Market launch field notes
A practical framework for observing how a central proposition changes when it meets local media habits and constraints.
A proposition that works in one market rarely survives contact with the next one unchanged. These are ongoing field notes on what actually bends: the pitch, the format, the price, the channel, or the assumption underneath all of them.
Two ways to enter a market
Take what worked at home, translate it, ship it. Fast, cheap, and it mostly tells you where your assumptions were local all along.
Treat the central idea as fixed and everything around it as negotiable. Slower to start, but it is the only version that compounds.
The questions, before execution hardens them
The framework is mostly a set of questions asked early, while the plan is still soft: where does attention actually live here, what does the audience already pay for, and which habit are we asking them to break.
This one stays open on purpose. It is a way of looking, not a finished answer.