A Clear Product Launch Strategy using the Get Who To By Framework
So, you think launching a product is just about slapping together a few slides and crossing your fingers? Wrong. It’s a chaotic mess without a clear path. Enter the Get Who To By framework. This bad boy cuts through the noise, honing in on the decisions that actually matter. Ditch the fluff and let’s get your launch strategy in fighting shape.
The TL;DR
Use the Get Who To By framework to nail down your product launch strategy into four critical decisions: GET (who to target), WHO (specific insight about their behavior), TO (the clear message), and BY (the action mechanism). Say goodbye to vague strategies that end up in the digital graveyard.
Why Get Who To By Works Like a Charm for Product Launches
Because a product launch is a battlefield of confusion, where vague targets, unclear behaviors, and fluffy messaging reign supreme. This framework slices through that nonsense.
The Four Steps
GET
Who exactly are we launching to?
Target the smallest, most winnable audience that can actually make a difference. Not just 'young people' or 'everyone in the category.' Get specific or get lost.
WHO
What key insight shows how they actually behave?
Dig into their habits and frustrations. What are they currently doing? What’s missing in their lives? If you can’t pinpoint their pain, you need to dig deeper.
TO
How do we make the action painfully obvious?
Craft a message that cuts through the clutter. It should be straightforward and compelling, leaving no room for confusion. If it sounds like a corporate slogan, it’s time to rewrite.
BY
What’s the execution plan to drive them to act?
Outline the mechanism that will trigger the desired behavior. Use urgency, clear incentives, or a unique angle that no one else is utilizing. If you can’t make it simple, it’s not good enough.
Common Product Launch Screw-Ups
(Yeah, We’ve All Been There)
- ×Targeting a demographic as wide as the ocean.
- ×Asking for too many actions at once – pick one!
- ×Messaging that sounds like it was generated by a robot.
- ×Creative that solves problems nobody cares about.
- ×Thinking social media buzz can fix a weak strategy.
- ×Launching without a clear friction-killer (seriously, don’t).
- ×Creating urgency without a real reason to hurry.
- ×Confusing a visibility campaign with a solid launch.
Avoid these traps, and you’re already ahead of 80% of the launches that crash and burn.
Real Examples
Consumer App Launch
A meditation app for stressed-out young professionals.
GET
Stressed-out young professionals.
WHO
Tried multiple wellness apps but quit because sessions were either too long or too spiritual.
TO
Reset their brains in 5 minutes without the spiritual mumbo-jumbo.
BY
Offering a no-frills 5-minute rescue session that actually calms them down.
Why this works
A tight target with low barriers means they’ll actually try it. Plus, the immediate benefits make it a no-brainer to download.
DTC Product Launch
A premium skincare serum nobody asked for but everyone might buy.
GET
Women aged 30-45.
WHO
Already buy premium skincare but switch products constantly because none deliver fast results.
TO
Transform their skin in just 7 nights with a serum that actually works.
BY
Focusing on one standout ingredient with before/after proof and a limited launch to create urgency.
Why this works
You’re not reinventing the wheel. You’re snatching attention from their current routine, showcasing proof, and creating FOMO without looking desperate.
SaaS B2B Tool Launch
A productivity platform for mid-sized teams drowning in meetings.
GET
Team leads.
WHO
Constantly complain about meetings in team chats and are actively searching for solutions.
TO
Give their team back 10 hours a week with a free trial.
BY
Using a meeting reduction calculator and seamless setup to remove barriers.
Why this works
The lower the barrier to entry, the better. This approach makes it ridiculously easy to say yes.
Frequently Asked Questions
How do you create a clear product launch strategy?
Use the Get Who To By framework to narrow down your strategy into four essential decisions: GET (who to target), WHO (insight about their behavior), TO (the message), and BY (the mechanism).
What is the Get Who To By framework?
It's a ruthless framework that compels you to make four pivotal decisions: GET (target audience), WHO (behavior insight), TO (the message), and BY (how to execute).
What are common pitfalls in product launches?
The most frequent screw-ups include targeting too broadly, asking for multiple actions, and delivering weak messaging. Get Who To By helps you sidestep these traps.
How do I choose the right target audience?
Select the smallest, most winnable group that will actually care about your product. If it feels too broad, you need to sharpen your focus.
What makes an effective launch message?
An effective launch message should be crystal clear and actionable, cutting through the noise. If it sounds like a corporate manifesto, throw it out.
Generate a Framework for your Product Launch Strategy
Use our framework generator to generate various Get Who To By, 4C, 4 Points Strategy, and other frameworks — all in one place and directly to editable Google SLIDES!
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