A practical guide

We're launching a product

Make the key launch decisions in a deliberate order. Add specialist methods as your launch requires them.

Work through the decisions

1
Launch Tier Framework (Tier 1/2/3) →
Decide the scale of the launch before committing resources.
2
Segmentation–Targeting–Positioning (STP) Framework →
Define the audience the launch must reach.
3
Geoffrey Moore's Positioning Statement Framework →
Agree the value and competitive difference you will communicate.
4
GTM Motion Model →
Match the acquisition motion to the buyer and contract value.
5
Complete GTM Workflow Stages →
Bring the work together with clear phases and decision gates.
6
Pre-mortem →
Find failure risks while there is still time to act.

Put it into practice

Write down what you need to decide, the evidence you already have, and what is missing. Start with the method that addresses that gap.