In larger organisations, one common challenge is that the effort to secure approval and launch the initiative can leave stakeholders struggling to envision the service beyond the green light and initial launch phase.
While this is understandable, it can undermine the process when the implicit promise is: “Once we launch, everything will be great.” But the reality often reveals: “Many well-intentioned, well-researched assumptions need substantial adjustment over time.”
This disconnect can lead to disappointment and, worse, diminish the ongoing engagement and investment needed to move the service from launch to lasting success.
We advocate for a different approach: viewing the launch as the beginning of a system designed for making as many mistakes as possible. And we should expect the most mistakes to be made early on. The assumptions that guided the initial launch have served their purpose; now, the real work of generating value begins by engaging customers in experiments that progressively build insight.
Most early experiments will likely reveal flaws in initial assumptions, but more importantly, they will provide real-world, customer-validated insights into what will drive future success. This is the true reward of reaching launch—setting the stage for long-term success. And embracing the m-word in this context will make the storytelling of the journey much more realistic, and more exciting.
