How do you respond to stakeholders who are resistant to the standard bill of materials for a launch? For example, "why do we have to do all this stuff for a launch"?

When stakeholders express resistance to launch activities, I emphasize that there's no "one-size-fits-all" approach to launches, and I focus on demonstrating the value of each activity and its connection to our launch goals. To address the "why do we have to do all this stuff" question, I also explain my own 70/20/10 approach to selecting launch activities:

1. 70% proven impact:

   • Tried-and-tested activities with demonstrated results

   • Provides a solid foundation for the launch

2. 20% somewhat proven impact:

   • Activities with promising but not fully established results

   • Allows for calculated risks

3. 10% experimental:

   • New, innovative approaches

   • Helps create a pipeline for future proven activations

   • Keeps our launches fresh

This approach ensures we're not just doing activities for the sake of it, but strategically choosing activities that contribute to our goals while also promoting internal innovation.