Have a failed launch in your past? It happens to the best of us, and it can make us dread the idea of launching a new product or service. How do we get to the point where we no longer need launches to generate income? What are the most common mistakes we make when we launch, and why should we avoid "soft" launches? In this episode, I talk about why we fear launches so much and how we can build a business that doesn’t rely solely on launching new products or services to generate revenue.   If you have a nurture system, then you won’t be holding onto the launch. -Dana Malstaff   3 Things We Learned From This Episode Most of the time, the reason why businesses fail is because they believe their product or service alone is good enough so investing in marketing isn’t needed. The truth is people need to be persuaded before they buy. Even big companies like Apple have spent billions on their marketing efforts. A successful company isn’t built on perpetual launches but on constantly tweaking products and having a nurture system that consistently converts leads into buyers.   When we find something that works, it’s better to improve what we already have instead of always chasing something new. This way, we get even better at what we do and we can create businesses that don’t rely on stressful launches but on nurturing systems that always convert leads into sales in the background.