ProductLed Podcast Special – ProductLed Accelerator

Host: Wes Bush (Co-founder & CEO, ProductLed), with Piers
Date: May 13, 2022

Overview

This special episode of the ProductLed Podcast features an in-depth conversation about the launch of the ProductLed Accelerator, a newly enhanced program aimed at helping businesses implement product-led growth strategies more effectively. Wes Bush and teammate Piers discuss the motivations behind the update, distinct improvements over the previous certification offering, and how the Accelerator is structured to drive tangible outcomes for participants. The episode delves into the new cohort's features, ongoing support mechanisms, and answers common questions, making it a must-listen for those interested in product-led growth.

Key Discussion Points & Insights

1. The Rationale Behind the ProductLed Accelerator

[01:08]

• Main Market Problem:
  Wes highlights a shift in buyer behavior—most people don't want to talk to sales anymore and highly value free product trials.

  “...People just don't want to talk to sales anymore. But when it comes to... signing up for a free product... they actually jump at the chance.”
  – Wes Bush, 01:13

• Building Trust Through Product Experience:
  Users trust their own experiences with a product more than sales reps or website copy.

  “What does mean something is when you actually use the product, you experience the value... you start to have that moment where you're like, oh man, like this. This is all my problem. I totally trust this product.”
  – Wes Bush, 01:42

• Program Focus:
  The Accelerator addresses two key challenges:

  • Helping companies deliver product value early
  • Creating self-serve upgrade experiences

  Wes Bush, [01:55]

2. Key Changes and Improvements in the Accelerator

[03:13]

• Extended Support:
  Instead of ending at certification, ongoing support is provided throughout the journey as participants launch and iterate on their product-led strategies.

  “...we want to actually be there to help you and support you throughout this whole journey so that you can actually get feedback... and really have that ongoing support.”
  – Wes Bush, 03:31

• Outcome-Based & Hands-On:
  Focus on outcomes—participants receive feedback and guidance as they build and release their product.

  “User success will eventually become your success.”
  – Wes Bush, 04:08

• Unlimited Coaching for One Year:
  Participants receive unlimited support from ProductLed coaches for a full year.
  [04:36]

3. Certification Integration

[05:44]

• Still Includes Certification:
  The familiar ProductLed Growth Certification is now the first four weeks of the Accelerator, ensuring everyone starts with the same knowledge base.

  “So it is the first four weeks of the program that is like the product that grows certificate.”
  – Wes Bush, 05:46

• Efficient Onboarding:
  Four weeks found to be optimal—any longer, participants lose momentum.
  [05:57]

4. Student Journey in the Accelerator

[08:17]

• Weekly Format (Weeks 1-4):

  • 1–2 hours of on-demand content at the start of each week.
  • A hands-on project to implement each week’s content.
  • Live Thursday workshops (12–2pm ET) with guest experts or coaches.
  • Project feedback session at week's end.

  “First two hours of the week [are] really going through the on demand content... every single week has a project...”
  – Wes Bush, 08:23

• Post-Certification (Ongoing):

  • Optional, specialized workshops focusing on areas like onboarding, available to both alumni and enrollees.
  • Customizable experience—attend workshops relevant to your stage or needs.

  “...afterwards it is more of optional like workshops... you could just move forward with extra insights and actually deliver better results for the company.”
  – Wes Bush, 10:33

5. Access to Past and Future Cohorts

[13:30]

• Learning Portal Updates:
  All live session recordings are now available for a full year to both alumni and current students—no more requesting access.

  “We have made all of the available live session recordings... available to everyone for a full year. You have access to it for a full year and then you also have access to every upcoming stuff.”
  – Piers, 13:34

Notable Quotes

• On buyer preferences:

  “75% of any buyer would prefer to just self educate as long as possible and test out on their own.”
  – Wes Bush, 01:28

• On the new program’s mission:

  “This program is outcome based. We want to support you to the ends of this program when you launch that product that can actually sell itself at the end of it.”
  – Wes Bush, 04:13

• On the advantage of ongoing support:

  “Instead of like jumping on a cliff after at the end of the program, okay, you're certified, you can take care of this... Now, this is more of a hand holding. There's a glide path...”
  – Piers, 04:47

• On recommending the Accelerator:

  “If you have kind of been like on the edge... you can get a ton of additional support... it's actually all for the rest of the year where you can attend these weekly workshops... as many times as you would like to get additional perspectives and really ultimately help you build a product that sells itself.”
  – Wes Bush, 11:22

Timestamps for Important Segments

• [01:08] — Rationale behind the Accelerator and changing buyer behaviors
• [03:13] — Major new features: ongoing support, outcome orientation
• [05:44] — How certification fits into the new program
• [08:17] — Typical student journey, weekly structure
• [10:22] — Customizing the learning experience post-certification
• [11:20] — Advice for prospective students on the fence
• [13:30] — New learning portal: access to cohort recordings for a year

Advice for Prospective Students & How to Join

• Wes’ Advice: The Accelerator is a unique opportunity to get substantial ongoing support, beyond what’s previously offered—making it ideal for those serious about product-led growth. A future move to a subscription model is hinted, so now is a good time to join.
• Enrollment:

  “Easy. Productled.com, that’s all you gotta grab. It’s on the homepage.”
  – Wes Bush, 12:46

Memorable Moments

• Piers comparing persistent salespeople in stores to pushy onboarding processes:

  “Here in the Philippines, sometimes there’s like that one assistant person that keeps following you... and that can get annoying...”
  – Piers, 02:34

• Friendly banter and role reversal as Piers takes credit for the learning portal update:
  [13:18–13:34]

Summary

The ProductLed Accelerator marks a significant evolution in the company’s educational offerings, emphasizing ongoing, practical support in creating self-serve, product-led businesses. With an updated mix of cohort and continuous learning, as well as improved access to resources, ProductLed is positioning itself as a comprehensive partner in the journey to mastering product-led growth.

For more information or to join, visit productled.com.