Just like you, I get lots of email. Lots of links to articles. Lots of tweets. Lots to read. Lots to consume. All these bits of info swirl around in my head until I can synthesize something of value. Here’s today’s synthesized nugget…
Here are four related items that popped up in recent days and are important to know in context:
- Microsoft is dropping the “new” Kin phone less than two months after bringing it to market
- Apple sold 600,000 iPhone 4s on the first day
- Apple’s market capitalization exceeds Microsoft’s for the first time.
- Jeff Walker just released the “Product Launch Formula 3.0”
I’m sure you can see how the first two points relate. Apple kicks Microsoft’s butt. The stock market confirms that in the third point. No real surprise. Now, how does the fourth point relate to the other three? Who is Jeff Walker? You may not know him, but you’ve seen his work. If you knew Apple was coming out with a new iPhone, you’ve been affected by his methods and didn’t even known it.
In his own “launch,” Jeff Walker makes it clear he consulted with Apple on how to “launch” the iPhone 4. Apple applied many of the tactics of his Product Launch Formula.
Why is this important? The techniques work. Obviously.
When you are working on a project, struggling to get it out done and out on time, take the time to plan the roll out. Building a technically superior product will not alone win the masses. “Build it and they will come” will not change behavior. “Build it, Launch it, and they will come” certainly looks like a better way.
Plan the roll out. Enjoy the results.
What project are you working on? Are you so focused on getting it done you haven’t thought about how you will roll it out? Take a few moments. Plan a few steps. Start communicating. Build the relationship. Build the interest. Build desire. Strengthen the relationship.
- Clarify customer’s problem, frustrations, needs, and wishes
- Share screenshots, images, videos, interviews…
- Describe myths and reality surrounding the project
- Build awareness of the solution
- Put a face to regular communications through multiple channels
- Strategically build interest along the way leading to a carefully planned release
We all aren’t Apple, but we can apply the same strategy and tactics when you are rolling out a new product, policy, or program.