Readying for Launch


Jan. 31, 2024

Product launches can be a delicate dance between anticipation and anxiety.

Today on "Rework", Jason Fried and David Heinemeier Hansson sit down with host Kimberly Rhodes to explore the intricacies of knowing when a product is ready for launch. 

Listen in to learn the art of patience with the "Give It Five Minutes" principle and the necessity of building a "bucket of arrogance" to weather feedback storms during challenging launch phases. 

Don’t miss out on Jason and David's unparalleled insights as they delve into nuances involved in bringing a new product to the market.

Check out the full video episode on YouTube

Key Takeaways: 

  • Launching with impact—assessing quality, avoiding embarrassment, and infusing novelty are key elements in launching a memorable product to the market.
  • By embracing a "swarm" approach, the team addresses and rectifies issues promptly during the initial launch ensuring a smoother user experience.
  • "You can't design on people's requests. You have to design on their behalf"—how using a selective approach to customer feedback allows for more thoughtful and user-centric product development.
  • Rejecting the concept of roadmaps, in favor of flexible product evolution.
  • "Give it Five Minutes": why acknowledging the temporal unreliability of early feedback, especially during a launch, is crucial.
  • How building a “bucket of arrogance” helps with weathering feedback storms. 
  • How prioritizing qualitative feedback over quantitative metrics during a product launch helps to address issues without compromising the product's integrity.

Rework is a production of 37signals. You can find show notes and transcripts on our website. Full video episodes are available on YouTube and X.

If you have a question for Jason or David about a better way to work and run your business, leave us a voicemail at 708-628-7850 or email, and we might answer it on a future episode. 

Links and Resources:

Give it Five Minutes
From Jason's HEY World: Live with it for a while
Software Has Bugs | REWORK
This again, Apple? | REWORK
Books by 37signals
Sign up for a 30-day free trial at
HEY World | HEY
The REWORK podcast
The Rework Podcast on YouTube
The 37signals Dev Blog
37signals on YouTube
@37signals on X
37signals on LinkedIn 

This episode is from REWORK whose proprietor has full ownership and responsibility on its contents and artworks. It was shared using Castamatic, a podcast app for iPhone and iPad.