How to Build Insanely Great Products with Customer-Led Growth - Aggelos Mouzakitis, Growth Sandwich

<p>Think of the customer-led growth approach as a holistic psychotherapeutic user interview. Who is a product manager if not a therapist who is well-versed in their product?</p><p><strong>About Aggelos</strong></p><p>Aggelos Mouzakitis is a jobs-to-be-done customer researcher. He currently works at a company called Growth Sandwich in London and has master’s degree in psychotherapy. Aggelos is a qualitative researcher with passion for numbers. His take on hard data?  “I find them complex, inhumane, and they make me sleepy”. Tune in for more of his straight-shooting and insight-rich delivery.</p><p><strong>SHOW NOTES:</strong></p><p>0:00 | Who is Aggelos Mouzakitis? <br>00:34 | The story behind the brand name “Growth Sandwich” <br>01:07 | The difference between sales-led growth, product-led growth, and customer-led growth.<br>04:40 | The impressive attention to detail of the customer-led growth research process. <br>09:50 | 3 reasons why some companies SHOULDN’T be product-led. <br>13:03 | Why you shouldn’t be completely product-led or completely sales-led. <br>16:34 | Best practices in the customer research process <br>23:14 | Do customers know what they want? (customer imagination)<br>30:31 | How can product managers build better products? (Two scalable tactics that product managers don’t do enough) <br>34:13 | Quantitative vs. qualitative data in customer-led approach (and how to quantify qualitative data). <br>37:14 | Two breakthrough moments in Aggelos Mouzakitis’ career. <br>39:44 | Why qualitative research is unscalable but critical for great product management (and why you should do unscalable things). <br>43:35 | Two things every product manager must understand when they conduct research. </p><p><br><strong>QUOTES:</strong></p><p> “Customer led growth basically leverages mainly qualitative research to help a company drive product and growth decisions.” - Aggelos [01:20] </p><p>“We cannot eradicate the human factor from any value proposition. The human factor has a position, and being product-led i