There’s no such thing as product-led growth.
Think of it:
Growth. Led. By. The. Product.
The product is inanimate.
It can’t take responsibility.
It can’t be accountable for.
And it certainly cannot *lead*.
As friend of the list and daily emailer, James Turner said in this essay:
[…] Things like asking, “Could you say that quietly?” as opposed to “Could you not shout?” when trying to lower the volume in the house.
The former emphasizes quiet, the latter shouting.“
Same is here.
Only your customers (the only party in this ecosystem that pays for using/acquiring your offerings) can lead growth.
When using product-led growth, the focus stays on the product. Not on the problem or the customer. It turns the thinking, doing and the conversation onto “How to make a product that “wins”.“
The customer? Yeah. Somewhere there.
The way we use language shapes how we think and act.
Product doesn’t buy.
Product doesn’t decide.
Product doesn’t “grow”.
It’s just as saying…
Time is money
Product-Market Fit
A rate is a price
The more ads, the more they’ll buy your stuff
Growth hacking
Personal branding
or
that the Earth is flat.
Just because some believe in it, doesn’t make it a fact.