Founder Letter Launch Strategy

Jason Fried from 37signals shares his strategy for writing compelling founder letters that generate interest before product launches. Here's his approach.

Core Philosophy of Founder Letters

• Must have a strong point of view before writing
• Focus on finding resonance with readers' experiences
• Plant questions in readers' minds without explicitly asking them
• Leave some mystery while telling a compelling story
• Goal is to get readers nodding along in agreement

Key Elements of an Effective Letter

• Start with a statement that prompts questions
  • Example: "Something happened to business software..."
  • Makes readers wonder and want to learn more
• Build momentum through shared experiences
  • Get readers saying "yeah, yeah, uh-huh" as they read
  • Connect with common frustrations or pain points
• Focus on the "why" behind the product
  • Explain the motivation and reasoning
  • Share the philosophical stance driving the solution

Writing Process

• Sweat every word choice carefully
• Find the right rhythm and pattern
• Build up to key messages naturally
• Leave some details mysterious to maintain interest
• End with enough information to excite but not everything revealed

Common Mistakes to Avoid

• Don't just announce features without context
• Avoid purely technical descriptions
• Don't hide behind stealth mode without sharing perspective
• Never launch without explaining your motivation
• Don't copy others - find your authentic voice and viewpoint

Why Most Companies Fail at This

• No strong point of view to share
• Products are derivative or trend-following
• Lack compelling "why" behind their solution
• Focus only on features rather than philosophy
• Miss the storytelling element that connects with readers

The key insight is that the writing isn't the hard part - having a genuine point of view that resonates with people is what matters most. The letter simply articulates that perspective in a compelling way.