Launch narratives fail at a predictable rate. The draft reads the same as every other SaaS launch — feature-forward, jargon-padded, adjective-heavy, memorable for about four hours. The twelve checks below are the ones we run against our own work. Anything that fails a check goes back to the writer before the campaign ships.
The twelve checks
The four-week sequence
The checklist fits in the launch timeline this way:
Twelve checks is the minimum. Teams running their own additions — a brand-voice check, a legal-and-compliance check, an accessibility-check pass — usually add two or three. Adding more than fifteen breaks the discipline; the checklist becomes theater.
Launch Playbook
Ship launches that land a point of view — not just a feature list.
Launch Playbook drafts your announcement copy, FAQ, and battle-card patch from your Strategic Context the moment you're ready to ship. Evidence-based, grounded in your positioning, built to be sent — not just presented.
- ✓Drafts announcement, FAQ, and battle-card patch
- ✓Grounded in your positioning, not a generic template
- ✓Ready to ship in the time it takes to brief an agency
One sharp B2B marketing read, most Thursdays.
Practical frameworks, competitive teardowns, and field observations across positioning, messaging, launches, and go-to-market. Written for working CMOs and PMMs. No listicles. No vendor roundups. Unsubscribe whenever.
Keep reading
Feature Launch vs. Narrative Launch: Why Most Fail
A feature launch announces shipped code. A narrative launch advances a point of view. Why the latter is memorable, sellable, and defensible — and the test for which one you're running.
Launch Post-Mortem Template
Most launch retros are theater. An eight-section, sixty-minute template that produces learning — plus the two-pass cadence that makes it stick.
Launch Checklist for PMMs Who Hate Checklists (But Need One)
Ten items, honestly. The things you will forget on launch day if nobody wrote them down — and the ones to drop from the fifty-item template you inherited.