Planning a big product launch? Involve your employees!

April 17, 2013 was an important day for TomTom. The company launched a new generation of consumer products and invited journalists and partners from around the world to come to Amsterdam to experience the innovations.

To make staff feel part of the action, the internal communications department produced a special newsletter which employees found on their desks on the morning of the event.  It included messages from senior management explaining why the launch is a milestone for TomTom and how the new products improve the customer experience. The newsletter, which I edited, created pride among employees and reinforced their confidence in TomTom’s future.