Many teams plan the launch once the product is nearly done. The build gets months; the market gets weeks. Then the product arrives and nobody is waiting for it.
Reaching customers takes time. An audience has to be found, a message tested and a channel built. None of that can be rushed in the final sprint before launch.
So we start go-to-market alongside the build. While the product takes shape, we define who it is for, where they already spend their attention and what would make them stop and look.
We test those answers early and cheaply: a waiting list, a few pieces of content, direct outreach to the first people the product is for. Each test sharpens the message and shows which channel is worth investing in.
By the time the product is ready, the launch is not a guess. There is an audience that has heard of it, a message that has been tried and a first group of customers who asked to be told.
A product people use needs people who know it exists. Building that early is part of getting to one.