Software development is no laughing matter. But it should be.
Backward management practices have hobbled what was once the world's most innovative industry. The result? Wasted time and resources. Sinking morale. Dissatisfied customers.
Regaining software development's groundbreaking spirit requires the type of bold, madcap thinking that originally defined it-and in Pitch, Sketch, Launch John Krewson presents a remarkable, proven template for revival.
Pitch, Sketch, Launch extracts the techniques used to create today's most beloved comedy shows and applies them to revitalizing software development. It shines a spotlight on the sketch comedy world's ethos of feedback-driven product deliveries and its playful search for original solutions. Insightful interviews, best practices, and case studies demonstrate how creating comedy applies to designing top-tier software.
Rethink what makes your creative team effective. Transform meetings into electrifying idea incubators. Rediscover the exhilaration of software innovation. Let Pitch, Sketch, Launch help you set the stage for producing your most adventurous work yet.
"Krewson has a way of making complex ideas easily understandable, and Pitch, Sketch, Launch is no different. In it, he offers pragmatic, common-sense insights that have the capacity to generate fast-and tangible-results."
- Mark Brooks, CIO, Reinsurance Group of America
"For as creative as software and product development is, frequently the industry gets stuck in "following patterns" and avoiding uncertainty. Krewson, in an engaging and often hilarious format, shows us better ways-ways that increase innovation, foster deep collaboration, and just make work more enjoyable. Looking for ways to drive more creativity? You found them."
- Joel Tosi, Co-founder, Dojo & Co.
"This book is for the person who can't watch The Office because it's too much like a documentary. By dismantling the "we have always done it this way" mantra, Krewson walks you through insightful ways to rethink how to get your product to "done" efficiently, creatively, and with reenergized excitement in your team. Fair warning: Page after page of nodding in affirmation may result in a stiff neck."
- Joe Dent, Software Product Leader
"Pitch, Sketch, Launch is a refreshing take on productivity, creativity, teamwork, and innovation. Krewson makes a compelling case for shifting decision-making from top-down directives to team-driven solutions, fostering agility and ownership. It challenges the traditional obsession with "busyness" and instead highlights how unnecessary layers of oversight actually hinder true productivity. Most importantly, it reframes unpredictability-not as a problem to be solved, but as a creative force to be embraced. A must-read for anyone looking to unlock better ways of leading and working."
- David Sharp, VP, Business Technology Enablement
"In Pitch, Sketch, Launch, Krewson and Kutner have achieved something remarkable-a fresh, practical approach to innovation. Their work draws parallels between sketch comedy production and software development, showing how the nimble, collaborative methods of shows like Saturday Night Live can transform rigid corporate structures into dynamic idea factories. Whether you're building software or rethinking an organizational process, this book will change how you approach teamwork, ideation, and execution. A must-read for anyone who wants their business to stay relevant in a rapidly evolving marketplace."
- Angie Echele, Chief Marketing Officer
"Krewson delivers a fresh perspective on how product teams deliver in a way that shares his deep experience yet is profoundly engaging and approachable. By drawing parallels between software development and sketch comedy, he reframes how teams work, think, and engage with a completely new-and sometimes surprising-perspective. John's approach is exactly what teams need to be more innovative and collaborative and reach new levels of excellence."
- Julia Pitlyk, Director, Marketing Technology, Nestle Health Science
"Krewson skillfully navigates the complexity and traps of product management and value creation. He challenges conventional thinking in favor of creativity, teamwork, and true innovation, and it's mind-opening, motivational, and overall enjoyable to read. Like your favorite film, it's a book you'll want to read over and over again and be eager to recommend and discuss with others."
- Kate Horan, Director of Digital Products and Platforms, Eastman
John Krewson is founder and CEO of Sketch Development Services, a two-time member of the Inc. 5000. This software development studio provides product management consulting and training services inspired by the way professional comedy sketches are produced. John has been active in the software community as a product development leader and coach for over 20 years. John has a unique past in the entertainment industry as an actor and producer, including a brief appearance on Saturday Night Live. John lives and works in St. Louis, MO.
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