What factors do you consider when assessing how big or small a launch has to be?

There’s no one-size-fits-all answer, but I look at three primary factors:

1. Strategic Impact: Is this a net-new product that opens a new market? Or an incremental feature that deepens existing adoption? The strategic importance informs the size of the launch.

2. Customer Impact: If the feature materially changes the user experience or solves a major pain point, it demands a larger, more comprehensive rollout.

3. Competitive Context: Are you trying to catch up, leapfrog, or establish new ground? The competitive landscape will shape how much noise you need to make.

Right-sizing a launch is about aligning ambition with reality. Go big when it fundamentally changes how users experience your product, and stay nimble when it’s just a quality-of-life improvement.