most startups treat their launch as the story. it’s definitively not.. it should be just the opening line. what actually happens now is that there is typically one big launch video, then silence, then occasional product announcements that nobody asked for & nobody remembers. there’s no connective tissue. each piece of content has to justify itself from zero because there’s no accumulated world for it to inhabit. what you should be doing is designing the launch as chapter one of a long book……