PRODUCT & MARKET LAUNCH / GROWTH PROJECT™

Bring your launch priorities into one working plan.

Clarify the opportunity, sharpen the proposition, and coordinate the decisions and work needed to launch a product, service, or market initiative.

Three colleagues reviewing product concepts and planning a market launch.

One launch plan.

Clear owners and next actions.

What progress can look like

A clear target customer, use case, and value proposition.

Visibility into the assumptions that need evidence before further commitment.

A coordinated launch plan with owners, dependencies, and decision points.

A review process for learning from early market response and adjusting the plan.

The AIRAS approach

AIRAS is how the work gets done. Mindset, skillset and toolset are what your people build.

Align

Choose what matters.

Agree on what matters and what success looks like.

Shared priorities. Clear ownership. Success measures.

Inspire

See what good looks like.

Build the belief and motivation to turn challenges into progress.

Connect the work to shared business goals.

Reflect

Know where you stand.

Build self-awareness and identify what you can change.

Surface the habits, assumptions, and barriers holding your team back.

Apply

Build it and put it to work.

Teams learn by doing with support from expert coaches.

Review project outputs, results, and lessons with senior leaders.

Scale

Prove it and grow it.

Turn successful projects into lasting ways of working.

Build shared playbooks and equip internal owners to sustain progress.

Built around your team’s real work.

Explore who the project is for, what is included, and how the work unfolds.

A launch brings many moving parts together: customer needs, positioning, commercial readiness, channels, content, and delivery. Teams can be busy while important assumptions remain untested and dependencies remain unresolved.

This Growth Project™ gives the launch team a shared view of the opportunity and a practical way to make decisions, close readiness gaps, and learn from market feedback.

Who this project is for

Product, marketing, and commercial leaders preparing a new offer, entering a new segment, or improving a launch already underway. The working team should represent the functions needed to bring the offer to market and deliver it.

Bring a defined launch opportunity, a sponsor with decision authority, and access to the customer and market evidence available so far.

Launch opportunity brief and target-customer definition.
Value proposition and messaging priorities.
Assumption log and validation plan.
Launch roadmap with owners, dependencies, and readiness criteria.
Success measures and a post-launch learning agenda.

Define the opportunity. Clarify the customer problem, target segment, proposition, and business objectives.
Test critical assumptions. Identify the evidence needed and plan focused customer or market validation.
Align the launch. Build the work plan across product, marketing, sales, and delivery, with clear responsibilities and readiness checks.
Coach through execution. Review progress, resolve cross-functional decisions, and adapt to what the team learns.

Set around the launch stage, validation needs, and commercial timetable.

Meet the coaches and experts behind the work.

Our coaches and experts bring experience in commercial growth, research, marketing, and team resilience. We shape the team around your priorities and agree the right support for your project.

Kurt Friedmann

Growth Coach

Kurt designed and implemented sales and customer service training programs as a partner at Impact Learning Systems. He later led Mentored Pathways as CEO and has served as an advisor, investor, mentor, and coach to more than 700 companies.

John Follett

Co-Founder | Demand Metric

John is the architect of the INSIGHTS™ Framework. His research has helped brands engage buyers, establish thought leadership, and build pipeline, with work for Salesforce, Adobe Marketo Engage, HubSpot, Smartsheet, and more than 100 other companies.

Jesse Hopps

Founder | Commercial Excellence Consortium

Creator of the Mindset, Skillset, Toolset framework and Founder of Demand Metric, Jesse helps B2B teams turn strategy into practical capabilities. His consulting experience includes work with Microsoft, Mitsubishi, and Esri. His focus is helping leaders clarify priorities, put practical tools to use, and develop their teams’ ability to apply new approaches to real business challenges.

Ron Denoo

Growth Coach | Commercial Strategy

Ron brings commercial leadership experience from Mitsubishi Chemical Group, with a background spanning innovation, market strategy, and business leadership. As a Growth Coach, he helps teams work through live opportunities using practical tools, objective advice, and mentorship that supports better decisions and action.

Jerry Rackley

Marketing Research & Analytics

Jerry combines four decades of sales and marketing experience with research, consulting, and teaching at Oklahoma State University. The author of Marketing Analytics Roadmap and a former Demand Metric Chief Analyst, he brings expertise in marketing strategy, customer understanding, content, and analytics.

Dr. Paul Stoltz

Growth Coach | Resilience & AQ®

Founder and CEO of PEAK Learning and originator of Adversity Quotient®, Paul focuses on the science of resilience. His work on AQ and GRIT helps leaders respond constructively to change, strengthen adaptability, and build the mindset to keep progressing through difficult challenges.