Rebel Brown, CEO & Chief Spin Doctor
Phoenix Rising Strategy Series: eBook ll
What if I told you I could launch a product or company and never do a press release or an event
we’d get better
business results than by using traditional launch tactics? Heresy you shout!
Traditional launches act as big corporate Lighting Bolts, the big Ta Da - regardless of results.
big events, create loads of new sales tools and collateral, place those all important ad campaigns.
the while keeping everything in hush,
hush secrecy ‘til we near the big day.
We even keep the launch
details secret from our sales teams, not to mention all but our most select customers and partners.
Then comes the big ‘Ta Da’.
Our press release hits the wire, we hold some big chest thumping event
and then start selling our hearts out, having trained the sales force the day or week before. The next
day (or week)
we go back to business as usual.
Exhausted, but assured that we’ve done our jobs. Just
look at all the attendees at the launch, that great PR coverage, the acclaims from near and far.
Then reality strikes.
Revenues are slower ramping than we expected, the sales force cries for qualified
and the excitement of the launch day fades to a distant memory.
We shake our heads and
wonder why we aren’t successful.
the launch was a big success. But was it?
Research states that only 38% of companies rank
their launches as highly successful.*
The concept of launches as a single point in time, a single day, a single event is as antiquated as that
analog television antenna.
Wait a minute, there are still some of those out there, aren’t there?
Lightning Bolt launches happen all the time, even if they aren’t the most effective way to create
momentum around your company or offering. That paint-by-numbers approach is known and
comfortable, there are boxes to check and deliverables to create in the same repetitious patterns.
it’s the way everyone else does it, right?
Not if you want to create momentum.
If you want momentum, you have to let the Thunder Roll.
successfully used Rolling Thunder for over a decade now.
When we really get the thunder rolling, we
create excitement, build momentum, and power revenues ahead of the announcement!
This eBook shares the process and logic behind Rolling Thunder, along with some practical examples of
each step along the way.
I hope you find value for yourself and your company.
* Business-to-Business Launch Survey Executive Summary, Schneider Associates, Center for Business Innovation, Babson College, 2007)