This is my third post on the strategic potential of Category for tech companies. In the first two, I wrote about the leverage that Category can create for your market traction, and about the competitive differentiation you can realize through Category.

Product-led growth (PLG) is a high-leverage aspect of the SaaS business model and perhaps one of the most significant departures from the legacy software world.

As a senior operating partner at a SaaS-focused private equity firmand head of INSTEP, a SaaS product advisory firm, I often review SaaS product competitive analysis. I am in the middle of such a review.

These days, product teams are obsessed with customer-centric outcomes and outcome-driven product roadmaps. I align with that perspective. I have been spending a great deal of time working with B2B SaaS companies on customer discovery.