Welcome to Episode 2 of The Unfair Advantage, your 15-minute power-up on all things PLG, made for marketers, product teams, and growth leads building brands in South Africa (and beyond).

Hosted by Kelvin Jonck (CEO at YOUKNOW Technologies) and Don Packett, this episode dives straight into the world of product-led growth. Not the theory, the practice. The tactics you can actually use. Right now. With the tools, teams, and budgets you’ve got.

In this one, we unpack how small shifts in your onboarding, loyalty nudges, and messaging flows can turn “meh” experiences into magic. Whether you’re running a slick fintech app, building a loyalty programme for your QSR, or trying to keep users coming back to your gaming platform, PLG gives you an unfair advantage if you know how to use it.

🧠 The good news? You don’t need a data warehouse or a team of 200. Just the right mindset and a willingness to test the small stuff.

👇 What You'll Learn in This Episode

• Why product-led growth isn’t a trend,  it’s a toolkit.

• What makes a loyalty programme actually worth it (Clicks, we see you).

• Why onboarding is everything, and what Duolingo gets right.

• How PLG uses value moments, not vanity metrics, to drive growth.

• Where your data's already speaking to you, you just need to listen.

  
  

⏱️ Chapters & Timestamps:

00:00 - 01:00 : Introduction to Product-Led Growth

01:00 - 03:00 : Components of Product-Led Growth

03:00 - 09:12 : Loyalty Programs in Product-Led Growth (Kauai and Clicks Examples)

09:12 - 15:58 : Onboarding and Customer Journeys (Duolingo Example)

15:58 - 17:07 : Data-Driven Strategy and Conclusion

🎧 New here? You’re in the right place. Each episode is short, sharp, and focused on helping you grow your product, your retention, and your unfair advantage.

Subscribe on YouTube or Spotify and hit the bell to stay in the loop.

📣 About the Hosts

Kelvin Jonck is the CEO of YOUKNOW Technologies, a Martech consultancy helping African brands unlock growth through smarter data, customer engagement strategies, and tech like Amplitude, Braze, and OneSignal.

Don Packett is a strategist, speaker, and creative thinker focused on simplifying the complex and getting people excited about growth.

💡 Already listened? Tell us what you think or drop us your questions for the next episode. And if you know someone building something great, send this their way.

#UnfairAdvantagePodcast #PLG #ProductLedGrowth #RetentionTactics #MartechZA #SouthAfricaTech #YouKnowHow #GrowthMindset #CustomerExperience #DigitalLoyalty