What Launch is All About

What Launch is All About

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Launching a new business is like throwing a paper airplane


Launching a new business is much like folding a paper airplane and throwing it for the first time. Minor variations can make all the difference.

There is something quite breathtaking about throwing that perfect paper airplane. The way it takes off right out of your hand and just floats ever so lightly across the room, maintaining a consistent speed and direction before coming to a perfect, soft landing, ready to be picked up and thrown again. Ahhhhh.

Of course, there are those flights that end in the plane crashing and burning — sometimes quite literally if there happens to be a lit candle in the room! Not that I would know anything about that.

There are those planes that take a hard nose dive and crater right into the floor. Others follow an arc straight up into the air instantly, achieve massive heights the likes of which resemble more of a rocket than an airplane, which, as we know, means it will quickly lose its velocity before gravity grabs hold of it and drags it back down to earth. Ugghhh.

And then there are those planes that start off looking perfect. The launch angle, the velocity all look perfect and it appears the plane might fly for miles. It’s only short-lived however as the plane gets sideswiped by a gust of air from an open window or an older brother who takes glee in swatting it out the air. The paper airplane world can be rough sometimes.

Launching a new business — whether it’s a new product or service, a new division, or an entirely new company — can be like folding and throwing a paper airplane. Success is part science, part art and frankly a little bit of luck.

In this blog that I’ve named Launch, you’re going to find insights I’ve gathered as a marketing executive and consultant over the past two decades launching new companies in the financial services and health space, as well as dozens and dozens of new product and services that I have launched in telecom, media, publishing, education and other sectors.

In most cases, I’ll frame my insights using recent events and happenings in the world of business — the good and the bad — as well as some of the current projects I am working on when I can. And there will also be the occasion random sharing of things I am enjoying or things I just frankly find funny.

Come back to Launch often and check out my posts. Or, if you just can’t stand the thought of missing out on a post, click here to subscribe to my mailing list or use the form at the bottom of this page.

Don’t worry, I don’t share your email address with marketers of indestructible sunglasses, 500,000 lumen LED flashlights or tactical pocket knives you can carve up a deer with. I personally won’t spam or overly assault your inbox and of course, you can unsubscribe at any time — I follow all GDPR and CCPR regulations like the responsible marketer that I am.

Lastly, if your paper airplane game is a little weak, or you think there are really just two types of ways to make a plane, here is a link where you can try out almost 40 different paper airplane designs . . . each one can be made at the comfort of your own desk, if you can actually still find a single sheet of 8 1/2 x 11″ paper. #paperless

Enjoy!


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