Launch execution

Most launches are a good day followed by silence.

The assets get made, the post goes up, the team celebrates, and then nothing compounds. The launch that works is the one with a plan for the four weeks after it.

Book fifteen minutes How we do it ↓

You will recognise this if

How we do it

5 steps, in this order.

  1. 1Decide what the launch is forPipeline, positioning, recruiting or press. They need different launches and you can only optimise for one.
  2. 2Write the narrative firstAssets come from the story. Teams that build assets first end up with a deck that argues with the landing page.
  3. 3Sequence the weekWho hears first, who hears second, and what each group is asked to do. Embargoes, partners, communities, list.
  4. 4Build the follow-upFour weeks of planned activity after launch day, written before launch day, because nobody plans it afterwards.
  5. 5Instrument itKnow which channel produced which signup before the week ends, not in the retro.

What you end up with

  • A launch narrative and the messaging hierarchy under it
  • A dated sequence for launch week, with owners
  • The assets that sequence needs and nothing it does not
  • A four-week follow-up plan, written before launch
  • Tracking that attributes signups to channel

Questions this answers

What people ask before they call.

Is a Product Hunt launch still worth it for B2B SaaS?

It can be, if you know what the launch is for. Product Hunt is good at a burst of attention from builders and weak at reaching budget holders on its own. Treat it as one beat in a sequence with partners, your list and direct outreach, not as the plan.

Our launch spiked for a day and went flat. What now?

Plan the four weeks after launch day before launch day. Decide who hears second and third, what each group is asked to do, and which follow-up assets exist. A launch that returns to baseline by Friday usually had assets and a date but no sequence.

How do you launch an AI agent product to B2B buyers?

Decide which buyer the agent serves and what it replaces, then say that plainly. Agent products get filed under the nearest existing category unless the launch narrative says otherwise. Show the task the agent completes rather than the model behind it, and track which channel produced each signup.

What should we measure during launch week?

Which channel produced which signup, known by the Friday of launch week rather than in the retro. That needs tracking in place before the date: tagged links per channel, a signup source field, and one person reading the numbers every day of the week.

Updated

Copy this into your agent

Find the hole in your launch plan

It will interrogate your sequence, find the day everything depends on, and tell you what happens in week two.

I am planning a product launch and I want to find the holes before the date arrives. Work through this with me one step at a time.

1. Ask me what we are launching, the date, and what I want the launch to actually produce: pipeline, positioning, press, or recruiting. Make me pick one.

2. Ask me for my current plan, in whatever rough state it is in.

3. Tell me which single point of failure the whole week depends on, and what the fallback is if it slips.

4. Ask me what happens in week two. If I do not have an answer, say so plainly and help me write one.

5. List who hears about this and in what order, and tell me which group I have forgotten.

6. Tell me how I will know, by the Friday of launch week, which channel produced which signup. If my plan cannot answer that, tell me what to add now.

Finish with the three things most likely to make this launch fizzle. Where you are guessing about my company, say so.
Works in Claude, or whatever you already use.

The other five

PositioningNobody can repeat what you do. SEO & contentContent is a backlog nobody owns. Paid acquisitionYou're buying clicks, not customers. Lead generationThere's no repeatable way new leads arrive. Marketing opsYou can't join spend to pipeline.

Tell us what you’re trying to move.

Fifteen minutes, no deck, no prep. If it isn’t a fit we’ll say so on the call and point you somewhere better.

Book fifteen minutes →