Written by Abdullah k. Khan, Marketing Executive & JD Candidate
There’s a phase I’ve seen over and over again, both while starting my own business and in the stories of the many clients I work with at Business Link.
It’s that “almost ready” stage between having an idea and actually launching it. The stage where you tell yourself you’re “just making some final tweaks” before putting it out into the world.
When I Got Stuck Perfecting My Business Before Launch
I’ve been there. When I started my first business, I poured hours into perfecting things no customer had even seen yet.
I stayed up late comparing two shades of the same colour for my logo. I reorganized my website and cycled through 15 different business names. I built Instagram grids that looked flawless—but I still hadn’t made a single sale.
I didn’t care less about my business. I cared so much, I thought it had to be flawless from day one. And the more I chased “flawless,” the more I delayed the only thing that mattered: getting in front of customers.
You’re Not the Only Entrepreneur Caught in “Almost Ready”
While working with hundreds of small business owners across Alberta, I’ve learned I’m not the only one who’s fallen into this trap.
Entrepreneurs with great products, skills, and networks often spend months “almost ready.” They’re tweaking brand colours, reworking websites, waiting for professional photos—or just waiting to feel 100% prepared.
The trouble is, “almost ready” feels productive. You’re busy, making improvements. But often, it’s busy work that delays the harder, more impactful steps: selling, testing, and getting feedback.
Why Perfectionism Holds Entrepreneurs Back
Research backs this up. A study in Personality and Individual Differences found that perfectionistic concerns are strongly linked to procrastination, especially in self-driven projects like entrepreneurship. In other words, the more we obsess over getting it right, the longer we avoid getting it done.
Part of this comes from the idea that polished branding equals credibility. We see big companies with perfect packaging and think, “That’s what customers expect from me right now.” Add to that the constant feed of picture-perfect businesses on social media, and it’s easy to set the bar so high that you’ll never clear it on your first jump.
But here’s the truth: customers aren’t looking for perfection. They’re looking for someone who can solve their problem and deliver value. I’ve seen countless clients launch with “polished enough” branding, and not one customer comments on the details they worried about.
The Cost of Waiting for Perfection in Your Business Launch
Perfectionism costs more than time. It drains momentum, delays sales, and pushes back the confidence that comes from proving your idea works.
Perfectionism is sneaky because it can wear the disguise of professionalism. It’s easy to say, I’m just making sure everything is the best it can be. But there’s a difference between being intentional and getting stuck.
The entrepreneurs who move forward aren’t the ones who suddenly feel ready. They’re the ones who launch anyway—deciding what’s essential, letting go of the rest, and learning as they go.
I’ve started to think about launching like planting a seed.You can polish the pot, test the soil, and wait for perfect weather. But nothing grows until you actually put the seed in the ground.
What Happened When I Launched
When I finally launched “as is,” it was messy. But as soon as I started getting in front of clients, I stopped guessing.
Real-time feedback showed me what worked and what didn’t. I learned that the details I obsessed over—the logo shade, the homepage wording—barely registered in someone’s decision to buy.
Now, when I meet clients stuck in “almost ready,” I encourage them to strip things down. What’s the minimum you need to get your offer in front of people?
- A product you can deliver.
- A way for people to pay you.
- A simple way to tell them what you do.
That’s it.. Everything else can be layered in as you go.
I know it’s uncomfortable. It’s vulnerable to launch something that you know isn’t your “final” version. But the truth is, your business will never really have a final version. It will evolve, adapt, and change.The difference is, you’ll be doing it with actual data, feedback, and experience. Not just your ideas in a vacuum.
Your Push to Start Your Business Now
If you’ve been sitting on “almost ready” for a while, consider this your push. Set a launch date. Tell someone so you can’t back out. Start with what you have.
Because in business, momentum is worth more than perfection. And the sooner you start, the sooner you can start getting better.
Ready to move from “almost ready” to actually launched? You don’t have to launch alone. Join Business Link’s free Business Launch Program and get personalized guidance, tools, and resources to bring your business idea to life. Get Started Today!
Sources:
- Stoeber, J. (2017) – The link between perfectionistic concerns and procrastination – Published in Personality and Individual Differences, this study found a strong correlation between perfectionistic concerns and procrastination, especially in self-directed work like entrepreneurship.
- DOI: 10.1016/j.paid.2016.12.006
- Nielsen Norman Group (NN/g) – The First 5 Seconds: User Testing Landing Pages – Research showing that users focus on clarity, usefulness, and ease of use over visual perfection, particularly in first impressions.
- Harvard Business Review – Why the Lean Start-Up Changes Everything – Outlines the benefits of launching a minimum viable product (MVP) early and iterating based on customer feedback, noting that over-polishing before launch can waste resources and delay success.
