The launch video arms race is on

Why participation beats production / polish every time.

Author

Michael Morgenstern
August 19, 2025

Happy Tuesday Brex Community,

A launch video can spark attention but in a world of glossy AI clips, novelty erodes fast. The best launches don’t just announce. They force the market to participate. Treat your debut like a high-intensity sales sprint. Sharp, time-bound moments, handpicked early users, and something worth bragging about. Visibility comes from scarcity, stakes, and status, not just production polish. The real metric isn’t views. It’s how many qualified conversations and earned mentions you create per dollar, and whether people feel they’re watching a movement, not a marketing campaign.

Make video the interaction, not the ad. Run a live feature bounty shipping customer suggested features on livestream in 48 hours. Do a distributed demo drop, sending hyper-personalized walkthroughs to your top 50 targets. We’re even seeing VCs use these tactics to engage founders, LPs, and their own communities. Done right, they collapse the gap between builder and buyer, create artifacts people can’t resist sharing, and make your product feel alive and inevitable long after launch day.

Growing together, Michael Morgenstern 

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Rohit Rustagi and Will Yin are the founders of Mandolin

Mandolin replaces fragmented workflows with AI agents that execute the end-to-end lifecycle, including intake, benefits, prior authorizations, and revenue cycle management. Increase throughput without increasing headcount.

AMBASSADOR POV: Mandolin is building the definitive AI teammate for the largest health systems. As the specialty drug pipeline grows and healthcare systems struggle to keep up, Mandolin automates the full administrative lifecycle—from intake to benefits to prior authorizations and revenue cycle management. What once took days of manual work is reduced to hours, enabling providers to increase revenue, cut overhead, and get patients on therapy weeks sooner. Mandolin recently raised a Series A led by Greylock.

 

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Don’t hesitate to reach out,🦾!