The Product Launch Playbook: Plan Execute and Win

Master readiness, positioning, launch narratives, channels, content, demand, sales enablement, execution, and adoption

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete product launch system connecting readiness, market, positioning, channels, demand, sales, adoption, and learning.
Assess launch readiness and define the market, audience, positioning, and launch narrative.
Create a channel plan, launch content, demand program, partner activation, and sales enablement.
Execute the launch, measure adoption, learn quickly, and extend momentum after launch day.

Course content

2 sections • 11 lectures • 1h 49m total length

The Launch Strategy and Readiness System10:06
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the launch strategy and readiness system. Students apply the framework to a continuing case and complete a practical assignment.
Market Audience Positioning and Launch Narrative9:51
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind market, audience, positioning, and launch narrative. Students apply the framework to a continuing case and complete a practical assignment.
Channel Plan Content Demand and Partner Activation9:57
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind channel planning, content, demand, and partner activation. Students apply the framework to a continuing case and complete a practical assignment.
Sales Enablement Operations and Launch Execution9:57
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind sales enablement, operations, and launch execution. Students apply the framework to a continuing case and complete a practical assignment.
Measure Adoption Learn and Extend Launch Momentum9:54
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind measuring adoption, learning, and extending launch momentum. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Product Marketing Operating System10:06
Work through the practical lesson: The Product Marketing Operating System. This applied study preserves the original Product Marketing Domination - Position, Launch and Win case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Strategy Decision Brief and Measurement and Learning Plan. Make a specific business decision visible before selecting activities or tools. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Customer Intelligence and Market Segmentation10:00
Work through the practical lesson: Customer Intelligence and Market Segmentation. This applied study preserves the original Product Marketing Domination - Position, Launch and Win case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Customer Interview Guide and Market Segmentation Matrix. Gather evidence of real behavior and unmet needs without leading people toward your preferred solution. Compare distinct segments using need, fit, access, and economic potential rather than broad demographics alone.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Positioning Messaging and Competitive Advantage9:55
Work through the practical lesson: Positioning Messaging and Competitive Advantage. This applied study preserves the original Product Marketing Domination - Position, Launch and Win case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Positioning Statement Builder and Competitive Alternatives Comparison. Connect a defined audience and important problem to a credible differentiated value proposition. Compare what customers can actually choose, including doing nothing, using explicit and fair criteria.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Launch Strategy and Cross-Functional Execution9:45
Work through the practical lesson: Launch Strategy and Cross-Functional Execution. This applied study preserves the original Product Marketing Domination - Position, Launch and Win case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Messaging and Proof Map and Product Launch Execution Plan. Translate positioning into messages that answer buyer questions and are backed by verifiable proof. Coordinate a launch around a target audience, a clear offer, readiness, and measurable customer response.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Adoption Growth and Product Marketing Measurement9:54
Work through the practical lesson: Adoption Growth and Product Marketing Measurement. This applied study preserves the original Product Marketing Domination - Position, Launch and Win case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Activation and Adoption Map and Experiment Design Card. Define the observable value moment and design a path that helps the right users reach it. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Retention Economics and the Scale Decision9:53
Work through the practical lesson: Retention Economics and the Scale Decision. This applied study preserves the original Startup Growth from Zero - Validate Launch and Scale case context, then transfers its decision method to The Product Launch Playbook: Plan Execute and Win.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No prior launch experience is required; bring a product, service, feature, or idea to apply the frameworks.

Description

This course contains the use of artificial intelligence.

A successful product launch is not a single announcement or a burst of promotional activity. It is a coordinated system that connects readiness, market insight, positioning, channels, content, demand, sales enablement, operations, adoption, and learning.

This course gives you a practical framework for planning and executing launches with greater clarity and control. You will learn how to assess readiness, define the market and audience, create differentiated positioning, shape a launch narrative, choose channels, coordinate content and demand, activate partners, enable sales, and manage launch operations.

Across five focused lectures, you will build the complete product launch strategy system. The course covers launch readiness, market and positioning, channel and content planning, partner activation, sales enablement, execution, adoption measurement, learning, and post-launch momentum. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real product, service, feature, or company.

This course is designed for product marketers, product managers, founders, marketers, sales teams, consultants, and launch leaders. No prior launch experience is required. Bring a real launch or idea you want to prepare.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on readiness, cross-functional clarity, practical execution, customer adoption, measurable learning, and sustained momentum.

By the end, you will have a repeatable launch playbook that helps teams prepare intelligently, execute with discipline, and improve beyond launch day.

Who this course is for:

Product marketers, product managers, founders, marketers, sales teams, consultants, and launch leaders.

The Product Launch Playbook: Plan Execute and Win

What you'll learn

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Course content

Build the Complete Product Launch Strategy System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: