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Product-Led Growth: How to Build a Product That Sells Itself Paperback – 28 May 2019

by Wes Bush (Author)

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“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 the Product-Led Institute. 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

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Product details

Language : English
Paperback : 276 pages
ISBN-10 : 1798434520
ISBN-13 : 978-1798434529

Best Sellers Rank: 33,627 in Books (See Top 100 in Books)
- 21 in Interface Design Programming
- 47 in Industrial Design Studies
- 72 in Professional Finance

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Amazon.com: 34 reviews

Michael Dubakov

Shallow

6 July 2020 - Published on Amazon.com

Verified Purchase

I have 15 years experience in SaaS and always thought that product, actually, can sell itself. I hoped Product-led approach would be a cool accumulation of proven facts and practices why this indeed can work. Unfortunately, the book did not deliver anything new.

There are some good quotes you can highlight, but in terms of real information you'll find frameworks for kids, few stories to prove the point and almost zero statistics. Plus you will find some self-promotion.

How to really implement product-led approach? Well, there are some things:
1. Web site aligned with the product value proposition
2. Good onboarding flow
3. ...
4. PROFIT!

I am not kidding you, that is it. Any person with 2+ years of experience in low touch SaaS marketing knows that.

Overall, the main idea is good. The book is bad. No depth.

9 people found this helpful

Michael Case

Excellent book for SaaS companies

10 August 2019 - Published on Amazon.com

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).

2 people found this helpful

Amazon Customer

Useful insights at any stage of product or business development

29 May 2019 - Published on Amazon.com

Verified Purchase

You might be in the early stages of designing a digital product, debating pricing pre-launch, or further down the track and wondering what to do next in your marketing strategy. Are you far enough along that you're worried about churn?

Wes pulls together product design, marketing and a broad swath of customer-related topics. There are diagrams and umpteen relatable real examples which made me stop, think, and add notes on our product design.

Do you know if your product has "ability debt"?

It's not a book to read right through in one sitting, or, if you do, you're then going to come back and bookmark and re-read and think about the implications.

I'm currently a solo startup founder and Wes's advice has helped me fine-tune our freemium model. I've also worked for one of the biggest CAD companies in the world and other international product companies. The highest praise I can give is to say I deeply wish we'd had this book back then to clarify a lot of fuzzy arguments.

PS don't read whilst hungry, there are enough great food analogies you might find yourself rushing out for a hamburger!

2 people found this helpful

jonathan kelly

Awesome!

12 June 2019 - Published on Amazon.com

Verified Purchase

I come from the project management world and am brand new to the SaaS world. This book was a great crash course in how to grow a SaaS business. The concepts were easy to understand and the book was very easy to read. Even though I had no previous knowledge of the SaaS world, I now feel like an expert. I'm super excited to get started growing our business.

Cameron Nuckols

Worth the read

29 May 2019 - Published on Amazon.com

Verified Purchase

Wes does an excellent job at guiding business owners through the steps of building a business that is 100% product-led. I would recommend it to anyone who wants to learn of the strategies they can employ to grow their company via their product.

He dives deep enough into the data to give you meaningful experiments to try, yet not too far that you stop reading because of boring context. I especially loved the last few chapters that dive into specific areas you can improve when onboarding users so they have a delightful experience.

Honestly, this is one of the best written books on product strategy that I have read. I recommended it to my team immediately after finishing it.

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