Good launches need to be proactively organized.

Launches need to be planned and enacted with the same focus and intelligence afforded to product design and testing, responses to major "requests for proposal" (RFPs), executive level sales pitches, and fund raising road shows. Although launches are highly strategic in effect, their success rests on organization and attention to detail. Strong project management is critical for complex launches. The slide entitled "Launch Matrix" is an example of one of the project management tools that I use to pace and track launch deliverables.

Strong customer testimonials and eye-catching graphics are a potent combo.

Collateral helps make products more tangible for customers.

Launches should also be imaginative and attention grabbing. I've found that creative use of various media and images, coupled with thought-leadership and market validation, can powerfully convey a winning market position as demonstrated in this visual complete with customer quote.

Finally, launches need to describe products, industry challenges, solutions, capabilities, and benefits. This BEA Communications Platform Brochure that I created is an example of how a product line can be described at a high level, providing overview and context for future product releases.