What creative ideas have you come up with for product launches that are terrible and/or really dull?

• First of all, if it's really dull and doesn't add value - don't market it! It's ok to not market every single feature launch. Develop a tiering system or criteria for when you put effort into marketing a feature launch. You don't want to burn out your audience on features that are small. Save a collection of small features for a larger launch centered around a common theme at a later date.

• If it's a developer-facing product/feature - hack days or dev workshops!

• If it's a feature that's hard to explain the value because it's super technical, find an exciting use case that illustrates the feature well and develop a customer story or video around that use case. You can do this by letting the feature stay in early access or beta for awhile, getting a few customers to adopt it first, then document their case.

• Sometimes it's not about the feature, it's about the larger value it unlocks. Interview beta customers and splice together a testimonial video that lets the customer do the talking.

One framework I really like in great/creative launch storytelling -- and just overall storytelling -- is starting with the end goal in mind: What do you want people who interact with this launch to Know, Believe or Do? Once you've determined that goal, here's where you can have some fun with how you bring this to life.

For example, a feature on JIT provisioning might be very cool in the access management space, but less (immediately) exciting for a marketing use case. But the goal is for customers to Know that your solution has best-in-class security best practices and continuously invests to protect them. Here's now where we can have some fun -- what are interesting ways to tell a Protect/Trust story? Are there creative campaigns you can bring that story to life, and use this JIT provisioning feature as a proofpoint?

I think having an "outside in" voice can make things a little exciting for e.g. devrel and dev influencers can make things more engaging.