How to build a product that sells itself

Product-led growth (PLG) is a go-to-market strategy that leverages the product itself as the main tool for acquiring, activating, and retaining customers, contrasting with traditional sales-led approaches. This strategy is increasingly prevalent, driven by rising growth costs and the preference of end users to self-educate. Successful PLG relies on understanding the functional, emotional, and social outcomes customers seek, which can be measured using value metrics that align with revenue models. Effective communication of a product's value involves transparent and straightforward pricing strategies that highlight these metrics. Delivering on promises by minimizing the time to value through frictionless user experiences is crucial, as it builds trust and encourages product adoption. The UCD framework—Understand, Communicate, and Deliver—provides a structured approach to creating a product-led foundation, enabling businesses to scale efficiently by aligning user success with business success.