Product-led growth sounds simple until you actually try to do it.

In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with product-led growth expert Leah Tharin to unpack what PLG really means, where most teams get it wrong, and why it is not a replacement for sales, but a different way of earning trust. Leah breaks down the realities of self-serve motions, freemiums, trials, and why most companies struggle to turn interest into long-term growth.

They also get into the hard truths behind differentiation, ICPs, and why trust is now the biggest bottleneck in B2B marketing. From defining a real “aha moment” to narrowing your focus instead of chasing everyone, this conversation is packed with practical guidance for small teams trying to build products that actually sell themselves.

Want to go deeper on ICP work? Leah mentioned a free guide on how to find your first ICP. Grab it here: https://www.leahtharin.com/p/how-to-find-your-first-icp-guide

In this episode:

• What product-led growth really is (and what it is not)
• Why PLG is about trust, not tactics
• How to define a real ideal customer profile
• The role of trials, freemiums, and time-to-value
• Why clarity and focus beat broad positioning every time