Launch narratives fail at a predictable rate. The draft reads the same as every other SaaS launch — feature-forward, jargon-padded, adjective-heavy, memorable for about four hours. The twelve checks below are the ones we run against our own work. Anything that fails a check goes back to the writer before the campaign ships.
The twelve checks
The four-week sequence
The checklist fits in the launch timeline this way:
Twelve checks is the minimum. Teams running their own additions — a brand-voice check, a legal-and-compliance check, an accessibility-check pass — usually add two or three. Adding more than fifteen breaks the discipline; the checklist becomes theater.
Launch Playbook
Drafts the announcement, FAQ, and battle-card patch from your Strategic Context when you ship.
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Field-tested frameworks, teardowns, and pattern notes from our working library. No "Top 10" lists. No launch roundups. Unsubscribe whenever.
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