60-launch-playbook-global

name	60-launch-playbook-global
description	Use when a launch needs a repeatable EXECUTION playbook — a T-30 to D+7 timeline, per-function checklists for content, design, ads, sales, and engineering, a launch-day war room, an escalation matrix, and roll-back criteria. Trigger on 'launch playbook', 'launch checklist', 'launch day plan', 'launch SOP', 'war room', 'we launch in two weeks and nothing is organized'. Also use when a GTM strategy exists and nobody knows who does what on the day. Not for — the strategy and beachhead choice, see `59-go-to-market-global`; the campaign brief, see `02-campaign-brief-global`; the post-launch review, see `63-campaign-retrospective-global`; a live crisis, see `66-crisis-playbook-global`.
metadata	{"version":"1.0.1","category":"strategy"}
license	MIT
triggers	["launch playbook","launch process","launch checklist","launch SOP","war room","roll back launch","launch day plan","launch preparation"]
output	File .md — three-phase playbook: pre-launch T-30 to T-1, launch-day war room plus D+1 to D+7, post-launch; per-function checklists, escalation matrix, roll-back criteria
related	["59-go-to-market-global","02-campaign-brief-global","41-campaign-asset-list-global","63-campaign-retrospective-global","66-crisis-playbook-global"]

Launch Playbook (Global)

A playbook is not a plan. A plan is for one launch; a playbook is reusable and improves after every launch. Successful launches are not luck — they are the product of correct preparation and disciplined execution. Run 59-go-to-market-global first for the GTM plan; this playbook is the execution layer underneath it.

Information gathering

Read the GTM plan and the campaign brief if available. If missing, ask up to 4 questions:

1. What is launching, and on what date? Product or offer, exact D-day, and any blackout dates in the period.
2. Who is on the team? Content, design, media buying, sales/support, engineering — who can do what?
3. What assets exist already? Landing page, creative, email sequence, tracking — status of each.
4. What did the last launch teach you? Read the previous retrospective and update the playbook; never reuse the old version unchanged.

Principles

1. Update the playbook after every launch. Lessons from the retrospective must land in the playbook.
2. "No-go" is a valid decision. Launching at the wrong time is worse than launching late.
3. Only the leader decides go/no-go. Never delegate it.
4. Plan backwards from D-day. Every task has exactly one owner and a deadline with a specific time and timezone. Keep a one-day buffer before launch for the unexpected.
5. Ads are built and left Paused. They go live on D-day only, never earlier.

Phase 1 — Pre-launch (T-30 to T-1)

T-30 to T-21: Foundation

• Offer finalized: price, bundle, guarantee, bonuses locked (no changes after this point)
• Positioning and core message locked (from 58-positioning-global or the GTM plan)
• Landing page brief handed to design/dev
• Content team briefed: angles, hooks, visual direction
• Media buyer briefed: audience research, account structure, ads plan
• Full asset list built (run 41-campaign-asset-list-global)
• Claim substantiation file started: every performance, health, or income claim has evidence on record