What is a Launch?
A concentrated invitation for a specific group to encounter and act on a bounded version.
A launch is a distribution event
A launch makes a particular version visible to a particular group and asks for a particular action.
It can be public or private, large or small. A private beta sent to ten relevant people is a launch. So is a public release on a marketplace or community.
Four parts
- Version: what exists now and what remains outside the boundary.
- Audience: who should care about this release.
- Channel: where those people can encounter it.
- Action: try, install, read, contribute, contact, or buy.
Without these parts, a launch becomes a general announcement that is difficult to evaluate.
Launches create temporary attention
Prepare the product path, support capacity, feedback channel, and measurement before increasing reach. Attention without a working destination disappears quickly.
After the event, publish a retrospective and return to the normal build-feedback loop.