People LOVE to judge a book by its cover.

The first impression does indeed matter (trust me, this isn’t good news – I bite my nails and I am a hair twirler!) 

The truth is, no matter if it’s right or wrong, what happens from the start carries a ton of weight.

All of the Go-to-Millionaires know the cold, hard, nail-biting truth:


How do we make a splash?


How do we take advantage of that beautiful, scary time pre-launch when the market hasn’t yet spoken?

Whether we’re in person (launching a physical store that customers will shop IRL), or online (launching a digital ecommerce store where customers will shop electronically), we HAVE TO BUILD IN PUBLIC.

Did you hear me? Just in case, please repeat after me.

~clears throat to yell at the top of her lungs~


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Today, let’s focus in on what Burberry can teach us ALL: those of us who focus on the Retail / Brick & Mortar launches, those of us who focus in on selling DTC, and those of us who do both

Let’s take Burberry’s soon-to-open new boutique in London, as our  example. 

Here is a brilliant example of taking a pre-launch opportunity by the horns.


You’re doing construction. You’ve started to pay rent. You’ve started to outlay a ton of $$$$$ to build a business (or an additional retail location) that you hope will be all worth it in the end.  

A store that will be successful. (THE DREAM!) ☁️

So, let’s say it takes 12 months to build a 100,000 square foot boutique from lease-signed to doors open. 

12 months. AKA 1 FULL YEAR. That’s a lot of time. A lot of  time for a big, expensive, yet to make a single $ store to sit EMPTY. 

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What if, instead of just focusing on the build from the inside, we made the EXTRA effort to build in public.

Big signs. That are easy to read. That have the Burberry logo

We have the construction team stand up the outside of the store as their very 1st project on their 1st day.

We start getting the word out NOW.

We take advantage of the foot traffic that we’re ALREADY PAYING FOR.

Sure, we’re spoiling the surprise. Britain’s next Burberry is no longer a 100,000 square foot secret. That’s okay. 

Actually, that’s MORE THAN FINE. People honestly just don’t give that much of a fuck. (No offense Burberry, I own many of your scarves – I’m with ya! I care! But not that much, because I’m busy and I care about other things and your store opening is not going to change my life.)

Every brand needs to remember that what they sell is potentially important (at the very best).

We are selling nice-to-haves to people who are sold to ALL DAY LONG. 

And, in general, brands (not Burberry, but brands in general) SEVERLY OVER-ESTIMATE THEIR Total Addressable Market.


Brands (those that launch digitally or with physical storefronts) are wildly, wildly blind to how difficult it is to carry momentum from launch into a scalable, PROFITABLE, and actually successful business.


That’s why, in my opinion, the best way to build momentum is to build buzz

The best way to build buzz is to get the word out.

The best way to get the word out is to not be too precious, or to think of one’s launch as the biggest, baddest, sickest, jaw-dropping event in the history of the world.

People, even your superfans, just don’t care THAT much. Your superfans, at best, will show up on launch day (phsyically or in store), will buy what they like (and what they can afford), will feel a fleeting sense of joy, will tell a few people, will use your product, will tell potentially a few more people, and then forget about shopping with you for a while. 

I’ve been around the block. (As you can tell by my under-eye circles).

I’ve launched + grown dozens of 7,8,and 9 figure brands in my career so far. 

Every single brand, no matter the size of it’s audience, is quite literally fighting for it’s life at every single turn. 

The waters are choppy! Attention is fleeting. No amount of fame, resources, or product market fit makes Going-to-Market EASY. 

In choppy waters, we need momentum. A gust of wind pushing us in the direction we’re heading sure is helpful. 

Having the wind at your back, from the onset, makes everything much more likely to go your way. Success is MUCH more realistic.

You see, Burberry’s presence in the most populated shopping distric in London, for 12 months ahead of opening, is awesome

They are already associating in the league they plan to play in. 

They are already reminding every eligible shopper that walks by the Burberry construction site that Burberry is coming! 

That Burberry belongs next to Hermes. Next to Chanel. Next to Rolex. Next to the big dogs. 

12 months of FREE OOH activation

On a street that doesn’t allow billboards. All because they decided to hang up a couple of (on-brand) signs and to keep the outside of their construction site brand-focused.

Go-to-Market perfection. 



Creator Staff
Creator Staff

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