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 explores the critical decision-making process of what to give away versus what to monetize in a product-led business. He emphasizes that the most successful models are intentional and strategic. Using real-world examples like Tettra, Wes illustrates how a freemium model can unlock long-term user value and how offering limited free features can lead to higher retention and conversions.

He dives into the different types of free models—such as freemium, opt-in, and usage-based trials—and provides actionable tips on finding the best fit for your business. He introduces the DEEP framework (Desirable, Effective, Efficient, Polished) to help businesses design a powerful free model that delivers tangible value upfront without overwhelming users.

Key Highlights:

1:14: What makes an intentional free model
2:12: Case study: Tettra’s switch to freemium
3:17: Key benefits of the DEEP framework
6:40: How to build user trust with value
11:20: Practical steps to define your beginner level
22:05: The PCR test for finding solutions
32:06: Understanding opt-in and opt-out models

You can buy The Product-Led Playbook here.

Episode 4: The Product-Led Playbook: Decide What to Give Away vs. What to Monetize