How Often Should You Ship?
As much as humanly possible...
Brand Builders,
When we started the newsletter we had a discussion about how often we should write/send newsletter issues.
Here’s my take: As often as humanly possible.
In Art & Fear, there’s the parable of the ceramics teacher who divides his class up into two groups. One was graded solely on the quantity of the work they produced, and the other was graded solely on the quality of their work. The quantity group was expected to produce 50 pots and the quality group was expected to create one perfect pot.
On grading day the works of the highest quality all came from the quantity group. While the quality group was all theorizing the best approach to take, the quantity group was building and iterating - learning from there mistakes with each new build.
Here’s a look at how much growth we’d have in subscribers if you post 1x a week vs. 3x a week vs. 5x a week. There’s 3 different starting points we go through here, 10 subscribers, 100 subscribers, and 1000 subscribers. Naturally compounding occurs at a faster right the higher the number you start with.
If you’re starting at 1000 subs, after 5 weeks you’ll have 175 more subscribers than someone that is publishing once a week. The once a week publisher has grown 4% over the course of 5 weeks while the 5x publisher has grown 22%! Note: We’re assuming with each publish you get 1% better and subsequently get 1% more subscribers.
But it gets even better. Compounding gets crazy over longer time horizons.
After 30 weeks, the 5x publisher has 2782 more subscribers. While the 1x publisher has grown a decent 33% after 30 weeks, the 5x publisher has grown a whopping 312%!
Moral of the story: whether you’re building products, running marketing campaigns, creating content, whatever you ship - do it daily. You’ll run laps around your competition.
Key Takeaways
Ship daily - the results compound WAY faster than once a week or a few times a week
By shipping daily you learn and improve quality as well because you’re learning by doing and iterating.
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