Market Windows Don’t Move

“Market windows don’t move.”

A wise friend of mine told me this years ago and I will never forget it.

The idea is that if your product release slips in a meaningful way, you will need to think about whether that release (functionalty, updates) is still compelling at the time of release given the market window & opportunity.

It may be better to ship with something sooner that isn’t as great and add the features or functionality later. Sometimes companies will try to solve the product delay by adding a ton features and pushing the delivery date out even later.

That usually doesn’t work out well and usually there is another delay which compounds the situation. Why?

Because market windows don’t move :)

The exception to this rule is if you are creating a new market from whole cloth.

Then you are making the rules.