gh-lyndonkl-claude/skills/constraint-based-creativity/resources/examples/product-launch-guerrilla-marketing.md

Constraint-Based Creativity: Product Launch Guerrilla Marketing

Problem Statement

Launch a new B2B SaaS product (team collaboration tool) to market with goal of 1,000 signups in first month. Need creative marketing campaign that gets attention in crowded market.

Context

What's been tried: Traditional approaches considered

• Paid ads on LinkedIn ($20K/month budget quoted)
• Content marketing (would take 6+ months to build audience)
• Conference sponsorships ($15K-50K per event)
• PR agency ($10K/month retainer)

Why we're stuck: All conventional approaches require significant budget we don't have. Team defaulting to "we can't compete without money" mindset. Ideas feel defeated before starting.

Success criteria:

• Generate 1,000 signups in 30 days
• Cost per acquisition under $5
• Build brand awareness in target market (engineering/product teams at tech companies)
• Create memorable, differentiated campaign

Active Constraints

Constraint 1: Budget - $500 Maximum Total Spend

• Rationale: Forces creativity beyond paid media. Can't outspend competitors, so must out-think them. Low budget eliminates expensive conventional tactics.
• Enforcement: All tactics must have documented costs under $500 total.

Constraint 2: Platform - Twitter + GitHub Only

• Rationale: Forces focus. Instead of spreading thin across all channels, dominate where target audience (developers/PMs) already congregates.
• Enforcement: No tactics on LinkedIn, Facebook, Instagram, or other platforms. Twitter and GitHub are the entire playing field.

Constraint 3: No Paid Promotion

• Rationale: Organic virality only. Forces ideas to be inherently shareable/interesting rather than amplified by money.
• Enforcement: Zero ad spend. No boosted posts, no sponsored content, no influencer payments.

Idea Generation Process

Technique used: Constraint Rotation Sprints (3 rounds of 10 minutes each)

Volume: Generated 32 ideas across 3 constraint focus rounds

Mindset: Initial resistance ("this is impossible"), but by round 2 team energized by the challenge. Constraint difficulty unlocked creativity.

All Ideas Generated

Round 1: Focus on $500 budget constraint (10 ideas)

1. Free stickers ($200) mailed to anyone who requests

   • Compliance: ✓ | Assessment: Cute but low impact

2. $500 bounty for best integration built by community

   • Compliance: ✓ | Assessment: Interesting, engages devs

3. Sponsor a small hackathon ($500 venue/pizza)

   • Compliance: ✓ | Assessment: Limited reach, one-time

4. Create 100 GitHub repos demonstrating use cases ($0)

   • Compliance: ✓ | Assessment: SEO value, educational

5. Daily Twitter threads documenting "building in public" ($0)

   • Compliance: ✓ | Assessment: Authentic, takes time

6. "Tiny budget challenge": Document building company on $500

   • Compliance: ✓ | Assessment: Meta and interesting

7. Commission artwork ($500) from developer-artist, make it public domain

   • Compliance: ✓ | Assessment: Unique, ownable asset

8. Create CLI tool that's actually useful, includes subtle product promo ($0)

   • Compliance: ✓ | Assessment: Value-first approach

9. Host AMA on r/programming ($0) + Twitter Spaces ($0)

   • Compliance: ✓ | Assessment: Direct engagement, authentic

10. Create comprehensive benchmark comparison ($0 research time)

    • Compliance: ✓ | Assessment: SEO + authority building

Round 2: Focus on Twitter + GitHub only (12 ideas)

11. 30-day Twitter thread series: "Things I learned building our product"

    • Compliance: ✓ | Assessment: Storytelling, serialized content

12. GitHub Actions workflow that developers can actually use (free distribution)

    • Compliance: ✓ | Assessment: Utility-first, viral potential

13. Live-code on Twitter (video) building common integration

    • Compliance: ✓ | Assessment: Educational, shows product value

14. Create "anti-roadmap" GitHub repo (what we WON'T build and why)

    • Compliance: ✓ | Assessment: Contrarian, honest, refreshing

15. Twitter bot that solves common developer problem, mentions product

    • Compliance: ✗ (might feel spammy) | Assessment: Risky

16. "Tiny tools" GitHub org: 50 micro-tools, all showcase product API

    • Compliance: ✓ | Assessment: SEO + utility, long-tail

17. GitHub issue templates that non-customers can use

    • Compliance: ✓ | Assessment: Generous, builds goodwill

18. Tweet source code snippets daily with "how it works" explanations

    • Compliance: ✓ | Assessment: Transparency, educational

19. Create GitHub "awesome list" for collaboration tools (include ours honestly)

    • Compliance: ✓ | Assessment: Authority, fair comparison

20. Run "Twitter office hours" - answer any dev question daily for 30 days

    • Compliance: ✓ | Assessment: Time-intensive but high engagement

21. Create memorable Twitter personality/voice (snarky? earnest? technical?)

    • Compliance: ✓ | Assessment: Differentiation through tone

22. GitHub repo: "Interview questions for team collaboration tools"

    • Compliance: ✓ | Assessment: Helps buyers evaluate ALL tools (generous)

Round 3: Focus on organic virality (10 ideas)

23. "The $500 Company" - Document entire launch journey publicly

    • Compliance: ✓ | Assessment: ⭐ Meta-story, highly shareable

24. Create genuinely useful free tools first, product second

    • Compliance: ✓ | Assessment: ⭐ Value-first, builds trust

25. Controversial take: "Why most collaboration tools are built wrong"

    • Compliance: ✓ | Assessment: Attention-grabbing, risky

26. Show real revenue numbers publicly (radical transparency)

    • Compliance: ✓ | Assessment: Differentiated, bold

27. Create "Collaboration Tool Bingo" card (poke fun at industry clichés)

    • Compliance: ✓ | Assessment: ⭐ Funny, relatable, shareable

28. "Build your own [our product]" tutorial (gives away the secret sauce)

    • Compliance: ✓ | Assessment: ⭐ Generous, confident, educational

29. Rate competitors honestly on public spreadsheet (include ourselves)

    • Compliance: ✓ | Assessment: Brave, helpful, trustworthy

30. Create crisis/incident templates (free, useful, shows product in action)

    • Compliance: ✓ | Assessment: Timely, practical value

31. Start movement: "#NoMoreMeetings challenge" with our tool

    • Compliance: ✓ | Assessment: ⭐ Aligns with pain point, movement potential

32. Apologize publicly for something competitors do (but we don't)

    • Compliance: ✓ | Assessment: ⭐ Contrarian positioning

Insights from "Failed" Ideas

• Idea #15 (Twitter bot): Too promotional, violates "organic virality" spirit even if technically compliant
• Constraint tension revealed: Hardest challenge is being interesting enough to spread WITHOUT money for amplification
• Pattern observed: Ideas scoring ⭐ all share "generosity" angle - give away something valuable for free

Top Solutions (Refined)

Solution 1: "The $500 Startup" Public Journey

Description:

Launch product AND document the entire journey publicly as "The $500 Startup Challenge." Every dollar spent, every decision made, every failure encountered - shared in real-time via Twitter threads and GitHub repo.

• Twitter: Daily thread updates (wins, losses, learnings, numbers)
• GitHub: Public repo with all costs tracked, decisions documented, templates/tools shared
• Deliverables: 30-day chronicle becomes case study, templates, and playbook others can use

How constraints shaped it:

This solution exists ONLY because of the constraints. With unlimited budget, we'd run conventional ads and never think to turn our limitation into our story. The $500 constraint became the entire narrative hook - it's not a bug, it's the feature. Platform constraint (Twitter + GitHub) forced us to storytelling formats (threads + repos) rather than polished landing pages. Organic-only constraint meant the story itself must be compelling enough to spread.

Strengths:

• Authentic and relatable (most startups are resource-constrained)
• Built-in narrative tension ("Can they succeed on $500?")
• Educational value (others learn from the journey)
• Differentiates through transparency (competitors hide their budgets)
• Meta-viral (the campaign IS the story)
• Generates daily content without feeling promotional

Implementation notes:

Week 1: Launch announcement

• Tweet: "We're launching a B2B SaaS product with a $500 budget. Total. Here's the plan: [thread]"
• GitHub repo: Create "500-dollar-startup" repo with budget tracker ($500 remaining)
• Commit: Daily updates to README with spend tracking

Week 2-4: Daily chronicle

• Daily Twitter thread (7am): Yesterday's progress, today's plan, $ spent, learning
• Every dollar spent gets GitHub commit with rationale
• Weekend: Long-form recap threads (3-5 tweets)
• Engage authentically with every reply/question

Week 4: Results summary

• Final thread: Total signups, CAC, what worked/didn't, full financial breakdown
• GitHub: Release all templates, scripts, playbooks as MIT licensed
• Turn journey into permanent case study/resource

Budget allocation:

• Domain name: $12
• Hosting (1 month): $5
• Stickers (50): $100 (given to first 50 signups as "founding users")
• GitHub Actions runner time: $20 (for automated tools we build)
• Twitter spaces hosting tools: $0 (free)
• Reserved for experiments: $363

Risks/Limitations:

• Requires consistent daily effort (30 days straight)
• Vulnerability - public failure if we don't hit goals
• Could appear gimmicky if not executed authentically
• Copycat risk (others could run same constraint challenge)

Solution 2: "Generous Engineering" - Free Tools Arsenal

Description:

Build and open-source 10-15 genuinely useful dev tools/templates/workflows over 30 days, all showcasing product integration. Each tool solves a real problem for target audience. Tools live on GitHub, announced on Twitter, zero promotion - just pure utility.

Tools include:

1. GitHub Actions workflow for team notifications
2. Incident response templates (runbooks)
3. Meeting cost calculator (Chrome extension)
4. Async standup bot (open source)
5. Team health check template
6. Collaboration metrics dashboard (open source)
7. "Decision log" template
8. Onboarding checklist generator
9. Team documentation starter kit
10. Integration examples repository

How constraints shaped it:

Budget constraint eliminated paid distribution, forcing "valuable enough to spread organically" approach. Can't buy attention, so must earn it through utility. Platform constraint (GitHub + Twitter) matches where devs already are - distribute where they work. Organic-only constraint means tools must be NO-STRINGS-ATTACHED valuable. Product mention is subtle (integration examples), not pushy.

Strengths:

• Builds genuine goodwill (helping before selling)
• SEO value (10-15 repos ranking for relevant searches)
• Demonstrates product capability (integration examples)
• Long-tail value (tools keep attracting users after 30 days)
• Community contribution potential (others fork/improve)
• Positions team as "engineers who build useful things"

Implementation notes:

Pre-launch: Build 5 tools completely, outline next 5 Days 1-5: Launch 1 tool per day

• GitHub: Release with comprehensive README
• Twitter: Announce with demo GIF, use case, why we built it
• Zero product mention in tool itself
• Links to product only in "built by" footer

Days 6-15: Continue tool releases + community engagement

• Respond to GitHub issues
• Merge community PRs
• Share user success stories

Days 16-30: Integration showcase

• Create "using these tools with [product]" examples
• Not required, but available for those interested
• Focus remains on tool utility

Budget allocation:

• Domain for tools site: $12
• Hosting (static site): $5
• GitHub Actions CI: $20
• Designer time for og:images ($50 Fiverr): $50
• Reserved: $413

Risks/Limitations:

• Requires significant engineering time (building 10-15 tools)
• Tools must actually be useful (not vaporware)
• Delayed attribution (hard to track which tool drove which signup)
• Others could copy tools without attributing

Solution 3: "Collaboration Tool Bingo" + Movement

Description:

Create shareable "Collaboration Tool Bingo" card that pokes fun at industry clichés ("Synergy!", "Seamless integration!", "Revolutionize teamwork!", "10x productivity!"). Make it funny, relatable, and slightly self-deprecating. Launch #CollabToolBingo movement on Twitter.

Launch with manifesto: "Most collaboration tools over-promise and under-deliver. Here's what we're building instead" + anti-bingo commitment (what we WON'T do).

How constraints shaped it:

Organic virality constraint forced "inherently shareable" approach - bingo cards are easy to screenshot and share. Budget constraint means can't buy attention, so must create "social currency" through humor. Platform constraint (Twitter) perfect for viral image-based content. This solution is pure constraint-driven creativity - wouldn't exist with paid media budget.

Strengths:

• Highly shareable (humor + relatable)
• Positions product through contrast (anti-cliché stance)
• Low effort to participate (#CollabToolBingo tweets)
• Starts conversation about industry problems
• Memorable and distinctive
• Can evolve into movement/community

Implementation notes:

Day 1: Launch bingo card

• Tweet bingo card image (16 clichés in 4x4 grid)
• Thread: "If collaboration tools were honest" with explanation
• Pin tweet for 30 days

Day 2-7: Encourage participation

• Retweet best bingo completions
• Add new clichés based on community suggestions
• Create "Bingo Hall of Fame" for funniest examples

Day 8-15: Launch "Anti-Bingo Manifesto"

• "We took the Bingo Card seriously. Here's what we're NOT building"
• Commit publicly to avoiding each cliché
• Explain how we're different

Day 16-30: Community content

• User-generated bingo cards
• "Before/After" bingo (what they had vs what they wanted)
• Expand into other SaaS bingo cards (community-driven)

Budget allocation:

• Designer for bingo card: $150 (Fiverr)
• Domain for bingo microsite: $12
• Hosting: $5
• Reserved: $333

Risks/Limitations:

• Humor could fall flat or offend
• Negative framing (criticizing competitors) could backfire
• Requires cultural awareness (clichés must be universally recognized)
• One-hit-wonder risk (viral moment doesn't translate to signups)

Evaluation

Constraint compliance: ✓ All three solutions respect $500 budget, Twitter+GitHub platforms, and organic-only distribution

Novelty assessment: All three solutions are novel (score: 5/5)

• None would exist with unlimited budget (would run conventional ads instead)
• Constraints directly shaped the creative direction
• No competitors doing "The $500 Startup" or "Collaboration Bingo" campaigns

Problem fit: Solutions address original challenge

• 1,000 signups: Viral potential + daily engagement + educational value = traffic
• Under $5 CAC: All solutions well under $500 for 1K signups = $0.50 CAC if successful
• Brand awareness: All three create memorable moments in target community
• Differentiation: Transparency, generosity, humor = distinct from competitor marketing

Actionability: All three can be executed immediately with existing team and budget

Creative Breakthrough Explanation

The constraint-driven breakthroughs happened when we stopped viewing $500 as a limitation and started viewing it as:

1. The story (Solution 1: The $500 constraint became the campaign narrative)
2. The focus (Solution 2: Can't spread wide, so go deep with utility)
3. The freedom (Solution 3: No budget for safe/boring, so take creative risks)

Thinking pattern broken: "We need money to market" → "Our lack of money IS the marketing"

Unexpected angle revealed: Transparency and vulnerability as differentiation strategy. Competitors hide their budgets and processes; we make ours the whole campaign.

Why wouldn't this exist in unconstrained brainstorming: With $50K budget, we'd run LinkedIn ads and content marketing - conventional but forgettable. The $500 constraint forced us to think "What can ONLY we do with $500 that creates more attention than $50K in ads?" Answer: Turn the limitation into the story.

Next Steps

Decision: Execute Solution 1 ("The $500 Startup") as primary campaign

Rationale:

• Highest narrative tension (can they succeed?)
• Generates daily content (30 days of touchpoints)
• Most authentic (real constraints, real challenges)
• Educational value outlasts 30 days (becomes permanent resource)

Immediate actions:

1. Create GitHub repo "500-dollar-startup" with budget tracker (TODAY)
2. Draft launch tweet thread (TOMORROW)
3. Set up daily reminder for chronicle posts (TOMORROW)
4. Build in public starting Day 1 (THIS WEEK)

Success metrics:

• Twitter followers gained
• GitHub repo stars
• Website signups (tracked via /500 UTM)
• Media mentions
• Community engagement (replies, retweets, issues)

Self-Assessment (using rubric)

Constraint Integrity (5/5): All constraints rigorously respected. No bending rules. $500 is absolute limit. Twitter+GitHub only. Zero paid promotion.

Constraint-Creativity Causality (5/5): Clear causality. These solutions exist BECAUSE of constraints, not despite them. Limitation became feature.

Idea Volume & Quality (5/5): Generated 32 ideas in 30 minutes. Top 3 solutions are all novel (score 5/5 on novelty). Documented "failed" ideas and learnings.

Problem-Solution Fit (5/5): All solutions address 1,000 signup goal, CAC target, brand awareness, and differentiation.

Actionability (5/5): Solutions have detailed implementation plans, budget breakdowns, timeline, and next steps. Can execute immediately.

Strategic Insight (5/5): Core insight is "constraint as campaign" - turning limitation into narrative advantage. This is replicable pattern for other resource-constrained launches.

Differentiation (5/5): None of these campaigns exist in competitor space. Transparency and vulnerability as strategy is highly differentiated.

Risk Honesty (4/5): Acknowledged risks (public failure, consistency required, vulnerability, copycat risk). Could add more mitigation strategies.

Documentation Quality (5/5): Complete constraint-based-creativity.md file with all sections, metrics, causality explanation.

Breakthrough Clarity (5/5): Explicitly explained how constraints drove creativity. Identified thinking pattern broken: "need money" → "lack of money IS the story."

Overall Score: 4.9/5

Campaign is ready for execution. Constraint-driven creativity successfully unlocked novel, differentiated, actionable marketing approach.