The expert who turns
your Product into a
growth and revenue driver.

Profit

The expert who turns
your Product into a
growth and revenue driver.

Profit

Game of Thrones, but better

Stop calling it PLG if you're not building Revenue

The hard truth about Product-Led Growth

I've spent years building product teams, launching features, and crafting growth strategies. I've seen beautiful roadmaps: polished, aligned, and celebrated. That ended up delivering nothing. I've watched teams execute flawlessly, following every best practice in the book, yet still fail to move the business forward. It made me realize something brutal.

Execution is NOT enough if you’re building the wrong things.

But I've also seen the opposite: scrappy teams with sharp instincts, no budget, and a strong product-led mindset grow like wildfire, because they knew what really mattered. They didn't just ship. They landed. They didn't just talk product. They talked profit. They didn’t wait for permission from Sales or Marketing. They built products that were the go-to-market.


That’s when it clicked for me. Product-Led Growth (PLG) isn’t a buzzword. Not a tactic. Not a pricing model.

It’s a mindset shift and when done right, it changes how you build, how you launch, and how your company grows.


And it's not about removing Sales people. It's not about being free. It's not about self-serve everything.

It's about being undeniable.

What's broken?

99% of PLG experiments burn time, talent, and cash. And deliver zero revenue.

I've seen it too many times:

  • Product teams running onboarding A/B tests with no link to revenue

  • Growth teams optimizing signups without fixing activation

  • Engineering burning sprints to ship "growth features" that don't move the business

  • Exec dashboards full of engagement metrics — while revenue stays flat

Here's the hard truth: you don't have a PLG strategy if you can't tie experiments to revenue outcomes.
PLG has been overused, misunderstood, and sugarcoated. It's been reduced to signup forms with better copy, free trials that convert nobody, and onboarding carousels that users skip without seeing value.

I'm done watching teams fall into the same expensive traps.

Quick disclaimer, stop reading this if - TO MERGE

  • You are proud to be a feature factory

  • You want to keep product and business in separate silos

  • You are here for frameworks without accountability

  • You think PLG means slapping a free trial on your existing product

  • You think PLG success means signup spikes with flat revenue

But.


If you are ready to stop building features that don't land...

If you are done being user-centric with no business impact...

If you're tired of dashboards full of vanity metrics while revenue stays flat...

If you're done burning marketing budget on users who never activate...

If you believe your product should drive revenue, retention, and real results, not just serve.


Then you are exactly where you need to be.

What you think you have vs. What you actually have

You think you have PLG. Here's what you actually have. A leaky funnel with a "growth engine" label slapped on top. Signup celebrations followed by activation disasters. Engineering sprints burned on features that move zero business metrics. Sales cursing your lead quality while Product celebrates launch announcements. Dashboards full of vanity metrics with zero actionable insights to fix what's broken.

Let's set the record straight. You don't have a PLG strategy if:

  • Your CTA update takes weeks to ship

  • You can't run 3 experiments without a backlog battle

  • Your product drives usage but not revenue

  • You obsess over signup volume but ignore activation drop-off

  • Sales treats PLG leads like damaged goods

  • You think "frictionless" means "free"

What you have is expensive product development with a growth label slapped on top.

Core Principles aka the Hard Truths

Let's cut the nonsense. Here's what PLG actually means:

PLG is a revenue strategy, not a product strategy.

If Product "owns" PLG but Business watches from the sidelines, your strategy is parked in the wrong garage, in other say, you're set up to fail.

Your product isn't just what you sell. It's how you sell

Every screen is a conversion opportunity. Every click is a sales moment.

Your UI isn't decoration, it's your sales narrative.

PLG means your product creates, captures, and compounds demand

Across the full customer journey : acquisition, activation, retention, expansion. With human help where it adds value.


Activation is your North Star, not signups

Users who don't progressively discover value churn fast.

More leads won't fix a broken activation experience.

PLG without velocity is Product theater

If you can't test, iterate, and optimize in real time, you're not doing PLG : you're doing slow product development.

PLG + Sales = Superpower

PLG isn't anti-Sales. It's pre-Sales. It's Sales enablement at scale.

They don't compete : they compound.

PLG warms and qualifies. Sales captures and expands.

You can't optimize what you can't measure

No infra = no tests = no learning = no PLG.

Build the evidence engine first.

PLG is a team sport

If Sales, Marketing, Product, and Engineering aren't solving for

shared revenue outcomes, you're building in silos, not driving growth

The required shift
You don't "adopt" PLG. You become it.

PLG isn't about adding a free plan, adding a new tooltip on the last released item, or tweaking onboarding copy.

It's a full-stack transformation that touches every part of how you build, sell, and grow.


You don't become PLG by sprinkling growth tactics at the edges of your product any more than you become "AI-first" by adding a chatbot to your homepage. Both require transformative, cross-functional vision that radically changes how your company operates. PLG may not have AI's hype, but it demands the same level of organizational commitment.

This transformation isn't optional if you want to compete.


While you're debating, your competitors are testing.

While you're planning, they're learning.

What this actually means:

  • Cross-functional squads with shared revenue accountability

  • Tooling that enables speed, testing, and personalization

  • Cultural permission to prioritize evidence over opinion

  • Permission to kill features that don't drive business outcomes

  • Growth loops that span Product, Marketing, and Sales

PLG without these shifts is not transformation. It's a vanity project that burns political capital.

Ready to shift?
Stop Doing This → Start Doing That

PLG isn't a tactic you add to your existing playbook. It's a fundamental shift in how your company creates and captures value.

If you're not ready to transform how you build, measure, and grow, if you just want to optimize around the edges, then stop calling it PLG. Call it what it is: Marketing theater with a product development budget.


But if you are willing to change and fully embrace it, well, we are together and here are some of my best recommandations:

Stop doing this

Start doing that

Shipping features

Driving behavioral outcomes

Debating strategy

Running experiments

Counting signups

Measuring revenue impact

Treating PLG like a side project

Staffing it like your main revenue engine

Celebrating signup spikes

Measuring activation rates and revenue per user

Optimizing conversion before fixing activation

Activation is your obsession everything else follows

Building for "users"

Building for paying customers with behavioral outcomes

Treating Sales like the enemy

Warm every conversation to multiply Sales effectiveness

Pushing leads into a funnel that doesn't retain


Building a product that compounds engagement and drives expansion

Governance meetings without authority

Dedicated ownership and real decision-making power

Quarterly planning cycles

Weekly testing and iteration

Calling it PLG if your product doesn't sell


Calling it PLG if

your product doesn't sell

Demanding that every feature, every screen, every interaction moves the business forward

If you're a Founder:

Stop wasting your most precious resources: time, talent, and cash.

Stop burning your runway. Your strategy either compounds growth or it burns money.

Start building a product that sells.


If you're in Tech or Product:

How much time has your team wasted on "growth experiments" that never touched revenue?

Your product either sells or it doesn't. Stop shipping features that don't pay the bills.

Start building a product that sells.

Ready to stop wasting time
on PLG theater and start
building a real revenue engine?

I've created the definitive guide that breaks down exactly how

to transform your company into a true PLG machine -

with the infrastructure, processes, and organizational changes that actually work

Bring business

back at the heart

of the product

ABOUT

Point of view

Bring business

back at the heart

of the product

ABOUT

Point of view

Bring business

back at the heart

of the product

ABOUT

Point of view