Through a beta launch the team continued to learn and iterate. While the early users were enthusiastic and the numbers were promising, the team made a major discovery. Through the use of online surveying tool KISSinsights, the team learned that many customers wanted to be able to arrange the order of pictures before they would invite others to contribute. Knowing they weren’t ready to launch, Cook held off his division’s general manager by explaining how iterating and experimenting before beginning the marketing campaign would yield far better results. In a world where marketing launch dates
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