Traditionally, SaaS products sold to executives at the top. Nowadays, the tables have turned. Products are now cheaper & can be adopted without talking to sales: Slack is a perfect example, spreading organically, starting with one user who invites a colleague, then an entire team.

To create a successful product-led business, you need a quick time-to-value. New users need to have a good experience quickly.

There are the 4 types of users:

• Mission Impossible Users. Your user has low motivation & finds it hard to use your product.

Product tours are one of the most effective ways to bump users toward experiencing meaningful value in the product:

• Product tours should ask users what they’re trying to accomplish in the product.
• Product tours should cover important step(s) that set u...

Red-ocean companies try to outperform their rivals to grab a greater share of existing demand. As the market gets crowded, growth reduces, products become commodities, & cut-throat competition turns the bloody ocean red.

Blue-ocean companies access untappe...

As in bowling, we need two bumpers to keep our ball out of the gutter. We can use product and conversational bumpers to guide users to a key outcome.

• Product bumpers are mission critical. They help users adopt the product within the application itself. 

It helps you pick the right go-to-market strategy for your business:

• Market Strategy: Is your go-to-market strategy dominant, disruptive, or differentiated?
• Ocean Conditions: Are you in a red- or blue-ocean business?

Depending on your strategy you can find yourself in one of the 4 categories, which impact your go-to market:

• Dominant strategy: the best solution for the lowest price? Freemium works amazingly well here, but the size of the market needs to be really BIG.