International product launches require a unique playbook to ensure that your product can be used globally with a variety of customers

Building your GTM plan is the final step in creating a product launch, from finding your target audience to determining where to go next.

Win your market with a successful product launch. Build momentum from early adopters to create long-term value with new customer segments

Growth products must be incubated with ample time spent on defining their value proposition before moving into growth-mode.

Product manager must balance large-scale launches with constantly adding new features to existing products in order to engage with users.

Meghan Laffey led the product team at GoPro from its early origins to an IPO that drove massive growth for the company. It’s easy to “nerd out” on specs with innovative products like GoPro cameras. However, Meghan highlights that GoPro customers aren’t buying cameras because they’re super-technical products. Most importantly, they are buying into an aspirational lifestyle.

Meghan Laffey led the product team at GoPro from its early origins to an IPO that drove massive growth for the company. GoPro cameras turn every outdoor activity into an incredible video production that can be easily shared with millions of people. As Meghan explains, GoPro leverages various types of user-generated content to reach multiple audiences and showcase their product capabilities.

Alex MacCallum leads the New Product and Ventures team at The New York Times – bringing new subscribers to a traditional media source with engaging content and fresh perspectives. Once a new source for growth is identified, you need to hone in on providing relevant content to users. As Alex explains, the cooking product was built on real-world observation and a comprehensive review of what people needed to prepare a meal at home.

From managing teams at Netflix to launching education solutions, Gibson Biddle is an innovative product leader with years of experience with building brands. From its beginnings as DVD-first service to its current position into a streaming-first service, Netflix has evolved significantly over the past 20 years. As Gibson explains, these changes in service also impacted the brand’s presentation and overall identity for its customers.

From managing teams at Netflix to launching education solutions, Gibson Biddle is an innovative product leader with years of experience with building brands. Defining attributes for your brand is a critical process to help it stand out from the crowd. As Gibson explains, two models help to identify the essential features and emotions that your brand should communicate with its customers.

Planning the launch for new features presents many challenges, from identifying new opportunities to measuring impact for customers.