Preface

The discipline of growth product management has witnessed explosive demand in recent years, with over 400% annual growth in hiring for this critical role. As companies adopt product-led strategies and customer-centric business models, the need for specialized growth product managers has intensified dramatically. This meteoric rise spotlights the immense value growth PMs bring to organizations across all industries.

Growth product managers play a pivotal role in unleashing the potential of products by combining a strategic understanding of markets and customers with a relentless focus on growth. They drive retention, acquisition, and customer development (RAD), as well as customer activation, by optimizing the customer journey and experience. Their specialized skill set, which bridges product design, marketing, analytics, and commercial strategy, enables data-driven delivery of customer value.

This book provides a comprehensive playbook to excel as a growth product manager in the era of product-led growth. It equips traditional product managers, founders, and business leaders with the strategies, frameworks, and best practices required to thrive in this highly dynamic domain. From conducting user research to developing buyer personas, and mapping the customer journey to driving viral product features, this definitive guide unlocks the essential knowledge and capabilities for customer-centric product success.

By mastering the art and science of putting users first, listening to customer feedback, and pursuing growth opportunities with discipline, product managers can maximize impact, career growth, and organizational value. This book serves as an indispensable reference for anyone operating at the intersection of product, growth, and leadership.