The magic (terror) of launching something new
Greetings from launch land
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Good morning and hello from deep underwater in launch land.
I’m writing this on July 17th (and you’re getting it a week later, because I’m on vacation!). This morning, I launched my free creative business planning workbook to the world. And whew! The emotional rollercoaster that comes along with a launch is absolutely nuts.
Last night, I woke up more than 10 times. I had the wildest dreams about being hunted and betrayed by those I love. Around 4 am, I almost just got up because my dreams were making me feel like I was awake anyway. My jaw was clenched all night long. I woke up at 6 am, again, feeling like I hadn’t slept at all.
Then I opened my email. As I write this mid-morning on launch day, more than 200 people have downloaded the free workbook. As I write this, I’m excited, scared and hopeful — all at once. I’m also exhausted.
When you launch a new product or idea, you might expect the process to feel “exciting.” And it is exciting, but it’s also so much more complicated than that. Whether you’re announcing that you have a new business, you’re offering a new service, you’re releasing a new product or you’ve decided to go public with your work for the first time, know this: It’s also really hard. You can want to do something badly and still find yourself upset on launch day. You might feel joyful and terrified at the exact same time. This is normal, but many of us don’t expect it.
Today, I want to share a candid look at the emotional and practical experience of putting something new out into the world. Here’s what I’m experiencing:
Terror
Putting something new out into the world is scary, point blank. It introduces uncertainty into your life. If you’ve never done this before — or even if you’ve done something similar — you still have no idea about whether or not the thing will “work.” Plus, the more you want the thing to work, the more vulnerable you’ll feel (and the more scared you’ll feel, too).
In no particular order, here are some of the things that scare me about launching this business planning workbook:
Someone might (probably will) find an error in the workbook.
Some people might (probably will) hate the workbook and tell me about it.
No one will read it.
No one will want coaching after reading it.
Too many people will want coaching after reading it.
I’ll realize I’ve made a business strategy mistake.
The automated email funnel won’t work and people won’t get the actual download.
And on, and on…
Hyper-vigilance
Our nervous systems are set for safety. Whatever safety looked like in your childhood home is probably where your “thermostat” is set. And if you’re like me, that thermostat is set to “disappear and look normal.”
Launching something new is not disappearing. It’s the opposite. By launching something big for free, I’m also bringing in extra attention. And let’s just say, my nervous system is worried. When I meditated this morning, I had this vision of my small child self sitting on the floor by my desk, staring at me. She isn’t sure about this at all.
The result of this waryness is hyper-vigilance. I’m jumpy, constantly checking email and extra inpatient when things don’t work. I’m hungry, stuck in my head and unable to focus. This all makes sense: My brain is patrolling for a threat.
My tendency is toward hyper-arousal (feeling up, jumpy and anxious) but you may find that you tend toward hypo-arousal (feeling low, stuck, or even frozen). All of this is normal. And this is when you pull out your toolkit to help bring yourself back into a regulated state. After I write this newsletter, I’m going to close my computer and eat lunch, then go for a hike.
Certainty
Because complexity is the name of this human game, I simultaneously feel terrified and sure of myself. I have been working on this business planning workbook for years. It’s something I believe needs to be in the hands of as many people as possible. It’s revolutionary and important. I feel quite certain about my decision to launch it in this way. I had this launch well-planned, and my assistants are playing back-up. I have celebratory drinks planned with my husband tonight. I was intentional about this launch in every way, from the plan’s design, to the timing, to the way I talk about it, to my routine this morning.
I trust myself. AND I am scared. Both things can exist at once — and they almost always do.
Here’s what I know: When you plan to cross the threshold from comfortable to uncomfortable — meaning, you’re growing your comfort zone — you’ll feel unmoored and out of sorts, for a while. Then, eventually, your system will begin to recognize that this is safe. Over time, these types of risks will become so standard that they don’t feel like risks at all. But what’s most important is to identify your medicine (mine is nature) before taking the risk. Know how to keep yourself steady.
Power
Power is a tricky word. But today, I do feel powerful: Strong, fluid and full of self-belief.
Watching a new offer go out into the world is incredible. Like y’all, I made this workbook up in my own head! Now it’s a living, breathing thing that other people will read and use. That, to me, is proof of the power living inside of me. It’s proof that I’m good at what I do.
If that makes you feel uncomfortable to say out loud: Me, too. But we need more people to admit when they feel powerful and strong. I look at that workbook and think: Damn, if I’m this away for free, how much more incredible will my paid programs be?
In other words, I can see it, almost like I’m a third-party observer. THIS, to me, is why we launch: To connect with others and see ourselves in a state of alignment and power. It’s proof, after all these years, that we did what we said we wanted to do. It’s showing up for ourselves. It’s how we build trust.
Over-stimulation
Last but not least: Most of us will feel overwhelmed by the cocktail of emotional experiences I listed above. That makes sense. Usually, a launch causes overload. You’re on maximum input mode and that requires quite a bit of effort to juggle. So if you’re feeling overstimulated after a launch, know that it’s normal.
When I first launched my writing and editing business, I pushed the website live, emailed my family and friends, posted on social media, then I cried. I didn’t cry because I was unhappy. I cried because I felt all of the above things and it was so overwhelming that I just needed to get that pressure out of my body.
Today, I feel shaky. I feel like I’m boiling over with abundance, ideas and input. How incredible, but how exhausting. A nap is in order, this afternoon, after I hike.
When you launch, know this: You’re a brave, badass human being. You’re putting something out in the world where there was previously empty space. The world needs what you have to offer. But when you plan your launch, make sure to plan for your energy management, too. You deserve it.
Jenni
Curious about my background? I’m a writer and business coach based in Central Oregon. I have two small children and I work part-time so I can spend a lot of time with them. Lately, I’ve been obsessed with non-linear business building and teaching people how to build successful businesses that support their human needs first. Check out my coaching offerings here and follow me on Twitter & Instagram!
By the way: My new business coaching program, SUSTAIN, is now open for early-access registration. Sessions start in September 2023. Read more about the program here: