It’s not just the cool air and piercing wind that’s got me wide awake and hyper-alert today.

It’s Sept. 30. Just like that, September’s a wrap, and it’s the end of Q3.

As we step/jump/sprint into the final quarter of the year, the pressure is on for product teams and marketers alike. This timeline does more than signal the approaching year-end; it significantly ups the ante for product development and marketing strategies.

Why does Q4 matter so much?

1. Year-End Budgets: Many companies are looking to use or lose their remaining budgets, creating opportunities for well-positioned products.
2. Holiday Season: For consumer products, the holiday shopping season can make or break annual sales targets. (Whoop! Whoop! Whoop! Black Friday is just 60 days away!)
3. Planning for 2025: Businesses are finalizing their strategies and budgets for the coming year, making it crucial to demonstrate your product’s value now.
4. Performance Evaluations: Year-end reviews often hinge on Q4 performance, for many of us adding personal stakes to business outcomes.

So, how can you maximize your Q4 efforts starting today, and set the stage for a successful 2025?

1. Accelerate Development Cycles: If you have products in the pipeline, now’s the time to push for completion. Consider what features are must-haves vs. nice-to-haves.
2. Ramp Up Marketing Efforts: Increase your marketing spend and frequency. Your audience is likely more receptive as they plan for the new year.
3. Offer Year-End Deals: Consider special promotions or bundles to attract budget-conscious buyers looking to maximize their spending.
4. Focus on Quick Wins: Prioritize projects and features that can be realistically completed and show impact before year-end.
5. Gather and Showcase Testimonials: Use Q4 to collect and highlight success stories from the past year. These can be powerful in influencing last-minute purchase decisions.
6. Plan for January Launches: If you can’t get a product out the door in Q4, aim for an early January release. Use Q4 to build anticipation and pre-orders.
7. Conduct Year-in-Review Analysis: Use this time to analyze what worked and what didn’t in 2024. This insight is crucial for 2025 planning.
8. Emphasize ROI: For B2B products, focus on demonstrating how your product can help companies start 2025 strong.
9. Leverage FOMO: Create a sense of urgency around your product. Will customers miss out if they don’t act before year-end?
10. Begin 2025 Teases: Start hinting at what’s coming in the new year to keep your audience engaged beyond Q4.

Remember, in “I Need That,” we discuss how creating a sense of urgency can drive the “need” for a product. Q4 provides a natural urgency that you can leverage in your marketing and development strategies.

The key is to balance this end-of-year push with sustainable practices. Don’t sacrifice product quality or team well-being for short-term gains. Instead, use this period to showcase your best work and set a strong foundation for the coming year.

As we enter this critical period, ask yourself: How can I make my product not just desirable, but necessary for my customers as they close out 2024 and plan for 2025?

The answer to this question could be the difference between a good year and a great one.