Product Launch Event Details

Hey safety network... when you’re assessing new technologies, the demo matters. Too often, vendors vomit every feature they’ve ever built, splattering the call with a disconnected list of functions; particularly with the AI-in-everything context we find ourselves swimming in. A better way? Ask your vendor to run a persona-based workflow demo: 👉 Frame the demo around one of your people (a supervisor, engineer, frontline worker). 👉 Show how the features actually support their daily workflow, decisions, and risk controls: Tech in the flow of work. 👉 Push vendors to prepare — give them intel about your personas and context before the call. (DM me how do do this if you're confused what this means) This way, you see the tech in action as it would be used in your organisation. Much more useful than sitting through a feature dump. #SafetyTech #SafetyInnovation

Most companies suck at launching products. They’re like Alice in Wonderland — chasing shiny objects and getting lost along the way. Here’s the 11-step process we perfected after 25 years of product launches (in a collaboration with Jason Oakley): 1. Competitive Research The key to great strategy is to look externally. Take notes on competitor's features and how they grow. Build a database so you can counter-position appropriately. 2. Segmentation A launch aimed at “everyone” will miss everyone. Instead, build a laser-focused Ideal Customer Profile (ICP). Follow this chain of thought: What are they craving? → What frustrates them daily? → What job are they trying to accomplish? 3. Pricing & Packaging Even the smallest feature can have a ripple effect on your pricing and packaging. Don’t wait until launch week to figure this out. Before launching, assess things like: Will this be a paid feature or free? Who will get access? What’s the plan for feature gating? 4. Positioning Now it’s time to craft a message that resonates. Speak to their deeper desires, not just their immediate problems. Communicate the outcome your product delivers and why you’re different from the rest. 5. Assemble Your Launch Team You can’t do it alone, and you shouldn’t. A successful launch involves stakeholders across the company. Use the RACI framework to assign clear roles. 6. Clear Objectives Too many teams dive into a launch without defined goals. And that’s why they miss the mark. Set clear objectives and key results. 7. Distribution Channels Many teams fall into the trap of trying to be everywhere; LinkedIn, email, ads, you name it. Reality check: Most startups only have 1-2 effective distribution channels. Find yours and double down on it. 8. Launch Milestones Planning your entire launch around individual tasks will overwhelm you. Instead, focus on major milestones and build a work-back plan. Some key milestones to include: Early access launch → Customer launch → Kickoff meeting. 9. Bill of Materials Your Bill of Materials is the content engine of your launch. Focus on: → Writing the message they want to hear → Designing visuals that captivate and appeal to them → Creating email sequences tailored to every user flow 10. Sales & Customer Success Teams Too many launches fail because these teams are looped in at the last minute. Enable them early with a messaging deck, internal FAQs, and demo materials... And they’ll become powerful advocates for your product. 11. Launch Day Make sure everything is launched smoothly and on time. If you achieve early wins, be the first to celebrate them and rally the team. And don’t forget to keep pushing the momentum forward. There's much more in the deep dive: https://lnkd.in/eB7s6umA If you don't plan your launches, even the best products will fail.

Rookie mistakes I see marketers make with demo videos on their websites... ⏰ Wasting people's time If your demo video is over 2.5 minutes long, you probably need to cut. There's a rule on YouTube that says "you can skip the first 30% of any video and it will give you the same amount of value". Don't be that person. Get to the point and keep in mind that most people see a 10, 15 minute demo video and instantly close it. 🗣️ Over sharing I've watched a lot of demos, no one, and I mean no one, needs to see you logging into your app. The best way to know what to actually show in a demo is by sitting in on a sales call and noting down the first 3 features the sales rep shows/explains. Then have a really hard look in the mirror and decide whether you actually need to show all 3 for someone to get the gist. 🛠️ Using the wrong tool I make a ton of video content and interactive demos (HowdyGo). The reason I think it's important to call this out is because cutting unnecessary steps or updating an outdated demo video can be extremely time consuming. A tool like HowdyGo lets you insert new steps or delete steps with a few clicks. This is important if you are data-driven and look at analytics to see where you're getting drop-off from viewers. It will help you to iterate and improve conversions. It's also important if your app goes through a significant refresh. 🤯 Confusing the viewer Like any form of content, demos need to be edited for clarity and conciseness. When I say clarity, you have to consider where this demo will be seen... Is it the first time someone has EVER seen your app? Give them more context. Is it part of a nurturing flow after sign up? It's ok to assume some prior understanding. 💘 No follow-through If someone has seen an entire self-serve demo, they are educated and willing to take the next step. Make it easy for them! You need a CTA at the end of your demo, don't miss an opportunity to make it a natural progression from "I've seen what you do, what next?" When it comes to the CTA, think about what the next step would naturally be, don't brute force people into a sales call if that just isn't the way your audience typically buys your app. --- We do demo reviews for all of our users/customers. It's a really helpful way to augment your team because we're coming at it with fresh perspective. If you'd like to up your self-serve demo game, head to our website and make a demo 😊

Beautiful demos are often allergic to your data. In the showroom, everything sings: pristine input, curated edge cases, zero latency. Then you plug it into your messy reality. Performance drops. Costs spike. Counter-measure: proof with your data, in your environment, against your metrics. Demand a limited-scope POC with clear success thresholds and an exit option. Include: - Data slice that reflects your worst 20%. - Integration stubs to the real systems of record. - Measurable targets (speed, accuracy, cost, user time saved). - A blunt read-out: proceed, pivot, or park. If a vendor resists testing on your data, that's the test. Are you buying a product—or a performance? I outline why demos mislead and how to test smarter on my blog.

“Breaking down the anatomy of a perfect 60-second product demo” – written in the same tone, rhythm, and structure as your earlier examples 👇 Most 60-second product demos feel like 6 minutes. Too long. Too slow. Too much fluff. Here’s the truth: 📌 People aren’t watching to understand. They’re watching to decide. That’s why your demo can’t just explain your product. It has to sell it—in less time than it takes to skip a YouTube ad. So let’s break down the anatomy of a high-converting 60-second demo 👇 🔥 0-3 seconds: Hook or lose Your intro should say, “This product solves your problem.” → “Here’s how we removed dark spots in 30 days using X” → “Real results with zero downtime. See it in action.” ⚠️ No logos. No branding intro. Straight to pain or promise. 🎯 4-20 seconds: Problem & Promise Show the actual problem. Use real skin, not stock footage. And show how your product is the bridge between pain → solution. → Problem statement → Solution in motion → What makes it different 🎥 21-45 seconds: Demo in motion Use jump cuts. Show steps, not stages. Show results, not just process. ✅ Application shots ✅ Texture close-ups ✅ Progress/Before-After clips Bonus: Add subtle on-screen captions to guide viewer attention. 🧠 46-60 seconds: Social Proof + CTA People trust people. Not packaging. → Clip of a customer review → Quick doctor quote → Visual result with timestamp → Clear CTA: “DM us” | “Try it today” | “Shop now” End with momentum, not a fade-out. ✨ That’s a winning demo structure. And it works especially well for vertical skincare content. If you’re a founder, creator, or brand sitting on raw skincare footage— → We can turn it into clean, high-retention product videos like this. DM me “DEMO” if you want us to show you how. Because in 2025—clarity converts. Fancy doesn’t. 🎯

How to do a live product launch (from someone who just did one to nearly 15,000 people): I just spent the past 3 months of my life preparing to announce 7 products in a 21 minute stream… Here’s how we did it: 1. LOCK THE TIMELINE WITH PRODUCT & ENGINEERING I needed to know exactly what would be going live as part of the event, and they needed to know that we were counting on them to deliver. Every other decision (branding, scripting, studio space, marketing) sits on top of that date. 2. START A WAITLIST & BRAND IT SEXY This was one of my favourite parts, and I owe it all to our creative director and designers. They came up with a beautiful theme and design system to communicate "the future, in focus". Then we built a landing page for people to sign up and RSVP. 3. FIND THE SPACE & LOCK THE DATE We discovered a beautiful loft in Greenpoint and landed on a date in early May that worked with everyone’s schedules. 4. SCRIPTING (THE HARDEST PART) Writing a script about products and features that are still several months away from launching isn’t easy. And once the recording is complete, there’s no going back. 5. START MARKETING 10 WEEKS OUT We sent a steady stream of emails to our users to encourage them to join, kept a steady drip of social content running through the promotion period, and onboarded about a dozen beta users who got early access in exchange for promoting the event on their socials. I’ve also tied it into my own socials and newsletter as organically as I could for the past few months.  6. EVERYONE IS DISTRIBUTION The entire company updated their banners on their social profiles and added custom email footers encouraging recipients to RSVP. 7. EDITING For the past month we were trading emails nonstop with production companies: iterating creative direction, offering feedback, and making edits around the clock. The final version that aired on Thursday was almost unrecognizable from the first few cuts we received. BONUS: pushups to get the blood flowing before recording // It's been a long few months, but it’s genuinely the project I’m most proud of in my entire career. I wanted bigger and better this time around, and I think we delivered. I went into a lot more detail on the BTS in my newsletter if you want to read it btw: https://lnkd.in/eY84ywDb

Most creators obsess over the product. Few obsess over the rollout. The release is part of the art. Not an afterthought. Taylor Swift understands this. Midnights hit 1.4 million equivalent album units in 5 days. Fastest-selling album of 2022. Spotify record for most-streamed album in a day. Radiohead proved it differently with In Rainbows. Pay-what-you-want strategy. Made $3 million instantly. Sold 3+ million copies total. Compare this to most launches: Only 40% of tech products hit their launch goals. Companies that run pre-launch campaigns see 30% higher engagement. Yet 68% of creators launch with less than 2 weeks of planning. The difference? Strategic rollouts. Here's the 7-step framework that turns launches into breakthroughs: 1. Build anticipation, not just awareness Swift's cryptic countdown posts drove millions into detective mode. Create mystery before revelation. Tease features, don't announce them. Let your audience solve the puzzle. 2. Treat timing as a creative choice Radiohead released when the industry said "impossible." Their timing made a statement about value. Your launch date is part of your message. Choose it like you choose your words. 3. Plan for the long arc Most creators go silent after launch day. The best ones create seasons, not moments. Map content for 90 days, not 9 days. Think campaign, not event. 4. Map your content ecosystem One launch needs multiple content formats. Behind-the-scenes videos for YouTube. Process breakdowns for LinkedIn. User stories for testimonials. Each piece feeds the others. 5. Build community before you need it Swift had Swifties before she had albums to sell. Start building relationships today. Engage in comments, not just posts. Your launch audience should already know you. 6. Design feedback loops Launch, listen, adapt, repeat. Every comment is data for your next move. The best launches become conversations. Plan how you'll respond, not just how you'll speak. 7. Create momentum multipliers Design each piece to generate the next piece. User-generated content campaigns. Media coverage from early adopters. Referral programs that reward sharing. Success should snowball, not plateau. Your creative work deserves a creative launch. Stop treating the rollout like an obligation. Start treating it like an opportunity. ♻️ Share this with someone ready to launch their work strategically 🔔 Follow Kabir Sehgal for frameworks on creativity

Would you launch a product without a roadmap? Without testing? Without a GTM plan? Didn’t think so. So why would you “do PR” without a communications strategy? Too many jump into PR without a plan. They: → Hire an agency without a brief → Chase headlines without a message → Celebrate a few media hits → Hear “nice article” from friends → Then… nothing → Meanwhile, competitors are speaking at Davos You wonder how they do it. I've been there. From building teams to managing media at Davos. I know the secret. It’s not luck. It’s a system. Top leaders think like product leaders: → Structure visibility: from Day 1 wins to year-long demand → Break it into functions: ghostwriting, PR, speeches, policy, investor comms → Plan content that raises capital, wins users, hires talent, earns media → Measure impact beyond press mentions → Build a community through strategic visibility → And never confuse PR with communications. PR is just one tool UX drives usage. PR drives attention. Neither works if the core is broken. Start there. If you're not planning your communications like your product, you're already behind. PR isn’t a cost. It’s a business investment. Done right, it gives back more than you put in. PR isn’t luck. It’s intentional.

I've watched 500+ health tech demos over 15 years. The worst ones all make the same mistake: They demo features instead of outcomes. Bad demo: "Here's our medication reconciliation module..." Good demo: "Sarah, your nurses told me they spend 45 minutes per patient manually cross-checking meds between systems. Here's how we cut that to 3 minutes, giving them back 6 hours per shift for actual patient care." Bad demo: "Our AI predicts readmissions..." Good demo: "Tom, you mentioned your 30-day readmission rate hit 18% last quarter, costing you $2.1M in penalties. Here's how we help similar 400-bed systems get below the 15% threshold and recover that revenue." Bad demo: "We integrate with Epic..." Good demo: "Lisa, you said your charge capture team works until 8 PM every night because docs aren't documenting procedures correctly. Here's how we reduce your revenue cycle from 45 days to 28 days while your team goes home on time." The best health tech demos I've delivered follow the Before/During/After structure: Before: "Here's your current state" (with their actual data) During: "Here's what changes" (show the transformation) After: "Here's your new reality" (quantify the impact) Features explain what you built. Outcomes explain why they should buy. Your demo should feel like a preview of their better future, not a tour of your code. The moment they start visualizing their improved state, you've won. What outcome does your demo promise in the first 30 seconds?

𝗛𝗼𝘄 𝗰𝗮𝗻 𝗜 𝘁𝗮𝗶𝗹𝗼𝗿 𝗮 𝗱𝗲𝗺𝗼 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘂𝘀𝗲𝗿 𝗴𝗿𝗼𝘂𝗽𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 (𝗲.𝗴., 𝘁𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝘃𝘀. 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀)? The above is one of the most frequently asked questions that I get - and here is my usual response: 𝗬𝗼𝘂 𝗰𝗮𝗻’𝘁 𝗮𝗱𝗱𝗿𝗲𝘀𝘀 𝗮𝗹𝗹 𝘀𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿𝘀 𝘄𝗶𝘁𝗵 𝗮 𝗴𝗲𝗻𝗲𝗿𝗶𝗰 𝘄𝗮𝗹𝗸𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘀𝗼𝗳𝘁𝘄𝗮𝗿𝗲 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗹𝗼𝘀𝗶𝗻𝗴 𝗵𝗮𝗹𝗳 𝗼𝗳 𝘁𝗵𝗲𝗺. Different roles care about different things, so a one-size-fits-all demo doesn’t work. So, here’s how to manage that instead: 1️⃣ 𝗕𝗿𝗲𝗮𝗸 𝘆𝗼𝘂𝗿 𝗱𝗲𝗺𝗼 𝗶𝗻𝘁𝗼 𝗺𝗶𝗻𝗶 𝗱𝗲𝗺𝗼𝘀. Each mini demo should focus on one specific stakeholder or role. This helps keep the audience engaged and makes your demo easier to follow and remember. 2️⃣ 𝗢𝗿𝗱𝗲𝗿 𝗺𝗮𝘁𝘁𝗲𝗿𝘀. Start with the highest-ranking or most important audience first. Begin with executives or decision-makers (C-level, VP), then move to team leads, end users, and finally IT stakeholders. 👉 Why? Decision-makers have little time and need to hear yorr core message before dropping off, and you’ll get their buy-in early. 3️⃣ 𝗧𝗮𝗶𝗹𝗼𝗿 𝘁𝗵𝗲 𝗹𝗲𝘃𝗲𝗹 𝗼𝗳 𝗱𝗲𝘁𝗮𝗶𝗹. Executives care about high-level, strategic insights. End users and IT care about the operational, nitty-gritty details. Start big picture and gradually get more detailed as you go. 4️⃣ 𝗠𝗮𝗻𝗮𝗴𝗲 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝘂𝗽𝗳𝗿𝗼𝗻𝘁. When you present your agenda, tell the audience who should listen to which parts. For example: "𝘞𝘦’𝘭𝘭 𝘣𝘦𝘨𝘪𝘯 𝘸𝘪𝘵𝘩 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤 𝘵𝘰𝘱𝘪𝘤𝘴 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘵 𝘧𝘰𝘳 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱 𝘢𝘯𝘥 𝘦𝘯𝘥 𝘸𝘪𝘵𝘩 𝘥𝘦𝘵𝘢𝘪𝘭𝘦𝘥 𝘐𝘛 𝘥𝘪𝘴𝘤𝘶𝘴𝘴𝘪𝘰𝘯𝘴. 𝘛𝘩𝘪𝘴 𝘸𝘢𝘺, 𝘺𝘰𝘶 𝘬𝘯𝘰𝘸 𝘸𝘩𝘦𝘯 𝘵𝘰 𝘵𝘶𝘯𝘦 𝘪𝘯." This reduces impatience and sets clear expectations. 💡 𝗣𝗿𝗼 𝗧𝗶𝗽: Whenever possible, schedule individual meetings for each group. This allows for deeper discussions and ensures no one (especially executives) has to sit through irrelevant IT-level details. 𝗧𝗟;𝗗𝗥: Tailor your demos by breaking them into mini sessions, starting with strategic content for leadership and ending with detailed discussions for IT. Manage expectations upfront and, if you can, hold separate meetings for each group. Tailored demos = happy stakeholders = better conversions. 🚀 #demo #demofaq #faq