The book · Second edition
The definitive guide to product-led growth.
Answers what PLG is, if it's right for you, and how to get started. Rewritten for an AI-native world.
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Why this matters now
PLG is no longer an advantage. It's table stakes.
Cursor went from $0 to $100M ARR in 12 months. Lovable did it in 8. You can't hire a sales team fast enough to scale that fast. Nobody can.
They built products that sell themselves. Users sign up, get to value, and upgrade without ever talking to a sales rep. In 2026, that's the prerequisite for becoming the obvious choice in your market.
This book answers 3 questions.
01 · Chapters 1–4
What the heck is PLG?
Hint: it's more than a free trial, and it's not just for software companies.
02 · Chapters 5–7
Is PLG right for your business?
97% of modern buyers prefer to try before they buy. But can your business actually make it work?
03 · Chapters 8–12
How do you get started?
The biggest mistakes to avoid so you see real success, without paying the rookie tax.
Inside the book
I'll also show you.
Whether you're a founder, an operator, or a growth and product leader trying to figure out how to grow in an AI-native world, order your copy today.
Ch. 1
The difference between PLG 1.0, 2.0, and what comes next.
Ch. 2
What product-led growth really is, and why most teams get it wrong. It's not a free trial.
Ch. 5
How to confidently decide if PLG is right for your business, before you bet the quarter on it.
Ch. 3
What kinds of companies can leverage PLG. Hint: it's not just SaaS.
Ch. 1
How AI is collapsing the gap between idea and value, and what that means for your product.
Ch. 2
Why adding a free trial isn't the answer, and what actually drives conversion.
Ch. 6
How to avoid the biggest and most expensive mistakes when rolling out PLG.
Ch. 7
The 5 levels to building a product-led business that becomes the obvious choice in your market.
Already read the first edition?
Here's what changed.
The first edition introduced PLG to the world. The second unpacks it for a different world, one where AI-native products activate users in seconds, and great PLG is the difference between owning your category and watching someone else own it.
1st edition · 2019
2nd edition · 2026
Long, dense read.
Quick read. Designed to be finished.
Zero AI examples. AI products were too clunky in 2019 to feature.
Built around AI examples. Most modern companies need AI to get users to value fast enough.
Based on helping 15 companies.
Based on helping 434+ companies, over $1B in self-serve revenue.
Treated PLG as a binary choice. Yes or no. Commit or walk away.
Treats PLG as a spectrum. You'll move along it at the pace your business allows.
Tried to cover everything. Lacked the rigor to do any of it well.
Answers three questions: what is PLG, is it right for your business, and how do you start?
"Product-Led Growth is about helping your customers experience the ongoing value your product provides — and this book shows you how it's done."
Nir Eyal · Author of Hooked & Indistractable
Three ways to own it.
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Leadership Kit
$199
Roll PLG out company-wide
Digital license for your entire team1-hr PLG Masterclass video courseLeadership workshop deck for buy-in
Get the kitFor teams
Everything your team needs to kickstart PLG.
Go from reading the book to rolling it out across your company. We've thought of everything you need to make rolling it out easy.
Book License
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Wes Bush AI
Ask anything, 24/7. Trained on our books and client experience.
Leadership Roadmap
Get leadership buy-in with a ready to use presentation deck.
As a product-led company, Omnisend needed a single source of truth for what that actually means in practice. This book became exactly that, part of every new hire's first week, and a reference we keep coming back to.Rytis Lauris, CEO, Omnisend
It all starts here
Are you ready to unlock the full potential of your product?
Your product can and should do more of the heavy lifting in your business.
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Get users to value
In 60 seconds, without any handholding.
Convert free users
Into paying customers while you sleep.