How to build a product that superfans would market for you

Product-led growth is real — not only for giants like Slack but for little bootstrapped startups with tiny budgets on marketing. Forget the theory and make it happen. This is how.

Ana Bibikova
6 min readMar 1, 2022

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Liz Hermann and Lukas Hermann were not your typical startup founders. She was consulting NGOs across the world, Lukas was a tech lead for a German video production company. And then they built something that users started spreading the word around from day 1. A stroke or luck or a customer research done right?

Lukas, being deep in tech and enjoying the role of a product owner, was not even thinking about side projects. However, when the pandemic hit and everyone was sent to work remotely, Lukas started feeling bored. One day, after strict restrictions were lifted, he was visiting a friend, who was in the video production industry. When Lukas saw his friend running to the tablet in his working space, tapping some buttons then rushing to the recording studio, he got curious.

— Why all the runs? — he asked after the recording session was over.

— Well, I had to start the timer manually from the tablet — was the expected answer.

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