Launch Code Project

Research project and companion book studying why launches, a high-stakes activity at the heart of growth strategy fail so often. LaunchCodeProject.com seeks to understand & address why more than half of new B2B products fail to meet their targets. New product launches expose organizational dysfunctions around metrics, incentives, communications, priority setting, & alignment. Done well, a strong launch process is an indicator of deep organizational maturity & cross functional coordination. We systematically analyzed the launch of new products and offerings across a wide range of technology, pharma, professional services, and financial services companies. From this research and observation, a clear set of patterns emerged. As we studied what goes wrong and what goes right with the introduction of new products, we saw not only where teams made missteps, but also clarity around why. We used that research and experience to lay out the steps that leaders can follow to implement a disciplined and successful—launch process. By examining public company data & interviewing leaders at private-equity and venture- backed firms, Launch Code Project team identified a cluster of companies that stand out as launch exemplars. They include large corporations like Bloomberg, Analog Devices, Schneider Electric, Morningstar, Waters, Moody’s Analytics, Leidos, Broadcom, and ThermoFisher; technology leaders like Atlassian, Planview, CrowdStrike, Informatica, & Spotify; as well as lesser-known organizations. Our team studied what these companies do differently than their peers to deliver these consistent outcomes. Launch Code Project climbs into the common challenges & explores examples of companies which have been particularly adept at developing practices to address the common challenges. We have identified the elements that yield the best results and developed a framework for leaders to leverage to improve their outcomes.