A launch of a new product, service, idea or campaign can either be just another occasion or like the launch of a rocket heading to the moon it can be an opportunity to inspire. Too often in the hurly burly of a campaign it is easy to overlook the power and importance of a launch and fail to draw maximum value from it.
A launch provides the chance to introduce new ideas, different ways of working or even to bring forward a new CEO or team. It can start the telling of a corporate story or continue the telling of a necessary tale. And it can be a golden opportunity to gather, energise and send forth key supporters to promote your issue.
Of all the different types of events the launch is one that should be as impactful and emotional as you can possibly make it. After all if you are not excited about your issue at the outset, then why should anyone else care? And these days just having one speaker follow another - unless each delivers riveting presentations - is hardly likely to make the grade. Today audiences expect something novel and compelling.
I have attended two launches in recent weeks - both on similar issues. One used a standard format with a succession of VIPs speaking in generalities. The other got real people to share with the audience their personal stories of tragedy, triumph, failure and achievement. The first was scripted. The other poured straight from the heart.
Perhaps there is an old lesson to re-learned. The art and craft of embedding personal stories into a launch should take primetime over the logistics of invitations, catering and other things that can so easily overtake our pre-launch efforts.