Below are a number of examples of our launch philosophy. Check out our new Product Success Deck for more.
Do
Do treat a consumer technology product as a consumer product first and a technology product second.
Do give big announcements a launch, but don't roll out the red carpet for little ones.
Do make sure products are available when they are launched.
Do give a launch almost as much rehearsal and preparation as a play. (Hey, launch is theater!)
Do use secrecy as a marketing weapon, especially for launches.
Do have a launch team with the product manager as a member, but not the leader.
Do build in flexibility, so that delays can be accommodated. (They will happen. Inevitably.)
Do develop internal launch procedures and track “best practices.”
Do learn from other companies’ launch successes and failures.
Do call The Digital Life Group. (Don’t wait until you’ve already launched!)
Don't
Don’t launch a product before it has a name. (Hint: C24X is not a name.) (Another hint: iPod is a name.)
Don’t accept mediocre. Strive for a great product.
Don't give consumers too much choice. Often less is more.
Don’t launch a product until it’s ready.
Don't wait until three months before shipment to begin launch planning. Start thinking about the launch at product concept.
Don't forget to include product development, manufacturing, marketing, support and distribution in your launch planning.
Don't wait until you've already launched to call in The Digital Life Group. (But if you do, we'll be glad to help with the next product/launch cycle, so call us anyway.)
Follow Josh