---
name: launch-execution
description: Helps write launch copy, position products, and create go-to-market materials using April Dunford's positioning framework and Airbnb's product marketing approach. Use when launching features, writing announcements, creating marketing materials, or positioning products.
---

# The Launch Playbook

## When This Skill Activates

Claude uses this skill when:
- Launching new features or products
- Writing announcement copy
- Creating marketing materials
- Positioning product in market

## Core Frameworks

### 1. April Dunford's Positioning Framework

**Five Components:**
1. **Who it's for** (target customer)
2. **What it is** (category)
3. **What alternatives exist** (competitors)
4. **Unique value** (differentiation)
5. **Why it matters** (proof points)

### 2. Launch Announcement Structure

```markdown
# [Feature Name]: [One-line value prop]

## The Problem
[What pain does this solve?]

## The Solution
[How does this feature work?]

## Why It Matters
[Customer benefits, not features]

## Get Started
[Clear next steps]
```

---

## Action Templates

### Template 1: Product Positioning

```markdown
# Positioning: [Product]

## Target Customer
**Best for:** [specific segment]
**Not for:** [who should avoid]

## Category
**It's a:** [category name]
**Think of it as:** [analogy]

## Alternatives
**Customers currently use:** [list]
**Why switch:** [reasons]

## Unique Value
**What we do differently:** [differentiation]
**Why that matters:** [customer benefit]

## Proof
- [Metric/testimonial]
- [Metric/testimonial]
- [Metric/testimonial]
```

### Template 2: Launch Checklist

```markdown
# Launch: [Feature Name]

**Pre-Launch:**
- [ ] Positioning clear
- [ ] Announcement drafted
- [ ] Docs updated
- [ ] Support team briefed

**Launch Day:**
- [ ] Announcement sent
- [ ] Social posts
- [ ] In-app message
- [ ] Monitor feedback

**Post-Launch:**
- [ ] Track adoption
- [ ] Collect feedback
- [ ] Iterate messaging
```

---

## Quick Reference

### 🚀 Launch Checklist

**Positioning:**
- [ ] Who it's for (specific)
- [ ] What category (clear)
- [ ] Why different (unique value)
- [ ] Proof points (credible)

**Materials:**
- [ ] Announcement email
- [ ] In-app message
- [ ] Social posts
- [ ] Docs/help articles

**Distribution:**
- [ ] Email list
- [ ] Social channels
- [ ] In-product notifications
- [ ] Press (if major launch)

---

## Key Quotes

**April Dunford:**
> "The best positioning makes it obvious who should buy, what they're buying, and why it matters."

**Brian Chesky:**
> "Every feature needs a story. If you can't tell a story about it, you can't launch it."