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Mind the Product

Guest Post

How to build a companion product and win user trust

mission statement

Deep dive: Crafting your product vision and mission

B2B product management

Artificial Intelligence (AI) & Machine Learning (ML)

Building Product Teams

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Data Driven Product Management

Digital Transformation

Diversity and Inclusion

Minimum Viable Product

OKRs

Prioritisation

Product Design

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Product Development Process

Product Ethics

Product Discovery

Product Leadership

Product Management Career

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Stakeholder Management

🌎 <a href="https://www.mindtheproduct.com/world-product-day/" style="color:#FFFFFF;text-decoration:underline;">Happy World Product Day!</a> Be sure to celebrate product, yourself, and your peers today! 🎉

Join us at #mtpcon London in 2025 – mark your calendars

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Emily brings nearly 15 years of product management experience to her role as Managing Director for Mind the Product. While she has worked across a variety of industries, she will always have a soft spot for the travel industry where she spent most of her early career building software for airlines and developing a leading consumer travel app, TripCase. Emily is passionate about the craft of product management and loves talking about new ways to make products people love.

Managing Director

Emily Tate

To grow a product-led culture within an organisation requires a cultural shift in mindset. It focuses on the value of the product, and aligns on this from C-level down to the shared vision of product teams. For this to shift entirely, it requires the whole organisation to buy into the purpose and importance of product-led strategies. Shifting takes real practice, experimentation, and iteration. It also takes subject-matter expertise within the product management community to gain alignment and push product-led strategies forward.
To help product managers build a deeper knowledge of and experience with product-led tactics, we worked with our friends at <a href="https://www.pendo.io/">Pendo</a> to create the Product-led Certification Course: a three-hour, self-paced course that teaches the fundamentals of being a product-led organization and specific tactics you can start implementing at your own company. Check out the full course curriculum and panel of instructors to dive deeper into the lessons the course has to offer. Once you <a href="https://www.pendo.io/product-led/certification-course/" target="_blank" rel="noopener">take the course</a> (use code mtpproductled to get it for free) and pass the exam, you’ll earn a “Product-led Certified” badge for your professional profile.
Ready to dive into the Product-Led Certification Course? It’s free with code mtpproductled, so <a href="https://www.pendo.io/product-led/certification-course/" target="_blank" rel="noopener">sign up today</a>. 
<h2>Why learn more about product-led?</h2>
<a href="https://www.pendo.io/product-led/the-business-value-of-being-product-led/" target="_blank" rel="noopener">Research</a> shows that product-led companies experience a range of benefits compared to their non-product-led peers. Product-led organizations see a 28% increase in total active users, as well as 30% more qualified leads. They are also able to reduce user onboarding time by 27%, and see a 15% increase in net revenue retention.
Although becoming product led and realizing these benefits doesn’t happen overnight, the Product-led Certification Course is the perfect first step. Think of it as an opportunity to deepen your understanding of product-led methodologies and learn specific tactics and strategies you can bring back to your organization. Whether you’re preparing to launch a new product or your company is transitioning from a sales-led model, this course is designed to empower product professionals to truly impact how their business operates and how it serves customers.
<h2>Going beyond product-led growth</h2>
Being product led is about more than product-led growth, which is a business strategy that puts the product at the centre of the buying journey. A product-led organization, on the other hand, believes that everything its company does should lead back to (or be fueled by) the product.
The Product-led Certification Course aims to help product leaders of all levels better understand what it means to put the product at the centre of their organization—with no shortage of real-world examples, proven best practices, and insights from industry leaders.
You’ll gain deep insights and examples on how product managers can collaborate with other departments and roles to leverage a company’s product. This will enable a product-led company to control costs, grow, and retain customers.
While this course is most relevant for product managers, it also provides deep insights and examples about how other departments and roles can leverage a company’s product to control costs, grow, and retain customers.
For example:
<ul>
<li>A customer success manager (CSM) looks at their account’s product usage and identifies places where users are getting stuck and dropping out of workflows. Rather than waiting for their next live check-in, the CSM uses in-app guides to deliver support directly within the product—creating tooltips that add context to specific features and walkthroughs that guide users through important tasks.</li>
</ul>
<ul>
<li>A sales rep leverages usage data from the company’s freemium product to identify users who are the most engaged and likely to be interested in the paid platform. From there, they create in-app guides that speak to the value of paid features and direct users to where they can go to upgrade.</li>
</ul>
<ul>
<li>A product marketing manager uses in-app messages to announce the launch of a new feature, rather than relying on email and social media alone. With this in-app approach, the marketer can personalize the announcement for different types of users (e.g. by role or admin level) and ensure communications reach customers when they are already actively engaged with the product.</li>
</ul>
<ul>
<li>A UX designer needs to recruit customers to participate in a beta for a new feature and utilizes in-app guides to ask users to participate, targeting those who will find the new functionality most relevant and useful. The designer also makes it easy for users to provide feedback on the beta directly within the product, which helps their team iterate for the next release phase.</li>
</ul>
Throughout the course, you’ll dive into use cases like these and many others to help illustrate how you and your colleagues can use your product to do and achieve more, efficiently.
<h2>Course details and how to get started</h2>
Ready to get going? Here’s what you can expect from the course:
<ul>
<li>7 educational modules covering essential product-led strategies and tactics</li>
<li>3 hours of engaging, instructor-led videos that you can view at your own pace</li>
<li>Curriculum developed by industry leaders and product-led experts</li>
<li>An optional exam to check your knowledge and earn a certification badge</li>
</ul>
Becoming product led is a journey, but it can all begin with you. <a href="https://www.pendo.io/product-led/certification-course/" target="_blank" rel="noopener">Sign up for the Product-led Certification Course</a> for free with code mtpproductled (usually $149).

core/freeform

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Introducing the Product-led Certification Course by Pendo and Mind the Product

Emily Tate

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