I loved this post by Charlie Hoehn, who works with Tim Ferris, on how they marketed Tim’s book. Tim’s blog is well-known for his indepth posts, and this is one to print and refer back to anytime you think about doing a product launch or relaunch.
It’s long, so I’m going to just link to it here. It’s mostly about marketing, but there are some nuggets about how Tim “manages” Charlie that are also awesome lessons.