11 principles for the connected workforce
Posted: Thu Feb 06, 2025 4:42 am
When we asked him how to make an organization product-led, HubSpot CMO Kipp Bodnar said this:
"[If you try to do everything at once,] the antibodies will reject it. Everybody in your organization is used to doing things a different way. So you have to carve it out. Have dedicated people working on it until it's so big that the antibodies can't reject it and force it out, and it becomes your business. Then you put everything back together."
A lot has changed since the term product-led growth argentina mobile database was first coined in 2016. As PLG continues to evolve, so too do the principles that make up it.
Today, the SaaS world has realized that PLG is table stakes for building a successful software business. Adopting a product-led growth strategy as a GTM initiative is more popular than ever. In fact, more than half of enterprises surveyed for the 2022 Product Benchmark Report identify as product-led. With this popularity comes more competition and a greater need for companies to stand out—even in the PLG world.
There have been some subtle but critical shifts in the way leading PLG entrepreneurs build their businesses, which are summarized in the 11 PLG Principles. Individually, each one might go unnoticed. We think these 11 principles together represent a new era for PLG: the era of connected work
Build for the end user. Users are the new kingmakers. Stay laser-focused on delivering value to the end user, not the executive buyer.
"[If you try to do everything at once,] the antibodies will reject it. Everybody in your organization is used to doing things a different way. So you have to carve it out. Have dedicated people working on it until it's so big that the antibodies can't reject it and force it out, and it becomes your business. Then you put everything back together."
A lot has changed since the term product-led growth argentina mobile database was first coined in 2016. As PLG continues to evolve, so too do the principles that make up it.
Today, the SaaS world has realized that PLG is table stakes for building a successful software business. Adopting a product-led growth strategy as a GTM initiative is more popular than ever. In fact, more than half of enterprises surveyed for the 2022 Product Benchmark Report identify as product-led. With this popularity comes more competition and a greater need for companies to stand out—even in the PLG world.
There have been some subtle but critical shifts in the way leading PLG entrepreneurs build their businesses, which are summarized in the 11 PLG Principles. Individually, each one might go unnoticed. We think these 11 principles together represent a new era for PLG: the era of connected work
Build for the end user. Users are the new kingmakers. Stay laser-focused on delivering value to the end user, not the executive buyer.