Product-Led Growth and Why it Matters
The next evolution of software is already here
Despite its levels of awareness, software is still understood by only a small fraction of the globe.
According to estimates, there were roughly 23.9 million software developers in 2019. At first glance, this number seems relatively large, but when you remind yourself that there are 7.785 billion people in the world, you quickly understand that roughly 0.3% of the world is software literate.
Because of this distinction, organizations have historically made software decisions using a top-down approach. CIOs and executives ultimately decided what software applications their organizations would use because they were the ones that understood what was being sold. Product functionality was rewarded, but little thought was given to the experience of the end user. Why spend resources to improve the user experience when the users are not the buyers?
Over the past 40 years, the software sales process has reversed course, and no longer are products sold down an organization. Employees now control the distribution of a given software product, and this new distribution model is very different from that of the previous era.
