How to successfully launch a new product

In my last blog, I talked about ‘How to successfully develop a new product’. In this blog I go on to talk about how to launch it.

Tony Fadell, considered to be the father of the iPod, iPhone and Nest Learning Thermostat, recalled in his book ‘build’ how Steve Jobs taught him that storytelling is essential. Every product should have a story, a narrative that explains why it should exist and how it will help solve problems.

According to Tony Fadell, a good story should have three elements: drawing on emotion, simplifying complex concepts, and solving a problem. In the example below, I use the launch of the original iPhone as an example.

Appeal to emotions

Most people watching the first ever iPhone launch will remember that in the presentation Steve tricked the audience into thinking that Apple was going to announce three products.

• The first one is the widescreen iPod with touch controls
• The second is a revolutionary mobile phone.
• The third is a successful Internet communication device.

After repeating the list a few times, Jobs said, “Can’t you find it? These aren’t three different devices. It’s one device, and we’re calling it the iPhone.”

Steve wanted to surprise the audience – and in this case, it was the emotional part. Steve knew that having a little fun would make his audience more receptive to his message by making them laugh and applaud.

Show how complex topics can be simplified

The most advanced phones are called smartphones – or so they say, “the Steve said.

“The problem is they’re not that smart and they’re not that easy to use. They’re really complicated. What we want to do is make a leap forward product that’s smarter and super smarter than any mobile device – Easy to use. That’s what the iPhone is for.”

Customers appreciate products and solutions that are simple – with simple explanations. 

Solve a problem

Steve then went on to detail how the iPhone solved the problems — even problems they didn’t realize they had.

“We’re going to reinvent the phone starting with a revolutionary user interface,” Steve said.

“Now, why do we need a revolutionary user interface?” Jobs asked as he showed pictures of the popular smartphones from the time.

“The problem with them is that they all have keyboards that are there whether or not you need them. And they all have these control buttons that are fixed in the plastic and are the same for each application. Buttons and the controls can’t change. They can’t change for every application, and they can’t change down the road if you think of another great idea you might want to add to this product.”

Steve then went on to explain how the product would solve the problem by removing difficult to use fixed keyboards, replacing them with a touch screen.

Tony Fadell feels that Steve Jobs was an outstanding business storyteller – and I must agree with him.

“Telling the story is how you attract people to your team or investors to your company.” “This is what your salesperson puts in their slide deck and what you put in your board presentation.” Said Tony.

So to successfully launch a product, carefully build your story using the three elements shown above – show the complexity you are solving and how simple life could be.