Product launches slip because the work isn't sequenced. This workflow enforces the sequence: nail the positioning first (week 1), build the assets against that positioning (weeks 2-3), decide timing last (week 4). Doing it out of order produces the launch that ships messaging that doesn't match the assets that doesn't match the timing.
Positioning first (week 1)
Goal: One paragraph that describes what shipped, who it's for, and what changes.
We're launching [feature/product]. Facts: [paste specs, target audience, key benefit]. Draft the launch positioning as one paragraph that answers: (1) what shipped, (2) who it's for, (3) what changes for that person. Not marketing-speak; the honest version.
Assets against positioning (weeks 2-3)
Goal: Every asset traces to the positioning; nothing off-thesis.
Based on the positioning above, draft the launch asset list: landing page copy skeleton, launch blog post outline, changelog entry, tweet thread outline (5 tweets), email to existing users. For each: verify it maps to the positioning; flag anything drifting off-thesis.
Timing (week 4)
Goal: Launch date + moment that maximizes signal.
Given assets are ready, pick launch date + moment. Consider: day of week, time of day, adjacent tech news calendar, our own product-release cadence. Recommend one specific launch window with reasoning.
Repeatability, not cleverness.
What lives where when the workflow finishes.
Store the positioning line where every asset creator can reference it. If a piece drifts off-thesis mid-production, kill or rework rather than ship inconsistent messaging.
The same shape, different jobs.
- Silent-launch version: skip the tweet thread + blog, just ship the changelog + user email. For features where the target audience is your existing users, not the market.
- Announcement version: same structure but bigger — add media outreach, analyst briefings, customer advisory board pre-brief.
Try this workflow once. Then decide if it earns a recurring slot.
The value compounds after the third run, not the first.