Season 5, Episode 36. Position Your Product like a Pro with Natalie Born
In this episode of Innovation Meets Leadership, host Natalie Born closes out the Set It on Fire: The Art of Innovation series with a practical conversation on how to position and launch a product like a pro. Joined by Moriah Hidden, Natalie explains why a great idea is not enough: leaders must validate demand, build alignment, and create a thoughtful plan for bringing that idea to market.
From cross-functional launch teams and go/no-go scorecards to customer roundtables, testimonials, and post-launch marketing, this conversation offers a clear roadmap for turning an innovative idea into a successful launch. Leaders will walk away with practical ways to gather honest feedback, measure what matters, create sustained visibility, and celebrate the people who helped bring the product to life.
[00:00 - 04:35] Validate the Idea Before You Invest
· What Natalie learned from inheriting a product customers did not want· Why direct conversations with customers can prevent costly missteps· Moving from complexity to clarity by identifying what customers will actually buy
[04:36 - 08:44] Build a Cross-Functional Launch Plan
· Why product launches should never happen in organizational silos· Creating internal kickoffs, weekly launch cadences, and clear ownership· Using go/no-go scorecards, handoffs, and pre-launch metrics to identify red flags
[08:45 - 10:36] Make Customer Feedback Part of the Launch
· Using launch parties, preview events, and customer dinners to gather authentic feedback· Inviting key clients into the process early and rewarding their participation· How testimonials and customer stories build credibility around a new product
[10:37 - 13:28] Create Honest Leadership Roundtables
· Bringing peers and buyer personas together for meaningful conversations· Why smaller roundtables can generate more honest and useful feedback· Choosing people who will tell the truth instead of simply affirming the idea
[13:29 - 16:53] Plan Beyond Launch Day
· Building a three- to six-month marketing cadence instead of relying on one big announcement· Moving from awareness content to testimonials, case studies, pains, and gains· Measuring engagement and adjusting the content plan as customer response becomes clear
[16:54 - 18:30] Launch Loudly and Celebrate the Team
· Why leaders should create noise and disruption in the market· Recognizing the team members who carried the product from idea to launch· Thanking customers for their feedback and including them in the celebration
[18:31 - End] Closing the Set It on Fire Series
· Reflecting on the practical frameworks covered throughout all ten chapters· Where to find the book, study guide, masterclass, and downloadable resources· A final challenge to break the box, set it on fire, and transform something
Quotes
“If nobody wants the product, we’ve got a real problem.” - Natalie Born
“Our first line of defense is our own team.” - Natalie Born
“Do not launch silently. Create some noise. Create some disruption in the market.” - Natalie Born
“You don’t set something on fire quietly. Be noisy. Make it loud.” - Natalie Born
Guest Links
Natalie BornLinkedIn: https://www.linkedin.com/in/natalieborn Website: https://innovationmeetsleadership.com Book: Set It on Fire: The Art of InnovationBook & Resources: https://setitonfire.co
If this conversation helped you rethink your launch strategy, share it with a leader or team preparing to bring a new product, service, or idea to market.
🎙️ Don’t forget to check out Set It on Fire: The Art of Innovation for the frameworks, tools, and practical guidance you need to move from idea to impact.
Visit innovationmeetsleadership.com and connect with us on LinkedIn, Facebook, Instagram, X, and YouTube.
🔥 Don’t just get out of the box - break the box and set it on fire.
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