Hiten Shah on what NOT to do after a product launch

silly illustration of Hiten Shah
Hiten Shah looks nothing like that. No, this wasn’t drawn by a 5-year-old, sadly.

Hiten Shah sends out the best newsletter on building products I’ve come across, whether he’s giving advice about what to do, lessons from past mistakes, or recommending articles, his content is always good. Below are some snippets from his latest newsletter titled ‘The biggest mistake I used to make after launches and what I do now’.

On what to do after a product launch:

You soak it in, look around, and ask… what’s next?

Here’s where I’ve made some of my biggest mistakes. This exact moment.

My instinct is always to jump straight into building more stuff. Why not right?

He goes on:

But we resisted the tempting urge to immediately start building more features.


Because we didn’t actually know what to build.

An influx of people signing up for FYI meant there was more feedback than ever from people who hadn’t used the product before. People at companies of all sizes, in different types of roles, all with their own set of opinions.

Literally overnight, we had a new set of expectations for FYI that we didn’t know about previously.

In the past, I would have ignored this feedback and charged ahead based on previous rounds of research.

This time, with FYI, we paused.

Instead of assuming we already knew best, our next step was to learn all about what these new people thought about our product.

Sadly, I can’t link to the email for you to read the whole thing, but I highly recommend you go and subscribe to his newsletter. (I guess that’s the newsletter doing exactly what it was intended to do: get you to subscribe as the only way to read the content.)

Published by Amr Khalifeh

Product Strategy & Design

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