In this Topical Zoom episode, I speak with Steven Haines who is the founder of Sequent Learning Networks, an internationally positioned training and organizational advisory services firm. Steven speaks about Product Launches and their relationship with the business case and business model.

Who is Steven Haines?

Steven Haines’ ideas and books continue to shape how leading companies create category defining products with outstanding people. His enthusiasm and focus contributed to his best-selling books about Product and Business Management, including The Product Manager’s Desk Reference. Steven is the founder of Sequent Learning Networks, an internationally positioned training and organizational advisory services firm. Sequent provides the wherewithal for executives in mid- to large-sized B2B firms to organize more effectively to produce great products.

What will you learn?

• Product Launch, Business Impact and Strategy
  1. Do bad product launches have to do with fundamentally bad business models that products are built on? What are the key aspects of the business case and business model that is most often ignored? How does it impact the launch?
  2. What are “mock product launches”? Why do some companies do these “dry runs”?
  3. Customers and users are different when it comes to B2B products. For these products to be successful, early customer development is key. Can you talk about what a good pre-launch strategy would look like?
  4. Who should be signing-off a Launch Plan and when should that happen in the product development cycle?
     • Who are the key people for a good Launch team?

Useful Links

• Steven’s website – sequentlearning.com
• Steven’s Podcast – sequentbusiness.net
• Books
  • Creative Strategy Generation by Bob Caporale
  • The Product Manager’s Desk Reference 2E by Steven Haines