For a lot of founders, “launch” ends up looking like this: the product works, the website is up, social handles are claimed, and you flip the switch. After months (or years) of building, it feels like crossing the finish line. But in reality, it’s the starting gun.

Two years before launch, I joined a startup that was still deep in build mode. Most teams wouldn't think to involve marketing that early. But this one did—and it changed everything.