Launch vs. Land: Measuring Project Success

In project management, it's easy to get caught up in the excitement of a project launch—that moment when you hand over the final product to your client or user. The project is officially "delivered," and the celebration begins. But here's the catch: launching isn't the end of the road. The real measure of success comes when you land the project.

What Does Landing a Project Mean?

"Landing" a project means assessing the long-term impact and ensuring that the project aligns with its original goals. While the launch signals the completion of the project, the landing determines whether the project truly achieves what it set out to do.

You can think of it this way:

• Launch = Deliver the final product.
• Land = Ensure the product or service meets the intended goals and adds value.

The key takeaway here is that launching a project isn't the finish line. In fact, it's just the beginning of the journey. You need to track how the project performs over time, measure its success, and make necessary adjustments to ensure it delivers long-term value.

The Common Mistake: Launch and Forget

One of the most common mistakes project teams make is the "launch and forget" approach. After completing a project and delivering it to the client, many managers and teams assume that the project is done and dusted. This is where they go wrong.

For instance, let's say you're managing a training program aimed at increasing recycling rates in a county. You spent months developing the curriculum, delivering it to the schools, and officially launching the program. If you stop there, you've launched the project but failed to land it.

To truly land the project, you need to track whether the program is having the intended impact. Are recycling rates actually increasing? Are students engaging with the material and changing their behavior?

If you don’t follow up on the progress, you may never know if your project is on track to meet its goals.

Example: Eco-Friendly Training Program

Let’s consider a concrete example to further illustrate the difference between launch and land. Imagine you're a project manager for an eco-friendly organization tasked with creating a training program for middle school students about recycling. The ultimate goal is to increase recycling rates in the county by 20% over the next five years.

The Launch:

After a year of research, development, and production, you hand over the training program to the school district. At this point, you've officially launched the project.

The Landing:

Now comes the real work. In order to land the project, you need to regularly measure the success of the training program. Is the program reaching students effectively? Is the county on track to meet its recycling goal of a 20% increase?

If the training is successful, the project has “landed.” If not, you’ll need to revisit the program, assess what went wrong, and adjust accordingly.

Why "Landing" is Just as Important as "Launching"

The act of landing a project ensures that your project delivers lasting results. It means checking back, revisiting goals, and measuring success using the same criteria that were established at the beginning of the project.

It’s also about alignment. If you, your team, and your client all know what success looks like and you measure it properly, everyone can work toward the same goal. Periodic check-ins and performance reviews ensure that the project stays aligned with its objectives and produces the desired results.

Key Takeaway: Measure Success After the Launch

While launching a project is an exciting milestone, it’s equally important to land it. Celebrating the launch is just the beginning; the true success of a project is determined by how well it meets its objectives over time.

Here's What You Can Do:

• Set SMART goals from the start to measure success effectively.
• Track progress regularly to assess the project's impact.
• Assess outcomes against the original goals to determine if the project has landed.
• Stay aligned with your team and client to ensure that everyone is working toward the same objectives.

Don’t just launch your project and move on. Take the time to measure the results, check back on your progress, and ensure the project truly meets its goals.

Launching may be a significant moment, but landing the project is what turns it into a success. 🚀

Launching your project to the client can be a very big moment for you. You handed over the project to your client and now you can take a step back and breathe. But make sure you land your project, as well. Look over your notes, talk with your team, meet with the client, and remember to return to your intended deliverables and metrics to help you measure success.