How do you build momentum for a product you can't talk about until launch day? And how do you drive real impact the moment it goes live? Emma has done both, twice. Drawing on two Shopify launches, one that has grown roughly 4x year on year over three years in market, and another that built one of Shopify's biggest-ever waitlists when it launched in 2026, Emma shares the principles behind setting up early growth. Expect a candid look at what worked, what she'd do differently, and how to make every day count when the pressure is on from the start. Key takeaways: • How to prepare a launch under secrecy without losing momentum or alignment • Setting up the foundations for growth before day one • Turning early demand, like a waitlist, into lasting adoption and impact