Apple is legendary for the Grand Reveal. Steve Jobs would say “Just one more thing” and then reveal an entirely new category of device or software. It was amazing theatrics, shot Apple into the stratosphere, and cemented The Grand Reveal as a technology marketing tactic.
But for a SaaS The Grand Reveal violates a key principal: customers always have the latest software. Holding back months of development and new features in order to create an exciting reveal breaks that promise.
Anytime you’re considering holding back a feature to create buzz ask yourself, does this delay help my existing customers? You have customers that have already trusted you by buying subscriptions in exchange for the latest software. Is it fair to hold back, to devalue the service, in order to market to new customers?
Of course not!
As a SaaS you’ve promised customers that they will always have the latest software. Holding back breaks your promise. Never hold back from your existing customers to market to new ones.
Always be releasing!
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