Hey — It's Ed. Welcome to my weekly briefing. 

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==> In this week's briefing: 

• A new idea: Customer-Led Growth
• Top tips for building reliance and motivation  
• The biggest impact areas for new CMOs

IDEAS FROM ME  📈

1. One of the most intriguing concepts I came across this week was: Customer Led Growth. We all know that being Product Led, Sales Led, or Marketing Led are common approaches to strategy. Never customer-led. Which on face value seems an obvious one because the customer is the core of your business. So designing your GTM around the customer seems a great framework to think about implementing. 

The core components of customer-led fall into: 

• Audiences
• Awesomeness
• Accessibility
• Amplification
• Acquisition
• Activation
• Adoption
• Advocacy

In the coming weeks, I’ll flesh out the meaning and strategy behind each area in a more extended form. 

2. How to remember what you read. 

> Summary: 

✅ Quality matters more than quantity. If you read one book a month but fully appreciate and absorb it, you’ll be better off than someone who skims half the library without paying attention.
✅ Speed-reading is bullshit. Getting the rough gist and absorbing the lessons are two different things. Confuse them at your peril.
✅ Book summary services miss the point. Many companies charge ridiculous prices for access to vague summaries bearing only the faintest resemblance to anything in the book. Summaries can be a useful jumping-off point to explore your curiosity, but you cannot learn from them the way you can from the original text.*
✅ Fancy apps and tools are not needed. A notebook, index cards, and a pen will do just fine.
✅ We shouldn’t read stuff we find boring. Life is far too short.
✅ Finishing the book is optional.  

3. How to leverage the power of teaching for better learning. 

The steps are as follows:

✅ Pretend to teach a concept you want to learn about to a student in the sixth grade.
✅ Identify gaps in your explanation. Go back to the source material to understand it better.
✅ Organise and simplify.
✅ Transmit (optional).
https://fs.blog/feynman-learning-technique/ 

SAAS GTM  📈

4. I’m getting deeper and deeper into the simplicity of how if you sort out your value proposition, everything becomes much easier, especially when thinking about scaling. Here are ten questions for assessing your value proposition. 

5. Key trends that will matter most as Demand and ABM leaders embrace buying groups in 2022. 

6. These are the three critical pieces of product marketing work that are crucial for success pre-scaling. 

1. Train the team on your positioning and messaging
2. Create your most critical sales enablement tools
3. Ensure feedback loops are in place

Here are the most crucial product marketing activities.