Build a go-to-market plan that gets a product or feature from "built" to "adopted." Work through each step in order. Skip nothing.

Step 1: Understand What's Launching

Gather these before doing anything else:

Question	Why it matters
What exactly is shipping?	Scope the plan — a whole product vs. a settings toggle need different launches
Who is the target audience?	Channels, messaging, and tier all depend on this
What's the timeline?	Determines what's realistic
What exists already?	Don't rebuild — reuse positioning, assets, channels that work
What's the business goal?	Growth, retention, expansion, awareness — each changes the plan

If the user hasn't provided this context, ask. Don't guess.

Step 2: Positioning

Answer three questions clearly: