everyinc New Product Launch
Orchestrates a full launch for a net-new product — the heaviest launch tier. For entirely new products or sub-brands that require the full suite of channels and maximum coordination.
When to invoke
- When launching an entirely new product or sub-brand
- When the launch requires the full suite of channels and maximum coordination
- When introducing a product that needs fresh positioning and messaging from scratch
Launch narrative
The launch narrative is the strategic upstream document for a new-product launch. Every channel asset — email, social, landing page, press, long-form — is derived from it. No channel asset should be drafted until the launch narrative is written, reviewed, and locked.
The launch narrative is not a messaging document, not a positioning statement, and not a campaign brief. It is the connective story between what the product is (positioning) and how every channel will tell that story (execution). It anchors the launch and answers the three questions that a new product must answer before any audience will accept it:
Why now: what about this moment — cultural, technological, behavioral — makes this product necessary or newly possible? The why-now is not a market-size argument. It is an account of how the world has changed in a way that makes this product's moment real. A product without a why-now is early or miscalibrated. A product with a strong why-now is inevitable.
Why us: what does Every, and specifically the team that built this product, know or have that makes us the right builder? Credibility claims here must be specific and falsifiable. General claims about passion or mission are not credibility; they are noise. The why-us should point to observable evidence: prior work, demonstrated competence, the specific insight that led to the product.
Why this: why does this specific approach — this set of product decisions — solve the problem better than alternatives? What have we chosen to do, and chosen not to do, and why? The why-this is where product philosophy lives. It is the answer to "couldn't someone else just build the same thing?" The answer is no, and the launch narrative explains why.
For full construction methodology, see references/launch-narrative.md.
GTM strategy
After the narrative is locked, use marketing/gtm to decide how the launch will
create demand, convert the first cohort, and produce proof for the next. Lock the one-page
strategy before channel plans harden: primary customer, belief shift, campaign platform,
enemy, demand, payoff, proof engine, concrete starter behavior, editorial role, video
system, and dated measures.
The launch narrative explains why the product should exist. The GTM plan decides how the market will come to believe it, try it, and supply evidence that sustains the story.
References
references/launch-narrative.md
How to construct a new-product launch narrative — the why-now/why-us/why-this framework, narrative arc across pre-launch, launch, and post-launch phases, founder credibility component, and how the narrative anchors downstream channel assets.
references/cadence.md
Pre-launch sequencing, launch day choreography, and post-launch follow-through for new-product tier. The most extended cadence — typically runs from T-90 through T+30.
references/pre-launch-checklist.md
What must be true before a new-product launch can proceed. Full asset readiness, launch narrative locked, positioning confirmed, distribution and press readiness, internal alignment, and the final go/no-go checkpoint.
Reference routing
| Task type | Load |
|---|---|
| Constructing or evaluating the launch narrative | references/launch-narrative.md |
| Building the demand, proof, activation, and measurement strategy | marketing/gtm |
| Timing, sequencing, and day-of choreography | references/cadence.md |
| Pre-launch readiness check | references/pre-launch-checklist.md |
Orchestrated craft skills
A new-product launch coordinates the following channel skills:
craft/email/current-subscribercraft/email/paid-usercraft/email/churned-usercraft/email/prospectcraft/social/linkedin-postcraft/social/x-postcraft/social/threads-postcraft/social/bluesky-postcraft/social/instagram-postcraft/web/landing-pagecraft/web/product-pagecraft/press-commscraft/long-form/bylinecraft/long-form/thought-leadership
Dependencies
foundation/marketing-ospositioning/{relevant product}(loaded dynamically)brand-voice/{relevant product}(loaded dynamically)strategy/messaging-architecturemarketing/gtmmarketing-science/brand-equity(for new sub-brands — equity framework informs how the product is positioned relative to Every master brand)
Quick checklist
- Positioning, brand voice, and launch narrative are locked before asset production
-
marketing/gtmhas locked the customer, campaign, proof, activation, and measures - Channel assets trace back to the narrative and serve a named GTM objective
- Cadence, owners, seeding, editorial, video, and post-launch proof are scheduled
- The pre-launch readiness check has passed or every accepted gap has a named owner