Product Marketing circles on LinkedIn have been taken by storm lately – my feed turned into a Mojo PMM discussion club.

I am pretty amazed how Eric Holland pulled off such a launch as a single person (with the support of the amazing PMM community).

What is Mojo PMM? It’s an AI assistant that replaces boring messaging documents.

Eric retraced his entire thinking process for us, from the very idea to the creative execution. There’s so much to learn and take to your own launches:

Here are my 11 takeaways from Eric’s breakdown you can apply to your product launches:

1. Turn annoyance into a solution

How many times was I annoyed by something… But in Eric’s case, a single post claiming PMM had lost its “mojo” did not just annoy him – it ignited his mission. He used frustration as fuel, even took the word mojo as the company seed, and set a clear intention: blow up boring messaging. So next time I am annoyed by something, I will remember it is an opportunity in disguise.

2. Find market opportunity by thinking systematically

Eric identified a market opportunity by reviewing a canvas-style approach to positioning from Fletch by Anthony Pierri and Robert Kaminski. As a successful consultancy, they used this canvas as a cornerstone to build home page messaging for hundreds of businesses. Eric recognized that the building blocks of the same canvas are useful for other content formats – and that’s something Fletch doesn’t do.

3. Identify a problem that resonates – as if your target audience could say it

The core problem is not bad writing or bad messaging. It’s messaging documents that do not get used – in live calls and real campaigns. Mojo solves that with AI by prompting it to use the right positioning blocks for the right asset so teams can deploy messaging in the flow of work.

4. Keep thinking and ideating – don’t sleep until it all fits perfectly like a jigsaw puzzle

Eric didn’t stop ideation at the point where most of us would… he dug deeper to deliver creative solutions. For example, he knew people are skeptical of AI’s judgment, so he gave the AI assistant a character – Mojo – to make the tool approachable and memorable.

5. Hire specialists when your skills hit the limit

This one really resonates with me: I am a jack-of-all-trades, good enough with branding and design that I can do it for my own projects… and that’s the worst spot to be in because I think I can do too much hands-on by myself. Eric recognized he needed help and invested money to give his project a bold and professional design done by an agency.

6. Go further with boldness, but make it all consistent

Mojo’s mischievous energy maps to the product promise: blow up dull copy and turn bland assets into something people want to read. But the Mojo character perfectly encompasses what the product is – it’s an assistant you keep close to you.

7. Make the homepage not just great but mind-blowing

When you visit the home page you’re literally looking through the mouth of Mojo… when you scroll further Mojo pukes rainbows and does other wild things. I am usually not a fan of websites with a lot of JavaScript scroll effects, but this one is done perfectly – and it makes sense when the goal of the website is to stand out.

8. Repurpose everything based on one master marketing asset

He invested a lot of time and effort into creating the home page, and the same designs were reused for the cool social media visuals and animations he shared with thought leaders.

9. Orchestrate the launch as a game – and vibe-code it

He turned the campaign into a Launch Quest: with a site with a timeline, roles, a scoreboard, and KPIs – all vibe-coded just for this purpose. Hey Eric, you know this could be a standalone product too, right?

10. Equip brand advocates with a huge variety of assets – and don’t forget to run a teasing campaign

He shipped a kit: teasers with half-reveals of Mojo, full-reveal assets for launch day, and post-launch riffs with a magazine vibe. Each supporter had a version that fit their voice – one idea, many angles – so amplification did not feel copy-pasted.

11. Create a small private war room – also for external people

A Slack group of a few dozen aligned on timing, assets, and asks. It’s typical to do this for internal teams, but Eric did this for his brand advocates too – making them all one team.

With such meticulous work, Eric made the success look inevitable.

Big thanks to Eric for sharing all of this in such detail.

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Eric Holland kills boring product messaging at Mojo PMM. He builds Navattic Demos at DemoDash He’s a host at a We’re Not Marketers Podcast.