Esben Friis-Jensen is the Co-Founder and Chief Growth Officer at Userflow, the fastest way for user onboarding for modern SaaS businesses. He is also the Co-Founder and Adviser at Cobalt, a modern application security platform enabling businesses to run on-demand Penetration Testing and vulnerability assessments - Pentest as a Service. The goal of this episode is to accelerate learning while transitioning from sales-led to product-led. Esben will talk about the whole transition: What other leaders are doing in this transition and what mistakes they make to avoid doing it again.  Show Notes [01:09] A brief background about Esben [03:38] His thoughts when they started the product-led movement [07:11] Reasons why they started out as more sales-led [11:15] The challenges they experienced along the way [15:40] How they fostered organizational change  [18:55] The process they went through to get the rest of the team onboard [23:32] How they got buy-in from the teams in the process of transitioning [28:49] First quick wins they had in testing the unknowns [34:50] More advice on iteration from Esben [37:42] The next thing for him at Userflow [39:47] Where to find Esben About Esben Friis-Jensen Esben Friis-Jensen is originally from Denmark but has lived in the United States for the last eight years. Aside from Userflow and Cobalt, he has also worked as a consultant in the SAP division of Accenture, responsible for managing the test and deployment of global large-scale SAP implementations.  Link Product-Led Slack   Profiles Userflow Cobalt LinkedIn