing customers quickly.
Each sprint brings you closer to product-market fit.