“I'm not a big fan of big bang launches maybe because I just got burned that one time there's so many things that can go wrong so every launch we've had it's ready when it's ready and then we push it out”

Soft-launch always — no big bang releases

After an early bad experience, Aaron adopted a permanent policy of shipping quietly when the product was ready — no coordinated launch dates, no countdown pressure. He would fix bugs, then email reporters he already knew with a quiet heads-up and let word spread organically from there. A soft launch lets you find and fix critical issues before they compound under spotlight pressure.