Learn the fundamentals of Product-Led Growth from the bestselling author of Product-Led Growth in this practical, no-fluff course.
Here’s what you’ll learn:
✅ What it truly means to be product-led
✅ Why product-led growth is becoming of rising importance
✅ What the main benefits of product-led growth are
✅ How you can become product-led
✅ The role every team plays in creating a successful product-led business
And more!
Best of all, if you pass the exam at the end, you’ll get a PLG Fundamentals Certificate that you can show off to your colleagues. ????
Wes Bush:
So now we're going to put everything we've learned all together. So what we covered so far is really just what is product-led growth? So quick definition on this product-led growth is defined as your go to market strategy that relies on using your product as the main vehicle to acquire, activate, and retain customers. And whenever we talked about why PLG is of rising importance, there was three things. We talked about the fact that technology is deflationary in nature. What this really means is customer willingness to pay is going to go down every single year for your product. And the second part of why PLG is a rising importance is the fact that with the lower barrier to entry competition has 10X'd and as such, your customer acquisition costs are on the rise. And third and lastly, your buyer has changed. Consumers now demand a self-serve experience.
Wes Bush:
Now, when it came to the main benefits of PLG, there's really two when you sum it up. There's the fact that you can now create the dominant growth engine in your business and the second is all about capital efficiency and combined it's a very powerful combo. You can have the most effective, powerful growth engine in your business, all while being the most sustainable. That's a pretty enviable position to be in, in your market. And lastly, whenever it comes to the first steps you need to become product-led, I want you to focus on two things. One, understand how each team operates differently and two, focus on how you can deliver value as fast as possible. So when we really think about this whole product-led movement, I hope that by now you're able to see that the way we sell has changed. It used to be enough to shake someone's hand and trust that their solution would solve our problem without much proof.
Wes Bush:
This might've worked back in the good old days of sales, where handshake would seal the deal. Today, a strong brand and social proof are no longer enough to build trust with the modern buyer. You need to let people try before they buy and show value before a paywall. And product-led growth is simply how you turn that approach into an executable business strategy. If you sell to the modern buyer, you need to decide are you going to be product-led or will you be disrupted? History tells us time and time again that how you sell is just as important as what you sell. Just like Blockbuster couldn't compete with Netflix by selling the same digital content. You need to decide when not if, you'll need to innovate on the way you sell.
