Launch
Reach for Launch once the position has survived Positioning and there is a date on the calendar.
- The launch plan is a date and a list of channels.
- Budget is spread across every motion because nobody would choose.
- There is no rule for when a channel gets killed.
- Launch day responsibilities are "everyone watches Slack".
The launch reads the position. Run it before Positioning and it is launching a guess.
A launch is 80% preparation and 20% execution. When a team flips that ratio, launch day becomes the day they find out what they skipped.
Score Five Motions, Pick One Or Two
It scores inbound, outbound, product-led, community-led and partner-led, then forces a choice. Pick the top one or two. The rest are experiments or deferred. A budget spread across five channels executes none of them well.
The channel thinking comes from a published channel-testing method: list every channel, test a few cheaply, then go deep on the one that works. The phases come from a published launch methodology, credited in the skill's download.
The Preparation
- Funnel math, backward from a revenue goal
- Site and demo blueprint
- Proof and content planned in the weeks before
- A war room staffed for the day itself
Guardrails, Not Suggestions
Written into the skill so they don't get renegotiated at the moment of temptation:
- Never more than 30% of the budget on a single unproven channel.
- Thirty-day kill rule. No signal in thirty days, the channel is killed and its money redeployed.
The Proof Ladder
| Rank | Proof |
|---|---|
| 1 | A named customer on the record |
| 2 | A quote |
| 3 | A logo |
| 4 | A claim |
The launch leads with the strongest tier it actually has, not the one it wishes it had.
The War Room
Five named roles with escalation paths: commander, customer response, technical monitor, social monitor, and content and comms. Response targets are numbers: social mentions answered inside fifteen minutes. A vague target doesn't get hit. A number gets an owner.
What It Writes
To the knowledge base: the motion decision and why, the kill rules per channel, the proof stack with its sources, the content plan dated and assigned, and the roster. Engine reads all of it.