It's easy to forget that even Frank Kern's, John Reese's, Armand Morin's, Joel Comm's etc product releases are very small potatoes compared to the product launches with millions invested, being pushed out with hundreds of thousands or millions in advertising and years of development by the big multi-national corporations.

With that said, the direct response world does tend to pioneer a lot of the launch techniques. Here is a principle being discussed that is now commonly understood (I've taught it to clients for example) in the direct marketing or "internet marketing" world but is gaining popularity among select big-companies.

Worth reading...

http://www.inc.com/magazine/20091001...-products.html