Due to a couple of projects that are closing in on their launch dates, I've been thinking a lot about how to ensure that they have successful launches.
Yesterday, I covered an old TechCrunch post on the subject and today, I'd like to share something from Media Guerilla on the Art of the Unlaunch in this age of alpha, betas and continual improvement. 
A typical product launch usually consists of a crescendo of activities and announcements that culminate in the introduction of a new product at a pre-determined point in time. An unlaunch is different: a product exists. Period. How you share the various iterations of the product and spur adoption is where the PR strategy resides, but there is no press release, there is no exclusive review, there is no tradeshow stage demo, and there is no flashy ad that "unveils" the product — at least not all at once.
It is fascinating to think about how the model is changing in a world of SaaS, the rise of the creative class and living our lives online.
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