Launching your EVP internally is an extremely important activity as you need to have everyone who currently works at your company to be aligned with your EVP.
This means that when anyone interacts with people outside of the organisation they present a consistent message.
Depending on the outcome of the Launch Strategy, you may be launching EVP internally first (we recommend you do, by the way, except for whatever you need to do tactically) so this phase of the Launch does just that.
The internal launch is a project in its own right that brings your EVP to life inside the organisation. This can be very useful in providing feedback and insights that you use to refine your messaging before launching your EVP externally.