newmindsgroup The Launch Playbook
When This Skill Activates
Claude uses this skill when:
- Launching new features or products
- Writing announcement copy
- Creating marketing materials
- Positioning product in market
Core Frameworks
1. April Dunford's Positioning Framework
Five Components:
- Who it's for (target customer)
- What it is (category)
- What alternatives exist (competitors)
- Unique value (differentiation)
- Why it matters (proof points)
2. Launch Announcement Structure
# [Feature Name]: [One-line value prop]
## The Problem
[What pain does this solve?]
## The Solution
[How does this feature work?]
## Why It Matters
[Customer benefits, not features]
## Get Started
[Clear next steps]
Action Templates
Template 1: Product Positioning
# Positioning: [Product]
## Target Customer
**Best for:** [specific segment]
**Not for:** [who should avoid]
## Category
**It's a:** [category name]
**Think of it as:** [analogy]
## Alternatives
**Customers currently use:** [list]
**Why switch:** [reasons]
## Unique Value
**What we do differently:** [differentiation]
**Why that matters:** [customer benefit]
## Proof
- [Metric/testimonial]
- [Metric/testimonial]
- [Metric/testimonial]
Template 2: Launch Checklist
# Launch: [Feature Name]
**Pre-Launch:**
- [ ] Positioning clear
- [ ] Announcement drafted
- [ ] Docs updated
- [ ] Support team briefed
**Launch Day:**
- [ ] Announcement sent
- [ ] Social posts
- [ ] In-app message
- [ ] Monitor feedback
**Post-Launch:**
- [ ] Track adoption
- [ ] Collect feedback
- [ ] Iterate messaging
Quick Reference
🚀 Launch Checklist
Positioning:
- Who it's for (specific)
- What category (clear)
- Why different (unique value)
- Proof points (credible)
Materials:
- Announcement email
- In-app message
- Social posts
- Docs/help articles
Distribution:
- Email list
- Social channels
- In-product notifications
- Press (if major launch)
Key Quotes
April Dunford:
"The best positioning makes it obvious who should buy, what they're buying, and why it matters."
Brian Chesky:
"Every feature needs a story. If you can't tell a story about it, you can't launch it."