
Don't Write That Book Planning Your Launch 12 – 18 Months Out
Mar 12, 2026
They map out why a 12–18 month runway matters for strategy, relationships, and execution. Long-term relationship building and assembling the right launch team get attention. Planning marketing, trade distribution, and big events early is emphasized. Tactics include building pre-demand, owning search visibility, prioritizing high-impact moves, and designing multi-guest launch summits.
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Intern Letters Land More Endorsements
- AJ shared a listener success using the 'intern' endorsement tactic inspired by Mike's mom example.
- Roseanne Kapannahadj sent endorsement requests framed as from her intern and received positive replies.
How Mike's Multi-Person Team Runs A Launch
- Mike shares his multi-person team structure supporting authorship beyond the book.
- He lists Andrea (marketing), Amy (email), Lee (speaking agent) and others and explains roles in the launch ecosystem.
Build Visibility Early But Time Your Asks
- Do not overload audience with early asks; build visibility but time your asks.
- Mike warns visibility can't be too early, but too many asks too soon will fatigue potential buyers.




