“Software that sells itself.” Product-led growth is a growth model focused on the value a product provides the end-user, and positions the product itself as the primary driver of growth. This shifts the focus away from “the buyer” to the end-user, which have come to expect more immediate value and polished experiences. #### [[OpenView]] defines three pillars for PLG: 1. Design for the end-user 2. Deliver value before capturing value 3. Invest in the product with go-to-market intent #### The right conditions for a successful PLG company: - The market conditions are right. - The product offers a uniquely valuable solution to individual users. - Users can realize significant, ongoing value quickly and easily ([[Get to the 'aha moment' as soon as possible]]). - The product delivers real value before hitting users with a paywall. - The product itself functions as an acquisition channel, such as allowing users to invite others into the system (network effect). - Marketing funnels lead users to product engagement, not a sales team - The product has a built-in network effect: the more people that use it, the more valuable it becomes. - Land and expand: product champions drive internal adoption at their companies. Not everything is rosy for product-led companies. [[Casey Newton]] describes how [[Slack]]—a company heralded for being product-led—ultimately didn't win the market against Microsoft Teams: [How Microsoft crushed Slack](https://www.platformer.news/p/how-microsoft-crushed-slack), and that distribution and sales matters in the end. He goes on further to say that ultimately workers won't be (or don't want to be) the ones deciding on which tools to use. ## References “Everything to Know about Product Led Growth.” *OpenView*, [openviewpartners.com/product-led-growth/](http://openviewpartners.com/product-led-growth/). Accessed 30 Mar. 2021. ## Read later [The Product-Led Organization by Todd Olson | Pendo.io](https://www.pendo.io/the-product-led-organization/)