The six phases
- Phase 1 — Positioning: get clear on who it is for and why it matters.
- Phase 2 — Find your audience: identify where those people already gather.
- Phase 3 — Helpful engagement: show up and add value before mentioning the product.
- Phase 4 — Direct outreach: talk to a small number of well-matched people, one at a time.
- Phase 5 — Launch: plan a launch moment properly, without gaming anything.
- Phase 6 — Measure and double down: keep what produced real replies and signups.