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It's warmer now.

So thanks, everybody.

Today I'm going to be talking about three productless strategies that I use to generate

over a billion dollars in self-serve revenue for our clients.

And so I am going to try and blast through everything, but I want to give

you a little hint. Yes, if you know me, I wrote the book on product of growth. This is going to

involve a little bit of product-led growth in order to get that amount of self-served revenue.

But here's the thing. Product good growth, it's only half of the story, which is why I'm

here, because after writing the best-selling

book on product growth, helping over 400 plus companies implement product-led growth, and working

with some amazing Fortune 500 companies that I just can't share, I have identified that there's

this one big idea that if you embrace this, if you embody this in your business, it's going to make the biggest

difference when you try and build a PLG motion. But I want to just share a bit of the

backstory. I was like, how did I find out about this? So over, this was about last year, I went

through all 324 plus of our customers and I was like, okay, let's look through everybody we've

helped. I'll go through their websites, talk to the founders, talk to everybody we worked with, and see what

separates, like, the good results from the people where it was like, hey, like, you tried to

implement PLG, it just didn't work out. Like, what, what happened here? And so I realized,

I was like, okay, 80% were senior product folks, which was like, fantastic.

...