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.

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.