Linear started with a waitlist of 10,000 people for its MVP and became the most beloved tool in its category, reaching a $400M valuation in just 5 years. Here is how.
This was such an insightful read. I've never been this impressed with a company growth before. That community first approach is simple and powerful! Thank you for sharing this Andreas
The multiple launch approach is genius. Most startups launch once and fade into obscurity. Linear launched five times, making each moment a new wave of attention. This isn’t just about issue tracking, it’s a lesson in momentum. Such a masterclass article, Andreas.
Having a large social media following is an interesting one, as its effectively a distribution channel in itself. There's also some really smart moves in here by the company with regards to how they influence customer behaviour, e.g. building anticipation with a waiting list. Really cool case study, Andreas!
Yes they did a great job! Also really like the approach with building a community first - what do you think Jens? Will this be the way to go? And thank you!
I think the launch approach needs to be contextual and adapted to the industry and the type of product/service in question. Things work very differently in B2B compared to B2C. Typically, the larger the client, the shorter the patience and the higher the expectations.
Also, on a positive note, I think that combining a waitlist strategy with taking an advance payment could help with company cashflow and production funding.
That's for sure... and probably for every startup and product it works differently. But nevertheless I think it's a good example or approach you can take.
I would say it depends on your goal. In Linear's case it would be the wrong approach. They clearly wanted to iterate and develop the MVP further, with payment in advance they probably would have struggled.
Fantastic breakdown, Andreas! The Linear story resonates deeply—especially the insight about founders building something they personally needed and were passionate about. The power of their "building in public" approach, creating genuine engagement before even launching, is a brilliant example of community-driven growth. I also love how clearly you captured their iterative strategy of multiple smaller launches rather than one big event.
This was such an insightful read. I've never been this impressed with a company growth before. That community first approach is simple and powerful! Thank you for sharing this Andreas
Thank you! It is indeed - they are doing a very good job.
The multiple launch approach is genius. Most startups launch once and fade into obscurity. Linear launched five times, making each moment a new wave of attention. This isn’t just about issue tracking, it’s a lesson in momentum. Such a masterclass article, Andreas.
It is! They created awareness with each step. That's such a cool strategy. Thank you!
As always, I find your newsletter so insightful !
I find it so interesting that they built an MVP and tested it among friends and colleagues...an excellent way to valid your idea
Thank you Irene! It is, such a good job they did here.
love it!
Thanks man!
Nice deep dive!
Thank you! Glad it resonated
Having a large social media following is an interesting one, as its effectively a distribution channel in itself. There's also some really smart moves in here by the company with regards to how they influence customer behaviour, e.g. building anticipation with a waiting list. Really cool case study, Andreas!
Yes they did a great job! Also really like the approach with building a community first - what do you think Jens? Will this be the way to go? And thank you!
I think the launch approach needs to be contextual and adapted to the industry and the type of product/service in question. Things work very differently in B2B compared to B2C. Typically, the larger the client, the shorter the patience and the higher the expectations.
Also, on a positive note, I think that combining a waitlist strategy with taking an advance payment could help with company cashflow and production funding.
That's for sure... and probably for every startup and product it works differently. But nevertheless I think it's a good example or approach you can take.
I would say it depends on your goal. In Linear's case it would be the wrong approach. They clearly wanted to iterate and develop the MVP further, with payment in advance they probably would have struggled.
Fantastic breakdown, Andreas! The Linear story resonates deeply—especially the insight about founders building something they personally needed and were passionate about. The power of their "building in public" approach, creating genuine engagement before even launching, is a brilliant example of community-driven growth. I also love how clearly you captured their iterative strategy of multiple smaller launches rather than one big event.
Thank you Michael! I'm glad it resonates and yes, I agree. There are so many nuggets in Linear's story - a super cool case study for every founder.