The video and transcript are at https://pointzi.com/blog/2020/02/12/product-led-growth-to-drive-down-your-cac/

I spoke to the Deputy Growth guys (Francois Bondiguel – Head of Growth and Jordan Lewis – Director of Growth) about their experience bringing the method into a fast growing startup where different stakeholders have different opinions on how to drive leads while driving down cost of acquisition.This is one of the main promises of the book: "How to Build a Product That Sells Itself".The point is that advertising is expensive, which means your CAC (Cost-of-Acquisition) is high. The promise is that if you design your product experience, then customers will:recruit customers,refer customers orthe product automatically draws other customers inand the product is so closely aligned to a users "Job-to-be-done" that the churn rate is low and people start to talk as a substitute for advertising.