Done Is Better Than Perfect: Your Guide to Launching Anyway

You’ve been sitting on your business idea for six months. Maybe a year. Maybe longer.

You keep telling yourself, “I’ll launch when it’s ready.”

When the website is perfect. When the branding is on point. When you’ve focus-grouped with every possible contact, you are waiting to feel 100% confident that nothing will go wrong.

Here’s the truth: That moment? It’s never coming.

And while you’re waiting for the stars to align, someone else—someone less qualified, less prepared, and less overthinking than you—is out there launching. Messy, imperfect, and poised to make money.

The problem:

As moms, we’re wired to launch. We plan birthday parties like military operations. We color-code calendars. We need to know the outcome before we commit.

Control feels safe. And launching something half-baked feels reckless. Out of control. And we can’t make ourselves do it.

But here’s the thing: Business doesn’t reward perfection. It rewards movement. Then listening. Then learning. Then pivoting. Then repeating the whole cycle again.

The “perfect launch” is a myth sold to you by people who’ve never actually built anything.  Or a few unicorns that were lucky enough to have a first launch make them billions.

For the rest of us mere mortals, it’s  the business equivalent of waiting until your house is spotless before having people over. If you have kids, that moment is literally never happening.

Your sweet spot isn’t perfection. It’s “good enough to sell, with room to improve.”

That’s it. That’s the standard.

What actually happens when you wait:

We’ve seen it a thousand times. Brilliant women with incredible ideas who spend years perfecting before they launch.

And then one of three things happens:

1. Someone else launches first. And suddenly your “original” idea looks like you’re copying them.
2. The market moves on. What was a hot opportunity two years ago is now saturated or irrelevant.
3. You never launch at all. Because there’s always one more thing to fix, tweak, or finalize.

And #3 is what we’ve seen happen most often. It drives us crazy. We honestly don’t know a single woman who has launched “too early”—except us. We started our ESG business about a year before the market was ready. It was painful. We barely survived on a handful of early adopters and underpriced projects. But we learned. A lot. By the time our competitors were experiencing those same hard lessons, we had a proven product, proper pricing, and credibility.

So, launch ugly.

Consider your first version merely a conversation starter. It opens the door. It rarely closes the deal on its own. But it gets you in the room to begin.

For us, our beta product was quite the conversation starter. Clients told us what was missing. We listened, pivoted, added features, and came back stronger. That humility and speed? That’s what kept us ahead of competitors with bigger budgets and fancier websites.

So, forget the 47-step launch plan. Here’s what matters:

1.  A Minimum Viable Product (MVP).
   The simplest version of your offer that solves a real problem. Not perfect. Functional.
2.  A clear target buyer.
   Not “everyone.” The person who’s ready, willing, and able to buy now.
3.  The guts to put it out there.
   Even if your hands are shaking. Even if it’s not polished. Even if you’re terrified.

That’s it. That’s the list.

If you’re sitting on an idea, waiting for the “right time”, consider this your sign.

The right time is now. Messy, imperfect, and ready enough.