Rolled out a new creator-facing product across APAC. It was live, and adoption stayed low from the start. The rollout depended on talent agencies to bring their talent onto the product, which meant every activation waited on an agency's own priorities and timelines. The activation model was the constraint, not the product.
I moved the rollout off the agency-led model and onto direct, one-to-one onboarding, working with talent and their teams to activate them without waiting on an agency. Activation timelines came down substantially, and the direct model became the approach used for the remaining markets.
When adoption of a new product stays low, the activation model is usually the first thing to examine, before the product or the messaging. The wider lesson is to read the early signals and recalibrate quickly, rather than waiting for a model that is not working to produce results and losing months doing it.