Introduction

Most product launches focus on what’s new or shiny. But that often ignores what really matters to customers and the business.

What's the Problem It Solves?

The old way of planning product launches puts too much attention on new features and getting new users. This leaves out the real needs of current customers and doesn’t always support the business in the best way. The article fixes that by showing how to choose launch priorities based on both customer and company value.

Quick Summary

The article points out the flaws in the popular launch framework from Intercom, which ranks announcements by how new they are and whether they help get new users or support current ones. But in a crowded market where almost nothing feels “new,” that system doesn’t work well anymore. It pushes teams to chase flashy updates while ignoring important improvements that matter to the customers they already have.

Instead, the author suggests a new way: decide launch priorities based on how much they help both the customer and the business. The framework uses two simple axes-Customer Value and Business Value. High-priority launches are those that help users in meaningful ways and make a clear impact on company profit (like increasing revenue or cutting costs). Lower-priority launches might be small fixes or changes that don’t really change how people use or pay for the product. The model is flexible too-it allows for adjusting based on specific company needs, without relying on guesses or gut feelings.

This new approach helps product marketers spend their time and energy on things that truly matter. It helps avoid wasting effort on updates that look important but don’t actually make a difference for users or the bottom line.

Key Takeaways from the Article

• The old launch method favors what’s new, not what’s useful
• In crowded markets, “new” features are rare and not always what customers care about
• Focusing only on getting new users is a mistake-retaining users is often more valuable
• Launch plans should focus on both Customer Value and Business Value
• Customer Value depends on how much the update helps the user do what they care about
• Business Value depends on how much it impacts profit, growth, or cost
• Bug fixes and small tweaks usually have low value on both sides
• The framework helps teams make clearer launch decisions with less guessing
• It’s flexible-you can adjust based on what your team or customers value most
• Product marketers deserve a smarter way to plan what’s worth shouting about

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