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Why a digital-only approach is flawed for startups and new products

Just as a rocket requires most of its fuel in the initial launch phase, starting a new company or launching a new product successfully requires a great deal of support and energy in the initial stage, and less as time goes on.

It’s for this very reason that launching with a digital-only or digital-first approach is flawed and counter-productive. Notice that I did not say it’s wrong — it’s just not the best strategy, since digital remains much less effective in branding and engagement, and performs much better as the second step in the process, rather than the first step. Click here to continue

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