I moved to Boston in 1982. It's not a huge city, and the subway (or “T” as we like to call it) only has five lines. It did not take me long to get comfortable and find my way around. That all changed abruptly in 1986. In the spring of that year, I bought my first car (a 1970, orange, Toyota hatchback).
Suddenly, instead of hopping on and off the train and walking the rest of the way to wherever I was headed, I started driving places. That was a problem. And not just because the drivers here view traffic laws as well-meaning suggestions (although that certainly didn’t help).
No, my problem was navigation.
Driving in Boston Traffic
Unlike many cities that are laid out in an intelligent grid system, Boston’s city layout was designed by (I am guessing) drunken farm animals with a freakish enthusiasm for one-way streets.
It was frustrating.
I remember one incident in which my date and I were attempting to drive to a particular restaurant. We could see the building, but we could not get there. We went back and forth through the city, sometimes getting closer, but then suddenly we would be far away again. Once we even got caught in the traffic flow and ended up on the wrong side of the river in Cambridge. Finally, after about an hour of driving and with the restaurant again in sight, I pushed her out of the car at a traffic light and told her to let me know how dinner turned out. (Yes, if you must know, that was our last date.)
But then I had a brilliant idea. Over the next few weeks, I went out several times at three in the morning and drove around the city. No traffic, no pedestrians, no hungry companions.
It was the same city with the same streets, of course. But with nobody else out there, I could take my time, backtrack when necessary, and make plenty of mistakes – all with little consequence. Thirty-plus years later, I apply this same "learn important stuff when few people are watching" approach to the way I market my business.
My Marketing Strategy
In other words, rather than going for the big bang with the launch of a website, newsletter, blog, podcast or whatever, I do not go for a bang at all. Instead, I tell just a few people and see how it works. Then I tell some more people. On and on it goes, with whatever it is I am working on getting tested, tweaked and improved with the input of lots and lots of people. By the time I do finally make the big announcement, I am on version 5.0 instead of 1.0.
Here’s the bottom line. Make your mistakes “at night” when nobody cares, and few people are paying attention. You will end up releasing something way better and with a lot less pressure to make the right turn, at the right intersection, at the right time.