How to Launch a New Initiative Like Apple and Keep the Momentum Going

Think back to the last time you rolled out a new project or initiative with high hopes, only to see it lose steam after a few weeks. Frustrating, right? You're not alone. Countless leaders face this challenge, especially when the initial excitement fades and old habits and routines creep back in. But what if you could launch your next big idea like Apple, a brand known for creating not just hype, but lasting impact? Imagine sustaining that energy and turning your project into a long-term success story.

Why does this loss of momentum happen, and how can you avoid it for your next big project?

Communication

Communication is at the core of successful products, processes, and programs. No winning outcome found its way to success without a plan for progressive communication. Let’s use a new product launch as an example of what this may look like. I will use a product launch for Apple as our example, since most people are familiar with the company’s products.

A new product begins with a big announcement with a lot of fanfare. The product is communicated as part of a presentation that is covered by hundreds of media outlets. This is where Apple explains why the new product is important, what it does, and how it will make everyone’s life better. This is the ‘launch’.

If they stopped there, few of their products would succeed for the long term. Instead, there is ongoing media communication about their product. They establish an ‘order date’ creating another major milestone for people to get excited about. Then they continue to push advertising in different media forms for months after the product has launched. When a new iPhone launches in September, you will continue to see new commercials for the product 3, 6, 9 months after the initial introduction showing new uses and features of how to maximize the enjoyment of the product. These target current users to demonstrate specific features as well as attract new customers.

Sustained messaging

The message originally discussed at the ‘big launch’ continues to resonate through these messages even as the product becomes established in the everyday lives of their customers. Apple communicates over and over to embed the message they want their customers and potential customers to hear.

New projects or initiatives in any business can follow the same pattern. Introduce your new idea, create plenty of excitement, but continue to strengthen that message every day after the launch. Ensure the messaging supports the reason why you introduced the project in the first place on the top of everyone’s mind.

Make your messages simple in nature that build on top of what you already have. Apple uses 30-second commercials to connect users back to the features of their products. Instead of trying to retell the entire story each time, they narrow the messaging to a specific component they wish to highlight. You can do the same for your project.

Progress updates

Finally, ensure everyone is aware of the progress being made. This may not correlate as much to our example, but we do hear occasionally how many millions of iPhones have been sold. That in itself provides a message to the consumer: am I part of those millions, or should I be part of those millions? Regular updates on the successes of the project will sustain high levels of motivation, ensuring you realize the full value of the originally presented vision.

Keeping people engaged in your new idea, process, or program is the best way to ensure that the idea becomes a reality in the future. Influencing and creating change are key roles leaders play each day. Communicating on a continual basis, ensuring the messaging remains simple, and providing regular updates is a proven way to ensure that your next ‘big launch’ will grow to success.

In the same way Apple supports their product launches alive with ongoing communication, your project or initiative can thrive long after the initial rollout. By staying consistent in your messaging, breaking down your project into simple, digestible pieces, and regularly celebrating progress, you’ll sustain the momentum. You can’t afford to let your new idea fizzle out. Maintain the team connection to the ‘why’ behind the project, and watch how it turns from just another initiative into a lasting success. Keep communicating, keep reinforcing, and keep celebrating and watch your success soar.

So what will you do to ensure your next big launch doesn’t just take off, but continues soaring long after the initial excitement fades?

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