In today’s episode, we are joined by Dave Daniels, founder of BrainKraft, a company dedicated to helping B2B companies develop the skills and processes to plan and execute successful product launches. Dave shares insights about why some product launches fail, and walks us through the BrainKraft Product Launch FrameworkTM—a tool that guides organizations through the entire product launch process, from risk assessment and establishing objectives to the final post-mortem review and every step in between. Along the way, we discuss the difference between responding to demand and creating it, key questions you need to answer about your market segment, and the two questions everyone should add to their win/loss boilerplate to help identify a product’s unique value proposition. Listen now to hear the whole conversation and get a jump start on ensuring the success of your next product launch.