I'm launching 12 Products in ≈12 months

“Everything around you that you call life was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use.” - Steve Jobs

We can shape our world.

As humans, we can build things that can make life better for others.

But, to help others, we have to launch actually launch the thing.

I have a particular problem with launching. Often my ideas and projects don't help anyone because I never launch them.

The ability to research, design, create, and most importantly launch, are muscles that we can strengthen. To train my creative muscles, over the next year I am going to launch 12 new products in 12 months.

I will become a tiny, hyperfast product lab.

This concept is not new. Pieter Levels was the first to attempt this challenge back in 2014. A few others have also done it, including Yong Fook who really inspired me, (and inspired the design of this site) have also attempted it.

Here are 3 reasons I think this 12 in 12 challenge is a great idea.

Reason #1: Ship every month helps to overcome fear of failure

Our reptile brains says 'don’t put this out there you could be hurt, it could fail.'

Repeated exposure to something we fear can help us overcome it.

By repeatedly shipping I can overcome my fear of failure.

Reason #2: Ship every month to increase the probability of success

We don’t know what products will be successful, only the market can tell us that.

If I don’t put something out into the world, I don’t know the world wants.

The only way to learn is to ship. Since there is only a chance of success for each product, launching multiple products is a good way to increase the chance of success.

Reason #3: Shipping every month sounds fun

Creating is fun. Creating something others can use is more fun.

I am a director of product for my full time job. We work on large projects for months, and sometimes years. Being able to create low stress, quicker products and experiments is going to be fun!

Rules for the challenge

My rules for the challenge are simple:

  1. Launch a product each month
  2. Product has to be paid. No freebies.
  3. Launching includes (lots of) marketing.

Time to get building!

List updated Aug 30, 2023

Product 1 - I Will Draw You A Dinosaur

I will draw you a custom dinosaur for a few dollars.

Launched: September 1st, 2022

Read more on this launch post.

Product 2 - Mint Checklist

Launched: coming October 2023


I will be updating this post with each launch.

Follow me on Twitter @joshdance for updates!

Results so far

To date from these products I have earned...


Total Revenue from Products Launched

Goal: Earn enough from these products to buy a Tesla

Revenue is a sign that people want what I am creating. And earning revenue from these products is the goal. That is why I am calling them 'products' instead of 'projects'.

To that end I present: The Tesla-meter. As I make progress towards my goal it will fill in.

Progress towards total revenue equal to the price of a base Tesla Model 3 Base with self driving.

dollar amount.
Product 1