ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.

Most products
lose in just
3 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
Saturday with a 4-minute email on what separates products 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 you'd recognize.

Not writing the strategy decks. Actually building the work. The films, the campaigns, the stuff people actually see.

And the same thing keeps happening over and over.

Tech teams launch like they're shipping a product doc. Spec sheets, feature lists, animated UI walkthroughs that nobody asked for.

CPG teams launch like they understand culture. They romance the feeling, they trust the consumer, they leave room for you to lean in.

So look, the gap between those two is worth millions of dollars.

And honestly nobody is really talking 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

PREVIOUSLY SEEN IN OUR SHOP
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 Saturday @ 10AM EST.

ONE THING.
A WEEKLY NEWSLETTER BY CHRISTIAN JOHANSSON.

Join HUNDREDS OF readers who start their
Saturday with a 4-minute email on what separates products you remember from the ones you don't.
(Free, No spam, Unsubscribe whenever)