Product Launch: Creating Mental Models and Building Habits

Launching a product is similar to launching a rocket—you have to break the tremendous inertia that is holding a body at rest. Getting a product to be noticed in the cluttered and clamorous marketplace takes a coordinated effort among sales, marketing, and distribution. If it’s a consumer product, launches might involve millions in advertising and heavy promotional spending. Business products typically launch with less fanfare, but instead have large-scale efforts directed at direct sales and customer education.

Successful launches grab the attention of the executive mind. Companies not only want their new products noticed; they also want potential customers to go through as much of the ...

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