Marketing Mistakes Serial Entrepreneurs Only Make Once
Excellent article from John Guesthouse:
A startup’s marketing launch strategy should resemble an inverse funnel. As the launch proceeds, the degree of influence of the parties exposed to your product should commensurately grow.
This approach allows your venture to “fail in the small” and make course corrections before spending significant marketing resources. It also facilitates determining your proper product and market fit before your startup is under a white-hot media spotlight.