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It’s only in the last few years — with the work of practitioners at companies like Atlassian, Intercom, and Slack, on the one hand, and observers like Samuel Hulick on the other — that the assumptions and expectations around what products can (and cannot) enable have begun to change. Few are more alert to this unbolting of doors than Wes Bush. Who, having seen the unfolding of multiple SaaS successes, has come to believe that “truly great software companies are built to be product-led.”

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