For a long time, I treated release and availability as the same thing.
When something was ready, I told myself it needed a launch, a moment, a narrative, a push, before it could truly be “out there.”
That made sense in projects built around momentum, audience engagement, or optimisation.
Launches create urgency, focus attention, and mark a point of collective acknowledgement.
But after doing that repeatedly, I began to notice something about the way it shaped my relationship to the work.
A launch always feels like a beginning and an obligation rolled into one.
There’s anticipation, preparation, validation, performance.
Even if I didn’t intend it to be, the launch became a pressure point, something to manage, something to justify.
With Info Product Build, I wanted to try something different. I wanted the work to be available, not launched.
The distinction sounded subtle at first, but the more I leaned into it, the clearer it became.
- Availability is simply presence.
- It doesn’t demand attention.
- It doesn’t prescribe timing.
- It doesn’t create a moment that must be justified or defended.
A launch creates a boundary between before and after, an event with expectations tied to it.
Availability does not.
When I made Info Product Build available without a launch framework, a few things happened that surprised me:
- I felt less pressure to perform against an arbitrary moment.
- I didn’t feel the urge to “announce” or “convince.”
- I was free to let the work exist on its own terms.
In practice, that changed how I wrote, how I positioned the work, and how I thought about its completion. There was no crescendo to manage. No drop to recover from. Just presence.
That, more than anything, confirmed the decision to treat Info Product Build as a work that simply is, not something that had to be introduced with fanfare or expectation.
Availability doesn’t require resolution. It just requires acceptance.
And that, in itself, was a significant lesson.
