Most new products don’t make it. In fact, about 95% of product launches fail. But Jon LaClare, founder of Harvest Growth and creator of the Perfect Launch System, has helped companies break through that brutal failure rate by borrowing lessons from the legends, Billy Mays and OxiClean.
In this episode of the Garlic Marketing Show, Jon breaks down what it takes to flip the odds in your favor and create a successful, scalable launch. And it’s not just about catchy slogans or expensive ads. It’s about understanding the data, telling an authentic story, and building the right foundation before you spend a dime.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
The Perfect Launch Isn’t Magic—It’s a System
Jon developed the Perfect Launch System after years of media buying and learning from direct-response legends. The system revolves around three core “P’s” that guide a launch from concept to scale. It’s designed to build the story, test the message, and structure the creative before you go big with your media spend.
Too many brands skip this process, and they pay for it. The Perfect Launch flips that script by giving you a proven path from idea to national success.
What You Can Learn from Billy Mays and “But Wait… There’s More”
Billy Mays’ infomercials weren’t just loud and flashy. They were built around strategic storytelling. The genius behind phrases like “but wait, there’s more” created emotional momentum that drove massive results.
The lesson? Great product marketing sells transformation, not just features. And those over-the-top moments worked because they were backed by real results and a deep understanding of what consumers needed to hear.
What Kraft’s Early Failures Teach Us About Launching Right
Before launching Harvest Growth, Jon worked at Kraft Foods and saw firsthand how big budgets don’t guarantee success. Some of their early product launches flopped simply because they didn’t have the messaging dialed in.
That experience taught him a lesson that’s still true today: you can’t outspend bad messaging.
AI, Video, and the Future of Launching Products
Jon shares his current approach to incorporating AI and video into the launch process and the one place most brands are doing it wrong. It’s not about creating more content. It’s about using AI to test messaging faster and tailoring it to the audience before scaling.
He also shares the tools he’s using right now to simplify media buying and creative testing, offering a real peek behind the curtain of modern launch campaigns.
The Power of Authenticity and the #1 Mistake Marketers Still Make
We’re living in an era where authenticity wins. Jon emphasizes that your audience can spot a fake from a mile away. The best product launch stories are grounded in truth, with customer experiences, transformations, and a clear “why now.”
One of the biggest mistakes? Trying to look bigger than you are. Start with where you’re strong and build from there.
Watch the full episode now, and make sure to leave any questions or comments you have about the episode.