#262 - Derek Osgood, CEO Ignition - on nailing Go-To-Market

A story about why 89% of product launches fail - and what to do about it

This podcast interview focuses on product innovation that has the power to launch your next product, without the chaos. My guest is Derek Osgood, Founder and CEO of Ignition.

Derek Osgood is a former marketing exec turned founder. Prior to founding Ignition, he was an early hire at Rippling where he stood up the Product Marketing function and helped scale the company to $20M in ARR. As a Product Marketing leader everywhere from startups to major brands like PlayStation, Derek has launched over 100 products and his products have generated over $1B in revenue. 

In February 2021 he decided it was time to build the platform he wished he had along the way – and founded Ignition.

Its mission: To launch every product to otherworldly success, through world-class strategic marketing…. And to boldly go where no marketer has gone before.

And this inspired me, and hence I invited Derek to my podcast. We explore what’s broken in the Product Launch process and how this is hurting businesses. Derek takes us on a journey of how he’s built the company and shares the critical lessons he learned. He explains what difference positioning has made and how important it’s been to nail the essential details in messaging and product to grow momentum.

Here’s one of his quotes

Inherently the key thing that people are in their head assuming is the primary thing they’re going to drive is efficiency and time savings. However, once they have implemented all that stuff, the value that they really start seeing is now suddenly we have more effective launches. Now we’re like breaking through the noise more, And they’re basically just seeing, you know, higher revenue performance from the launches that they’re creating.

During this interview, you will learn four things:

  1. What to do differently to increase the success of your product launches 
  2. Why classic Silicon Valley thinking sometimes works counterintuitive to break through
  3. How to avoid getting sucked down into a rabbit hole of undifferentiated stuff
  4. Why our messaging is often 180 different from what it needs to be and how to avoid that. 

For more information about the guest from this week:

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