How Leading Tech Companies Launch Products: Start with the end in mind

Q: How should we approach product launches? What should the investment level be and how orchestrated should it be? 

Launches are an important milestone and opportunity to land a product narrative. When done well, it can drive meaningful brand and business impact for companies and capture the imagination of press, users and consumers worldwide. 

While there is no one size fits all approach for how big companies such as Google, Apple and Airbnb or growth companies such as Duolingo, Canva, and Ramp launch products, there are principles which are foundational and apply across the board. 

This is part one of a four-part series on how leading tech companies launch products. It’s the result of over 100 hours of research and dozens of interviews studying 24 leading consumer and B2B companies. We’ll share the insights, stories, and frameworks used to bring products to market.