The reveal isn’t the finish line. In many ways, it’s just the start.

In this second episode of The Inventory with Trader Interactive, Reid Morris returns with Brian Cole from Element Three and Scott Smith from Trader Interactive to unpack one of the most overlooked (and underestimated) problems in OEM product launches—the gap between announcement and enablement.

Pulling from the research introduced in Episode 1, the group shares how disconnects between development, marketing, and dealer enablement stall momentum when it matters most. From timeline missteps to communication breakdowns, they reveal tactical solutions OEMs can implement now, such as storytelling across launch stages, embracing transparency, and equipping dealers earlier.

If you’re in product, marketing, or sales at an OEM navigating a dealer-distributed model, this episode is a blueprint for what to fix between hype and hands-on.

You’ll learn:

• Why every new launch should be treated as part of your brand story
• How to avoid the timing trap that slows down marketing and sales
• Why transparency with your dealers builds stronger launch outcomes

Things to listen for:

(00:00) Why Launch Problems Don’t End at the Reveal

(01:16) Recap of the Research from Episode 1

(01:56) The Valley Between Announcement and Enablement

(03:35) Operational Launch vs. In-Market Launch

(05:44) How Marketing Should Build Momentum, Not Wait for Readiness

(07:05) Why Product Timelines Often Slip Behind Communications

(09:50) Giving Dealers Clear Reasons to Believe

(11:00) What “Tease, Reveal, Promote” Really Means

(13:22) Transparency as a Tool for Dealer Success

(17:57) How to Turn a Launch into Part of Your Brand Narrative