What Happens When Your Plan Changes Days Before Launch

We had a book funnel built for my buddy Steve Cassidy's launch. Free-plus-shipping, the whole thing mapped out.

Days before launch, the plan changed. Route everything through Amazon instead, to build momentum on the algorithm before the public launch date.

That meant scrapping the funnel and rebuilding it in a few days. Single page, sends people to Amazon, they come back after buying to unlock the digital playbook as their bonus.

I didn't love losing the work we'd already done. But the goal was never "ship the funnel we planned." The goal was Steve's book doing well. So we rebuilt toward that instead of defending what we'd already built.

Tuesday night I got this text from Steve:

"We did it! Number one in two categories."

#1 in Self-Employment. #1 in Small Business Sales & Selling. Top 10 in Small Business overall.

He also told me I made it easy on him. Coming from a guy who spent years as a Navy EOD tech and built a defense company across 13 countries, that landed.

If your plan changes on you close to a deadline, that's not the project falling apart. That's just what it looks like sometimes.

Stay firm on the goal and flexible in the approach.

Keep shipping funnels.

🚀

- James

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What Happens When Your Plan Changes Days Before Launch