Bristol Breakfast · Product Launch
Why do good products miss their numbers?
73% of healthcare launches miss their forecast. The comfortable reading is that launching is hard and a miss is survivable. The uncomfortable one is that the failure rate is not inevitable: it is the predictable outcome of launching without a system. This is the morning on the five stages between approval and revenue, and what happens when they get skipped.
For commercial leaders with a launch inside the next eighteen months, or one that has already gone quiet.
Clifton Members Club · Ten seats · No fee
Start here, not with the form
The thinking is free. Take it now.
The full five-stage cascade, the sales-versus-demand distinction and the thirty-minute team audit are free to read now in Why Launches Miss. The breakfast is the live version, scored against real launches around one table.
Read Why Launches Miss
Clifton Members Club, Bristol. One table, ten seats, one morning. Date follows demand.
The launch failure cascade
Launches do not fail at launch. They fail earlier, quietly, at one of five stages, and each skipped stage compromises everything after it. Be honest about what counts as a launch, too: a proven product entering a new territory, a new partner, a new sales team. In our view anything under three years old is still launching, whether or not the launch party has been and gone.
The launch model most plans still assume, reps building demand one meeting at a time, ran out of meetings years ago. What replaces it is a sequence, and the sequence cannot be skipped.
The room
Nine or ten senior marketers. One host who launches for a living.
The breakfast is hosted by Michael Colling-Tuck, founder of AGENCY and author of It's Not a Sales Problem, built on 47 product launches across five continents over twenty years. The five stages are not theory to him; they are the pattern behind the launches that hit and the post-mortems of the ones that missed.
Michael Colling-Tuck
Host
- Where
- Clifton Members Club, 22 The Mall, Clifton, Bristol BS8 4DS
- When
- Demand-led. We read the response to the September breakfast first, then set the date. Register and you hear before anyone else.
- Who it is for
- Senior life sciences marketing and commercial leaders within about an hour of Bristol.
- The table
- Kept to ten, so the conversation stays a conversation.
What happens
Ninety minutes. Three moves. You do the talking.
It is a conversation around one table, not a talk you sit through. Everyone in the room owns the same problem, so everyone has something to say.
01
Which stage did your last launch skip?
The five stages between approval and revenue, scored honestly against something you have already run. Nobody in the room has hit all five, which is the point.
02
The cascade, applied to a live launch
Bring one from the next eighteen months. We walk it forward stage by stage and find where it is about to go quiet. Bring one that has already gone quiet and we work backwards instead.
03
What you would change before the forecast is signed
The one stage worth fixing first for your launch, and what that costs you now against what skipping it costs later.
Chatham House rule
No slides, no pitch
One table, no theatre layout
Bring a live example
What you leave with. Printed and ready to use.
01
The five-stage launch map
Clinicians in at concept, the problem validated, product-market fit forged, the pitch nailed, feasibility proven. Scored live against your own launch, current or coming.
02
The stages most often skipped
Which stages we see skipped most often, what each skip costs downstream, and the early signals that a launch has already gone quiet.
03
A peer-room view
How other senior life sciences leaders in your region are running launch governance, and what their boards now ask before signing off a forecast.
Register interest.
Tell us who you are. When the date is set you hear first, and Why Launches Miss lands in your inbox today, so the morning starts before the morning does.
While the date settles
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