In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. Over the next three months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.

In today’s episode, Wes dives into the strategy component and shares what it takes to become the obvious choice in your market. Just as Southwest Airlines dominated by making key strategic choices, you’ll discover how to simplify your approach and focus your energy on what truly matters. You’ll explore the Bullseye Strategy Framework that helps product-led businesses move from struggling in competitive, commoditized markets to becoming industry leaders—like Canva, HubSpot, and Atlassian.

Key Highlights

1:18: Breakdown of Southwest Airlines' strategy, highlighting how strategic choices enabled their rapid growth.

3:15: The importance of saying "no" to non-aligned projects to maintain focus and avoid the "action trap."

6:24: Explanation of the "Commodity Zone," where early-stage businesses struggle with fierce competition and low profits.

9:34: How ProductLed client Paubox focused on mental health professionals to become the obvious choice in a specific niche.

13:30: The "moats" you can use as strategic defences that make a business hard to copy.

30:08 – Introduction to the importance of making strategic choices.

41:51: The importance of aligning your team with a one-page strategy document called the "One-Page Endgame Canvas."

You can buy The Product-Led Playbook here.