Launch Strategy

This skill helps plan and execute product launches using a structured, repeatable framework. The core insight: most teams only do big splashy launches. By treating every ship as a potential launch moment — scaled to its significance — you build consistent awareness, acquisition, and activation. The goal is a launch engine, not a one-off event.

Launch tiers

Every release maps to one of three tiers. The tier determines how much effort goes into messaging, assets, and distribution.

Tier 1: Major new product or platform shift

Full launch. This is your marquee moment — a new product, a major rebrand, a platform expansion. Expect 2-4 weeks of preparation.

Typical assets: launch video (motion design or founder narrative), dedicated landing page, blog post, press outreach, social campaign (all platforms), email to full list, internal amplification push.

Tier 2: Major new feature

A meaningful addition that changes what users can do. Enough to warrant its own announcement, but not a full media push. Expect 1-2 weeks of prep.

Typical assets: launch tweet/thread, blog post or changelog entry, updated landing page section, email to relevant segment, social posts across 2-3 platforms.