How to Launch a Product Like a Rock Star

Here’s a quick one-question quiz: What is the most important requirement for a successful product launch?

a.     A great product
b.     A market that wants a great product (Product-Market Fit)
c.     A great distribution plan to sell it
d.     A well formulated Go-To-Market Strategy
e.     All of the above

In a perfect launch, all of these components are vital to a successful launch. So by that logic, “e” would be the correct answer.

But of course, we don’t live in a world of perfect launches. Not even Samsung — which has had some amazing launches — gets it right every time. Most companies, whether start-ups or long-time players live in a world shaped by the laws of demand where low pricing can trump quality, and where targeted marketing, carefully crafted keywords, and social media engineering can build awareness, influence opinion, and generate sales.


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About the Author

Brian GoodmanBrian Goodman is Senior Vice President of Strategy and Business Development for Technossus, a rapidly growing enterprise-class software solutions and technology consulting firm that assists business leaders to accelerate change and deliver sustainable results. Brian has more than 16 years of strategic and operational responsibilities, with a successful record of building and expanding enterprises, from early-stage to divisions of leading international corporations across the professional services and software sectors. Recognized by OC Metro in its “40 Under 40” feature on rising stars in the business world for “breaking new ground,” Brian has become a business thought leader who is frequently quoted in the media and featured on business radio programs. He began his career in the software industry as a corporate attorney focused on private-equity financing and technology transactions, serving as senior corporate counsel at Paciolan, Inc. (acquired by Ticketmaster) and corporate counsel at internet and software company, AltaVista (acquired by Yahoo!).

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