Episode 11: How to Execute The Product-Led Playbook
Dec 17, 2024
Wes Bush dives into the essentials of executing a product-led playbook. He emphasizes the significance of a structured roadmap for success and the stages crucial for growth. Listeners learn how to build a solid foundation, unlock self-serve customers, and ignite exponential growth. Constant updates to the product-led components are vital for long-term success. Plus, Wes shares actionable steps to personalize a game plan that drives results. Tune in for insights on becoming the obvious choice in a competitive market!
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volunteer_activism ADVICE
Build a Foundation for PLG
Build an unshakeable foundation for Product-Led Growth (PLG) using a structured roadmap.
This involves crafting a winning strategy, identifying your ideal user, and designing an intentional model.
volunteer_activism ADVICE
Unlock Self-Serve Customers
Unlock self-serve customers by shifting from high-touch to zero-touch customer acquisition.
Build an irresistible offer, design frictionless onboarding, and unlock powerful pricing.
volunteer_activism ADVICE
Ignite Exponential Expansion
Ignite exponential expansion by transforming your business from linear to leveraged growth.
Focus on accessing actionable data, adopting a growth process, and building an elite team.
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This book provides a detailed, practical guide to crafting the perfect user onboarding experience. It introduces the EUREKA framework, which includes six steps: Establish your onboarding team, Understand your users' desired outcomes, Refine your onboarding success criteria, Evaluate and optimize your onboarding path, Keep new users engaged, and Apply changes and repeat. The book emphasizes the importance of starting onboarding from the acquisition phase, minimizing the time to value perception, and using behavior-based communication methods. It also references the BJ Fogg Behavioural Model and highlights key onboarding milestones such as Value Perception, Value Experience, and Value Adoption[2][3][5].
Product-Led Growth
How to Build a Product That Sells Itself
Wes Bush
In 'Product-Led Growth: How to Build a Product That Sells Itself,' Wes Bush explains the concept of product-led growth and how it differs from traditional sales-led models. The book provides insights on how to let customers experience the value of a product directly, thereby reducing the need for lengthy and expensive sales cycles. It covers topics such as choosing the right growth model (free trial, freemium, or demo), understanding market conditions, optimizing time-to-value, and delivering on the product's value. Bush also shares practical advice and frameworks, such as the MOAT Framework, to help businesses execute a product-led growth strategy effectively.
Crossing the Chasm
Geoffrey Moore
In 'Crossing the Chasm', Geoffrey A. Moore explores the Technology Adoption Life Cycle, which includes innovators, early adopters, early majority, late majority, and laggards. He highlights the significant gap or 'chasm' between early adopters and the early majority, where early adopters are willing to sacrifice for the advantage of being first, while the early majority waits for evidence of productivity improvements. The book provides strategies for narrowing this chasm, including choosing a target market, understanding the whole product concept, positioning the product, building a marketing strategy, and selecting the most appropriate distribution channels and pricing. The third edition includes new examples, strategies for digital marketing, and connections to Moore's subsequent works like 'Inside the Tornado'.
The Product-Led Playbook
None
Wes Bush
In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. This is the final week in the series and concludes with a detailed overview of how to make the most of the playbook and execute it.
In this episode, Wes summarizes what you’ve learned so far in the book: how to build an unshakeable foundation, how to unlock self-serve customers, and how to ignite exponential growth for your product-led business. He shares the importance of cycling through the ProductLed System many times per year and the three steps you can take today to start taking action.
Key Highlights:
01:12: Importance of a structured roadmap for PLG success
01:37: Stage One: Building a solid foundation
03:02: Stage Two: Unlocking self-serve customers
05:22: Stage Three: Igniting exponential growth
07:15: Importance of continually updating PLG components
09:20: Personalized game plan for long-term growth
We hope you enjoyed listening to The Product-Led Playbook!
ProductLed Podcast 
