Assume the launch failed. Now work backwards through thirty ways it happens.
Assume the launch failed. Now work backwards: pick the ways it plausibly happened from thirty failure cards, and write the mitigation before launch — when it's cheap — instead of after, when it's a case study.
It's 12 months from now and the launch failed. Pick the ways it happened — then write the mitigation before launch, not after.
Thirty cards span the six ways launches actually die: product, pricing, distribution, demand, execution and competitive response.
Select the failures that could happen to you, then write a mitigation, a trigger and an owner for each — that is your risk register.
Run this as a team exercise 6–8 weeks before launch. Dissent is the point: the quietest person's card is often the real one.
Illustrative figures, not a client outcome.
The opposite. Teams that have rehearsed failure stop arguing about whether risks exist and start managing them. Launches die from unspoken doubts.
Five to ten. Every card you pick needs a named owner, or it wasn't really picked.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
Launching something? Rehearse the failure with us first.
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