| Posted November 19, 2025 | By Joshua Lomelino, M.F.A. | Categorized under Memberships Mastery Podcast |

Why the More I Planned, the Less I Launched — and the 3 Weeks That Changed Everything

So what is a membership, and should you have one? That's the question I grappled with when my wife encouraged me to change my business model.

For the first 25 years of my business, I focused on building apps, games, and websites for customers ranging from indie game companies, small businesses, hospitals, data analytics companies, social media platforms, and even the top ten banks.

I was limited by how many people I could help. When exciting opportunities came my way, I had to say no. And that frustrated me, because I knew I could be helping more people. I just didn't know how.

So I started buying every class I could find to trying to figure out how to scale my skills without burning myself out in the process.

What followed was a confusing season. I had spent 25 years mastering how to help people succeed at their goals and win at the things they struggled with. But that was all one-on-one consulting. Could I package that expertise into a system that delivered the same breakthrough results? Could it work at scale through a membership?

First, I had to figure out what a membership actually is. There are a lot of opinions out there. Is it an online class? A Discord community? A coaching program? An app?

But I think it's simpler than that. A membership is just a system that helps people go from where they are to where they want to be. That could be a single video. A budgeting spreadsheet. Or a complex app guiding daily health transformations.

The form doesn't matter as much. The transformation does.

Stuck on the Whiteboard

Nine months.

That's how long my "membership launch" lived on a whiteboard. I was trying to teach kids to learn how to play drums through an online membership. It's something I had done in person successfully for years and it's actually how I helped pay expenses while going to school.

Every week, I'd add more ideas, more sticky notes, more to-do's.

And every week, I was no closer to going live.

If you've ever felt buried under your own plans, you know the weight.

The irony? My mountain of "planning" was the very thing keeping me from taking the first step.

Here's how I went from paralyzed by preparation to launch — with paying members — in just three weeks.

The Illusion of Progress

I still remember standing in my office one Thursday afternoon, staring at the board.

On one side was a list of 47 "must-have" features.

On the other was a launch calendar with more arrows, colors, and timelines than a NASA mission.

I was stuck.

Not because I didn't care. I cared too much.

I wanted the launch to be perfect: flawless videos, a polished funnel, airtight automations.

The problem was, I was treating my membership like it needed to open as a finished empire instead of a simple starting point. In software development we call this the MVP (the minimum viable product).

Every day I'd think, I'll start recording once I finish mapping the bonus modules.

Or, I'll build the checkout once I've found the perfect upsell.

It felt productive… but deep down, I knew it wasn't movement.

It was delay in disguise.

And with each passing week, the gap between where I was and where I wanted to be only grew wider.

Then something snapped.

I'd just hung up from a call with a friend, another entrepreneur who launched his program with one core module and no Zoom calls.

He had paying members in a week.

It wasn't jealousy that got me — it was clarity.

He wasn't waiting for perfect.

He was building momentum.

That day, I erased the whiteboard and decided I'd launch in 21 days — no matter what.

The Momentum Launch

I called it my "Momentum Launch."

Instead of trying to launch everything, I focused on three things:

1. A clear promise: the result members could expect after 30 days inside.
2. A minimal viable experience: the content needed to deliver on that promise.
3. A simple sign-up path: one page, one checkout, no detours.

The moment I committed, everything shifted.

Decisions became easier: If it didn't serve those three goals, it didn't make the cut.

• I swapped my 47 "must-have" features for three lessons recorded on my phone.
• I replaced my complex funnel map with a single landing page.
• Instead of spending two weeks choosing a webinar platform, I sent personal invites via email.

On day 21, my "imperfect" membership opened to 17 paying members.

• No massive content library.
• No cinematic videos.
• No labyrinth of automations.

Just a clear promise, a simple experience, and a way to pay.

And the craziest part? Those 17 members were more engaged than I'd ever seen in my later, more polished launches.

Five Steps to Your Own 3-Week Launch

If you're stuck in the planning loop, here's how to run your own 3-week momentum launch:

Step 1: Define the Promise, Not the Product

Your members aren't buying a collection of modules — they're buying a transformation.

Write one sentence: "After 30 days in my membership, you will be able to _______."

Step 2: Build the Minimum Viable Experience

Start with the smallest content set that delivers the promised result — maybe three lessons, one live call, or a simple challenge.

Step 3: Create a Simple Sign-Up Path

Confusion kills conversion. Keep it to one landing page, one clear pitch, one "Join Now" button.

Step 4: Set a Non-Negotiable Launch Date

Give yourself 21 days. Announce it. Work backward. Eliminate the fluff.

Step 5: Launch and Learn

Treat it as a beta. Your goal isn't perfection — you are looking for proof that you are pursuing the right idea.

Done Is Better Than Perfect

I get it.  you want your first launch to be flawless.

But here's the truth: perfection is a moving target, and the people you're meant to help aren't waiting for perfect.

They're waiting for you.

Those 17 members from my "imperfect" launch?

Many are still with me today.

Not because I had the slickest platform or fanciest videos, but because I got them results.

You don't need more time. You need a start date.

You don't need a bigger plan. You need a smaller, sharper one.

And you don't need permission. You need momentum.

Take the First Step

If you're ready to stop circling your launch and start moving, I've put together my Momentum Map.

It's free, and it's built for busy entrepreneurs who want to start earning without building a content empire first.

Grab your copy here: https://amp.anomalystudios.com/masterclass

Your membership doesn't have to be perfect to change lives.

But it does have to exist.

Let's make sure it does — three weeks from today.

That's it for today's installment. Tune in next time and I'll be showing you how to conquer the fear of the camera so you can connect and teach with excellence.

This article, images, and podcast were created with AI assistance. If you would like to learn my process of how I go on walks, talk out my ideas and data mine my thoughts to create content and then automate my vocal performance with 11Labs, you can sign up for my free content creation masterclass here and I'll show you the way. Learn how I've turned over 7 million steps, walking over 3,760 miles into a content generation machine and use AI to data mine my thoughts and generate and polish my content and ideas while getting great exercise outdoors.