Can you share about a time when a product launch didn't go as expected, and what you learned from it that still influences your product launches today?

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3 Answers

Launch Channels Launch Strategy

Erica Conti

Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y

A product launch I worked on in 2022 didn't go as expected due to rapidly changing market conditions. We initially developed aspirational messaging, but realized it wouldn't resonate in this new environment where "doing more with less" was very top of mind for our target audience. We quickly needed to pivot our messaging across channels without delaying the launch. This experience taught me two lessons that still influence my product launches today: Stay acutely aware of market dynamics: Continu ...Read More

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Vishal Naik

Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y

I've 100% found the failed launches in my career to be more impactful towards my learning and development as any successful launch. Two jump out at me as ones that didnt go according to plan. The first, more recently, was that I launched image generation in Gemini. We had some really strong usage, but we also ran into a scenario where our product wasn't delivering on the product principles we have as a responsible AI company. So we paused the usage of specific components of the product. What I l ...Read More

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Dave Daniels

BrainKraft Founder • 1y

We had a great product which was validated in the market, and we had a great marketing team. The failure was insufficient organizational readiness. Everyone was excited about the launch but we weren't ready in important areas. I learned that giving a sales presentation to the enterprise sales team doesn't mean they know how to sell (no matter how spectacular the slides). I underestimated the effort by my back office teams (finance, customer success, sales ops, legal, etc.). Now, I always start w ...Read More

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