Start With The Customer Job
Identify the customer job that should anchor a product launch message.
The move: anchor the launch in customer progress before you write the headline. Trigger A launch job begins with the moment that makes the customer start caring. For a finance team it may be month-end close. For a support team it may be a spike in backlog. The trigger keeps the launch grounded in a real calendar, risk, or workflow. Progress The job then names the progress the customer wants. This is not a feature request; it is the outcome they would hire a product to create. Progress gives the launch a human verb: close, compare, decide, recover, prove, reduce,…
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