The relaunch

Many AI products launched quietly the first time. A relaunch treats a major version, a new model or a sharper positioning as a fresh launch moment, with a clear before and after story.

Anatomy of the launch

1. 1Before and after. The post shows what changed, ideally side by side in video.
2. 2Why now. The reason this version exists: user feedback, a new model, a new use case.
3. 3Proof. Results from users who tried the new version early.
4. 4Reactivation. Old signups get a direct message with the new link.

When it works

• Products with a real step change, not a minor update.
• Teams with an existing user base to reactivate.
• A positioning change that makes the product easier to explain.

Where it breaks

• Calling a small update a launch.
• Ignoring the first version, so returning users are confused.
• Skipping amplification because "we already launched".

How to run it

1. Name the step change in one sentence.
2. Record a before and after clip.
3. Email and message every past signup on launch day.
4. Run the full launch checklist again, including creators and ads.

Check how ready you are for this pattern with the launch readiness score, then work through the launch checklist.