Multiply impact by launching complementary products

Consider your favorite candy brand. You might start with a single chocolate bar, but then suddenly there are fudge squares, crispy bites, and mini-suckers—all variations built around your first treat. Each new candy not only tastes great but also rekindles your love for the original.

That is the snowball effect in action. After you’ve sold your first product reliably—say, twenty-five units a day—you unlock the power to introduce complementary items that ride on the success of your gateway product. Launch product two, and watch product one’s sales climb as loyal customers grab both. Then launch product three, and all three begin to feed one another, much like market momentum feeding a halo of demand.

This pattern is backed by marketing research on cross-selling and product cannibalization. When customers are already satisfied, they’re primed to try related offerings. If you do it right—solving a genuine need for the same audience—you’re not stealing sales from yourself but amplifying them.

Mapping out your product roller coaster ensures you stay on track. Decide early on which three to five products serve your customers best, sequence them strategically, and prepare to stoke anticipation between releases. In no time, your brand becomes a suite of solutions rather than a one-hit wonder.

You’ve successfully launched once, so now it’s time to broaden your brand’s appeal. Survey your customers to nail down the next most-wanted product, set a launch date a few months out, and revive excitement for your gateway product at the same time. Watch how the second launch boosts your first, then rinse and repeat for a third. You’ll have a suite of hits before you know it.