Product Launches - Is That a Heavy Lift?

If you think about it in terms of sales and marketing, chances are you're doing something very similar to what i do. And one of the big insights i've had over the last couple of years is that it always tends to be like a one time project,. then a huge waste of resources for the people who do them. Anyone who's ever done a promotion like one of these product launches knows how much work is involved. That's what tiago forte calls a heavy lift. It's a lot of work in a short period of time. We don't ever do anything with all that material we generated. Now that's not the way jeff walker actually teaches us to do

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