How to Launch a New Product

If you have a new product or significant new version of an existing product. You'll want to reach new customers and existing customers. A large event might be appropriate if you have a big feature, a small event or a series of press briefings focused on reaching existing customers and some new customers is likely more appropriate. These are the key things to think about for your launch type. Which personas care about this feature and what customers do they map to? How will you reach new customers? How do you reach existing customers? What's your launch objective beyond reaching the right customers?