Product led growth emerged as a Darwinian alternative mirroring survival in the wild. A low-risk environment where teams discovered and experimented with software was always likely to forge resilient strains of the product. Only the best emerge from the crucible because they provide the best experiences to the end-user. Coupled with Sales & Marketing becoming way more expensive than ever before, it only made sense for the product to become the protagonist, and for Sales and Marketing to step into supporting roles.