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

# [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

# 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

# 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."