Quoted from a manager that clearly don't know what they are doing. If you think you should reveal all in a big splash you are deep in shit. First it's hard to make a noice if no one us knowing that you are working on something. That would be like releasing a movie without trailer or posters beforehand. Second you don't know what the audience really think, if you test the stuff you at least have the chance to tweak any mistakes.
Then it's about the right time. There is no right time. You create the things around you blend up to the perfect storm. If everything is just calm you won't people excited. And it takes time to build up excitement specially today on social media. You can't just repeat the same message, it has to be tweaked everytime.
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