LAUNCH Code is a practical and engaging guide to launching new products:
Listen to clients in the product development process to address genuine customer needs.
Assess if & when you should launch your new offering.
Unify the team & communications across product, engineering, & sales to drive growth.
Leverage a lean continuous learning approach to Navigate your go-to-market.
Implement tactics to Control risk & Hone your process with a reliable framework for new product development.
Matt Dixon, Wall Street Journal Bestselling Author of The Challenger Sale and The JOLT Effect
“LAUNCH Code is an essential playbook for leaders who want to build strong partnerships between product and sales to choreograph new product introductions. Built on solid research and real-world experience, this book delivers the tools and inspiration to grow your business consistently.”
Hitendra Wadhwa, CEO, Mentora Institute, Professor, Columbia Business School
“In LAUNCH Code, James has distilled his extensive business research and expertise into a very practical playbook that managers can use to get their teams to their full potential while bringing winning new ideas into the world.”
Steph Auping, Chief Learning Officer, Leadership & Co.
“As someone who has been in leadership development for over two decades, I believe this book perfectly combines the diagnosis of dysfunction and a recipe for success. Unlike many business books, this one is not about theory and fluff but is filled with tactical and actionable strategies for approaching new products. I also feel that carving out some of these lessons has broader applicability for change, innovation, and cross-company collaboration.”
Advance Praise for
LAUNCH Code
LAUNCH Code is for:
- Leaders who are growing their company by adding new products.
- Product leaders or managers accountable for new product introduction.
- Product managers or marketers who want to make the most of their partnership with sales.
-Sales leaders solving for the new product portion of their sales goal.
- People in charge of integrating products from acquisitions.
- People who want to “relaunch” existing products, especially those that didn’t do as well as expected the first time.
About the Author
James Whitman is the founder of Growth Guidepost which helps mission-driven leaders bring their visions into the world through product launch and commercialization support. He has dedicated his career to leveraging technology to solve pressing global challenges.
His diverse work includes launching businesses to drive post-Soviet economic development, supporting government leaders to speed the delivery of healthcare, bringing excluded groups into the tech workforce, and commercializing innovative technologies to improve the health of our oceans.
James held a series of senior commercial roles at Corporate Executive Board (Gartner) through its most dynamic growth period, where he successfully launched more than 20 new products and led the commercial integration of several acquisitions. He has led commercial organizations for ExecOnline, Catalyte, PeaceTechLab, and Oasis Marinas, generating value by creating repeatable commercial practices.
James holds an MBA and BA Honours from McGill University, a GC from the London School of Economics, and is a graduate of the Middlebury College Language School. He splits his time between Washington DC and Massachusetts with his wife Anna El-Eini, an accomplished fiction author who inspires him daily to strengthen his writing.