The Product-Led Geek Growth Toolkit

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Over years of leading product and growth teams at B2B unicorns like Snyk and CloudBees, and advising many other high growth companies I’ve developed a set of artifacts that help accelerate efforts to grow through PLG.

As a new subscriber, you get all of it, no strings attached.

There’s a few things in the toolkit, which I’ll briefly break down for you below.

Enjoy!

1. The Product-Led Geek Growth Process Blueprint

This is a refined and battle-tested framework I personally used at Snyk (a developer security platform that scaled from $1B to $8B valuation in just a few years) and something I have implemented with many other high-growth companies I’ve advised.

It’s ready to go and supporting best-practice, but I always encourage you to think about how it could be adapted to your own unique context.

2. The Product-Led Geek Growth Database

Core to any product and growth team success is the ability to leverage learnings for impact, and at the heart of this is an effective way to plan, track, and document growth initiatives and experiments.

This is a complete ready to run repository for all your growth opportunities, experiments and learnings.

It includes guided templates to help you create a robust experimentation process.

The perfect companion to the Growth Process Blueprint.

And for a deep dive into the Experiment Plan template, be sure to check out the post below:

👓 How to write a great experiment plan + PLGeek Notion Template

3. Growth Loop Template and Examples

Loops are the foundation of sustainable product-led growth. A loop based growth model allows you to effectively model your entire system of growth, understand where and why your growth is constrained, direct efforts to points of highest leverage, and make growth intentional.

This template is a great way to get clarity on the micro and macro loops in your growth model, and serves a dual purpose as an easy and effective way to communicate how you grow to others across your org (and beyond e.g. board).

Complete with examples from Snyk.

If you want to learn more about the Snyk loop examples included in the template, check out these posts:

👓 A look inside Snyk's biggest growth loop

👓 The clever Snyk growth loop using GitHub Pull Requests

4. Ideal Customer Profile Template

Ideal Customer Profiles (ICPs) are crucial in B2B, especially for Product-Led Growth (PLG) companies.

They establish a common language and understanding across departments, aligning workflows and cross-functional relationships.

A well-defined ICP ensures you're engaging the right audience to inform product development and messaging strategies.

This leads to building the right product and content with strong language-market fit across all platforms, from websites to product interfaces.

Ultimately, a precise ICP optimises everything from user acquisition and onboarding to outbound sales, account-based marketing, and even product-led sales playbooks.

This is the ICP template I’ve used time and time again to create focus and clarity in product development and go-to-market efforts.

And here’s the guide with much more detail:

👓 The PLGeek guide to ICPs in PLG

5. Impact and Learnings Templates

I’ve said it many times before and I’ll say it until I’m blue in the face, the Impact and Learnings (I&L) review is the single most important ceremony for a growth team.

It’s the opportunity to reflect as a team on the new knowledge you’ve acquired and the implications of that on where you go next.

Growth teams should run a weekly I&L review:

A monthly I&L review should involve a wider cross-functional team and aggregate top learnings from all growth teams.

I favour slides for these sessions.

6. Friction Logging Database and Template

Friction logging is a powerful tool/technique that drives positive transformation of your product's user experience.

A great user experience is important for all products, but particularly those leveraging a pure PLG motion, where the product has sole responsibility for go-to-market success.

Even in hybrid GTM motions that leverage an aspect of self-serve evaluation before purchase, great UX is non-negotiable.

Use friction logging well, and it will give a power-up to your PLG motion.

Friction logs aren't just about finding problems; they're about uncovering opportunities to make your product experience smoother, more intuitive, and more enjoyable to use.

This is my go-to template for friction logging, packaged in a Notion database, and complete with an example from a previous iteration of the Snyk onboarding flow.

These 2 posts are the accompanying guide to help you apply friction logging in your product:

👓 Do this one thing well to power-up your PLG motion

👓 Creating PLG Impact with Friction Logging, plus Notion template

Bonus: The Product-Led Geek Learning Velocity Index Assessment

Growth is about how fast you can learn and leverage those learnings to change you business outcomes.

Take the PLGeek Learning Velocity Index Assessment - a free online assessment that will allow you to benchmark your team’s ability to leverage learnings to create growth impact. It’s free, takes just 2 minutes and you’ll get a useful (and pretty) report straight to your inbox.

All-In-One Toolkit Reference

I hope you find the toolkit useful.

See you soon,

Ben (The Product-Led Geek)