When Your Product Launch Keeps Getting Delayed: A No-Panic Guide
No one likes telling customers, "We need more time." But, delays happen to even the biggest tech companies (remember how many times Tesla pushed back the Cybertruck?). What matters is how you handle it.
1) Be Transparent About What's Happening
Skip the corporate jargon and just tell it straight: "Here's where we are; here's what we're working on" <— This goes such a long way.
Share quick video snippets of what you're building (even if it's not perfect)
Keep customers in the loop with simple weekly or bi-weekly updates (think bullet points, not novels or paragraphs)
When you have to deliver difficult news, do it like you would want to hear it: directly and with context
Remember: customers would rather wait for something great than get something broken now
2) Make Customers Part of the Journey
Invite them to test drive the product before launch (everyone loves being an insider)
Run casual webinars where they can ask anything - think fireside chat, not a PPT presentation.
Bring a product designers or engineer into conversations (customers love hearing from the people building the product)
Ask for their input. It makes the wait feel more worthwhile when they know their ideas are shaping the product.
3) Show Them the Silver Lining
Point out how their feedback is making the product better (be specific!)
Share small wins along the way ("Look what we figured out because we took extra time")
Walk them through improvements they wouldn't have gotten with the rushed version (I cannot count the amount of times I’ve utilized this strategy)
Keep reminding them: good things take time
4) Make Their Lives Easier While They Wait
Give them a peek at the documentation early (If you don’t have it prepared, create it!)
Set up quick check-ins if they're worried (This makes them feel heard)
Create a simple way to get updates (like a dedicated external connections Slack channel)
Make sure they know exactly who to reach out to with questions (Less is more)
Turn your delays into a story of building something incredible together rather than just a waiting game. When customers feel like valued partners instead of just people standing in line, they're usually pretty understanding about timeline shifts.
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