Prepare the launch and continue afterward

Build interest before a launch when you can show meaningful work or evidence. Prepare the explanation, demonstration, and path to first use. Coordinate the people who will help introduce it. Make accurate material easy to share.

A launch is not a single chance that determines the company’s future. A new capability, audience, or substantial improvement can justify another introduction. Use each occasion to reach relevant people and learn. Repetition works better when it brings new value.

Do not assume that a useful product spreads without effort. People can love something and never recommend it. They can recommend it without causing anyone to act. Study the route from attention to successful use.