Change Starts at the Top: Why Leadership Buy-In Is the Cornerstone of Implementing the Product Model
By Phil Faust, Founder at Faust Forward
In today’s dynamic business landscape, the shift toward becoming a product-led (customer-led if you prefer) organization is not just a competitive edge; it’s a survival imperative. But while product-led growth (PLG) is widely discussed in terms of tactics, self-serve onboarding, data-informed iterations, viral loops- the most decisive factor in its success is far more foundational:
Executive buy-in.
Without leadership alignment and commitment to a product-led vision, even the most talented teams and best-laid plans will struggle to gain traction.
Why Product-Led Transformation Requires Change Management
Becoming product-led is more than implementing new tools or processes. It demands a fundamental cultural shift:
From sales- or founder-led decision-making to customer-problem-centric thinking
From project delivery metrics to product outcome metrics
From centralized control to cross-functional autonomy and accountability
These shifts require coordinated, organization-wide change—and change doesn’t stick without strong leadership guiding the way.
The Role of the Leader in Driving Product-Led Change
Change management research (from Kotter, Prosci, and others) consistently shows that the visible support of senior leadership is the most critical factor in successful transformation. When a CEO, CPO, or GM actively champions the shift to product-led, several powerful things happen:
Vision Becomes Actionable
Vague ambitions, such as "be more product-centric," crystallize into focused, funded priorities when leaders articulate what success looks like and why it matters.Teams Are Empowered
When leadership models trust in product teams—allowing them to test, learn, and iterate—this cascades down and unlocks real innovation.Cross-Functional Alignment Accelerates
Product-led doesn’t work in silos. Marketing, sales, support, and engineering all need to align around the product as the growth engine. That alignment starts when leaders unify around a shared product vision.Barriers Are Removed
Leaders are uniquely positioned to break down legacy structures, shift KPIs, and address resistance from teams accustomed to different ways of working.
What Buy-In Actually Looks Like
Getting leadership "on board" isn’t about lip service in a town hall or signing off on a roadmap. It means:
Engaging deeply in product strategy conversations
Investing in the right roles and capabilities (e.g., product ops, UX research, experimentation platforms)
Prioritizing long-term product value over short-term revenue band-aids
Being willing to measure success differently, even when that feels uncomfortable
A Common Misstep: Mandating Change Without Modeling It
One of the biggest pitfalls I see as a consultant is leadership mandating a move to a product-led approach, yet still operating with a top-down, delivery-oriented mindset. The result? Teams become confused, cynical, or revert to old habits.
True change occurs when leaders not only approve the shift, but also embody it.
A Playbook for Getting Leadership Aligned
If you're in a product role trying to build momentum, here are some practical ways to bring leaders into the vision:
Connect the product-led vision to business goals
Frame PLG in terms of efficiency, scalability, market differentiation, and customer lifetime value.Make the invisible visible
Use storytelling, data, and artifacts (like customer journey maps or friction audits) to show what’s broken, and what’s possible.Invite leaders into the learning loop
Bring them into discovery sessions, user research, and retrospectives. Let them feel the change.Start with a small success story
Pilot a product-led initiative, measure the impact, and showcase the results.
Final Thought: No Product-Led Growth Without Product-Led Leadership
At Faust Forward, we’ve seen firsthand that organizations don’t become product-led by accident. It takes intentional change, and that change starts at the top.
If you’re ready to help your leaders see the vision and take the first step, we can help you craft the case, build the plan, and make the shift stick.
Let’s talk about bringing product-led thinking to your leadership team.
