I followed a "work behind closed doors and make big releases" during the first 5 years. It didn't work well. Then, I followed the continuous improvement method for the next 5 years. That also did not work. Finally, I found my own approach to development in the last 2-3 years. And it is working amazingly so far. We have had 900K signups in 2017.
Being a trend setter or a trend spotter. Not an easy talent but what it takes to create supply and or demand in the consumer market. Much of that time should be spend on marketing and acquisition.