“I knew that that was an opportunity like the amount of we call it like earned media now but I was just like yeah I got to get as many people and capture their information as much as I can because I knew that that was my cheat code”

Build your waitlist before the press moment

Before attending the FTC press conference, Aaron built nomorobo.com with a single email capture box and no product. By the time the app launched months later, he had 30,000 email addresses — all from earned media he converted at the moment of peak attention. Treat any high-visibility event as a demand-capture opportunity: the list is your proof of market and your launch engine.