Companies often celebrate the launch of a new product, service, or initiative — but a project isn’t truly complete just because it’s live. In project management, the goal isn’t only to launch a project, but to land it. A project has “landed” when it achieves measurable success based on the outcomes defined at the start. That’s the true reward for all the planning, coordination, and hard work.
Launch vs. Land Explained
A launch happens when you deliver the final deliverable to your client or users — for example, when a website goes live or a report is handed over. A landing occurs when you verify that the project has achieved its intended results. That’s when your SMART goals and success metrics become critical.
Teams must align on what success looks like beyond just delivery. Does the project improve customer retention? Increase sales? Reduce operational time? Clear, shared objectives ensure that everyone is working toward the same measurable impact.
Example: Launch First, Land Later
Imagine managing a project for an eco-friendly organization that wants to increase recycling by 20% over five years. You lead a team to create an educational program for middle school students, and after a year of work, you deliver it to the schools — that’s your launch. To ensure the project lands, you’ll need to check in over the following years to confirm that recycling rates are actually improving toward the 20% goal.
Avoid the “Launch and Forget” Trap
Many teams stop at the handover stage and fail to measure the results — they “launch and forget.” True project success comes from following through, assessing whether deliverables meet user expectations, and adjusting where needed. Launching and landing work in tandem to ensure real outcomes.
Why Landing Matters
- Alignment: Keeps teams focused on outcomes, not just outputs.
- Clarity: Translates strategy into measurable results everyone understands.
- Visibility: Gives stakeholders a clear view of progress and impact over time.
Key Takeaway
The project launch is worth celebrating — it marks a major milestone. But your job as a project manager isn’t done until the project has landed. Review outcomes, analyze your data, meet with your client, and confirm that the goals you set at the beginning have been met. Only then can you say the project has truly succeeded.
Comments
Post a Comment