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Product-Led Growth has become the talk of town in the last 8 years.
And it is one of the most valuable strategies…
If executed correctly.
But should you implement PLG for your product? If yes, then how?
Today,
and I synthesize and share our learnings - from doing tons of PLG company deep dives over the years - into a masterclass in PLG.Jaryd is a Director of Product Management at Backstage, former founder, and Author of How They Grow. It’s one of my favorite newsletters out there. We’ve collaborated on not one but two deep dives - Miro and Klarna.
In our conversation, we cover:
The PLG Iceberg Framework | 06:21
PLG: When and Who | 01:30:39
The Future of PLG | 01:39:26
Jaryd’s Hot Takes on PM | 01:45:30
Jaryd’s Advice for PMs | 01:58:14
It’s my longest episode yet, and I think you will love it.
Here are the Key Takeaways
Some of the key lessons from our conversation:
1. The PLG Iceberg Framework
You need to nail 8 layers to drive growth with PLG:
To make the best use of PLG Iceberg Framework for your product, keep in mind to:
Approach the PLG layers sequentially
Mastering upper layers creates a stronger foundation for tackling deeper layers. If you haven’t cracked your core problem communication then you won’t be able to build flywheels or offer repeatable value to your users.Optimize those 2-3 layers that align with your current stage and goals
If you try to tackle all the 8 layers simultaneously, it will only result in scattered efforts and poor execution. This will lead to a bad user experience and overall customer dissatisfaction towards your product.
2. PLG May Not Always the Best Go-to Option
You should consider the following in order to decide whether you should opt for PLG:
A. Customer Lifetime Value (LTV): Higher LTV can justify more sales-led approaches initially
B. Ease of Adoption: Products that can be used by individual end-users are better suited for PLG
C. Implementation Complexity: Products requiring significant setup or integration may benefit from sales-led motions early on
D. Company Stage: Early-stage companies may benefit more from sales-led approaches to gain deeper customer insights
Don't force PLG just because it sounds “cool”.
The goal is to choose the motion that provides the most learning and growth at your current company stage. Assess your specific situation and customer needs in order to determine the best strategy.
You can always switch a sales-led approach with PLG later, or vice versa, if needed.
3. A/B Testing: A Double-Edged Sword
Many teams over-index on A/B testing. A/B testing isn't inherently bad, but it shouldn't replace thoughtful prioritization and product intuition.
Before jumping into A/B tests, ask yourself:
"Why should we test this?"
"What are we really trying to learn?"
"How will these results impact our product strategy?"
Don't fall into the trap of running A/B tests just because it's a common practice. Focus on tests that will provide meaningful insights and drive your product strategy forward.
4. Growth Teams can be a Trap (and a Bandaid)
According to Jaryd, growth teams can sometimes be a trap because there can be a risk of core product teams leaving the responsibility of user adoption to growth teams.
Growth teams can help if they are integrated properly:
Avoid using growth teams as a crutch.
Core product teams should keep their focus on product adoption, UI/UX, and default states
Growth teams should collaborate closely with product teams to create a seamless user experience from acquisition to long-term engagement.
5. Building Trust: Jaryd’s Core Advice to PMs
Building trust is crucial for product managers to be effective in their roles. Here are some key aspects of building trust from Jarryd:
Showcasing understanding of the business and customers
Owning your onboarding process
Communicating learnings and insights consistently
Remember, it's easier to build trust early on than to repair it later. Make this a priority when joining a new team or role.
Check out the full episode for more details!
Enter the Giveaway
Like and comment the video on YouTube. If you also subscribe to the channel, review on Apple, and send the screenshots, one of the lucky people who responds will receive $100.
Referenced
Jaryd’s Newsletter: How They Grow
Collaborated pieces by Aakash and Jaryd:
Products Discussed:
Jaryd’s favorite newsletter: Get Real, Man
Jaryd’s favorite book: Smart Brevity: The Power of Saying More with Less
Where to find Jaryd
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Up Next
We have some great podcasts coming from
, , and Christian Idiodi. I’m so excited to share them with all of you.In the newsletter, check out the latest week’s piece if you haven’t yet: Ace the "Why This Company" Question. Here's How to Go from 4/10 to 10/10.
Look out for these pieces up next:
The Evolution of PLG Tactics in 2024
How Real PMs Get Jobs in this Market
How Lempire Grows
I think you’re going to love them,
Aakash
