In recent years, the norm has been to hype a product up before its eventual release, and then participate in all the festivities surrounding the release date. More and more companies, however, are resorting to what is known as stealth mode. Similar to what one would expect to hear described by military personnel, stealth mode is the idea of flying ‘beneath the radar’ of the company. Whether employing stealth mode for the release of a new product or simply using it to maintain a level of secrecy about what a company will be offering, stealth mode has advantages that businesses at all levels can use.
How to use Stealth Mode
Ironically, one of the most important features of using stealth mode is telling people that it is being used. Generating interest in a company or product by refusing to give information about a new product of service is a guaranteed method. This method of attracting interest in a product can backfire, however. With stealth mode, generating interest in the eventual launch of a product means that the introduction to the public will be scrutinized even more than usual. If the product flops, or has initial problems that have not been worked out, it can be almost impossible to overcome the bad publicity.
Companies that are offering new technologies or revolutionary products may benefit from utilizing stealth mode. By maintaining silence about the type, size and number of products that will be offered they reduce the risk of a competitor stealing the technology or process. In addition, maintaining silence allows a company the opportunity to develop, test and produce a product without the distraction of media attention. This can provide opportunities for companies to secure additional funding, find backers and enlist internal supporters for the project. Engaging in stealth mode can be a risky tactic for companies, but the payoffs can be worth the extra effort.
