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Wes Bush

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Product-Led Growth: How to Build a Product That Sells Itself (Product-Led Growth Series Book 1) Kindle Edition

by Wes Bush (Author) Format: Kindle Edition

4.4 886 ratings

Book 1 of 2: Product-Led Growth Series

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Great on Kindle

Great Experience. Great Value.

Enjoy a great reading experience when you buy the Kindle edition of this book. Learn more about Great on Kindle, available in select categories.

“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” and “Indistractible”

“As captivating as a good novel, Product-Led Growth is an absolute must-read for SaaS business owners.” -Omar Zenhom, CEO, WebinarNinja

“Why did I just blow $300K promoting a whitepaper?”

That’s the hard question I asked myself but couldn’t answer—after all, we were just following the same old SaaS playbook. Sure, sales cycles were long and acquisition was expensive, but that’s how everybody grew their companies.

But after I helped launch a freemium product that went from 0-100K users in less than 12 months, I realized the traditional way of selling software was deeply flawed.

Hi, I’m Wes Bush, founder of ProductLed.com. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers.

But what does it mean to be “product-led”? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it?

You’ll find answers to all of these questions inside this book. In addition, I’ll also show you:

How to save 3-6 months of development and hundreds of thousands of dollars by launching a free trial in 24 hours—and why you should do it (Ch. 10)
Which HUGE mistake ProfitWell's Patrick Campbell says can "kill your growth and set you up for long-term failure"...and how to avoid making it (Ch. 8)
How to turn more users into customers with the simple framework I invented—that already drives brands millions in revenue (Ch. 13)
Why you can't ever stop your churn, but how you can (almost) wipe it out (Ch. 15)
The 4-letter decision framework that will help you nail the right go-to-market strategy and growth model for your SaaS (Ch. 2)
Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability (Ch. 9)
What the "Triple-A" sprint cycle is and how to use it to build a sustainable growth process—in just 1 month (Ch. 12)
How to stop paying customers from slipping away (Ch. 15)
The 3 apocalyptic "tidal waves" that are coming for SaaS companies—and what you MUST do to survive them (Ch. 1)
How to make free trial and freemium users hunger to upgrade to paid (Ch. 9)
The single biggest cause of leaky funnels and how to fix it, fast (Ch. 10)
Which 7 people you need in your “tiger team” to run a successful product-led growth team (Ch. 11)
The #1 thing to improve right now to maximize your customer lifetime value (Ch. 14)

Product-Led Growth also comes packed with “do this, not that” real-life examples from the industry’s biggest brands—as well as a collection of high-converting email scripts you can customize and send out immediately to turn more users into customers.

So if you are a SaaS founder, key decision-maker, or marketer wondering what your next strategic step should be, order your copy of Product-Led Growth today.

“This is one of my favorite books of 2019.” - Zeno Roch, Chief Product Office, Liferay Cloud

“A must-read book for SaaS founders, especially if you have a self-serve SaaS.” - Kaloyan Yankulov, Encharge

“This book is epic. If you want to know more about how to build a product-led business, you need to read this. Go. Buy. It. Now.” - James Gill, CEO, GoSquared

Editorial Reviews

Review

"Product-Led Growth is about helping your customers experience the ongoing value your product provides. It is a critical step in successful product design and this book shows you how it's done."
- Nir Eyal, Wall Street Journal Bestselling Author of Hooked

"Product-Led Growth changes how companies grow because it brings a focus on how the product you've built can help you acquire more customers. Customer acquisition doesn't just become something marketing is focused on, the responsibilities for acquiring great customers expands to the product team as well."
- Hiten Shah, Co-Founder of FYI, Product Habits and Crazy Egg

"Many SaaS businesses strive for $0 customer acquisition cost (CAC) and yet most still end up spending a small fortune acquiring each new customer. If you want to get to $0 CAC, Product-Led Growth is the only way you're going to make it happen."
- Olof Mathé, CEO, MixMax

"At heart, Product-Led Growth is incredibly intuitive. It's understanding that no amount of flashy marketing or hard selling can replace the value a customer receives from a product built to fit their needs. Make something that consistently provides value and you can rely on your customers to come back again and again."
- Kristen DeCosta, Growth Marketer, Churn Buster

"Organizations that adopt product-led strategies don't just have higher customer satisfaction ratings, they scale faster all while spending a fraction on acquisition costs when compared to traditional sales-led organizations."
- Jackson Noel, CEO, Appcues

From the Inside Flap

History tells us 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.

One of the main reasons I decided to write this book was because I witnessed first-hand the power of Product-Led Growth. It all started in a cold, gusty winter in Waterloo, Ontario (a.k.a. the tech capital of Canada). In one cozy loft, over 50 hard workers plugged away on their laptops side-by-side on long plywood tables. Everyone was passionate about video.

Inside this startup, it was common for everyone to use video to communicate with their family, friends, co-workers, customers, and even prospects. At the time, this behavior was considered a bit weird, but video was quickly becoming a thing for businesses around the world--it was an exciting time. As a result, smart investors wanted to pour money into video companies to accelerate their growth and ride the wave of demand.

Since gaining access to capital wasn't an issue for this software company, the team was "blessed" with the opportunity to put some serious marketing firepower into promoting its new video hosting technology to the masses.

I was one of those marketers. I spent a small fortune on countless acquisition channels. I was laser-focused on generating leads. But after spending a stupid amount of cash, I began asking some hard "Whys" about customer acquisition--like why did I invest $300,000 promoting a whitepaper?

Obviously, the outcome was to generate leads for a hungry sales team. But why a whitepaper in the first place? We were using the same-old marketing playbook that everyone else did: Create content; use landing pages to capture leads; and nurture those leads with automated emails until, one day, they converted into paying customers (or unsubscribed). Sound familiar?

It wasn't until I helped launch a freemium product that soared to over 100,000 users in less than a year that I realized something was wrong with the old marketing playbook. By making it easy for people to experience the value of our product, we transformed it into a powerful customer acquisition model.

This one experience reinforced something I have long believed: Truly great software companies are built to be product-led. You don't have to be a genius to come to this conclusion. In our day-to-day lives, we expect to try products before we buy them. Whether you're contemplating perfume, a new shirt, or even a pair of sunglasses--you want to try it before you buy.

Trying a product is and always will be an essential part of the buying process. When it comes to software, consumers demand the same experience. Companies that embrace Product-Led Growth align their business model with an undeniable consumer trend that is not going anywhere.

As the SaaS industry evolves, I believe there will be two types of companies:

Sales-led companies represent the old way. It's complex, unnecessary, expensive, and all about telling consumers how the product will benefit them. These companies want to take you from Point A to Point B in their sales cycle.
Product-led companies flip the traditional sales model on its head. Instead of helping buyers go through a long, drawn-out sales cycle, they give the buyer the "keys" to their product. The company, in turn, focuses on helping the buyer improve their life. Upgrading to a paid plan becomes a no-brainer.

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. Product-Led Growth is how you turn that approach into an executable business strategy.

To sell to the modern buyer, you need to decide: Are you going to be product-led? Or will you be disrupted?

Product details

ASIN ‏ : ‎ B07P6288ZF
Publisher ‏ : ‎ Product-Led Institute (May 28, 2019)
Publication date ‏ : ‎ May 28, 2019
Language ‏ : ‎ English
File size ‏ : ‎ 7374 KB
Simultaneous device usage ‏ : ‎ Unlimited
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 280 pages

Best Sellers Rank: #175,978 in Kindle Store (See Top 100 in Kindle Store)
- #27 in Global Marketing (Books)
- #35 in Business Software
- #44 in Consumer Behavior

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4.4 886 ratings

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Wes Bush

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Wes Bush is the founder and president of the Product-Led Institute where he spends his days teaching SaaS businesses how to flip the traditional sales playbook and ignite their growth engine with the Product-Led Growth methodology.

Wes holds a Bachelor’s Degree in Global Business and Digital Arts from the University of Waterloo. A respected business consultant, Wes understands that flashy marketing and hard sells can’t replace the value a customer receives from an exceptional product.

A strong brand and social proof are no longer enough to build trust with the modern buyer. People need to try before they buy. Product-Led Growth turns that philosophy into an executable business strategy.

Learn more about the Product-Led Institute at ProductLed.com.

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Christopher D.

I'd honestly give 6 stars if I could

Reviewed in the United States on January 3, 2023

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This was an extremely informative book, on one of the things I appreciated the most would have been the number of practical examples and direct links with friends and quotations from people in the industry that it's clear that Wes has a relationship with.

Couple key takeaways:
- Be product led (surprises)
- Review your business model to see if freemium or free trial works best, don't assume. Use the quiz included
- Identify and order your value metrics when deciding your pricing model (subscription, utility based, value based etc.)
- Make use of product and conversational bumpers. Won't spoil this for people who will be reading the book, but the depth of practical examples is exactly what I needed.

2 people found this helpful

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Justin Baeder

Great onboarding & user success tips; incoherent on pricing & models

Reviewed in the United States on August 27, 2023

Verified Purchase

The “value metric” and “bowling alley” concepts and tips are extremely helpful. Highly recommended for anyone who’s trying to help users succeed with a SaaS product with as little friction as possible.

These sections alone make the book worthwhile.

However, there are several topics that are addressed in an incoherent and contradictory manner. Chapter 2 addresses the decision between free trial, premium, and demo sales models. I found the information in this chapter helpful, but the rest of the book assumes a free trial approach and doesn’t really address the others. Demo is the best fit for my situation, but the book doesn’t say much about how to succeed with the demo model.

The concept of a value metric is also very helpful. However, the author implies that pricing should be based on this value metric, with no discussion of when it makes sense to meter pricing based on this metric and when it doesn’t. I would assume most users would like to do an unlimited amount of whatever activity they are paying for, eg tasks in a task app, videos watched on Netflix, etc.

At several points, it would’ve been better for the author to say “here’s what I think everyone should do, and all my advice that follows assumes that you’re going along with my recommendation.” The book would’ve made more sense if the author had just said bluntly that he recommends a free trial model.

One person found this helpful

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Michael Case

Excellent book for SaaS companies

Reviewed in the United States on August 10, 2019

Verified Purchase

Who's the most likely candidate to pay for your product? Someone who's already using it. That's the driver behind Product Led Growth (PLG) strategies. The idea is that instead of (or in addition to) filling your sales pipe with leads pulled in from traditional in-bound and out-bound sales and marketing efforts and then progressively qualifying them as they work through your funnel, you use your product to qualify leads to a much higher level. Users already getting value from your product make the best leads.

PLG isn't without its risks though. What if your free offering doesn't provide enough value users don't get it? What if it provides so much value they don't need to pay to for the additional seats or features? This books helps a product manager like myself think through the different kinds of PLG approaches, understanding the risks and benefits of each approach. I enjoyed the book so much I shared it with the rest of our management team. It's spurred some great discussions and helped us all get on the same page about our approach. Highly recommended for any Software as a Service company that feels like they're hitting the limits of the traditional sales model (or need a leaner approach to bootstrapping their start-up phase).

7 people found this helpful

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ARedSoxFan

Great primer before making the plunge into Product-led growth

Reviewed in the United States on August 16, 2022

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If you are thinking about making the jump from sales-led to product-led growth, this book is your first step. It’s an easy read and full of useful frameworks and tips for getting started. There are also good examples weaved in, applicable to both B2C and B2B audiences.

I’m generally not a fan of business books, but as an experienced product leader, I could instantly relate to the growth challenges raised by the author, and I found myself immediately thinking about how to put his recommendations into action.

I’m recommending it for my CEO and the rest of our leadership team.

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Michael D.

a lot of generalities, not much substance

Reviewed in the United States on January 11, 2024

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If you're someone who saw the title of this book and thought that it would reveal to you something that you hadn't already considered for sellling your product, this isn't for you. The general concept of the book is, "Develop a great product and that is how you will achieve growth." If there could be a subtitle, it might be "The old way of using sales and marketing to achieve sales is not as good as having a great product." Do either of my quotations seem like a surprise to you? If not, then skip this book. You won't get much out of it that you probably haven't already heard elsewhere. I'm not going to go so far as to say that the book is a complete waste. The author, I sensed from my reading, does his best to steer you in the right direction, but repeating to me what I already know and what I think most people would already know is not really worth the cost of this book. If you have an actual, physical product, go read "12 Months to $1 Million" by Ryan Moran. I found that one way more useful and insightful than "Product-Led Growth." If you have a SaaS, go read "The SaaS Playbook" by Rob Walling. For that matter, pick up his earlier book "Start Small Stay Small."

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Javier Sánchez Serrano

Great book

Reviewed in Mexico on January 25, 2023

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This book gives you the perspective of the Product-led Strategy by showing you the most important considerations you have to observe. Please, read this book carefully and take notes for what you have to try immediately.

I really recommend this book.

igor lucena peixoto andrezza

Livro essencial para quem está construindo um produto digital

Reviewed in Brazil on November 9, 2021

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O livro é um verdadeiro curso. Muito bem explicado, muito didático e atualizado. Recomendo à todos que trabalham com produtos digitais, especialmente à membros de satrtups. Isso livro irá abrir sua cabeça!

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Sylvain

Clair et actionable

Reviewed in France on August 2, 2023

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Très bonne introduction des principes du product Led growth avec de nombreux exemples. Style simple et efficace

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Christina Tsiripidou

Great book!

Reviewed in Germany on February 27, 2023

Verified Purchase

Loved reading the book

Amazon Customer

Must read if you're a SaaS fanatic!

Reviewed in India on December 26, 2021

Verified Purchase

I bought this book and held it without turning a single page for six months. One weekend I just sat down and decided to give this a read. Working in a B2C SaaS startup, I thought I knew everything about a product led business. Gosh, I was wrong. I spent my weekend going through the book and taking down notes for each chapter. Wes's book taught me everything that goes into building a successful product. Here are some of the things I learnt here

1. How to decide between a Free Trial or a Freemium Model?
2. How to decide the right price for your product?
3. How to run customer research for your product?
4. How to use the right frameworks to build your product?

and so much more

If you're long on SaaS, or work in a SaaS company, read this.

It will take you 6-8 hours to complete this book.

and it totally delivers on what you pay for it.

P.S: You should at least read this for the Bowling Alley Framework. It's a game-changer.

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