The idea is to turn your product into a growth machine. Make the app do the marketing job too.
It is a great approach for the “creator” type of makers. The people who enjoy building products, but hate marketing it.
Great products turn users into advocates who invite friends. This happens because humans are social creatures who gain status by sharing valuable resources. When early humans found clean water, they earned respect and higher social status. When you discover a useful app and share it, the same social dynamics apply.
Ever had a feeling like “this movie is amazing, I have to tell my friends”? That is because the monkey inside you constantly seeks ways to make other monkeys happy.
If your product works as a tool to boost their social status, they will use it. And your business will grow automatically.
What is the catch?
Unfortunately, there can be no guide about making your product great. Every case is different. Some require adding more features, some require removing them. Some products are great only in a particular moment of history. Some require unique skill or talent.
You will need to find your own way.
The secret is to get obsessed with a topic. Remember that cliché, “follow your passion”? Well, it actually works.
Do SaaS about what you like. If you like it, you most possibly already know a lot about it or even have experience working in that niche. You are already spending nights thinking about it. You're consuming content, discussing problems, and noticing gaps in existing solutions.
This obsession gives you an unfair advantage. While others research markets through surveys and analytics, you already live in that world. You know the pain points because you feel them. You understand what's missing because you've already looked for it.
When you build something you'd actually use, you become your first genuine user. You'll obsess over details others might skip. You'll spot usability issues early. Your product will feel authentic because it solves real problems you've experienced.
The goal is to make your app to bring joy, not chore.
It is hard to achieve because people use your tool to do work, which is not fun by definition. They want to hang out with their kids or play videos games. Instead, they had to sit in an office space and write emails. But if using your email app brings them joy, they will love it because you made the boring part of their life a little more interesting.