Problems/Lab
Back to ThinkingConcept 04 · Before launch

A date in the calendar does not mean the work is ready.

Use this — working toolLaunch gate ↓

Pages and activities were launched because dates were fixed or media was committed. The apparent problem was getting the work live. What was missing sat after launch: a named owner, a measure, someone to run it week after week, and an agreed way to continue, stop or exit cleanly. A launch is a decision, not a date.

If nobody can say “not ready”, it is not a launch decision.

Launch gate

Checklist — answer every line
  1. Customer needWhat the customer gets, and why they would come back.
  2. PurposeThe business result this is supposed to change.
  3. Existing assetsAudience, community or content we can join instead of starting again.
  4. Named ownerOne person, by name, accountable after launch.
  5. Resource and budgetNot just to launch — to run it for the next six months.
  6. Ongoing content and managementWho produces, moderates and answers, weekly.
  7. MeasureOne number, with the decision it will inform.
  8. Escalation, stop or exitAgreed in advance: what makes us change, pause or close it.

Any unanswered line is a reason to hold the date.

Eight checks, then ready or fix first