Your launch doesn't need to happen the day your product goes live. Here's a simple product release framework that separates GA from launch - giving you time to learn from customers, align your team, and keep everyone calm.
This is a great point, though I do think there's one tradeoff worth mentioning: press often won't cover something that's already publicly available. So you may be making the tradeoff with earned media by taking this approach (which of course can be well worth it, but is worth considering nonetheless).
Such a great point! I’ve been in multiple “difficult conversations” with founders who think you should be beating the drums the moment the feature road is removed.
This is an in-depth and rich insight to product launch and like you said, it may look like it's common knowledge but there's need for calmness before the real launch.
This perfectly captures how launches fail quietly before they fail loudly.
The chaos wasn’t caused by speed, it was caused by unresolved decisions masquerading as momentum. When naming, narrative, and value prop aren’t locked before launch day, teams confuse motion with alignment. Calm launches aren’t about better execution, they’re about earlier clarity.
This is a great point, though I do think there's one tradeoff worth mentioning: press often won't cover something that's already publicly available. So you may be making the tradeoff with earned media by taking this approach (which of course can be well worth it, but is worth considering nonetheless).
Such a great point! I’ve been in multiple “difficult conversations” with founders who think you should be beating the drums the moment the feature road is removed.
Hallelujah! Been arguing this for years that GA and launch don't need to be precisely aligned. Another great article!
I’m a fan.
Let's normalise launch day being its own thing!!
This is an in-depth and rich insight to product launch and like you said, it may look like it's common knowledge but there's need for calmness before the real launch.
Thank you for penning this.
And thank you for the support!
Iteration has never been much easier with this last strings that close the launch loops.
This perfectly captures how launches fail quietly before they fail loudly.
The chaos wasn’t caused by speed, it was caused by unresolved decisions masquerading as momentum. When naming, narrative, and value prop aren’t locked before launch day, teams confuse motion with alignment. Calm launches aren’t about better execution, they’re about earlier clarity.