01 / A useful question

Agree the purpose in one sentence.

What are you launching, who is it for and what should they do next? Write the answer without internal shorthand. Ask the people delivering the launch to explain it back. Any disagreement is useful to find now.

A useful question: what would make this launch worthwhile for the business and the customer?

02 / A useful question

Make sure the promise can be delivered.

Walk through what happens when someone responds. Check the offer, price, availability, enquiry handling, fulfilment and support that are relevant to your project. Public attention should not arrive before the business can answer it.

The confetti cannon is not a fulfilment plan.

03 / A useful question

Give every important decision an owner.

Write down what needs approval, who can approve it and when the decision is required. Include the people doing the work, any external partners and the constraints that cannot move.

A clear owner is more useful than a meeting in which everyone assumes someone else has it.

04 / A useful question

Plan the days after the announcement.

Decide what you will watch, when you will review it and how you will respond to questions or friction. A launch is a beginning, not just a date on a calendar. Leave room to learn and adjust.

Before launch day: what might we need to change quickly, and who is authorised to do it?

Build the plan around the outcome.

Whether it is a new offer, event, campaign or change of direction, clarity early in the project makes the next conversation more useful.

Talk it through