Launch Team Inc. Marks 40 Years by Proving Reinvention Is the Real Competitive Advantage

Launch Team Inc. today marks 40 years since its founding in Rochester, New York, celebrating a milestone defined by evolving in the face of accelerating change.

Founded in 1986 by Sheila Hosenfeld and Roger Hopkins as PublishEase, Inc., the company originally supported Xerox and Kodak with digital publishing, training, and documentation for new product launches. As technology, markets, and buyer behavior transformed over the decades, the company transformed with them — pivoting its offerings, expanding its expertise, and, ultimately, becoming Launch Team Inc.

Today, Launch Team works internationally with companies across optics and photonics, life sciences, semiconductor, quantum, veterinary technology, and other deep-tech industries, helping them launch new products, enter new markets, and reposition their brands to navigate periods of rapid change.

CEO Michele Nichols states, “The last 40 years have seen a lot of change, and it’s only accelerating. I believe we have stayed true to the founders’ original vision: work with great people, be good to our word, and help clients get the right things done to achieve their goals.”

That perspective has positioned Launch Team as both a practitioner and advisor on change.

Nichols and members of the Launch Team leadership are regular speakers at optics, photonics, automation, and advanced manufacturing industry groups, as well as startup accelerators. They share insights on market outlook, sales and marketing strategy, and lead generation in complex B2B environments. Their pro bono program helps them offer the same expertise to local nonprofits in the Rochester region.

Looking ahead, Launch Team sees artificial intelligence as the next major inflection point, which is already reshaping how companies engage customers and how customers make buying decisions.

“The real question is what’s next. AI is driving change right now, changing how people engage and even think. It’s changing expectations from both your customers and employees. We work hard to stay ahead of this for the companies we work with, supporting them through change and recognizing the value of their legacy.”

As part of its anniversary year, Launch Team will host a workshop focused on AI and its implications for B2B businesses on April 9, 2026. The session will explore how companies can apply AI strategically without losing sight of brand, culture, and customer trust.