Over the last 24 months, we’ve been repeatedly brought in to fix launches in the 6-24 weeks leading up to launch.
So much so, we’ve named this trend a “launch implosion”. This is when the rug is pulled out from under the launch and GTM plan, messaging, or team. These implosions are generally leadership decisions to avoid another failed launch.
Launch implosions affect everything and everyone around them: fear takes over, the risk of uninformed decisions increases, and careers can come to an end. If you’re experiencing a potential launch implosion, you need to spot it.
Three red flags of an imploding launch are easy to spot when you step back.
- You’re re-litigating settled decisions
All of these decisions were made … 12 months ago.
Someone in leadership is questioning the approach.
If those questions aren’t addressed quickly, they can fester into a launch implosion. - Leaders are sticking their nose into minute details
A more subtle sign is the indirect challenge … asking for more updates, more data, more testing.
Leaders feel something is wrong and need intel before resetting the launch.
If they feel like they need to spend more time, they’re likely worried. - Your launch is losing momentum
When launch day is approaching, you should see growing momentum.
But if commitments are pending, leaders may be stalled deliberating.
Your job is to figure if they’re deliberating smaller decisions or the whole launch strategy.
If you’re seeing these red flags and want to learn more about preventing or recovering from a launch implosion, watch our focused 12-minute webinar on Launches in Jeopardy.
