Hands-on for the launch
The week ledge went live, the team was split between an office in Munich and a café in Santiago de Chile, packing the first orders and printing posters late into the night. Here is what the ledge launch looked like from the inside.
A launch can look calm from the outside. Ours certainly wasn't. In the weeks before ledge went live, the team was split between a shared office in Munich and a work café in Santiago, and most of us were doing two things at once: getting the job done, while having a good time under the weight of it.
The engineers work out of Santiago de Chile, so a good part of the build happened over shared screens and long calls, half a world away. When the whole team is never in one room, a café table and a row of open laptops is about as close as it gets.
On the Munich side it was mostly the two of us, moving between a laptop and a stack of things that still needed printing, signing or sending.
Everybody stressing to get things done. And having fun while they do it.
Somewhere between the design files and the delivery notes, the desk turned into a small packing station. We wrapped the first parcels by hand, checked them twice, and sent them out to the people who had been waiting for ledge to actually exist.
None of it ran on instinct alone. The launch had its own plan, a phased document that moved from an awareness push in summer through a pre-launch and into the hard-launch weekend in August. Daniel ran the marketing, the ads and the thinking behind the timing. Mirjam worked on ledgeMAG alongside it, which is the reason you are reading this page at all.
Launches mostly consist of stressful tasks, done carefully and at speed. But every so often you look up from the laptop and remember what the whole thing was for.
Thank you for being with us on this journey and for reading the first ledge magazine! That is where we are right now and we are excited for what's to come, including the next edition of the ledge magazine.
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