When's the right time?

Today, I answer your question about launching a product…with a tip from Tana Mongeau (5.3M+ subscribers).

Q: Every creator has a product these days…Feastables. Prime. Doughbrik’s. I just have merch lol. Should I launch a “real” product? When’s the right time?

- Ryan Brindle

A: You are not Bloomingdale’s.

That’s what Tana Mongeau told me when I asked her that question during our interview. So…what’s she mean by that?

Quick context:

• Mongeau was preparing for holiday shopping season by brainstorming new product ideas.

• “What should we do this holiday season? Makeup, skincare?” Mongeau recalled asking her manager. “He looked at me and said, ‘You are not Bloomingdale’s.’”

• He went on to tell Mongeau: “Imagine one kid with two Dizzy wines [Mongeau’s branded drink] in their hand, their Tana merch on, lanyards to your tours…It's gonna knock them over. You don't need to do all that.”

In the end, Mongeau focused on fewer projects, not to overwhelm fans.

More importantly, that meant she could focus on uploading more to YouTube.

After all, your videos push people to your products.

So if launching a product may drastically lower your uploads, then it may not be the right time.

In fact, last week I flew to Arkansas to speak with Walmart execs who are bringing more creator products to their stores.

I asked how they pick products from MrBeast and Dude Perfect to stock their shelves.

Obviously, quality and sales play a role. But another key factor?

Upload consistency and community.

Seeing your product in Walmart is a dream for most. But that lesson applies to all creators.

Bottom Line: If you’re launching a new product, you’re really launching a new business. Hire. Partner. Focus. Do what you need to keep your content engine running alongside it.

- Jon

PS have a question for next week? Submit in our Discord of 2,850 creators. 

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