James Bond & The Art of Anticipation

There’s one thing the Bond franchise has always done flawlessly—keeping us guessing.

Since the 1960s, they’ve mastered the art of making people care about what’s next. Who’s the next villain? Who’s the new femme fatale? And, most importantly, who will don the tuxedo next?

We’ve been debating Daniel Craig’s replacement for years. YEARS. The man hadn’t even holstered his Walther PPK before the speculation machine fired up. Will it be Idris? Henry Cavill? That guy from Bridgerton? The second an actor orders a vodka martini in public, X implodes.

Back in 2017, I got so caught up in the frenzy that I made a bet on Aidan Turner taking the role. Naturally, I lost the ticket (which would have been a minor miracle if I'd kept it for eight years), but I still maintain it was a solid call. I spotted him early—when he was galloping around shirtless in Poldark. Whether he gets the nod or not is anyone’s guess.

This level of anticipation doesn’t happen by accident. The Bond franchise engineers it. They drop hints, fuel speculation, and keep the public just hungry enough to keep guessing.

» That’s exactly what you should be doing when launching a product. «

The Bond Playbook for Product Launches

Before diving into the specifics, here are some useful resources to help you plan your launch effectively:

• Asana's Product Marketing Launch Plan Template – Helps teams manage cross-functional plans for a smooth product rollout.

• ClickUp's Product Launch Templates – A variety of templates for structuring and executing your launch.

• Atlassian's Product Launch Template – Provides a detailed approach to planning and executing a successful launch.

The 6-Month Timeline for Maximum Anticipation

Much like the Bond franchise meticulously builds anticipation, your product launch should follow a structured timeline to create hype and engagement. Here’s how to break it down:

T-6 Months: Plant the Seed
Start teasing the problem your product solves without revealing too much. Drop hints on social media, blogs, or newsletters about something exciting coming soon. Engage your audience with questions or polls to build curiosity.

T-4 Months: Build Speculation
Introduce the "mystery element"… release cryptic images, behind-the-scenes footage, or teaser copy to spark discussions. Get industry insiders or influencers to subtly reference your brand without giving away full details.

T-3 Months: Engage Your Inner Circle
Identify and engage your VIPs—early adopters, influencers, industry leaders. Offer beta access, exclusive sneak peeks, or pre-launch trials. Start limited waitlists or sign-up pages for the “in-the-know” customers.

T-2 Months: Hype Intensifies
Release an official teaser (video, landing page, or social campaign). Start email sequences leading up to launch. Use strategic partnerships for cross-promotion (e.g., guest features in newsletters, collaborations with complementary brands).

T-1 Month: Create FOMO
Reveal key product details but keep an element of mystery. Drive urgency with countdowns, pre-order bonuses, or exclusive early-bird pricing. Get testimonials or quotes from beta users to build credibility.

Launch Week: Make it an Event
Drop the full reveal—major campaign rollout across all channels. Run live Q&As, AMAs, or product demos. Leverage PR or media coverage for external buzz.

Post-Launch: Keep the Momentum Going
Follow up with “what’s next” teasers (new features, updates, upcoming partnerships). Continue engaging your audience through storytelling—showcase case studies, behind-the-scenes content, “throwbacks”, user-generated content and reviews.

Final Word: Don’t Let Your Launch Be a Quantum of Solace

A great product can still flop if the launch is botched. Just look at Quantum of Solace—it made money, sure, but can anyone actually remember what happened in that film? Your product risks the same fate if you don’t build anticipation properly.

So, who’s your Aidan Turner? (More importantly, when are you launching?)

Stay Bold, Stay Brilliant

Building a business is hard, but you don’t have to go it alone. Need help making bold moves? Let’s chat. Forward this to someone who needs a little inspiration, or drop me a line—I’m here to help.

Let’s make moves,
Beth

• Check out my Fractional CMO services here.

• Got questions or a topic you’d love me to cover? Email me at [email protected]

Disclaimer: I share advice from my own experience. Every business is unique, so tailor these ideas to fit your needs.