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Successful product launches

Failure to Launch is not only a rom-com from the early 2000s, but it’s also a source of dread for many product managers. You put so much effort into discovering and developing your new product, and you certainly don’t want to see it stumble in your initial delivery. This week, we’re sharing some resources to help you ensure your next product launch gets a better reaction than the movie we mentioned.

Meanwhile, in product news, PayPal is bringing faster checkouts to the US, ESPN helps you find the game, Sparkle straightens up your desktop, and Grammarly narcs on you when you use AI.

The launch paradox: product manager’s secret to success. Achieving success in product launches is not a matter of luck or fate but rather a meticulous process that requires foresight, planning, and precise execution. Product leader Sabah Qazi and senior product manager Shalini Dinesh leverage their expertise and industry knowledge to help you navigate the intricate path toward a successful product launch.

How to launch a product: The complete product launch guide. Multiple people use the term “product launch” in quite different senses. Depending on the launch type and where it fits into a product’s lifecycle stage, a launch might be a minor or crucial event. However, the critical parts of launching a product successfully stay the same. For a PM, any launch comes with a minimum list of good practices to follow and, occasionally, some high stakes. Joana Pereira covers those good practices in this product launch guide.

Launch a Product (Successfully) in 7 Essential Steps. It doesn’t take a business expert to know that, one way or another, you can launch a product. The question is, however, whether you can do it successfully. There are several methods and tactics to build buzz and a handful of books talk about how to devise the perfect launch plan. Serra Alban covers the essentials of product launches, describes an example of a product launch done right, and shares product launch tips to shape your go-to-market strategy.

Deep-Dive: A product manager’s guide to product launches. A successful launch can catapult a product to market dominance, while a fumbled one can doom even the most promising innovations to obscurity. At the center of this whirlwind stands the product manager, orchestrating a complex symphony of teams, timelines, and strategies. Your role transcends traditional boundaries, requiring you to be part strategist, part communicator, and part fortune-teller. Mike Belsito dives deep into the product manager’s role in crafting and executing a successful product launch. Whether you’re bringing a revolutionary new product to market or updating an existing offering, this playbook provides actionable insights and battle-tested strategies to maximize your chances of success.

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A breeze of a launch

You might have heard about Lululemon's recent stumble with their Breezethrough leggings launch. If you haven’t – well… let’s just say the launch wasn’t “a breeze.” And now, its effects are rippling through the company – all the way down to its stock price. It's a stark reminder that even big players can miss the mark, and it's got some lessons for us in the software world.

Lululemon, known for their top-notch athleisure wear, recently had to pull their new leggings after customers complained about the unflattering fit. This misstep led to lowered revenue forecasts and a dip in comparable sales. It just goes to show how a single product launch can impact an entire business.

So, what can we take away from this?

1. Customer Feedback is Gold: Lululemon's CEO mentioned they're all about listening to customers. In software, we're lucky. We can gather feedback quickly and iterate. Use beta testing, feature flags, and A/B tests to your advantage.
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2. Test, Learn, and Adapt: Lululemon saw this as a "test and learn" opportunity. In software, we can embrace this mindset even more. Launch MVPs, gather data, and pivot if needed.
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3. Balance Innovation and Core Offerings: Lululemon realized they didn't have enough new styles to keep customers engaged. In software, while pushing new features, don't neglect your core functionality.
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4. Cross-Functional Collaboration is Key: After a leadership change, Lululemon restructured to put design and merchandising on "equal footing". In software, ensure your product, design, and engineering teams are aligned.

Remember, every launch is a learning opportunity. While we can't physically pull our software off the shelves, we’re lucky in the software world to be able to respond to user needs quickly (if we really want to).

So if you find yourself in a challenging launch – stay agile, keep your ear to the ground, and don't be afraid to course-correct.

Ready to hit the ground running? (Get it?!)

In 24 days, 100s of product people from around the world will gather in Cleveland, Ohio, for INDUSTRY: The Product Conference. Here's the event in numbers:

• 2 day experience (3 days with optional 4hr workshop) allowing you to fully immerse yourself in the world of product.
• ​12 keynotes exploring everything from the impact of AI to behavioral science.
• 4 breakout talks by front-line product management experts.
• 10 roundtable discussions with your product peers.
• 2 interactive 1 hour working sessions digging deep into AI and customer research.
• World-class event with a 60+ NPS score year over year.

Resources and news curated by Kent J. McDonald.