launch-strategy

The ORB framework organizes launches into three channel types: owned channels (your direct audience touchpoints), rented channels (external platforms like Product Hunt), and borrowed channels (partner amplification). This structure sustains momentum by sequencing messaging and maximizing reach across each phase.

A five-phase launch approach moves from Internal Readiness through Full Launch, with structured checklists and experiments at each stage. Define your timeline by channel (owned assets first, then external outreach), establish feedback loops, and include post-launch momentum campaigns to convert early interest.

Yes. The launch strategy framework applies to new features, product updates, and full go-to-market campaigns. Its phased, channel-structured approach works across contexts by adapting the checklist and messaging to your specific launch scope and audience.

Post-launch momentum requires ongoing updates, follow-up campaigns, and iterative refinement based on early feedback. The five-phase framework includes post-launch strategies that convert initial traction into sustained adoption through continued channel engagement.

Owned-channel assets typically include internal communications, email campaigns, and on-site messaging prepared before external announcement. The framework provides phase-specific checklists that ensure messaging alignment, timing coordination, and readiness before moving to rented and borrowed channels.