Happy unlaunch day: how we'll launch the new Nixon McInnes

The new Nixon McInnes website is days away from relaunching.
I'm excited but the rest of the world isn't and nor should it be (yet).

I've been asked a few times 'how are you/we going to launch this thing'.

My feeling was we wouldn't really, not in any big profile showy way.
To today read Brian Oberkirch's 'Happy unlaunch day' reminded me why.

The man Oberkirch, he say:

I’m down with Parmet’s recommended approach to unlaunching via ongoing community building and not flashy, high-profile demos

He say:

You build the tribe one person at a time.

Absolutely, you do, whether it's an online community, a product or service, or a blog.

Because the buzz, readers, commenters, subscribers, client enquirers and team applicants we get won't come from the launch. The cappuccino froth.

They'll come for the espresso that we serve - the proof that's in the mixed-up culinary metaphory pudding. The stories we tell. The usefulness we share. The social media goodness that we concoct.

We'll have a happy unlaunch day, celebrate our unlaunch internally, subtly cross-promote the new website on whatever else we do for the next few weeks in terms of events and newsletters, but really the main thrust of our launch will be to focus on the blog content - to enable our great people to share. And take it from there.

Comments

[Steph]

Love the new site and re-branding! --which I assume has not gone live yet...(I found it via the all-seeing Google http://nmsite.whitehawk.nixmc.com/ :-) )

[Matthew Hill]

Blimey! Looking really bloody good.

Though to avoid further spoilers, perhap you should remove the address from the above post and get your robots.txt in place on Whitehawk! :-)

[Will McInnes]

Can't be bothered to do the former, but have already done (or asked for!) the latter. thanks for the feedback :)