ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.

Most launches
lose people in
three seconds.

This is about
the other ones.

One idea. Once a week.
For people who give a damn about their launch.

ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.
ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.
Join HUNDREDS OF readers who start their WEDNESDAY with a 2-minute email on what separates brands you remember from the ones you don't.
(Free, No spam, Unsubscribe whenever)

Here's the thing.

I've spent 20 years in the room building product launches and creative for Meta, Disney, Hims & Hers, Keurig, Google, Apple, Nature Made and a bunch of others.

Not writing the strategy decks.

Actually building the work.

And the same thing keeps happening.

Tech teams launch like they're shipping
a product doc.

CPG teams launch like they understand culture.

The gap between those two is worth millions of dollars and nobody talks about it.

So I started writing about it.

What shows up
in your inbox.

One short email.
Once a week.
300 words, give or take.

No frameworks.
No "5 ways to."
No deep dives.

Just one idea about why some launches break through and most don't.

And what to actually do about it.


Stuff like:

→ Why most launch videos lose people in 3 seconds
→ What CPG knows about storytelling that tech refuses to learn
→ Why saying one thing is harder than saying everything


That's it, that's the whole thing.

One short email.
Once a week.
300 words, give or take.

No frameworks.
No "5 ways to."
No deep dives.

Just one idea about why some launches break through and most don't.

And what to actually do about it.


Stuff like:

→ Why most launch videos lose people in 3 seconds

→ What CPG knows about storytelling that tech refuses to learn

→ Why saying one thing is harder than saying everything


That's it, that's the whole thing.

"Christian and Blacksmith strike that rare balance of deeply understanding the brief and the business needs, while providing truly beautifully crafted films."

Per Nielsen, Creative Director at Meta

Per Nielsen, Creative Director at Meta

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PREVIOUSLY SEEN IN OUR SHOP

This is for you if

You've got a launch coming up

and the weight of it is starting to sit funny.

You know your product is strong.

You're less sure the world will notice.

You've watched competitors with

worse products win because their

launch felt like something.

You're tired of generic.
You're tired of beige.
You're tired of "let's explore" when
the deck is due Friday.

If you felt any of those, you're in the right place.

→ You've got a launch coming up and the weight of it is starting to sit funny.

→ You know your product is strong.

→ You're less sure the world will notice.

→ You've watched competitors with worse products win because their launch felt like something.

→ You're tired of generic.
→ You're tired of beige.
→ You're tired of "let's explore" when
the deck is due Friday.

If you felt any of those, you're in the right place.

ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.

One idea.
Once a week.
That's the deal!

Every Wednesday @ 10AM EST.

ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.
Join HUNDREDS OF readers who start their WEDNESDAY with a 2-minute email on what separates brands you remember from the ones you don't.
(Free, No spam, Unsubscribe whenever)