Successful product launch planners ask critical questions when planning and driving a product launch. Each question gets to the 'why' when others focus too much on the 'how'.

1. What are the objectives of this product launch? What are we trying to accomplish? How do we define success?

A significant project without defined objectives is doomed to fail. A product launch is no different. Product launch objectives become the North Star of the entire product launch planning process.

2. What are the attributes of the people who buy our product, and what motives them to solve the problems we solve?

Everyone doesn't want or need your product, but some do. Savvy launch planners take the time to describe the ideal customer and avoid those who are not ideal. They also know what motivates potential buyers to take action to solve the problems they are experiencing.

3. Who are our competitors, and what is our winning position relative to them? Which competitors should we avoid and why?

Market segments define the field of competition. Successful launch planners focus on market segments that are the most favorable to achieving the launch objectives and avoid those that aren't favorable. They don't waste resources on detours and distractions (refer to question 1).

4. What is our unique value proposition?

Successful launch planners identify the unique value proposition of their offering and emphasize it. They know that competitors will make similar promises, but not every value proposition is unique.

5. What product launch strategy helps us achieve our launch objectives?

A product launch strategy provides the guard rails. It separates good decisions from bad ones. It helps define the activities and deliverables that are necessary, not the ones that are on a launch checklist.

6. What is needed to prepare our team and partners to market, sell, take money for, deliver, implement (install) and support this product?

Successful launch planners identify readiness gaps and take action to close them. They understand that sometimes one functional area needs much help, and sometimes they don't. They know that readiness is more than presentations, website updates, and webinars.

7. What measurement will we use to ensure we are achieving our launch objectives?

If you don't measure launch performance, you don't know what's working or not until it's too late. Your options are limited when your back is against the wall.

What have we learned to help us have a better product launch next time?

Successful launch planners learn from experience. They strive to identify what worked and didn't, so the next product launch is more successful than the last.

8. What have we learned to help us have a better product launch next time?

Successful launch planners learn from experience. They strive to identify what worked and didn't, so the next product launch is more successful than the last.

What questions are you asking ?

Ask these questions at your next product launch team meeting. How clear is your launch team on each of the questions? Is there disagreement or misunderstanding? Are your launch team members working on things that don't contribute to a successful launch because they are unclear of the direction?