CHAPTER 35
“LAUNCH PARTNER” STRATEGY
FOR A COMPANY, launching a product or a strategy can take months (or years), vast resources, and a sizable percentage of the firm’s personnel. In an effort to ensure that these labors do not fall flat or go unnoticed, most companies engage other companies or individuals to help them launch their product. These are known as launch partners, and they are cultivated during the months and weeks before a product is planned to launch.
Instead of simply pushing a new feature into the abyss and hoping that it garners notoriety or traction, you should try to weave in a few companies to become stakeholders in that launch by becoming inextricably linked to the new product, most frequently by having these companies use ...
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