1mGTM #3 - PLG Is Killing Solopreneurs’ Dreams – Here’s Why

The holy grail for Marketers, Founders, and Solopreneurs: Product-Led Growth (PLG).

For the past few years, PLG has dominated the go-to-market (GTM) playbook, overshadowing traditional Sales and Marketing-led strategies. But let’s address the elephant in the room: PLG isn’t synonymous with “No-Marketing.”

Yes, the notion that “the product should sell itself” has appeal, but that expectation sets up failure. Here's why:

PLG thrives on focused, strategic marketing. You need near-perfect messaging, targeted content, finely-tuned pricing, and meticulously crafted customer journeys. Think A/B testing, SEO, social selling, and content marketing – all critical elements to drive PLG success.

Too often, solopreneurs, influenced by online hype, expect their product to grow organically without serious marketing effort. The result? Frustration, stagnation, and ultimately, abandoned projects.

A Reality Check on GTM Motions: Regardless of whether your product is priced at $10 or $100k, the reality is that you will need to actively go out and secure your first 100 customers.

Here’s the kicker: no product launches with a “No-touch” strategy. Every product, regardless of its category, requires an initial strong push before it can achieve any form of self-sustaining growth.

GTM motion matrix:

The takeaway? Your first 100 customers won’t just show up. Even with the best solution, Marketing and Sales motions determine who wins the market.

Get a Head Start: To help you launch your product successfully, I've compiled a free database of GTM tactics.

Access it here:

Stay strategic and get that product off the ground!