Launch Clinic

Last chance - Annual Product Management and Marketing Survey

OK kids, today and tomorrow will be your last day to participate in the Annual Product Management and Marketing Survey. We will officially close the doors tomorrow. Single file. No shoving.

Product Launch ebook “Is your product launch Doomed?” now available

My new ebook - “Is your product launch Doomed? 10 ways to identify an impending product launch disaster” is now available for download. In typical Pragmatic Marketing fashion there is no registration, just click, read, enjoy and pass along to your friends (definitely not your foes). 

All the cool kids are reading it.

Are registration forms getting between your ebooks, whitepapers, brochures, etc. and your potential buyers?

A humbling experience at ProductCamp Austin

Product Camps are an amazing phenomenon. There’s no fee to attend. The agenda isn’t known in advance. And the attendees get to choose the sessions. How cool is that?

I attended ProductCamp Austin last Saturday (August 15, 2009). It was my first and although I believe I understood the concept, in execution it was so much better.

For my session I proposed “10 Ways to Identify and Impending Product Launch Disaster”. Out of 50+ sessions proposed, my session was one of the 30 chosen. I had a great group of attendees with lots of questions and input for their peers.

The biggest surprise of all was that I, yours truly, was voted best presenter. It was a great honor and a humbling experience. I can’t wait to try my hand at another ProductCamp when the opportunity presents itself.

Thanks to Paul Young and everyone who dedicated their time to organize and pull off a great event! And a special thanks to the folks who thought my topic was interesting enough to be heard and good enough to deserve best presenter.

Product Launch Webinar Series coming

I just got word that the product launch seminar series I have been working on has been scheduled. There will be 3 webinars in the series and they are free. If you can't attend for the live presentation, register anyway and we'll send you a link to the recorded version as soon as it's ready.

Top Ways to Identify an Impending Product Launch Disaster

There are 10 easily identifiable signs that can help forecast a product launch may be in trouble. Signs you can address and fix before the launch becomes a disaster.

The process of introducing a product to market is a serious undertaking. Unfortunately for many companies it’s merely an afterthought; a checklist of deliverables created at the end of product development. When the level of effort applied to the creation of the product dwarfs that of the product launch, it’s no wonder launches fail to achieve the sales velocity anticipated.

Date/Time:        August 21, 2009 at 10am-11am Pacific (1pm-2pm Eastern)

Register:           https://www1.gotomeeting.com/register/267576136

Tips for Product launch Marketing Success

A big product launch is coming soon. You’re tasked with creating the marketing plan. You’re agonizing over an array of tactics. Some you’ve come up with and some, others in the company are recommending.

Imagine a scenario where every time you approached the creation of a marketing plan for a launch, you had the confidence to know which tactics were most likely to attract the right kind of buyers.

Date/Time:        August 28, 2009 at 10am-11am Pacific (1pm-2pm Eastern)

Register: https://www1.gotomeeting.com/register/747940592

Product Launch Owner: Superhero of a Product Launch

A product launch is a major undertaking for many organizations. Every important company initiative has someone at the helm, organizing and driving the project to achieve the desired goals. When a launch is arguably the most important initiative your company will do this year, who do you have in charge of the launch? What you need is a Product Launch Owner.

Date/Time: September 4, 2009 at 10am-11am Pacific (1pm-2pm Eastern)

Register: https://www1.gotomeeting.com/register/317118281

Product Launch Essentials class now available

I’m delighted to share with everyone that new 1-day class I’ve been working on – Product Launch Essentials – is now available. I would like to thank everyone who provided the critical market feedback needed to shape the class. I’m especially grateful to the customers who invited us in to conduct “beta” tests of the class. Your feedback was insightful and extremely valuable.

Who this class is for

The Product Launch Essentials class is for the folks responsible for planning and executing product launches for primarily technology products.

It’s about sales velocity

Product launch has long been a problem for those of us introducing technology products to market and this class addresses it head on in a way that redefines product launch. Instead of thinking about launch as the end of development, you think about it as the beginning of selling. Because the point of product launch is to create sales velocity.

Runners wanted – Ragnar Relay – Wasatch Back

Pragmatic Marketing has entered a team to run the Wasatch Back Ragnar Relay and we need four runners to complete our team. The run is on June 19-20, 2009 and is from Logan, UT to Park City, UT. It’s a 178 mile run (yes, that’s correct) completed over 24 hours in a team relay style. The team consists of 12 runners who will run 3 segments over 24 hours.

Our goals are modest.  We just want to finish.

If you are interested please visit the Wasatch Back Ragnar Relay website and then contact our team coordinator – Josh Covey by email – jcovey (at) pragmaticmarketing.com.  Josh can fill you in on the details.

Technorati Tags: Ragnar Relay,Wasatch Back,Runners,Running

Launch Clinic news update

It’s hard to believe it’s 2009 already.  My kids are getting older and one will be entering high school soon.  Wait while I catch my breath.

 

I want to provide you with a brief update on what’s going on with Launch Clinic and how we’re integrating with Pragmatic Marketing.

 

For the first 6 months at Pragmatic Marketing I’ve been committed to learning how to be an instructor for Pragmatic Marketing.  It’s not a slam dunk and requires a lot of patience (still learning that part).  Thankfully there are great instructors at Pragmatic Marketing that were more than willing to show me how to be my best. The good news is that I’m certified to teach the Effective Product Marketing seminar and am now focused on Launch Clinic again.

 

What you can expect…

I’m working on a new seminar that will combine content from the best of the Product Launch Essentials Workshop, How to Organize and Drive a Cross-Functional Team and the Pragmatic Marketing Framework.  The new seminar will be delivered live, face-to-face as a 1-day seminar.  We’re not abandoning the idea of online delivery but I’ve learned that there is no substitute for the tremendous value attendees get through interaction with a real instructor and with each other.

 

Updates to the Product Launch Toolkit are underway to incorporate a new approach and to be aligned with the Pragmatic Marketing Framework.  The updates are significant and I believe you’ll find them to have immediate impact on your product launch efforts.

 

Since you are receiving this email you are subscribed to the Launch Clinic newsletter list.  This week we will be moving you over to the Pragmatic Marketing newsletter list and you will begin receiving the Pragmatic Marketing newsletter.  Note: If you have previously opted out of the Pragmatic Marketing newsletter list you will not be moved and you will not receive a newsletter from Pragmatic Marketing or Launch Clinic.

 

The LaunchClinic.com website will become a blog-only site, in the tradition of Steve Johnson’s productmarketing.com blog.

A Customer Briefing will happen as soon as development gets a little further along.  This will be an invitation-only event conducted online.  In the briefing I’ll share with you what we’re working on and solicit your feedback on what you like and what needs improvement.

As always if you have any questions or comments you can reach me at ddaniels@pragmaticmarketing.com (david.daniels@launchclinic.com still works too).

Pragmatic Marketing Acquires Launch Clinic

There is some very exciting Launch Clinic news I would like to share.  Pragmatic Marketing has acquired Launch Clinic effective June 1, 2008.  The advantages to Launch Clinic customers and followers are many.  First, Pragmatic Marketing is the recognized leader in product manager and product marketing manager training which opens up new professional development opportunities for Launch Clinic customers.  Second, the Launch Clinic workshops and toolkits are highly complementary to Pragmatic’s offerings.

I have joined Pragmatic Marketing as an instructor and am in training to teach the Effective Product Marketing seminar.  I am also working closely with Pragmatic to introduce the Launch Clinic content into the Pragmatic Marketing Framework.  Fortunately there isn’t much overlap.  The Launch Clinic content will be “re-launched” over the next few months. 

Are you Tuned In to your buyers?

Three guys I know just completed a great new book - "Tuned In". It’s already on Amazon’s and Barnes & Noble’s best seller page.  I recommend you add to your reading list. 

Why is it that some organizations just "get it" and have successful products/services that their customers love and others deliver one lackluster offering after another?  It’s because they’re Tuned In to their buyers.

"Tuned In" is an exploration of this paradox and a framework for getting Tuned In so your organization can identify problems that are urgent, pervasive and customers are will to pay to solve.

Does your organization dream up new product ideas, build it and then find it flops?  If you answered yes to this question you need to make reading "Tuned In" a priority.

Click on this link to request a complimentary copy of "Tuned In" (while supplies last).

Review
This well-reasoned and useful guide argues that successful innovators can develop products that "resonate" by connecting deeply with consumers. This simple idea is delivered in a conversational tone and illustrated in well-structured chapters laying out a six-step "Tuned in Process" and examples that span borders and industries. From anecdotes about countryside hotels that sprouted up to provide respite for Japanese salarymen to Nalgene plastic bottles, which escaped the laboratory to achieve cult status and ultimately mass market consumer appeal, fascinating case studies abound. However, as appealing as the concept and the many examples are, the enthusiastic presentation begins to grate; the repeated invocation of the "Tuned in Process" may tire readers looking for more subtlety and fewer sound bites. Still, there is sufficient fodder for anyone who wants to shake the sleep out of an organization and renew a focus on creating the kind of value that customers are willing to pay for. (June)  (Publishers Weekly, April 7, 2008)

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