You may have talked with Bob, a.k.a. The Man in Orange, in a boardroom or on the links. But there are some things you might not know about him—and probably should.

What is the origin story of Introworks?
Long, long ago in the 90’s, we developed Introworks as a product launch methodology, “we” being Mike McMillan and me, a.k.a the Freytag McMillan branding firm. It seemed simple and natural and like no big deal. To us it was just the way it should be done. Many years later, and after hundreds of launches, our clients tell us it’s unique, it works, the results speak for themselves, and the name is on our door.

Why did you focus on launch?
Basically because it requires focus. Almost every marketing firm lists product launch as one of their capabilities. At Introworks, it is our capability. Launch, (or launching) as we like to think about it, requires a different approach and level of effort. It requires the discipline to follow a rigorous process, united with incredible imagination. When it all comes together the outcome is truly remarkable.

What’s your best piece of advice for companies undertaking a launch, other than calling Introworks?
Well, this is six pieces, but they’re all about establishing market momentum.

• Have a process—most companies don’t.
• Begin early. Don’t rush a launch—it’s too important.
• Establish a dedicated team, and ensure team alignment. If you’re not aligned, odds are you’ll fail.
• Define hard & soft success metrics—revenue is important and so are many other KPIs.
• Involve customers throughout the process. Their feedback will be invaluable.
• Launch internally first. It’s easy to overlook, and the last thing you want is for a customer to ask an employee about something they didn’t even know existed

What’s the weirdest/most unusual product you’ve ever launched?
We’ve worked on some amazing products over the years. But if I had to think of the most unusual, I’d have to say it was for erectile dysfunction and not the pharmaceutical solution.

What’s the most interesting way you learned about a new business opportunity?
I’m a big believer in networking and you never know who, where or when the next opportunity is going to come from. I was at a urinal, and a past contact happened to go right next to me. We struck up a conversation. I took the opportunity to update him on Introworks and a week later we started working on a launch. That said, it’s never happened since and I can’t say I’d advise anyone to use that as a form of business development.

What’s the one thing in the world that would be most improved by being orange?
I don’t know what wouldn’t be, but if I had to pick one I’d say the dollar bill. Our currency is so boring compared to some other countries’ and a big splash of orange would liven it up.

What is your recipe for Rocketinis?
The exact proportions are a closely guarded secret, but it’s basically like this: Rim a martini glass with turbinado sugar and place in freezer. Combine vodka, Malibu rum, Navan Vanilla Liqueur, sweet and sour, fresh orange juice and just a bit of Grenadine to get the perfect Introworks orange color. Garnish with an orange slice and enjoy. I’m happy to make you one anytime.