It used to be difficult for software companies to acquire new users. Complex implementations and long sales processes, taking months and quarters to complete. Today, it seems like software magically appears on users' desks. Users are discovering products on their own, starting to use them at lightning speed, tell their managers and team about it, and if those companies are lucky, become advocates.

While the traditional approach of offering a product, buildings relationships through a sales cycle still works, it is not the case with developers. Which means software companies have to also adapt to the new rules of the game.

In this talk, we'll explore how to build a company in a developer’s world based on our experience at Aspecto. We'll cover the role of product-led growth in your company's strategy and give actionable items you can implement right away (frictionless onboarding, five minutes to value rule, and more). We'll dive into why content is king - from documentation to blog posts, articles, and distribution - and the role of building a community. And, the one question you need to ask yourself every step along the way.