Introworks’ Bob Freytag and Mike McMillan want the world to know that contrary to what the dictionary might say, “launch” is not a noun.
Over the past several weeks, Bob and Mike have been talking with businesses in a variety of industries to raise awareness that launch is a verb.
“Launch as a noun creates a mentality that can be counterproductive—short-term, event-based—a marketing job,” Mike says. “Launch as a verb is an action. It’s a process.”
Launching requires a separate process that runs parallel to the new product development process.
That process should begin early in the course of new product development, with cross-disciplinary teams engaged and aligned on key strategies, defining what success is and moving through gated steps in sync with new product development.
It takes time and it’s not the path of least resistance, which makes launching a challenge for many companies—leading to fails such as the Meetooze, the Krahmflop and the Babuplurft.
“Everyone knows you should have a process or discipline. It’s not that they are intentionally cutting corners. But it’s hard. They are overwhelmed. There’s so much on their plates that they can’t get out of the weeds,” Bob says.
That’s why it’s so important to pick your launch battles. If it doesn’t merit the time and resources launching requires, it really shouldn’t be a launch. Instead, treat it as a release.
When it comes to launching versus releasing and when to do which, “It’s up to the company to determine priority,” says Mike. “That’s ultimately what the conversation comes down to.” As to what is launch-worthy, look beyond new products and services. “You can launch anything, as long as you take certain steps and do certain things.”
One hugely underleveraged category to consider is the relaunch. “New product launches usually don’t produce revenue for awhile,” Bob points out. “If you want to drive revenue, look at solid products that aren’t on the trajectory they should be.”
The important thing, Bob and Mike say, is whatever you are launching, don’t just have a launch. Commit to launching. As a verb.
As Bob puts it, “It’s like investing. It’s possible to just dive in and succeed through blind luck. But if you’re serious, you follow a disciplined, rigorous process. It’s the difference between being an amateur and being a professional, and that’s how you create the best possible odds for success.”