Assess - mobilize the launch team and assess launch risk 

Objectives - define launch objectives

Customers - define ideal customer archetypes

Segments - identify attractive market segments

Competitors - conduct competitor analysis

Positioning - develop a competitive position, unique value proposition, and primary message

Advantages - identify launch advantages to leverage


Obstacles - identify launch obstacles to remove

Launch Plan - develop a launch strategy

Prepare - ready your organization and market

Accelerate - adjust strategy and tactics to achieve launch objectives

Review - build tribal knowledge and improve the next product launch

So why circles? 

Circles represent iteration and agility. The process of launching a product is never a straight line. Every activity introduces new variables, new insight, and quick changes. 

A waterfall launch process is too rigid, too slow, and too cumbersome to yield the kind of results needed in a fast moving business environment. 

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