Saturn Five or Bottle Rocket

Launching a new product can be very exciting but can also have significant negative impacts.

Launching a large rocket such as the Saturn Five or the Space Shuttle was awe-inspiring and even overwhelming.  Marketers often strive for a similar impact with their product launches.  Sometimes, they are highly effective.  Unfortunately, sometimes they are not.  It is natural to envision success and discount potential failures.  Carefully and objectively consider the rewards and risks associated with making a one-shot, large product launch.