Launch Execution

The Launch Playbook

When This Skill Activates

Claude uses this skill when:

• Launching new features or products
• Writing announcement copy
• Creating marketing materials
• Positioning product in market

Core Frameworks

1. April Dunford's Positioning Framework

Five Components:

• Who it's for (target customer)
• What it is (category)
• What alternatives exist (competitors)
• Unique value (differentiation)
• Why it matters (proof points)

2. Launch Announcement Structure

# [Feature Name]: [One-line value prop]

## The Problem
[What pain does this solve?]

## The Solution
[How does this feature work?]

## Why It Matters
[Customer benefits, not features]

## Get Started
[Clear next steps]

Action Templates

Template 1: Product Positioning

# Positioning: [Product]

## Target Customer
**Best for:** [specific segment]
**Not for:** [who should avoid]

## Category
**It's a:** [category name]
**Think of it as:** [analogy]

## Alternatives
**Customers currently use:** [list]
**Why switch:** [reasons]

## Unique Value
**What we do differently:** [differentiation]
**Why that matters:** [customer benefit]

## Proof
- [Metric/testimonial]
- [Metric/testimonial]
- [Metric/testimonial]

Template 2: Launch Checklist

# Launch: [Feature Name]

**Pre-Launch:**
- [ ] Positioning clear
- [ ] Announcement drafted
- [ ] Docs updated
- [ ] Support team briefed

**Launch Day:**
- [ ] Announcement sent
- [ ] Social posts
- [ ] In-app message
- [ ] Monitor feedback

**Post-Launch:**
- [ ] Track adoption
- [ ] Collect feedback
- [ ] Iterate messaging

Quick Reference

🚀 Launch Checklist

Positioning:

• [ ] Who it's for (specific)
• [ ] What category (clear)
• [ ] Why different (unique value)
• [ ] Proof points (credible)

Materials:

• [ ] Announcement email
• [ ] In-app message
• [ ] Social posts
• [ ] Docs/help articles

Distribution:

• [ ] Email list
• [ ] Social channels
• [ ] In-product notifications
• [ ] Press (if major launch)

Key Quotes

April Dunford:

> "The best positioning makes it obvious who should buy, what they're buying, and why it matters."

Brian Chesky:

> "Every feature needs a story. If you can't tell a story about it, you can't launch it."