The act of not telling people when your product is ready to be purchased, even though it, in fact, is ready to be purchased. You may for example email a small number of people, on day 1, and then, day by day, email a larger and larger number of people each day. This can alleviate traffic problems and, most of all, can help a founder overcome their anxious fear of failure.
Pssst. Want to be notified when the book is ready? It's written for people just like you.