Massive rollouts get delayed so often. They get postponed. They get bogged down. The time leading up to them drives people mad and some will even leave the project because of it.
Big rollouts work well when they work well, but more often they don’t. Not without more consequence than benefits, at least.
Far smarter to offer the add-on, innovation or tweak to a few. You can have 1-1 time with the users. You can learn what works or doesn’t and adapt nimbly without harming any existing relationships.
Having people opt-in to beta versions is effective, but at some point, the beta program can be too large, too. Then it’s time to find the charlies.
Ecommerce doesn’t need to apply to every product you have at once. Your newsletter doesn’t need to be sent to everyone at once. Your grand opening doesn’t need to be for everyone all at once.
Smart marketers market smarter.
Stay Positive & Actually Rollout, Slowly, Smartly, Evenly
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